SEO Services Internet Marketing by Breeze Media

It’s great to get lots of visitors visiting your website, but it’s only really beneficial if you can persuade them to do what you want and convert them into customers. Known as “Conversion rate optimisation” it can double your sales. Conversion Rate Optimisation (CRO) is brilliant stuff and it’s proven to increase sales. It is the art and science of getting your visitors to do what  you wa nt them to do, such as making a purchase, completing a survey, making an enquiry or subscribing to your website. It consists of a variety of techniques such as persuasive copywriting, clever placement of images and commands that compel visitors to click. CRO can literally double your sales without spending a single penny extra on marketing! Here’s how… Say your website gets 100 visitors a day and 1 in every 100 makes a sale or submits an enquiry. That’s a 1% conversion rate, but what about the other 99 visitors that got away? If you could convert just 1 more visitor a day your conversion rate is 2% conversion and you have just doubled your sales. Wow! Your sales have just doubled without spending an extra penny on advertising. Imagine if you could increase your conversions by 3, 4 or 5%.

Why conversion rate optimisation is really important

The majority of websites do a really bad job of converting their visitors into customers. Typically they will only convert 1 or 2% of their visitors into customers. This is effectively turning away 99% of your visitors which is bad enough but when you consider that the people visiting your website are actually looking for your products and services then then it’s really bad. Why you really need to improve your conversion rate

1. With 98-99% of your visitors turning away you are losing money hand over fist – literally!
2. Adwords, PPC  is getting increasingly more competitive and more expensive each passing month. For too often companies will increase their advertising spend just to compensate and they just end up throwing money away needlessly. PPC is costing too many companies a fortune and the only people getting rich are the PPC agencies and Google so you should be looking at ways of reducing your adwords spend.

On the flipside of the majority of websites turn 99% of their visitors away and that’s bad – and when you consider that these same visitors are actually looking for your products and services then it’s really bad! That’s why conversion rate optimisation is really important.

So how do we do conversion rate optimisation?

Let’s start with your existing website and see how it well it converts as it stands. Now that we’ve got our base conversion rate we now want to duplicate the pagea couple of times but this time we’re we’re going to change the buy buttons with something more eye catching. We’ll also try different wording and this is known as the “call to action” or “sales command”. We’re now going to test the new pages using a technique called split testing. We use Google optimizer to serve up different versions of our test pages to each visitor in a loop so that we obtain different sets of results. Just like this;

Visitor 1 sees page A………Visitor 2 sees page B………Visitor 3 sees page C As you can see the changes we made have made a difference and page C performed the best giving the highest conversion rate. This is great stuff so we now want to use page C as the basis for a repeat of the test we just did. This time we’re going to introduce a catchy headline and change the colour of one of the buttons. See below; As you can see, the addition of the catchy headline has improved the conversion rate but the combination of the catchy headline and the different colour we used for the button has had a bigger increase. Great – we’re definitely on the right track. We can take this even further again by adding things like;

• bold text in the descriptions
• bigger product images
• persuasive text phrases in the product descriptions such as
  • take action now
  • when you order
  • when you make the purchase

In fact there are hundreds of things you can add to increase conversion rates. The main point to remember is that you can only make changes in small steps and you have to measure the results every time. There are no shortcuts and not even the best brains on the planet can predict what will produce the best conversions. If you would like us to evaluate your site and help you increase your conversions then contact us now.