Improve Your Website Conversion By 50%
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Ok, the name of this blog is definitely a bit clickbaity. We admit it.
You came here expecting a miracle and for us to show you how to increase your conversion rate by 50%. So, what we’re actually going to show you is how to adequately track your conversion rate.
But Wait, Don’t Go!
Don’t click off! Trust us on this once; this will work for you!
If you’re looking to improve your conversion rate or how to boost conversion, you need to know where you’re starting. Sounds obvious, right? It should be, but it turns out that 42% of marketers using Google Ads have no conversion tracking on their ads.
Nothing. None. Nada. Zilch. Zitch. Zero.
That means that already 42% of adverts will fail to reach their conversion goal because they don’t even have a conversion goal or conversion tracking set up. How can you know if your advert is working and whether you have an increase in conversions if you can’t even track it?
Why Tracking is Important (and how to do it)
Tracking your ad conversions is vital because only when you track can you really see what is and isn’t working.
There are a number of different types of adverts and an innumerable way to track them, but for online ads, it’s fairly simple.
You need to find out where someone saw your ad and whether it worked. The obvious way is to give each ad its own voucher code or tracking pixel. This allows you to know where the user has come from when they use the code, or to track their user journey in your Google Analytics and your ads platform.
It is perfectly plausible and possible to ask users to let you know where they saw the ad. This happens quite a lot for recruitment adverts; the recruiter will ask the candidate where they saw the ad, but the problem is that most people will not answer honestly.
This isn’t because most users lie, it’s that finding the option from a scroll down box is too laborious and they will just select whatever option they see first. It’s really frustrating, but sadly, user feedback isn’t a great measure or tracking method.
Using specific tracking such as sign-ups, phone calls, vouchers, chats, website clicks, advert clicks, etc., will really help you build a picture of where your users are coming from and what is working. It will also help you build a picture of what isn’t working.
How Can You Improve Conversion Rates?
Ok, this is the meaty bit you came for: how to get conversion or how to improve your conversion rate.
Once you have your tracking in place, you’ll need to run your ads and your leads as they are for a while. How long is up to you, but you need to get a baseline for how well your adverts are performing.
You need to know if your ads are performing at a 2% conversion rate (which isn’t too bad) so you can make some changes if required.
There are all kinds of changes you can make to your adverts, from better images or videos to better design work, tweaking the wording, and even adjusting your offer. If you’re offering a lead magnet such as a free eBook or a downloadable pack, it may be worth considering updating these so that they appeal to new customers.
Once you have your baseline, you can begin to test your adverts and your landing page and gain a better insight into how you can improve conversions.
Having a better understanding of what works is the key to increase your conversions. And to increase your website conversion rate is why you’re here!
Testing and Fixing for Success
Testing your new ideas will come in many forms. You may wish to improve the branding, rewrite your sales page, get some new images, create a new call to action, or even tweak your PPC and social paid ads campaigns to be more in line with your newfound knowledge.
Fixing your website is one of the biggest and best things you can do to improve conversions right off the bat. If a user finds your website difficult to use, to navigate around, or if it’s too slow, they are very unlikely to proceed with their sale or purchase.
Spend some time improving your website and clear out any unused themes or plugins. Optimize your content for SEO, optimize the technical bits behind it (there are plenty of plugins for this) and work with Google’s Page Speed Insights to improve your page speed.