Delivered on time and to the budget discussed and we have seen our website ranking improve more rapidly than expected.

CFGX, Aberdeen

Conversion Rate Optimisation

Getting More Out of Your Visitors

You probably want more visitors to your website. That is why you do SEO; why you advertise; why you read these tips. You want that to increase your business.

Hopefully you have increased the number of visitors to your website. But has it generated more business?

This is where Conversion Rate Optimisation (CRO) come in. Spend 1 minute reading below.

CRO is not just another buzzword. It is critical to the success of your online marketing. Consider the following:

Imagine that you could double the number of visitors to your website. You would hope that this would double the amount of business gained. But how much time and effort would it take to achieve?

Now imagine that you could double the rate at which visitors to your website actually became customers. This may be an easier challenge.

You must presume that a visitor to your website has some interest in what you do. They are a potential customer. Otherwise they would not have clicked through. Your online marketing is working - up to this point.

If none of these visitors become customers, or even make an enquiry, then something must be wrong, and it must be fixed.

If very few of these visitors become customers, or make an enquiry, then something is working, just not very well, and so should be improved.

This process should be continually repeated. You should want to always improve the conversion rate of your visitors. For example, if you receive 1 sale for every 100 site visits, and you can increase that to only 2 sales per 100 visits, that is a 100% increase.

The fundamental principle seems obvious. Look for why visitors don't take it further, and remove that blockage. Conversion Rate Optimisation can involve lots of tools and analysis, but the payback can be immense.

So what if you have a poor CRO? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

Usually I would suggest that you first contact whomever looks after your website marketing. However, they should have done this already, so contact me, and I can tell you how we can help.

By Kenneth Mackay, 23rd June, 2015

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

If you need to promote your business online, then contact us.