How to achieve more conversions
The number of people on the internet is growing with each passing day and that is why having your business online is especially important. However, having a poorly designed website does not help you achieve your business goals or conversion rate. Conversion refers to a visitor performing a desired action when they visit your website. Your measurement of conversion rate will be based on the desired action you hope that your visitor takes. Every empty trip made to the website without a purchase or enquiry is a business opportunity lost.
Beyond achieving your business goals, there are many reasons why you should concentrate on maximising your conversion rate. Firstly, there is a high chance that you’ve spent a sum of money to direct traffic to your site and being able to ensure a certain percentage of conversion means higher ROI. Secondly, after a customer has made their first purchase there is a 27% chance that they will return to your site for a second purchase. The percentage increases with each subsequent purchase which is why securing the first conversion is very important
How to measure it
Now that we’ve established the importance of improving your website to achieve high a conversion rate, how exactly does one calculate conversion rate? Firstly, total conversion rate is the number of visitors that have performed your desired action on your website. Beyond that, the amount of time spent on the website, exit rate and bounce rate which refers to the percentage of people that leave after viewing a single page. This is not an exhaustive list and will differ based on your goals for the website.
Factors that affect help to improve conversion rate
Following that, let’s discuss points you should consider when setting up and structuring your website. Clear and easy navigation is the key to ensuring that visitors are able to source for the products that they desire on your website. A confusing and messy layout can often make it difficult for visitors to do and hence, frustrate them in the process. Furthermore, in a study done by Microsoft, they discovered that most visitors only have around 8 seconds of attention span. Therefore, if they are unable to look for what they need in less than 10 seconds you might lose them.
This brings us to our first point – ensure that your landing pages are not too general as it will be difficult for visitors to find what they really need. It is best if each landing page is catered to a specific topic. For example, an events company website should have a landing page for each service provided or event type. There is no one size fits all method to segment your website as every business differs from the other.
Next, keep the navigation bar simple. You may have many different things to share with your visitor but cluttering the navigation bar will just confuse your visitors. One way to ensure that your visitors are able to access all your content is to categorise your content and make use of drop-down menus. This will also help to neatly organise all the content on your website and inform visitors what else is also available on the website.
Lastly, make use of search bars to help your visitors access the right content with ease. Ensure that search bars are visible and prominent as Lazada has done. Optimize your search function by accounting for spelling errors and different possible names for each product.
By having a website that allows your visitors to neatly navigate through the website will help reduce the chance of them leaving your site prematurely and increase the chances of conversion.