Conversion Rate Optimisation

Conversion is the art and science of turning your website visitors into purchasing customers. The conversion rate of a website can be defined as the number of website visitors that take a desired action on your website, whether this is an email enquiry, phone call, sign-up or product purchase. Using extensive conversion optimisation testing, analysis and strategy implementation, R.O.I. helps you increase your website conversion rates so that your site becomes more and more profitable.

	What is Conversion Optimisation and how can it help my website? Conversion Optimisation comprises of a number of analytical techniques that allows us to test a particular website’s visitor behaviour pattern. Once we have a good idea of how a site’s browsers are behaving and what they are looking for, we are better equipped to present information to them in a enhanced manner, thus increasing the chances of these browsers taking a desired action. This results in web users taking the desired actions at higher rates, which leads to more sales and enquiries from existing web traffic.
	What are the primary factors that influence conversion rates? The primary factors that influence conversion rates include basic usability elements such as navigation, webiste design, site structure, tone and persuasiveness of website content, calls to action (or the lack thereof) and overall functionality to name but a few. Essentially, it all comes down to how easily your visitors are able to perform actions, whether it's signing up for a newsletter, downloading a price sheet or using a website's shopping cart.
	What kind of results can I expect to see? With the right Conversion Optimisation elements in place you can expect to see a significant increase in conversion rates – with increased conversion as high as 300%. This means that you can triple your wesbite’s profitability ‘overnight’ and get better leverage off existing traffic. You will see improved results after just one round of Conversion Optimisation but for best results, we recommend a series of three to four rounds over a period of 12 months.
	How do you measure Conversion Optimisation campaign success? We use a range of analysis and tracking tools across all of our Conversion / SEO Optimisation campaigns – time spent on the site, bounce-rate and web stickiness of certain pages are all monitored and evaluated. Success is ultimately measured by the increase in conversion rate. If you are currently converting 1% of your traffic into a lead or sale and we implement conversion optimisation and increase your conversion rate to 3%, then we will increase your web sales by 200%. So, if you were doing 100 sales per month (at a 1% conversion rate) on your site and we increased conversion to 3% you would then be generating 300 sales per month from the website.
	Will I need to consider a full website redesign in order to see results? This all depends on how well your website is currently converting, and also on what you are aiming to achieve – if you are wanting to increase sign-ups for your newsletter, you may only need to focus on elements that bring your website visitors to perfom this action. If you are aiming to increase sales and the entire structure of the site needs to be overhalued, then there is a good chance we will need to carry out a complete redesign. In most instances we perform multiple quick fixes that translate into big conversion improvements.

Snapshot of R.O.I. Media's Conversion Optimisation Clients:

Key Points

Your conversion rate is the percentage of people that visit your site and leave as customers. Conversion can be measured in many forms depending on your online business model and objectives. This can include: sales, enquiries, downloads, newsletter signups, subscriptions and clicks.

Conversion is all about how well your website performs as a 'silent-salesman'. It is the most important measure of a website’s success as it is directly related to sales and profits. If you have a poor conversion rate, your website will not generate a Return on Investment. People often brag about their site's high traffic volumes as a measure of success. This is one of the greatest misconceptions - traffic is useless without a decent conversion rate.

Most websites are designed to look good and function well, but unfortunately they may not integrate the right conversion elements into the design, meaning that the conversion rates are not as high as they could be. This means that the valuable traffic one works so hard on attaining escapes through 'leaks' in the site structure and design.

The benefits of increasing your conversion rates include:

	Receive more sales from existing traffic.
	Customer Acquisition costs decrease.
	Customer Retention rates go up.
	Your customer lifetime value goes up.