Increase Website Conversion Rates

Oct 25 08:52 2011 Daniel Punch Print This Article


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Generating tonnes of traffic to the website is a half-done job. In general, only 10% or less traffic is converted into the business sales. Is there a technique exists to convert more percentage of traffic into the goal? Yes, a bit of effort in the page design may help you to convert more percentage traffic into sales. This is particularly important when you are running an e-commerce website.

How can we improve the page design?

The landing page in general and the pricing or product display page, in particular, is the candidate page which requires improvement. Products should be displayed categorically, and the inner page should be used to narrow down the search. Avoid asking a sign in before entering into the order placement pages. Pricing should be transparent, and every pageshould include a provision to display the total cost as the user adds every product. Importantly do not include any hidden charges in page just before proceeding to payment.  A grid designed pricing page will be helpful for the customer to compare the features of different packages. Add the offers, free trial,money-back guarantees and,etc. right on the top of the pricing section. Include the testimonials and a list of high profile customers under the price packages display. Highlight the package which is preferred by most users.

How can we measure the effectiveness?

There are several proven methods to measure the effectiveness of the techniques applied to improve the conversion rate of the page. Most commonly used testing methodology is A/B test. In this method, two different designs of the landing page are created and uploaded into the site. However, any user can view only one of the pages and not both. Conversion rates from both the pages are analyzed to fix the suitable design. Another method, the multivariate test allows the webmaster to analyses multiple variants of the same page and helps in determining the final version.

There are many readymade tools available in the market to apply the conversion rate tests. However, detailed analyses of the Google analytics data will help to you identify the possible changes. The funnel conversion rate and bounce rate of the website gives the details of the specific page of the site where more people leave the site.

Using the PPC campaign on desired keywords, webmasters can draw a good traffic to the website. Since all the visitors coming through PPC campaign may not be the targeted audience, it may end-up as a bouncing visit. Only an effective SEO technique work on the long-term keyword placement in the search results, and in-turn drives targeted visitors to the page. Finally, the landing page optimization techniques will help you in converting a majority of visitors into the potential customers.

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Daniel Punch
Daniel Punch


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