Conversion Rate Analysis / Enhancements

Conversion Planningg

All marketers should be asking their agencies how they will measure the ROI on their campaigns. The internet has some of the best tracking capabilities in the history of advertising, but you have to start with what your specific business goals are in general and apply calls-to-action to your website that move people toward helping you reach your goals – ideally in a way that can be tracked in detail. I am often amazed when we review client’s websites that the vast majority of them don’t include the “specials” or the key selling points of their offline campaigns. Your website needs to be the centerpiece of your current cross-channel marketing – not an after thought.

Where to start

• Who is your audience?
• What actions do you need them to take?
• What information do they need in order to feel confident taking action?
• What are your hot selling points when you close a deal offline? Expertise? Experience? Awards? Case Studies?

Conversion Enhancements and Goal Tracking Quick Info

• Calculate conversion rate by dividing the number of visitors who took action by the total number of visitors.
• A goal or conversion can be any action you want to track (form submission, page view, shopping cart sale, etc.)
• Set a monetary value for your goal, if possible (what's a lead worth to your company?)
• Use callouts to point users to your goal – "see the largest collection of widgets here", "more info on widgets", "50% off widgets", " free report on widget management"
• Match calls-to-action with business goals
• Measure offline conversions
• A unique 800# is recommended to be placed only on the website as an additional tracking device.

Conversion Enhancements to Home Page

"Specials", calls-to-action" and offline advertising promotions should be reviewed to ensure an enticing lead generation device/offering is in place on the website. Offerings include such items as providing a free buyers guide or coupon in exchange for user details from form submission. We will suggest “calls-to-actions” and place new links to these items on your home page. Extensive coding site wide with consistent call to action tables is preferred.

Web Usability

If your visitors have a hard time finding their way around your site you will lose them. Having your logo top left, easy to follow navigation and a clear site hierarchy is paramount when trying to keep people from exiting your site. When redesigning, review the pages people visit most and find a way to make it easy to get at that information in the new design.

Google Analytics Goal Tracking

Google Analytics is a free and powerful program that not only lets you get stats on who visits your site but it can be set up tpo show you charts of key actions you want users to take. You can set a goal to track how many people fill out your online forms or simply to track how many people click through to an important page.

Google Website Optimizer

Google Website Optimizer lets you track multiple items at a time that might be affecting a customer’s decision process thereby helping you to determine the best collection of offerings to display to achieve maximum conversions.

We define and track your goals and make adjustments on an ongoing basis. By examining various reporting software tools we can make informed decisions on adjusting your calls to action.

Read more on Analytics, Tracking and Reporting