Is your site as successful as it could be? Is your landing page bringing in the results your business deserves?
If your web pages aren’t meeting your objectives, you’re likely not focused on optimizing your conversion rate.
Conversion optimization is, in essence, the following process:
Most likely, your website has multiple conversion goals (though your landing pages should each have only one). On your resources page, you might be looking to encourage readers to subscribe to your blog. On your product page, you’re probably looking to make a sale. On a landing page, you might be offering a content download in exchange for a visitor’s contact info.
“Conversion” refers to the specific desired action, like subscribe, purchase, or opt-in. The conversion rate refers to the number of people taking that action compared to the total amount of visitors or views on the page.
The easy way to figure out your conversion rate: divide the number of total conversions (actions taken) by the number of sessions (unique visits to the site). For example, the goal of your blog is to get subscribers. Your blog has 500 views with 100 new subscribers. That means you have a 20% conversion rate (100 conversions divided by 500 views).
(Note: The example above considers the overall conversion rate of your site or landing page. However, conversion rates will vary by traffic sources (such as paid advertisements or organic search) and by points of conversion (the desired action you’re measuring)).
If you boost your conversion rate, you’re getting more value from your existing web traffic—rather than paying to drive more people to your site. This way, you’ll get more out of your acquisition cost and efforts. It costs a lot less to retain leads than attract new ones.
Let’s say that you have a paid ad on Google that brings in about 1,000 viewers to your landing page every day. You want visitors to input their email for a free case study download. Your current conversion rate is 2%, meaning you get about 20 new email addresses daily. You’re paying for 1,000 clicks on your ad and earning just 20 email addresses.
But what if you focused on boosting your conversion rate to just 5%? Now, of those 1,000 viewers, you’d get 50 new leads every day. That’s 210 new leads per week, 840 per month, and 10,080 per year. That’s 10,000 leads you’d get for the exact same paid ad, just by improving your conversion rate by 3 percentage points.
Focusing on conversion optimization is one of the most cost-effective ways to get the most value for your marketing effort, whether you’re paying for advertisements or relying on organic traffic.
If you’re focusing on optimizing conversion, you’re in turn focused on better relating to your audience. To convert more visitors, you likely need to improve the way you’re engaging your visitor. This might mean you need to change the copy or design, offer a new lead magnet, or make the conversion process easier and more streamlined.
When you design a website, you naturally have to focus on easing your customer’s pain point in order to get them to convert. This opens an opportunity to create a better user experience from start to finish. When the experience is better, the user is more likely to convert. If they convert more, they’re engaging with your brand more. It becomes a positive cycle of conversion and growth!
What does your conversion optimization strategy look like? Are you happy with the number of visitors taking the desired action on your page? It could always be higher, right? Learn how to improve your conversion rate here. We think it’s time you see a greater return, a deeper level of engagement, and a stronger rate of success on your website and landing pages!