Website improvement should be an on-going priority and it can be a cost effective way to increase leads and sales. To take away the guesswork of any improvement measures it is important that the goals of a website are fully understood. Often a website will have a number of goals, e.g.
- Generate enquiries and leads
- Online sales
- Create email list sign-ups
Through effective analytics tools it is possible to record and measure the success of a goal on a website. For example if (over a prolonged period) three in every hundred visitors to a website make an enquiry, that goal would have a 3% conversion rate.
So how can this conversion rate be improved?
Often some seemingly small changes, perhaps a change in wording, or layout can have a significant effect. Understanding where these changes should be made can be aided through a number of useful research and tracking tools, not to mention some good old fashioned talking to customers!
Some of the routes that should be explored include:
- Analysis of tracking data from tools such as Google Analytics
- Use of visitor “heat maps” to provide data on website clicks and use
- Gathering of feedback based on user testing both in person, remotely and through online surveys
- Use of best practice website design techniques, effective landing pages and conversion funnels
Often changes can be performed through your website's content management system without the need for site development and are equally valid for lead generation, informational and eCommerce websites.
Why is this so important?
Taking our earlier example, now imagine the website receives 10,000 visitors per month. Just a 1% increase in conversion rate would represent an extra one-hundred enquiries. If you compare the cost involved to that of generating the equivalent two or three thousand targeted visitors, via pay-per-click, SEO or traditional marketing routes the ROI is immediately apparent.
How can we help?
Blue Box provide a Conversion Rate Optimisation (CRO) service at a small monthly fee (which is typically offset over time by the increase in conversion rate and therefore sales/leads). Call us on 0845 521 0860, email us at sales@blueboxsoftware.com or fill in the short form below for more information.