I have faced up many times with both managers and clients the situation when they ask me “ viagraformengeneric100mg.accountant Why did we have fewer sales?” “What is wrong with the SEO and PPC campaigns? Are not driving Web traffic?”
Without surprise I find that, after checking the data, nothing happened to the Web Traffic, it looks steady and follows the regular trend. The campaigns keep driving traffic to the web and the visitor behaviour patterns look like usual. Then, why are we not having enough sales? That is a question that needs to be answered from a Website Performance focus and keeping in mind other offline reasons. Is it the end of the month and people think twice before buying? Does your product have a seasonal behaviour?
The offline reasons are tricky, because there are endless variables beyond our knowledge and control. When it comes to website performance there are a few things we can actually do. It is called Conversion Optimisation. Let’s take a look at this example to see the power behind Conversion Optimisation.
Current Website Performance:
– Web Traffic: 5,000 visits/day
– Conversions: 12/day
– Conversion Rate: 0.25%
If we manage to push that conversion rate from 0.25% to 0.30% we will get 90 extra sales per month, which represents an increase in sales of more than 20%. Juicy, isn’t it?
How can you do Conversion Optimisation? Very easy, testing. Create 2 or 3 variations of the page whose conversion rate you want to improve, and then set up an experiment in Google Analytics. (Under Content/Experiments). Let the experiment run for the time that Google Analytics advises you and it will give you the winner page in case any outperformed the original.
In this example above the last testing page is a clear winner, therefore you can expect a better conversion rate which means more sales.
There are more things that can help you understand what you can improve in your website depending on your goals. Conversion Funnels are a simple but effective way to spot the weakest point of your website so you can focus on improving it. Still don’t have one? It’s time to create your Conversion Funnel.