Increasingly, webmasters are beginning to understand the importance of the difference between traffic and conversions, so it’s important to understand the specifics of conversion management. Increase Website Conversion is a more useful indicator than total traffic. A conversion is the number of visitors who took a targeted action on a page, such as a product. The percentage indicator allows for a more targeted analysis of visitor flows and an understanding of the direction in which it is worth working. We talked to the company about how to attract as many targeted users as possible and increase conversions. Inside Warehouse”I founded Tadu Deksnis.
It is necessary to know your client
According to the interviewee, traffic flows can be divided into those who have already been on the website and returned to it again, and those who visited for the first time. The two groups of users are different: the first group needs to be retained and the second needs to be interested and encouraged to return, but the most important thing is to turn both groups into useful visitors.
“Optimal would be the level of conversions that would allow your business to conveniently invest more in well-converting channels, thus driving more traffic and increasing sales.” Deksnys
“The value created by the user has the greatest impact on the return traffic. These can be both products and services that solve a visitor’s problem. Websites or gadgets are successful when a business is able to turn as many new visitors as possible into constantly returning users, so focusing on value creation, great service to existing users is a key factor. Too often we see the efforts of entrepreneurs to attract as many new visitors as possible without analyzing the quality, reversibility and value they attract, ”says T. Deksnys.
In order for the user to come back again and be helpful website, it must first be clear, attractive. According to the interlocutor, a user who does not understand how to behave on a site that is first visible, or does not find a benefit in it, will never return there again. To attract more users and increase conversions, it’s important to understand what the people who visit you want.
“Different types of sites like community site and e. shop, solves different tasks. However, it is useful to follow the path of a potential customer yourself – from the moment a visitor learns about the site until he becomes a customer and uses the services, buys goods. You need to critically evaluate those points where you think the visitor should get the best experience but don’t get it. For example, if you see that 50 percent. visitors to your site are browsing on a mobile phone, but your site is not adapted for these devices, there is a high risk that visitors will choose another site. If you have e. store and you see that traffic converts poorly into sales, you should also look at every step of the buyer’s journey and analyze where you are losing them, ”the interviewer advises.
Looking to the future, it pays to invest in quality content marketing now, as this approach will increase conversions most effectively in the near future.
“Companies already face the challenge of linking content marketing to marketing and measuring effectiveness, yet content marketing is seen by companies as a key tool to help connect and stay in touch with their customers. Over the next four years, companies around the world will double their investment in content marketing to $ 300 billion. USD. Buyers will choose those companies that will provide quality and personalized content in any of the steps, ”T. Deksnys is convinced.
It is important to find the most effective method
Current measures help website developers understand what techniques attract the most targeted users. By purposefully using this information and investing in the necessary marketing tools, the number of conversions can increase significantly.
“Today, all businesses have access to traffic tools on social networks, Google search and the network of sites, so I would like to mention the company’s ability to evaluate the effectiveness of each of the advertising channels. By estimating how much money your customers have spent buying goods or services on your site and dividing by how much advertising on a particular channel has cost, you get a rate of return (different for each business depending on your margin) that you can use to increase your advertising investment in better performing channels. This method is also suitable for beginners, you should simply be willing to try a larger number of channels and discover the ones that generate the highest return,” advises the interviewer.
The pace of increase website conversion rate depends on the competitive environment and industry. It is because of these conditions that increasing conversions may take longer and not reach the desired pace. “I would call the optimal level of conversions that would allow your business to conveniently invest more in well-converting channels, thus attracting more traffic and increasing sales,” says Deksnys.
How do I calculate a conversion rate?
To calculate increase website conversion rate, we divide visitor activity by the number of visitors and multiply by 100 percent. A simple example: if 3,000 visitors visit your e-shop in a certain period of time and 30 conversions occur, it means that (30/3000 * 100%) your store has a conversion rate of 1%.
Don’t be surprised or scared – the average e-commerce conversion rate is 1% – 2%. Even when all is well done, the conversion rate rarely exceeds the 2% threshold. In fact, you should even aim for a 2% + conversion rate. So how do you do that?
How do I optimize my conversion rate?
First you need to find out what visitors are doing to your site, how they interact with it and where they are “stuck” and why they are leaving. Various tools help to do this. Let’s discuss a few of them:
This tool allows you to record every step of your website visitors. Inspectlet shows the user’s IP address, the start page of browsing the site, where they came from and how much time they spent on the site.
To start the session recording process, all you have to do is create an Inspectlet user and add a script to your website. The free version of Inspectlet allows you to record up to 100 sessions per month. Just add a script, log in to Inspectlet, and select the recorded session you want to view.
Mixpanel allows you to see the actions of site visitors by highlighting the desired elements of the site. This tool does not record sessions, but it does detail user behavior: where users click, how many times, etc.
All of this helps determine the usefulness of certain form fields and how important the various sections of your site are to your visitors. In addition, Mixpanel provides the ability to use A / B testing. A / B testing shows which fields or layouts are more attractive to users to convert.
The simplest example of A / B testing is how the clickthrough rate changes when you just change the button design.
The CrazyEgg tool allows you to see visitor behavior on your site. Using thermal maps, scrolling maps, and overlay tools , CrazyEgg shows you where most clicks and other interactions occur.
The confetti-type image provided by the tool shows where users click, and different colors indicate more or less clicks.
Heat map analysis can help you understand what users are doing as soon as they get to your site, often revealing opportunities to improve certain aspects of your site’s navigation.
Google Analytics and Webmaster Tools
We recommend using Google Analytics . This tool allows you to see:
- How visitors found your site. This could be a Google search, access from another site, or a direct visit.
- How much time visitors spend on your site.
- Location of visitors.
- Whether it is a new visitor or not.
- What browser, operating system did visitors use and whether the mobile device was used.
- How many visitors converted (based on the conversion action you set) and who led them to it.
The Google Search Console will help you find out what keyword’s users enter to find your site. In addition, it shows various errors that can affect your site’s rankings, such as: slow-loading pages, bad links, etc.
To increase website conversion rate, you should first improve your customer shopping experience in your online store. You can do this by following the steps outlined in the article “The Art of Attracting Customers – What to Look for When Creating an Email. shop? ”. You can also always contact us. We can help you implement these tools, develop a further strategy and help you move towards a better online shopping experience.