Do You Know What Your Conversion Ratio Is?
A Web site must convert visitors to customers.
If it doesn't convert, what is the point? The
ratio of total visitors to converted customers
is known as the conversion ratio. For example,
if 100 people visit your site today and 4 people
submit your form, your site has a conversion
ratio of 4 percent. One out of every 25 people
took action.
Studies show even small changes to a Web page
dramatically affects the conversion ratio. That
is why knowing your conversion ratio is so important.
If your conversion ratio is 4 percent and you
alter your page and it jumps to 8 percent, you
know you are on the right track. Every time
you make a change, watch your conversion ratio.
Monitoring conversion ratio methodically raises
your site's ability to do business. You can
have a million visitors a day but if your site
doesn't convert you are wasting your time and
your money.
Loading your site with visitors is a relatively
simple matter. All you have to do is buy Ad
Words from Google. That will send targeted to
the Web page of our choosing. The important
question is what are we going to do with the
people once they arrive? The answer is we are
going to count. We are going to count how many
people view the page and we are going to count
how many people take action, such as submitting
an offer or buying a product. Then we are going
to divide the total visitors into the total
submissions and calculate our conversion ratio.
Once we know the conversion ratio, we go to
work on crafting the perfect offer. We are going
to write copy that meets our visitor's expectations.
We are going to get them excited. We are going
to lower barriers to doing business with us.
Every word, every image will be carefully crafted
to entice the visitor to take action. All the
while we will know EXACTLY what our conversion
ratio is and everything we do will be measured
against it. All tweaks and modifications are
for one purpose: to convert visitors to customers.
We are going to do it systematically. If we
follow the system, we can't miss.
The Web business is changing. It is growing
up. Businesses don't care how pretty their site
is or how many hits it gets. Does it get customers?
Does it make the phone ring? If not, the conversion
ratio is too low. Can a Web site carry a company?
You bet it can - but only if you have a high
conversion ratio. If you don't measure it, you
can't raise it. |