Digital Marketing Strategy - Conversion Rate Optimisation

What is your Conversion Rate?

Are you like most business owners and have no idea what your website's conversion rate is? One of the main benefits of digital marketing is the ability to measure most aspects of it. And as the famous saying goes, "if you don't measure it you can't improve it". Yet the majority of business owners we come across have websites that don't measure the most basic conversions.

A website conversion can be a webform, chat message, phone call, online sale, download, sign up or pretty much whatever you set your website up to do.

When designing a website or planning a digital marketing strategy, one of the first things you need to consider is exactly what you are trying to achieve. What do you consider a conversion and how do you track it?

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Examples of Website Conversions

Let's go into more detail about different types of conversions you may consider. These could be:

  • Fill in a webform requesting your service
  • Buy a product online
  • Join your mailing list
  • Download an eBook or Brochure
  • Call your displayed phone number etc
  • Start a chat message
  • View a sales video

Whilst the list of what you can consider a conversion is broad, we believe there are just a few conversions that you should measure. These are either a purchase on your website or a visitor contacting you about your products or services; so a webform, chat message or phone call.

How to track Conversion Rate

Once you've decided what your conversions are, you need to work out how to track them. In most cases you can track your conversions using a free platform from Google called Google Analytics. In fact, you can track pretty much all your conversions using Google Analytics except phone calls; which you will need to integrate with a call tracking platform.

What is Conversion Rate Optimisation?

Conversion rate optimisation is working out how to get more visitors to your website to convert. Similar to bounce rate, before you can improve conversion rate, you first need to understand what is happening on your website. Why are visitors not converting? This involves heat mapping and session recordings.

Some of the main strategies for conversion rate optimisation are:

  • Have clear "Call to Actions" throughout your website. Don't make visitors have to look for how to contact you or buy your products or services.
  • Use triggers that encourage visitors to convert. A trigger may be something like a discounted offer or guarantee.
  • Use personalised images that visitors can relate to. People like to see real people eithe providing a service or using a product.
  • Create pages for specific topics so visitors see exactly what they are looking for.
  • Ensure your website looks professional and is functional.

Once you've worked on a conversion rate optimisation strategy, it is important that you continue to test and measure it to see if it can be improved further. The most common way to do this is with split testing; where you show 2 different versions of a page to different visitors and see which one converts the best.

Our Digital Marketing Services for Conversion Rate Optimisation

Conversion Rate Optimisation is happening, now what?

Once you've got digital marketing strategies delivering a stream of new customers to your business, you need to work out how to get these customers to come back for more. How do you get customer retention?

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