Understanding what a good conversion rate is
First of all, we need to understand what is a good conversion rate. By aligning your expectations correctly you can begin to understand exactly what makes a good conversion rate, why that is your conversion rate and how you can begin to improve and optimise your content for a higher percentage conversion.
Now, what is a conversion? Put simply, a conversion is a user who has completed a pre-defined event that you outlined on your websites analytics tracking tool. What said event is, is up to you and your website objectives. Do you have eCommerce functionality? Likelihood is that your predefined event is a transaction, which would mean one conversion. If you have 100 visitors on your website in the space of 1 day, and you make 4 sales, your conversion rate is 4%. A conversion doesn’t have to be a sale, it can be an enquiry, if you don’t sell products online. It can be a click to your instagram or a download of your eBook etc.
Not all users are going to convert on your website, we know that. But by utilising analytics reporting and correct data gathered from Google analytics, we can take advantage of best practice conversion rate optimisation methods to improve the chances of a user becoming a customer.
Improve conversion rate of a website by optimising content for customers
Some website owners wonder why they struggle to make conversions on their website when it looks like it was created in the 90’s. Your content, design, message and functionality need to work for your customers. If you’re a storefront selling your products online ready for collection in store, you need to simplify the process to the point where it’s too easy not to do. Don’t make your customers fill out a census of information, it wastes their time and will ultimately lead to them not converting.
The truth is, by making some simple, correct changes relevant to the collected data you will recognise a noticeable increase in the amount of more converting traffic to your website. Before you can focus on the conversion rate optimisation of your website, you must first ensure that you’re taking the right steps in getting users to your website in the first place, so you must be sure that your website is fully optmised for search engines by making use of best practice search engine optimisation (SEO).