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Why My Website Needs Conversion Rate Optimisation

August 14 2015

If anyone ever told you all you have to do to build your brand online is to have a website – they lied.
The truth is – simply building a fantastic website isn’t enough. A site could attract thousands of visitors each day, but unless the content has the power to convert those clicks into clients, having high traffic won’t do the brand much good unless its conversion rate is increased. This is why your website need to be Conversion Rate Optimisated if you want to generate quality sales leads

The conversion rate is the percentage of how many visitors ‘convert’ – or answer a call to action. A call to action is what a website owner wants visitors to do – like buy something, invest in their services, contact them for a consultation, sign up for their email list, etc. A high conversion rate means a website is successful in attracting the attention of visitors and getting them to answer the call to action or ‘convert’. A low conversion rate indicate the opposite is happening and the webmaster should implement steps to rectify the situation. If you fail to do this, simply put, your website will fail. This is disastrous for your business, but there are ways to avoid this. It’s called CRO.

CRO Works….it really does. Just imagine doubling your sales in a matter of weeks!

One of the best ways of increasing conversion rates is through Conversion Rate Optimisation (CRO). The CRO process is a systematic approach to making a website more appealing to visitors by enhancing user experience, streamlining the process of answering the call to action and making the most of the traffic the site already has. If your website is not performing, then it doesn’t have a CRO strategy.

CRO is a multifacted approach that encompasses proven tactics for improving conversion rates. Some of the most common tool used in CRO are:

  • Site Analytics Monitoring
  • Visitor Feedback Monitoring
  • Usability Testing
  • Traffic Analyisis
  • Landing Page Optimisation
  • Ecommerce Conversion Testing
  • Heatmaps
  • Multivariate Testing

When done right, CRO can be an invaluable tool to have in your online marketing arsenal. Some of the most notable benefits of CRO are:

Makes use of your current traffic – You’re likely already paying for the traffic you have via paid advertising, PPC campaigns or other methods of SEO. CRO makes use of the traffic you already have so that your advertising budget doesn’t increase.

Creates a stronger, more loyal customer base – More often than not, if you make a client happy, they will be back. Providing them with an enhanced user experience via CRO is one way to ensure repeat customers and build brand loyalty.

Increases ROI – By default, sales increase as your conversion rate does. CRO allows you to generate more revenue by utilizing the sales platform you already have in place, instead of investing in new methods of attracting business.

Gives you a competitive edge in your industry – Despite the many benefits of CRO and the large profit margins it can create, the vast majority of websites either have no idea it exists or simply fail to follow through with its implementation. Doing so can give your brand the edge it needs to outsell the competition.

Every website can benefit from CRO, regardless of how well the business is doing. There is always room for improvement so don’t assume just because your sales aren’t slow right now that they couldn’t be better. On the other hand, if your conversion rate isn’t as high as you would like it to be or you’re just not seeing the results you hoped for when creating your website, CRO is definitely something to consider.