Topic: Internet Marketing
Getting more people, who arrive at your Web site to take action is the principal goal when improving your conversion rates. Let's start with the definition of conversion rate first. Conversion rate is the percentage of unique users at your Web site that take a desired action. This action could be they opt-in to an email autoresponder, they buy something or they simply stay more than 1 minute on your Web site. I believe it is important to speak of unique visitors as opposed to visitors regardless if they have been at your page before or not. You can use a free tool like Google Analytics to measure the traffic of your site. Increasing the conversion rates is a very effective tool for making your Internet business more profitable. Let's do an example. You had 2500 unique visitors in November and got 50 new subscribers for your Email newsletter.
Your conversion rate will be 50 * 100 / 2500 = 2%. What can you do to increase that rate? I want to briefly name 4 methods that you need to combine. At first you have to make it simple for your visitors to perform the desired action. Usability Engineering takes care of that part of Web site design. Secondly use persuasive design for your page. It means that you guide your users and persuade them to take the action that you want them to take. Simplicity and lack of distraction is a key element in persuasive design. Have you every wondered why the Amazon.com becomes so simple once you are in the checkout process? They want you to buy and go all the way through till the order is processed. That's why. No distractions allowed. Building trustworthiness is another major key element for increasing the conversion rate.
Does you Web site convey credibility and trust or might visitors have reasons to believe that you will takes their money and run. It happens too often nowadays and people have become more concerned about Internet fraud. Does your page show believable testimonials from happy customers? Can your prospect easily find your contact information including a phone number? Don't worry, it is very rare that customers will call you, but it gives them a good feeling about that your business is real. So don't try to hide behind your Web site. Once your page is setup you need to constantly monitor its performance and test variations in all aspects of its design. For example, try a different headline, a different photo, or not photo. Put the photo somewhere else. All those factors can either increase or decrease your conversion rate.
You might perform simple A/B split tests to test one small change at a time or you might use a multivariate testing tool like Google Web site optimizer to test many variation at the same time. The latter will give you reliable results much quicker. However, it is important that you test. There is no reliable source for knowing what works or what doesn't work on your site other than your visitors. The beauty about testing and gradually improving the conversion rate is it will squeeze out more juice without spending more effort on additional traffic.
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