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Today I had a phone call about digital marketing services that we provide and the caller asked about improving the conversion rate on their website. If you feel your website is not delivering the customer referrals you expect, then it is worth considering how your website conversion rate can be improved.
What Is Conversion Rate?
Conversion is when you convert or get people that visit your website to do a specific action such as download a file, call you or buy a product etc and the conversion rate is the:
Number of customers who take the specific action / Number of visitors to your site
For example a website that sold 10 products with 1000 visitors to the site has a conversion rate of 10/1000 = 1% conversion rate.
After a quick analysis of our callers website I identified two major problems that affect the conversion rate of any website:
Website Design
The site is not mobile friendly and it lacked any clear “calls to action”. A mobile friendly website is essential as the huge increase in searches on mobile phones continues.
A “call to action” is what you want a customer to do when they are on your site, for example “Call us” “Enquire now” etc. It may seem obvious but you need to ask or tell customers what you want them to do when on your website.
My advice: Look at the design of your website, is it clear to visitors what services you provide and what you want them to do when they visit your website? If your website is not mobile friendly then visitors can easily become frustrated and it is a poor representation of your business. In this case the website needs to be redesigned.
Not Targeting The Right Customer
The conversion rate on their website is low because the website does not target the services that they provide nor does it target the location where they offer their services. So when a potential customer uses Google to search for their service, they are not finding their website! Effective targeting of customers is all about delivering the right quality of visitor to your website which is far more important than delivering a high number/quantity of irrelevant visitors.
My Advice: Seek the advice of a professional. There is no point having a website that is not targeting the relevant services you provide or the locations where you provide them. I have worked with a number of companies to improve their targeting of customers and the benefits far out weigh the cost.
I hold an MSc in Digital Marketing from Michael Smurfit Graduate Business School, UCD and I am Google Adwords Certified.
If you would like to discuss what we can do for your business you can contact me on (083) 1026964 or email: cathal@www.www.enablemarketing.ie
- Minister Michael Ring Launches P. O’Connor & Son Website - April 19, 2018
- What Style Of Leader Are You? - October 26, 2016
- Mobile Friendly Websites Have Become Way More Important - October 17, 2016
