Conversion Rate Optimization
Stellar search engine optimization isn’t just about attracting traffic to your website. It’s not even just about attracting the right traffic. It does you no good if the “right” people are getting to your site, but they don’t do anything while they’re there! The best SEO services include conversion rate optimization experts as part of their team. But what exactly is a conversion rate and how do you improve yours?
Conversion rate is a simple math equation—the number of people who land on a page divided by the number of those people who took the action you asked them to take. If 5 users out of 100 signed up for your e-newsletter, that’s a conversion rate of five percent. That may not seem like high number to you, but it’s actually pretty good. However, there’s always room for improvement!
Improving Conversion Rate
When you bring someone in to do conversion optimization consulting, they’ll take a look at your current numbers and your site and come up with ways to improve your conversion rate. Frequently, this will include:
Small Changes, Big Rewards
It doesn’t always take a drastic overhaul to increase your conversion rates. Sometimes, a small change can lead to big payoffs. At Globe Runner, we saw that trend with Rack Express. In that case, one small change led to a 34 percent increase in conversion rate. Changing the placement of a call to action or the wording can often lead to an increase. Our Dallas-based conversion rate optimization experts excel at figuring out what changes can lead to more traffic and more actions. Ready for conversion rate rocket fuel? Get in touch with us and check out some answers to frequently asked questions below!
What is a good conversion rate?
As usual, we have to start out with, “It depends.” Conversion rates vary across industries and by type of conversion (a sale is considered a conversion, but so is a newsletter sign up—and an email sign up is an easier conversion than a sale), and it also depends on what you mean by “good.” An extremely high conversion rate could mean that you’re attracting exactly the right traffic…but not nearly enough of it. After all, two conversions out of two users is a 100% conversion rate…which is a mind-bogglingly high conversion rate…and also only produced two customers. An extremely low conversion rate my mean that you’re attracting way too much traffic…and not the right traffic. So, while a low conversion rate needs to be improved, it’s also possible that a very high conversion rate isn’t actually good news either. If your conversion rate is less than two to three percent, there is room for improvement. And if it’s over 15 percent, there may be something else going on that needs to be fixed as well. One of the first things you’ll find out from professional conversion optimization services is how your rates stack up against others in similar industries and markets.
What is a good conversion rate for eCommerce?
eCommerce conversion rate optimization can be complicated. But, in general, eCommerce has a lower conversion rate. The average conversion rate in 2021 was 2.9 percent. But even that varies by industry (for instance, supermarkets have an average of over 10 percent conversion rate).
What can cause a drop in conversion rate?
There are many reasons that your conversion rate might suddenly drop. If you’re concerned, rule out the obvious reasons first—particularly if it’s a natural flux. Look at your metrics and see if there are times of year that give you boosted or lower conversions. A pool and spa company may have extremely high conversion rates in the summer that drop off sharply in the winter. Conversely, a toy store might see a huge increase in conversions in the winter season (and a flower store around Valentine’s day). If it’s not a natural ebb and flow, take a look at your calls to actions (CTAs) and review your buyer personas. Perhaps your CTAs aren’t attracting users or you’re marketing to the wrong people. Also look int your website functionality and technical aspects—a browser update could affect your website performance. The truth is, as with much of search engine optimization, the right conversion rate is never set-it-and-forget it. It’s an ever-evolving cycle to ensure your on- and off-site SEO is working for you. An effective conversion optimization agency can analyze your site and see where you’re lacking to help improve your conversion rates.