Analyzing Customer Behavior to Increase Conversions
Are you happy with the amount of business your website is generating?
For many people, the answer is "no." Getting visitors to convert into customers isn't easy. Simply placing a form on the site and calling it a day won't work. The reality is it's an ongoing, tedious process that takes lots of time and testing.
First, let's define what a conversion is. A conversion occurs when a visitor completes a specific action on your site that is important to your business's success. For example, a conversion could be counted each time a visitor makes a purchase on your site, submits a contact form or signs up for your monthly newsletter.
Getting visitors to take that specific action can be difficult. There are many factors that affect a website's conversion rate (the percentage of visits that resulted in a conversion), from design and layout to content and visuals. The key is to find which combination of these various elements converts the most visitors. So, where should you begin?
The first step is to research and find out exactly why and where visitors aren't converting. Identify the pages on your site that have a high exit rate. Look at them from a visitor's perspective and ask yourself these questions:
- Does the page have a solution to my problem?
- Do the benefits listed provide value? Do they outweigh the costs?
- Is it clear which action I should take next? Is the appropriate call to action being used? (Think about where your visitors are in the buying cycle.)
- Which elements on the page grab your attention? Do they add value or distract you from the main purpose of the page?
- Does the content on the page motivate you to take action?
- Is the page visually appealing?
The list of questions can go on and on. Once you've gathered enough insight, it's time to start testing. Begin by making small adjustments to your web pages. The key here is small. If you make too many changes at once, you won't know which change positively affected your conversion rate. This part of the process takes time, but ongoing testing is critical to improving your conversions and increasing your ROI.
There's no "perfect" solution to creating web pages that convert visitors into customers. With each stage of the buying cycle, there are different questions that need to be addressed and different calls to action to use. The key is to analyze visitor behavior at each point of the buying cycle and optimize your site accordingly.
For instance, let's say someone who's in the early phases of the buying cycle and just learning about your offerings comes to a page on your site that is optimized with testimonials, pricing information and a "Buy Now" calls to action. Is this person likely to convert? Probably not. The elements on this page are designed to motivate an educated buyer to take action, whereas this visitor needs product information. Essentially, you need to align the right message points across the buying cycle to deliver a strong user experience that will lead to more conversions.
The team at E-Power is experienced in analyzing website performance and visitor behavior to identify the issues, and test new ways to increase our clients' conversions. So, we'll ask again, are you happy with the amount of business your website is generating? If your answer is "no," then it may be time to make a move. Let us help you increase your ROI through conversion rate optimization!