What is the purpose of your business website? Do you want people to pick up the phone and call for an appointment or buy something online?
Every business website should have a distinct goal or set of goals. Many times, these goals will be focused on driving customer acquisition or sales revenue. When an online visitor takes an action on your site to complete one of your goals, it is called a conversion.
If a website visitor fills out a form with her contact information and you can then follow up with her, that is a conversion. If a website visitor downloads a free product trial or makes a purchase on your website it is a conversions.
If you are looking to improve your business website performance, then read more about the fundamentals of online conversions below:
1. The Conversion Equation
There’s a simple way to calculate your conversion rate using basic website metrics:
% Conversion Rate = # Leads or Sales / # Total Visitors
Your conversion rate equals the number of people who took a specific action over a certain period of time divided by your total traffic for that same period. So if 1,000 people visited your website in one week and 25 of those visitors signed up for your email newsletter, then you converted
2.5% of your visitors into subscribers that week and your conversion rate for that goal is 2.5%
2. Improving On-Site Conversions
Website conversion rates range widely across industries and types of offers. If you are giving away a free trial, you will have a higher conversion rate than if you are selling a $100 product online. A web design firm can work with your business to find the best strategies to get visitors to click and convert more on your site. If you increase your conversion rates with better calls-to-action and web design, then you will effectively increase your bottom line.
3. Increasing Traffic
Considering the above formula and how conversion works, you can see why it is so important to keep driving new traffic to your website. For example, if your conversion rate is 2.5% and you get 1,000 visitors, then you will gain 25 new leads or sales. But, if you double the traffic to your site, and get 2,000 visitors, then with a 2.5% conversion rate you will get 50 new leads or customers. Strategies like SEO, email marketing, and social media can all help your business to increase website traffic and turn more visitors into customers.
To find out more about how to optimize your business website for more conversions, contact Anchor Wave in Tucson. Our web design and internet marketing experts have helped hundreds of businesses achieve greater ROI online. Call us today at (520) 622-3731.
