Conversion Rates Matter

Conversion rates can be just as important, if not more important, than total traffic for your website. Theoretically, a website with a conversion rate of 0 could receive thousands of new visitors per month and still not increase sales by a single dollar.  Focusing solely on website traffic, without looking at your website's design and user experience, can be a very costly mistake.

Imagine your website receives 1,000 organic visitors per month and converts 2% of visitors into customers. To keep the math simple we will say each customer is worth $100. We can conclude that your website is generating $2,000 in revenue each month.

You decide it’s time to increase your online revenue, so the obvious route is increasing visitors. You start a CPC campaign at $1.25 per click and gain an additional 1,000 visitors. These new visitors generate an extra $2,000 in revenue, but you spent $1,250 to get them. That’s not bad, but you will have to spend $1,250 every month to continue garnering this traffic and revenue. 

Had you first focused on the design and UX of your website, you may have been able to double or triple your online revenue by simply utilizing your existing traffic. Taking your current 2% conversion rate up to 6% would increase total revenue to $6,000 each month. And the best part… Once your conversion rate is dialed in, you won’t be paying to maintain it each month like you would with ads.

So many SEO and marketing companies will sell you on increasing the number of visitors because it’s the easiest thing to do. Not only is it easier, but it also ensures you will continue spending money on their service.

Using the example above, had you first focused on the design of your website and increased your conversion rate to 6% before starting your ad campaign, your ads would have generated $3,750 in revenue instead of just $1,250. That’s $2,500 you missed out on because you were focused solely on traffic instead of conversions. If you’re spending money to get people to your website, make sure you are generating the maximum amount of revenue from their visits.

Hopefully, you’re understanding the importance of conversion rates and possibly looking to learn more about how you can do it. I will be writing a future post detailing our methods, but here’s a very simplified list of proven steps:

• Use A/B Testing to discover high converting layouts/designs
• Monitor bounce rates to determine poor performing pages
• Increase site speed
• Modify your website's design and navigation (It should not be hard for your visitors to find what they are looking for)
• Create an email list
• Cut the fluff (website visitors have an attention span of only a few seconds, tell them only what they need to hear)

We would love to help you discover ways to increase your conversion rate. Schedule a meeting today and we’ll audit your current website and create a customized plan to produce maximum results.