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What is a Website conversion?

A website conversion is really the goal of the website.  In other words - what action do you want a visitor to take when they come to your website?  The conversion goal will differ from website to website but typically includes some of the following calls to action:
  • Buy a product online (ecommerce site)
  • Download a whitepaper
  • Sign up for a newsletter
  • Request a demo
  • Book a consultation
  • Complete a contact form

How do you define a conversion rate?

Simply put, the conversion rate for a website is the percentage of visitors to your website that take action.  For example if you have 1,000 visitors to your website in a given month and generate 25 leads, then the conversion rate for the website is 2.5%.

No of Conversions / Visitor volume = conversion rate

The industry average for conversion rate hovers at around 2%.  If the goal of your website is to generate leads, this means that you need 50 visitors to generate one lead.  The reality is that several websites have much lower conversion rates and even worse, some websites don't convert at all.

So how do you increase the number of conversions?  Well as the forumula above suggests, you can either increase the number of visitors coming to your website or... you can improve the conversion rate

If your conversion rate is 2% you should be asking the question, what am I doing to drive the other 98% of visitors away?

What is Conversion Architecture™?

Getting a prospect or a customer to take action is more about psychology than it is about technology.  We like to look at internet marketing as a 5 step funnelling process:

  • Step 1:  We use search engine marketing campaigns to drive targeted traffic to your website.  This is like a "funnel" where all the prospects (visitors) are thrown in at the top.
  • Step 2: The visitor lands on your website and we start the prospect engagement process.  Some visitors will decide that this is not for them and will leave.  The rest will continue to the next step.
  • Step 3: Using a "multi-channel" concept in our landing page design, most visitors to your website will determine the channel that is most relevant to them and will click on that channel.  For example if the channel represents your target market of "Pregnant Mums" then the imagery and call to action for that channel would be all about pregnant Mums.  In other words this visitor will feel that the website is for them.
  • Step 4:  The visitor now needs certain information to decide if they want to go further.  Often they might have a problem and are looking for a solution.  The key is to provide information that is relevant to that channel. 
  • Step 5: As the funnel narrows, we have started to qualify the prospects coming to the website and we now have an opportunity to convert the remaining visitors.  Using strong calls to action we encourage these visitors to take the next step and make it easy for them to  complete your website goal.

"Virtually all web sites have a persuasive purpose. To change what people think and do online, you need to first clarify your target outcomes and then make sure everything leads to those outcomes.”

At WSI we use a methodology called conversion architecture™ to build websites that achieve high conversion goals for our clients.

Before we even look at website design we sit down with the client and complete our information architecture document.  This is a questionaire type format where we learn about YOUR business and YOUR target market. The process starts with developing a different persona for each category of customer that you have. 

To help personalise the experience we give your customer persona a name.  Lets say the customer profile is a successful business man in his fourties - We'll call him Robert.  Our goal is to design a channel on the website specifically for Robert.  What sort of problems does Robert face?  Why does he use your product or service? What "tone" would Robert expect - formal, conversational etc. 

By profiling a customer persona for Robert we help improve Robert's experience on our website but more importantly we increase the chance that he will convert!

Conversion Calculator

We have designed a conversion calculator to show the impact of an increased conversion rate on your monthly revenue.  Click on the link to the right to see the impact an increase in conversion rate might have on your business.

If you would like to learn more about the subject , we have also written a white paper which you can download from our knowledge center.

"Conversion architecture: Improve your online performance while reducing your spend" - Download now

Contact Us

Contact us today for more information on how a small increase in the conversion rate of your website can have a significant increase on your revenue.

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