Conversion rate optimisation
Conversion Rate Optimization is the process of optimizing particular
pages of a Web site to both minimize the dropout (or bounce) rate of
visitors (arriving typically from natural or paid search results)
and maximize their conversion rate. The conversion rate is the
percentage of visitors who go on to reach the defined goal
(purchase, information request, opt-in, etc) of the ad or link which
first brought them to the site.
CRO is the most effective way to increase leads and sales generated
from a web site without spending more on increasing inbound traffic.
Even though a Web site's conversion rate is a crucial metric to
track, the majority of online marketers simply do not know it.
Conversion rate optimization works by making a website more
persuasive and easier to navigate. It uses compelling copy and
eye-catching layout which help to convert more visitors into buyers.
Common problems
It is extremely disheartening for website owners who have invested
much time and effort building up their natural and/or paid search
traffic to find that sales or other goals are simply not being met.
According to a Gartner Group study, 50 percent of Web sales are lost
because visitors do not easily find the information, products or
services they are looking for.
Frustratingly for their owners, most Web sites are bad at converting
traffic. Typically, they lack important trust-building components,
have confusing navigation, contain no compelling value proposition.
Images, headlines, copy and calls to action fail to engage the
visitor.
A Web site that is not optimized to generate high conversion rates
represents a recklessly wasted opportunity to build revenues and
profits.
CRO is the solution
If, for any reason, Web analytics (for example, Google Analytics)
have not been set up on the site, the first step is to do so. The
reports, especially the visual ones, rapidly show where visitors
abandon the site or the path that the designer has intended they
should follow.
When the pages that fail to persuade visitors to stay have been
identified, the next step is to analyse and improve one or more of
their features (for example, headline, images, copy and call to
action) so as to raise the conversion rate. Each new page should
then be tested against the original to discover how the conversion
rate has changed; software tools are available to facilitate the
comparison process.
ivantage’s conversion rate optimization services
Conversion Rate Optimization is most commonly used together with a
paid search (for example, Google Adwords) campaign so that the
visitor traffic arriving from search results has the best chance of
converting to sales. Without CRO, much of the traffic – every single
visitor of which costs the advertiser click-through charges – does
not convert and is wasted. Conversion rate optimisation is one of
the keys to achieving a respectable RoI from a paid search campaign.
ivantage specialises in all aspects of search marketing and has long
experience of delivering strong campaign performance by combining
paid search advertising with Web analytics and conversion rate
optimisation.
An ivantage CRO project includes:
Target
market evaluation – we identify your target market’s
demographics, psychographics and characteristic benefits in order to
determine what is important in increasing conversions
Site content planning – we conduct market research, competitive
research and create a content redesign plan to eclipse the
competition
Persuasive copywriting – we write compelling copy (headlines,
content, offers and calls to action) loaded with benefits relevant
to the target market to build credibility and persuade qualified
visitors to take action
Landing
page writing – we focus on writing landing pages relevant to
your paid search adverts that persuade your visitors to stay on the
site, make contact and buy
A/B
split and multivariate testing – by using that latest software
tools – Google’s Website Optimizer is an excellent example – we run
both A/B and multivariate page comparison testing to find which
combination gives the best conversion rate. These ingenious tools
use statistical methods to take the guesswork out of conversion rate
optimization
ivantage
commitment – we are in no doubt that our copywriting and
conversion techniques will increase your sales
Contact ivantage as the first step in the process of transforming
your Web site into the marketing machine it was intended to be.
Maximise the return on your investment in search by producing the
revenues and profits that were planned now and for the future. A
paid search campaign designed by ivantage and properly configured
with Web analytics and optimised for conversion will deliver rapid
results and be the foundation of a long-term, steady build in
performance.
Contact ivantage
now
learn more about
Website Optimizer
learn more about
ivantage’s services for paid search
