What Is Conversion Rate Optimisation?

A conversion is all about people visiting your website, and taking the action you want them to take. Whether this is purchasing an item, signing up to a newsletter, filling in a contact form, creating an account, downloading an app or something else. Conversion-rate is the measurement of this action, and conversion-rate-optimisation is:
– A systematic approach to improving your website performance
– Making the most of the traffic you already have
– Using analytics and user feedback to make improvements
– Defined by your websites unique needs and objectives

There are a few key terms that go along with conversion-rate-optimisation:
– A/B or split testing: Testing a version of a page against another version of the same thing. For example, a blue button measured in effectiveness to a yellow button.
– Conversion funnel: The flow of the user experience where visitors complete a conversion. For example, moving from the home page, to search page, to a product page and then checkout.
– Call to action: A call to action takes a user to the action that leads to a conversion. So for example, a ‘sign up’ button or ‘contact here’ button.
– Multivariate testing: Testing variations of different page elements with various combinations to determine the best performing combinations and elements.

There are a few keys things to note when looking at your conversation-rate-optimisation, gaging the current rate of conversion, trouble areas and putting together a plan of action are all important.

Your total conversions are the number of people visiting and performing the converting action on your website. Working out your conversion rate is the total number of conversions, divided by the number of visitors to your website.

Your bounce rate is the percentage of people leaving after viewing a single page of your website. This could be people landing on your homepage and immediately leaving your site. Your bounce rate needs to be as low as possible.

The average time on a site lets you know how many people are sticking around to browse! Again, a high rate means a low average of time on the site – visitors just aren’t sticking around.

These numbers can be gathered through Google Analytics, KISSmetrics or other analytic services. Analysing these numbers can help you towards putting your future website marketing strategy.

Author Rachel Ough

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