One of the most important things you should be tracking on your website, whether or not it’s e-commerce, is your Conversion Rate. If you’re not already aware, your conversion rate is the percentage of people who visit your website who take a desired action. How you define a conversion is up to you, but some common goals that websites have for their visitors include creating an account, signing up for a newsletter, and making a purchase.

It’s important to track your conversions for a number of reasons. If you’re spending advertising money to drive traffic to your site, but visitors, once there, bounce (leave immediately) or simply don’t take any actions that provide you with revenue, then you’re wasting your money.

Once you know how well your current website is converting, then you can get into the real work of optimizing your conversion rate. This involves researching your customers and using proven strategies to improve their experience on your site, leading to more conversions. Some of the best actions you can take include

• Writing a crystal clear headline. Is the biggest thing on your site your logo or a vague slogan? Make sure that new visitors know exactly what you offer on your site.
• Inviting visitors to convert. You won’t get conversions if you don’t ask for them. Your call to action should noticeable—be sure it’s above the fold and contrasts with the rest of your site. It should be a big, easy-to-click (or -tap) button, not a text link.
• Being authentic. Get rid of irrelevant stock photography and marketing jargon that you makes your page sound like an advertisement. Visitors see through that. Use the natural language of your customer base and imagery that’s unique to just your website and your brand, instead.
• Removing friction. Anything that slows down the conversion process, like long forms with a ton of fields to fill out will reduce your conversions. Simplify, and you should find that your conversions increase.

This is, of course, just the tip of the iceberg, and you won’t really know what works best for your user base without A/B testing. For more information about conversion rate optimization, contact North Texas Web Design at (214) 534-6830.

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