One of the most important parts of any online marketing strategy is optimizing a website for conversion. The simpler it is for people to buy from you, the more people will become customers and purchase online. Many businesses overlook the need for conversion rate optimization on a website simply because they are not aware of how much of an impact it can make on their bottom line. You can also get the best conversion rate optimisation services in Sydney.
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The first thing you need to know when embarking on a project to improve conversion is how well your site is currently performing. You will need to review your analytics data to see how many of your visitors actually carry out a particular action on your site. This can vary hugely between websites and industries, and there is no right conversion rate that fits all websites.
Conversion rates will vary depending on the type of visitor that you’re getting because of how someone finds your site has a big impact on how they will engage with it. Paid search traffic will normally convert better than organic because it should be more targeted. Similarly, returning visits will normally convert much better than first-time visitors, especially if you have quite a complex product or one that people are likely to shop around for before committing. You need to take channels into account when looking at ways to improve your converting traffic.
You need to be objective and divide traffic into two groups. Those who had a successful experience and converted, and those who didn’t. By comparing the user journey of these two groups, from the source of traffic through the pages they looked at on your website, you’ll be able to identify the differences between them, and use this information to adapt your overall strategy.