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Conversion
Conversion is the art and science of turning visitors into customers. Basically, you want to make money by selling your product. You want people who come to your site to stick around long enough to learn about what you're offering, be blown away by it, and then to want it badly enough to get out the credit card.
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.
Website design and conversion can be seen in the same light as architectural design and Feng-Shui. Most architects design buildings so that they look good and follow the client's instructions. However, if more architects applied Feng-Shui techniques to their design work there would be improved utilisation of building space and better flow within the building structures - This would ultimately lead to greater productivity.
Conversion for websites is very much the same. Most website designers put together attractive looking websites but fail to apply conversion techniques; this produces a good looking website with hardly any commercial benefits.
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.
What are some of the elements that affect conversion?
- Website design - The site's look and feel.
- Architectural navigation - Comprises of Information Architecture and Persuasive Architecture which is the process of providing the right information to the customer to funnel them into a sale.
- Persuasive Copy Writing - An eCommerce copy writer writes in a highly persuasive web-based language that revolves around increasing conversion rates.
- Other important elements include: Price Elasticity, Customer Retention Strategy, Credibility, and Security.
Did you know that on average 75% of potential customers back out of their shopping cart? This phenomenon is known as "shopping cart abandonment".
Existing Business
If you are an existing business that is experiencing low conversion rates then you have come to the right place. Our web analytics tools put your traffic under the microscope and determine where your visitors come from, where they go on your site, how long they stay there, why they leave, and if they come back. Our process revolves around making the necessary subtle and sometimes drastic changes to your site. We analyse the results and optimise your site until it achieves excellent conversion rates.
New Business
When constructing a new website we ensure that all your conversion elements are finely-tuned so that the initial conversion rates start at a high level. To ensure that you receive optimal conversion, we wait for the traffic to start flowing to the site so that we can capture adequate data to test the new site. This cost-free service is carried-out to confirm that your conversion elements are working at optimal levels and that your website is extracting the most out of its visitors.
Want to make your website into the ultimate selling-machine? - Contact us. |
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