Optimising Conversion Rates: Is Your Site Performing Well?

A conversion refers to the point where the target audience responds to a marketing message by performing the desired action. This could be any action from signing up to a newsletter, or downloading an app, contacting your business or purchasing your product.
Encouraging a visitor to sign up to your newsletter, for example, opens a means of brand building for your business. This engagement can either motivate your potential customer to eventually buy your product or put you at the top of their list when the time to purchase arrives.
Value proposition

The value proposition is your promise to your visitors of what you can give and how it can be delivered. Does your site really give a value proposition or a string of words that appear as jargon?

Relevance

Customers go through your site, looking for content relevant to their needs. Is the content on your site relevant to their situation and specific requirements?

Clarity

Sometimes the value proposition is there, and it is relevant to what the site visitor needs, but it is written in a way that is confusing to visitors.

Anxiety

Conversions require action on the part of the site visitor and asking visitors to perform certain actions in the wrong way can cause anxiety.

Conversion Funnel: The Path to Conversion

Conversion is not achieved with a single call-to-action causing site visitors to click a download button or checkout button. It involves guiding your visitors into taking steps along a pathway referred to as the conversion funnel.

On e-commerce sites, for example, the conversion funnel starts with the home page, moves to the product page, moves to the shopping cart page and ends with the checkout page. Many times, a visitor leaves the site before going through all the steps in the funnel.

Finding the baseline: How is your site performing?

A good CRO strategy is based on web analytics metrics, figures that tell you how your site is performing. There are many types of web analytics metrics.

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