What Is Conversion Rate Optimisation And Why Does It Matter?

December 18, 2015

conversion-rate-optimisation

Here at Pixus we don’t just make websites that look great; we also make websites that generate real leads. The process of turning visitors into customers is called conversion rate optimisation (CRO) and it’s one of our many specialities.

What is a conversion rate?

Conversion rate is a measurement which takes the amount of conversions your site has had and divides it with the amount of visitors. For example, if you have an ecommerce website which in one day received 1,000 visitors with 30 of those visitors placing an order, then the conversion rate for that day would be 0.3%. Conversion rates are an effective measurement on how well your website performs which can be used as an indicator for potential profits in the future.

Conversion rates go hand in hand with search engine optimisation (SEO) – you can make predictions about how much extra traffic you will need to reach a certain amount of profit. However, conversion rates can also make better use of existing traffic – doubling your conversion rate essentially doubles your profits.

How can we find out the conversion rate?

Rather than doing mathematics every day, conversion rate statistics can be easily found in Google Analytics and other website traffic analysing software. Website statistics and analysis is a part of Pixus’ SEO package; we will track your conversion rate automatically for you and give suggestions on how we can improve it.

If you currently don’t have an SEO package with Pixus at the moment then drop us a line and let us see how we can help your site convert.

How do Pixus improve the conversion rates?

Checking what’s going on at your website currently is the first port of call with CRO. It’s important to know where the current conversions are happening and where they aren’t. There may be some pages which are converting very well and it can be counterproductive to tinker with a winning formula. However, there may also be pages that just don’t seem to convert at all despite quite a few visits – this is the best place to start. Our specialist SEO team can look at the visitor journey and see where they spend most of the time on the website and where they seem to drop off. We look for patterns and problem spots before utilising our digital marketing knowledge of amend them.

As part of our SEO package we also make sure to benchmark and choose keywords that match your target audience – this means locations, gender, interests, age and so on need to be taken into account. Is your website attracting the right customers? This is one of the most important areas we look at when working on CRO. If your website has been attracting the wrong audience all along it could have a big impact on your conversions. Furthermore, Google takes engagement into consideration when it ranks websites, so your website visitors leave quickly and are not interested, you could lose your search engine positions.

Once we’ve got the data on areas that need to improve we will look at the pages in more detail highlighting where the current calls to action (CTA) are, the content quality and overall structure of the page. Are there plenty of opportunities to grab a visitor’s attention to make them want to purchase? Does the content ‘flow’ in a way that keeps the reader engaged and interested? Are the pages free of errors? These are just a small handful of the things we look for in a page that needs work. Based on our findings that’s where the work begins.

If your website isn’t performing as well as you hope it would then get in touch with Pixus today and let us help you with our CRO service.

This article was written by . Dan is the Co-founder & Director at Pixus.

Dan has over 10 years experience working with web designers and developers, creating a wide range of projects both large and small.

Dan

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