The Importance of Website Conversion Rates

When you own a business website of any kind, the conversion rate on your website is vital to know. Basically, your conversion rate will tell you if the purpose of your website is being achieved or not.

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A marketing strategy consultant will determine whether the conversion rate is being achieved by matching up the view, bounce rate and click rate on landing pages which have specific objectives attached to them. This could be an objective such as to complete a purchase within the page, to complete a form or to click through to a further page.

If the conversion rate goal is being achieved, then the marketing strategy consultant will know that the website is optimised for conversions and that further work doesn’t need to be done urgently. If the conversion goals are not being achieved, then further work needs to be done.

Why Do Website Conversions Fail?

There are various reasons why a website may not be achieving its conversion rate goals, and the marketing strategy consultant will look at areas such as the following:

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1. The website landing page may be broken.
2. The page may be slow to respond, may lack vital information or may be returning error messages of some kind.
3. The page may not be appealing to the customer.
4. There may be a damaged link or a broken functionality which prevents the next step from being completed.
5. The brand may not be well represented on the page or the offer clearly communicated.
6. The next step may be confusing or time-consuming.
7. The customer may even be struggling to find the page in the first place, or it may not be optimised for smartphones.

In response to these types of errors, the consultant will do deep-dive work into the analytics of the website. This will help to identify the crux of the problem. From that point, remedial action can be put in place.

For example, the website could be better optimised with a clearer user journey. The copy and images could be adjusted and the links checked and fixed. A social media or online advertising campaign could be adjusted and pointed to a better landing page with a clearer call to action, and e-commerce functionality could be better integrated. With the right analysis and remedial work, the website’s conversion rates should improve.