Conversion rate optimization – how to measure conversions and improve it

Conversions are more important than traffic !!! I’m guessing that you’re not shocked about this statement. Intuitively you know that this is true and you would even think about it. But yet you’re on cloud number nine when your counter hits 200, 1500 or even 10 000 visits per day. And you should – getting a lot of traffic is tremendous and obviously good for your business. But then you start asking yourself questions: what’s the worth of this traffic? What does this traffic give me? Why weren’t there any goals achieved? What happens in fact after the traffic starts to grow and people come to your website? Are you converting them to leads or paying customers? It’s one thing to get traffic coming to your site, but if no one wants to buy what you’re selling or no one once to register for a free trail or leave their e-mail, your business isn’t going to get anywhere.

On ecommerce, SAAS or SEO agency websites, conversions are very important. A conversion happens when a customer who is viewing the site takes an action that the marketing intended. This typically means a purchase for ecommerce, filling in a form and submitting it, signing up for a newsletter, completing some other goals for the site.

It’s worth to notice that even if a site isn’t focused on ecommerce, conversions are still important. An information site that relies on ad views needs to convert a first-time customer into a returning customer. Here’s how it works.

Define your conversions- not only one

Your conversion rate is the percentage number of your visitors doing something additionally then just visiting your website. Your traffic can come from different sources through paid advertising, organic searches, or from other links or ads, or your social media account. But when they are already on your page you must define a clear goal for them to be reached. It is quite clear that a visitor opening and closing your page doesn’t bring you much, unless he leaves his email, fills in a form or hopefully buys something.

Let us take an example which demonstrates the importance of conversions. You are running an SaaS business and you finally reached your first big goal and your traffic is growing. You will notice this in the probably most know web analytic features “Google analytics”. Now the next obvious step is to analyze what your visitors are finally doing on your webpage. And you have to do it step by step:

  • How many people are visiting my webpage
  • How many of them are registering for the free trial version
  • Are they filling in the necessary information after the registration
  • Are they finally coming back to my site

When you are having analyzed this steps then it is time to get to know where your conversions are coming from:

  • Is direct traffic our best conversion source?
  • Does Ad Words work for me?
  • Are my social media profiles strong enough to generate leads?
  • Is something else working for me (direct mailing, word of mount marketing, paid advertisement on specialized blogs)?

Measure your conversions

Colibri not only measures your traffic and your conversions but it gives you an tailored inside into how to drive traffic to your website and how to convert your visitors into leads. But let us move a short step back, as the first really important thing is to set up conversions on your Google Analitycs account- the rest Colibri will do for you.

Let’s move to practice! Starting with Google Analytics – a useful tool for defining and measuring conversions. Conversions are measured by achieving a goal. A goal could be a registration, purchase, signing up, etc. In order to create a goal you have to log on your GA account and go to a profile level. To find a profile, click Admin, the account name, the property name and then the profile name. Click Goals, then Create a Goal. Follow the step-by-step flow in your account to set up a Goal.

Having set up the goals on Google Analitycs is the most “difficult” task- the integration with Colibri is just easy and can be done with two mouse clicks. The results you get are already visible in the trends panel: You can see the total goals for every day and a whole period of time. Additionally you can find information about every single keyword- you can see for which keywords you are having the best conversions and decide if you want to run for example an Adwords campaign for those. Another really important thing is that you can see the total searches for each KW, so you can see in fact how many people are searching for a single word. Colibri also analyze all your inbound marketing efforts. In the next panel called “conversions” you can see where your traffic and your goals are coming from.

Colibri gives you full insight into fluctuation of your goals and trends characteristic for your users/potential clients. Not only does Colibri tell you what is the source of your conversions (where are they coming from?), but also by which keyword they’ve found you, and generates comparison traffic – conversions. That’s a load of tentatively interpreted data. Now you’re already half way to achieving success.

Of course it’s not all that Colibri offers but let’s stick to the topic traffic vs. conversions. I’ve mentioned that Colibri gives you comparison traffic – conversions. That’s crucial here. Your conversion rate has to catch up with traffic. That’s the main strategic goal. That’s the heart of your business. Your site isn’t a museum – it’s nice that customers are looking on your products or asking about your service but it’s not the source of your income. It’s not the purpose of your business. As simple as that.

Draw conclusions and generate leads

Conversion is strongly connected with lead generation. Lead Generation is the discipline of proactive creating and discovering interest among potential clients in offered solutions, which makes it possible for sales teams to engage with those prospective clients in a sales conversation.The buying process has changed, and now marketers need to find new ways to reach buyers. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers. Now the trick isn’t founding customers – it’s to be found by them. Of course there are plenty of tactics increasing your conversions. Last week we’ve found an awesome guide about landing pages (which is the one of the tactics).

As the name says, it’s an analytics tool. Analytics is a part of mathematical statistics. You have to get as much data as you can get – that’s the only way which will result in reliable and high quality statistics background. Set as many goals as you can think of. Of course, it’s not about quantity but don’t stick to only one goal. If you are running ecommerce, your goal could be contact request as well as purchase. Think of those things which your potential customer might do on your site.

Thanks to defining different goals and paths leading to them, we will easily see what is happening on our site. This in result will provide us data and information which we can interpret.

The analytical data helps us draw conclusions: what can we do to make our presence more effective? How can we raise more requests? How can we do it better? What is the better way to attract visitors? How can we make visitors not to run away from us before the realization of our goal? Answers to these questions are ways to generate traffic.

I write about it in the context of GA because companies focus on statistics of the number of visits, time spent on the site and other less significant indicators way too often. While we should really be looking for answers to the question of whether a particular visitor did what we expected him to do.

How to approach the subject of conversions?

While working on your website it’s worth to look at least from the perspective of two areas:

Website’s goals

The conversion is a goal that we set for the website. Goals should be interchangeable and clear, they should make monitoring the performance possible. Without clear goals and deep understanding what is your site purpose it is difficult to determine the parameters you want to monitor. The conversion can be defined such as:

  • subscribing to the newsletter
  • leave contact information (address, phone number)
  • fill out the contact form
  • download the materials on the website
  • purchasing
  • singing in on training / panel / workshop / forum / conference

Segmentation of visitors

The key to optimizing the conversion rate (% of visitors pursuing our goal) is to group the visitors. When planning optimization of conversions we have to analyze who will be visiting this page. Every visitor is different (place of residence, age, channel reach, the degree of knowledge, etc.). Each of these groups is looking for other information and other questions must be answered. In process of optimizing the conversion we cannot overlook that aspect – we have to analyze conversions, always. Finally: A key to the conversion success

Having defined the above two points, it is time to implement. However, it is worth to note, that the achievement of the expected conversion is a process (not a one-off operation), which requires a comprehensive approach and established plan of action. It consists of:

  • The definition of the purpose of the website and the measures used to assess them
  • Monitoring and analysis of the effectiveness of the website
  • Changes in applied plan
  • Monitoring and analysis of the effectiveness of the change

And once again, from the top!

Karol Pokojowczyk
karolpokojowczyk

Karol Pokojowczyk is the CEO and Founder of Colibri.io – an online Growth Hacking Tool. Previously founded 2.0 Web Solutions (Drupal Agency), managed developers and helped number of companies grow online.


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