So, you’re seeing some traffic come to your site, you’ve got some revenue coming in, but it could be better.
Are you checking in on your conversion rates? I don’t mean looking at the average from Google Analytics or whatever platform you're using for analytics - I mean really looking at your conversion rate. Who cares about your average? (Okay, it’s important) BUT what is increasing the average or pulling it down?
So we are all on the same page: conversion rate = the percentage of visitors to your website that complete a desired goal. For the purposes of this let’s say:
conversions = purchases/website sessions
Conversion rate is one of the most important metrics you should be following and always trying to improve.
I’m going to do a high level walk through of how I check and optimize for higher conversion rates.
Before we dig into that let’s consider why conversion rates are important:
Higher conversion rate means more engagement.
Higher conversion rates mean more revenue.
Understanding conversion rates and where/how your customer’s convert will help you build a better experience for them.
Understanding conversion rates helps you understand your customer journey.
Analyzing conversion rates can help you determine where your marketing dollars are most effective, and what isn’t producing a strong ROI.
The first thing I do when I start working with a client is look at their website and I mean really look at their website. I go through every single page. I read their copy, I try to buy stuff, I click on anything and everything I can.
Is it easy to purchase?
Do I easily know what they are selling?
Are the product descriptions clear?
Is the website cluttered?
Is the website fast to load?
Is there multiple payment options?
If the answer is no to most of these I’m gonna go ahead and make the assumption that the conversion rate is low too. The easier and clearer you can make the process to complete the conversion the higher the conversion is going to be. No one is going to work to buy from you.
Next, where are they consuming your website? Is it desktop, mobile, or tablet?
Do you know?
What does the conversion rate look like across all three?
So, let’s say you have a 3% conversion rate. This is actually above average. According to Alexa the average e-commerce conversion rate is 2.62%.
You take that 3% and think, I’m doing good! I’m above average! Let’s celebrate, but wait a minute, 💁 it can always be better.
Let’s drill down a bit further: now you look at it by device (you can find this information in Google Analytics) and you see your conversion rate is 7% on desktop, .25% on mobile, and 1.3% on tablet. Well, mobile sucks and tablet could be better. (I realize that does not exactly average out to 3%, but let’s pretend it does) So, next you need to figure out why.
First, take a look at the sites on mobile and tablet - is anything broken? Is it a poor user experience? Do you have a sign up form breaking the page or taking up too much real estate? You may be able to fix some of the problems with some website tweaks.
Then, look at the data - drill it down to source. Do you have a lot of traffic coming from one source that is really pulling down this conversion rate? Are you maybe running some ad campaigns that may be delivering on mobile apps that just aren’t hitting your correct audience? All of these factors could lead to your conversion rate being pulled down on mobile.
Then pay attention to individual landing pages. (this is my favorite part) Are certain ones working much better than others? If so, use the high converting pages in your marketing campaigns. I like to pretend I’m on an episode of Chopped and “chop” the lowest performing landing pages and stop pushing traffic towards them. What can I say? I’m ruthless.
Continue to peel back layers to see what’s working and what’s not. It’s really easy to jump into a rabbit hole on this stuff, so I strongly suggest focusing on one area and trying to improve instead of trying to “fix” it all at once.
And above all, test and then test again. Never think that you’ve found the secret sauce and it’s going to work forever. You should always be optimizing and always looking for ways to improve your conversion rate.
If you need help solving your conversion rate woes schedule a free consultation! In the meantime, check out 7 Ways To Increase Your Online Revenue Without Spending A Dollar on Marketing.