Improve website conversion rates: Top tips from The Blue Cube

A conversion rate is defined as the percentage of visitors who take or complete a desired action. This is probably the most important metric that can be measured when it comes to assessing a website. By measuring a percentage of visitors, a measure can be taken of how well or how badly the website is doing regardless of traffic levels.

Website conversion rates are a hugely neglected area of online marketing and many websites only have a conversion rate of within the region of 1-2%. Many spend hours, days and months testing and optimising PPC campaigns but yet neglect the website. By amending a few essential strategies, the conversion rate can be improved considerably – in turn doubling the effectiveness of marketing strategies.

The website should be clear about the purpose of its existence; to sell, persuade, inform or influence etc. If the intention is to get people to buy a product then a simple ‘Order Today, Delivery Tomorrow’ graphic can attract the attention of viewer’s; in turn increasing conversion rate.

The inclusion of customer ratings on products can also considerably improve conversion rates. A study by Bass Pro Shops found that shoppers who browsed the site's new "Top Rated Products" page, which features products rated most highly by customers, had a 59% higher conversion rate than the site average and spent 16% more per order than other browsers of products. (Bass Pro Shops, June 2008)

The copy on a website can drastically have an impact on website conversion. Many do not want to hear about your company. They want to hear what you can do for them. The word ‘you’ is a very powerful word in online marketing.

May websites get people to sign up for newsletters but fail to tell them the benefits of signing up for the newsletters. Offer the client exclusive discounts, enter them into a competition, and give viewers a valuable reason to give you their email address.

Companies spend a considerable amount of time and money telling people about what they do but then do not keep marketing consistent, a newer company will come along – and people will forget about the old companies. Keep your company in their mind, this is important for when they next decide to purchase what your services.

An e-commerce site could send out a promotional code via email offering a discount. This way when people decide to make a purchase they will instantly be reminded of the company.

It is vital to pay attention to conversion metrics, if the website is ranking number one for your top three keywords and are getting 20,000 visitors per month – this doesn’t matter if the conversion metrics aren’t adding up.

The Blue Cube is a different kind of agency. Yes we use clever technology and yes, our team has spent many years working at the forefront of digital services for major city-based developers and multinationals like Nokia. But wouldn’t it be refreshing to work with an agency who wants to talk about you?

The Blue Cube Communications Ltd,
Bordesley Hall,
The Holloway, Alvechurch,
Birmingham
B48 7QA

Jade Coleman
jade@thebluecube.com
Office: +44 1527 595 595

This release was published on openPR.