Visitors to a website are a wonderful thing. However, it’s very discouraging when a person arrives at the site, looks around, and then leaves. Business owners would like to see these individuals act while there. This may be completing a form, making a purchase, or taking another desired action. Conversion rate optimization works to determine how visitors move through the site, what actions they are taking, and why they aren’t completing the desired action.
How Conversions Are Determined
First, a business must determine what action they would like the visitor to take. Many people assume the goal is for the visitor to make a purchase, but that isn’t necessarily the case. A purchase is usually considered a macro-conversion. Micro-conversions, such as signing up for an email newsletter, can be of benefit as well.
The Conversion Rate
When a business talks about the conversion rate, it is referring to the number of visitors who completed the desired action in relation to the total number of visitors to the site. This differs from SEO in that it looks at a specific action rather than site traffic. Each visit is considered separately. For instance, a person who visits the site five times and makes a purchase during three of the visits would convert three times.
Why Is the Conversion Rate Important?
Conversion rate optimization can be of help in improving a site’s search engine ranking. A company learns more about the target audience when optimizing the site for conversions and gets a better understanding of what message best speaks to this audience.
When a site is optimized for conversions, customers tend to spend more time on the site and come back again when they need similar products and services. This is due to the improved experience that conversion rate optimization provides. In addition, a site that has been optimized for conversions tends to build trust with the consumer. For additional info, be sure to visit the site.
Qualitative data analysis is of great help in optimizing a site for conversions. This data provides hard numbers regarding visitor behavior on the site. First, a solid platform must be selected, and the company must then use it to track conversions. According to RealtimeCampaign.com, numerous metrics may be tracked, and businesses must know which are important.
According to Saas CRO: What You’re Not Testing (But Should), this data is of great importance. This data provides information on where visitors enter the site and what features they choose to engage with. It also provides information on what devices and browsers are being used to access the site and demographic data. Using this data, a company can determine where visitors leave the site to discover where the conversion funnel is lacking. The knowledge gained with the help of qualitative data analysis can be used to decide where to focus efforts.
However, qualitative data cannot be ignored. Businesses need to know why site visitors act in a certain way. Surveys and user testing can be of great help in gathering this information. It may then be used to determine how to improve the conversion rate. Heap Analyticsmay be of help in analyzing the data and identifying where changes need to be made.
Search engine optimization is of great importance. However, businesses need to recognize conversion rate optimization is of importance too. When both areas become a priority, the business benefits in a variety of ways.