Conversion Optimisation – The Cheap Way To Increase Profits
Posted by admin on July, 14th 2010
Many companies are pouring literally tens of thousands of pounds into online advertising, PR, SEO and offline advertising.
Instead of battling against time and competition companies could simply concentrate on making the site sell more products per visitor. The conversion rate of a site is the percentage of people who do a desired action on a website such as buying a product, filling out a form or calling a telephone number for example.
There are many web design choices that can deter people from spending time on a website or from buying a product. Unfortunately many web developers do not consider the customer when designing a site, their main aim is to develop the site, make the client happy and get paid. When clients make bad decisions (see Clients From Hell!) that’s when conversions can go right out of the window, we’ve seen pink websites, websites that take a shocking 20 seconds to download and ecommerce sites with broken links and no product descriptions.
“4 seconds is the average time someone decides to stay on a website or not”
Our web design partners Juno have seen a 14% increase in sales just by testing out different images at the top of one of their clients sites. This work took about 2 hours of development time and increased the client’s bottom line by an extra 14% a year, I’m not allowed to give specific figures but obviously this was a great investment!
If you are unsure how to create more sales per visitor on your website then look at the top players online such as Amazon, Ebay and Google, each one of these companies split tests for conversion optimisation on a daily basis constantly refining their sites (and profits!).
The main things Real Web SEO look at when doing conversion optimisation are:
- How quickly the website loads
- How clear it is to see what the website is offering
- How easy it is to find the required information
- How easy the website is to navigate
- What feeling you get when entering the site (colours, images etc.)
- How easy it is to buy the product or call the business
- How trustworthy the site seems (especially on ecommerce)
There are hundreds of factors that can raise/lower a website’s conversion rate but the important point is to start with good web design practices and try to improve from there. Not testing a website is a big mistake that we see again and again, it’s the cheapest way to improve profits and also one of the most effective.
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