Conversion, when used in the context of internet sales/leads, is the process of compelling a site visitor to take a desired action. These desired actions, or conversions, can manifest in many different forms. Some examples include sales, contact information left, catalogs ordered, membership registrations, and newsletter subscriptions…just to name a few.

Having a high conversion rate can depend on several factors: ease of site usability, a good value proposition, driving qualified traffic to your site, appropriate length and tone of content, and many, many more variables. Your conversion rate is easily calculated by dividing the number of conversions by the number of unique visitors in any given time period. For example, if a site gets 1,050 visitors in a month and 26 people sign up for membership (if that’s the objective), the site’s conversion rate is 2.5%.

26 ÷ 1,050 = 2.47%

Obviously, you will need to have some type of tracking system set up on your site to know your unique visitors. People often ask what a “good” conversion rate is. It has been said that if you’re converting at 3 - 5% you are doing well. This standard should be taken with a grain of salt, though, because it can vary greatly by industry. Some high-commitment, complex sales may only convert at less than 1%, while some others may convert visitors at 33%.

If you feel that you are not converting enough of your visitors, you may want to look into having a conversion analysis done on your site. This can provide some valuable insight into your site and you will surely learn some things that you may be doing wrong without realizing it. A conversion analysis typically involves an expert in the field “peeling back the layers” of your site by exploring the navigation, testing your shopping cart system (if applicable), conducting surveys, persona development to look at your site from several perspectives, and possibly multi-variate a/b testing. The depth of your conversion analysis will vary depending on what you opt for and the price.

MorePro Marketing, Inc. has a fantastic offer for site owners not looking to spend much money, but want to get some really great pointers. This is a great way to start figuring out where your site is really lacking and what services would benefit your site, your sales, and your bottom line the most.

Give us a call today for more information!

(866) 249-2432

Ask yourself in, at most, 10 words: “Why Should People Buy from My Website?” This is the start to finding and expressing your value proposition.
 
A value proposition is a statement that expresses the key reason why a prospect should buy from you or leave his or her contact information.  It should leave an impact on your visitors and be displayed prominently on the landing pages. Continuing on within your site, it should be expressed somehow (with logos, images, etc.) throughout.
 
A competitive analysis will help you identify your value proposition by uncovering your company’s strengths and weaknesses. By differentiating yourself from your competitors’ offers, you will excel in at least one element of value; thus, becoming the best choice for some customers. But…you cannot determine what the best choice for your customers is unless you know and understand your customers. It is important to discover your market’s motivation, perceived risks (or concerns), and obstacles they have about purchasing your product/service or leaving their contact information. Once you understand your market, you can address their needs and concerns in your value proposition.
 
Touch Points for Assessing your Value Proposition:
 
a.       It shouldn’t contain too much promotional language.
b.      It communicates who your market is, what you can offer them, and why they should accept your offer.
c.       It is articulated in 1-2 sentences.
d.      It differentiates you from your competitors.
e.      You can really deliver what you’re promising.
 
Lastly, one thing to keep in mind, the creation of your value proposition may be an evolutionary process. I recommend using A/B Testing to determine which versions have the greatest impact on your potential customers. If you would like more information on A/B testing, Multivariate Testing, or Conversion Studies feel free to give us a call!

866-249-2432

Welcome to the first set of tips from MorePro’s Conversion Corner. Rebecca is a conversion analyst, based out of Phoenix, specializing in consulting with website owners on how to convert more of their visitors to customers. Certified through Marketing Experiments, she uses the most recent techniques and up-to-the-minute research to find the best layout for a site.

Below are some free pointers from Rebecca on how to improve your site’s conversion rate:

Create a sense of urgency with stimulating copy, bold action statements, and special promotions. Effectively communicate how visitors can benefit from the product or service. The next step is to tell your site visitor exactly what you want them to do.

For your site: Add action statements, or call to actions, that speak to the visitor and their needs throughout all of the pages, for example:

• Call Today
• Get Your Quote Today
• Need Help Choosing?
• Questions? Contact Us
• Contact Us for More Information
• Compare Cases
• Buy Now
• Learn More
• Add to Cart
• Get Organized!
• For a short time only
• Act now – offer expires August 31st

In order to give the visitor the option to read the content on the page or just take action, the call to actions should be located at the top of the page and at the bottom. Use clear actions statements at the end of every topic and consistently throughout the site. However, be careful of not overdoing it as you might come across as being overly pushy, but being too conservative won’t produce strong marketing results.  You need to find a balance.

Feel free to reply with comments, ask questions, or just give me a quick call toll free at (866) 249-2432. We’d be glad to give you pointers for improving the conversion rate of your website.