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Conversion rate optimisation is the process of using statistically factual data and general user experience feedback to optimise your website or landing page to increase the number of enquiries you receive as an average.

When a user lands on your site, it should be as easy and informative as possible while still maintaining a level of simplicity. Depending on the industry there are different approaches that you can take but to increase conversion rate usually, you will need to make the process of the visitor contacting you as easy as possible. The following list should help you get started:

  • Clear calls to action on the site
  • Clear contact number across the site
  • A healthy balance of information and simplicity
  • An easy to navigate site

Conversion rate optimisation is something that can’t be neglected when trying to understand the rhythm or pattern that is taking hold of your online marketing campaigns. Whether your traffic comes from Google, Google Adwords Facebook or Duck Duck Go, it’s obviously important that you maintain or increase the conversion rate to capitalise on it and understand what can be improved.

One of the most common scenarios that appear in the industry is that a site may have been effectively converting visitors at a consistent level. However, you then begin to notice that although your online marketing efforts are increasing regarding the volume of visitors – you do not see an increase in conversions.

The example

As an example, let’s take a site that on average receives 100 visitors every month and operates with a 5% conversion rate. Every month they receive five enquiries. As their online marketing campaigns start to progress – they see an increase in traffic to 200 visitors per month. However, they are receiving the same number of enquiries that they did with half the visitors.

How can my site be receiving more traffic but we’re receiving the same number of enquiries?

Well, there can be lots of reasons why these visitors may not be contacting you, and a conversion rate issue isn’t guaranteed to be one of them, but in my experience you rarely have to look further than on-site changes (changes to form fields, on-site content, site navigation changes etc.) or seasonality taking a negative effect on your campaigns.

If you have made amendments to your site without testing them, no matter how subtle, it could be causing a decrease in the number of conversions you’re seeing. Remember, the different pages on your site may be a contributing factor to your conversions. For example, you may have an about us page that 30% of all converting traffic passes through. So even though most of your traffic lands elsewhere a change to this page will affect 30% of your conversions.

It’s also worth noting that generally speaking there should only be one change at a time, particularly on the same page, as you will be in danger of not know which change caused an improvement and which did not.

Without the correct analysis, you can quickly deplete your enquiries.

So, if you’re planning on improving conversion rates across your site, use a controlled tool such as Google Optimize to show your desired changes to a percentage of visitors, preferably one change at a time, and build a foundation to continue improving your conversion rate.

Michael Elliott
Michael Elliott
Michael is a Google qualified online marketing consultant here at DP Online Marketing & is in charge of managing numerous client accounts across different mediums such as SEO & PPC. Michael proudly graduated with a BSc Honours Multimedia Technologies degree from Sheffield Hallam University & prides himself on his completely honest & transparent approach.