Visitor conversion program
So - you've got a well designed site, it's ranking well in the search engines, has good content, and expertly promotes your products and services; but are you converting as many visitors to customers as you could?
As with most things that are worth doing, it takes an investment of time, money or both to achieve the required results. It's the same with the web - there's no quick fix to developing a successful site, but once you have all the above in place and the traffic coming your way, it's worth making sure you're maximising your return by optimising your visitor to customer conversion rate.
How can I measure my conversion rate?
Quite simply, the number of unique visitors divided by the number of conversions = the conversion rate.
This isn't the only formula we use to evaluate the effectiveness of your web site, other crucial metrics include page count divided by visitor count (which can show your web site's retentive ability) and also how deeply visitors are navigating your site.
How does the Visitor Conversion Process (VCP) work?
- Business profile and objectives - the process starts with the completion of a detailed questionnaire to determine your organisation's aims and objectives, and other information to help us fully understand the nature of your business and its vision.
- User experience survey - with your assistance, we design a web site user survey to analyse the customer experience.
- Reporting - we provide a detailed report following a review of the user survey, competitor analysis and e-metric analysis.
- Recommendations - suggestions on how your conversion rate can be improved.
What sort of recommendations and problems will be highlighted?
Different websites have different aims and objectives, but you can typically expect some of the following to be raised:
- Abandonment - in the context of shopping cart, mailing list sign ups and registrations.
- Usability - if your web site isn't user friendly, this can have a significant impact on conversion rate. Problems might be unclear navigation, poorly written text and poor functionality.
- Credibility - the site design and text need to create a powerful and professional impression to your target audience.
- Follow up marketing - effectively managing the customer journey right from the enquiry stage can make a huge difference to the conversion rate; a good email marketing strategy at this stage for example can be invaluable.
Benefits following implementation of VCP recommendations
- Increase in sales and enquiries
- Less business lost to the competition
- Decreased site and shopping cart abandonment
- Reduced customer acquisition costs
- Higher mailing list take-up
- Improved percentage of repeat customers
- Increased customer loyalty
Maximise your conversion rate before investing in further promotion
Increasing your promotion investment may help to increase traffic, but isn't necessarily going to have any effect on your conversion rates, return on investment or profitability. If you're not sure that you're maximising your conversions, a one-off investment in our VCP will ensure you get the most out your existing traffic.
Please contact us for more information on our Visitor Conversion Program.
