Conversion Architecture

To Improve Website Conversion Rates

We all understand that we need to optimise our website to drive traffic to it!

But that should not be the end-game!

Now you have got visitors to your website, wouldn’t it be better if you could convert the visitor in to actual clients?

Why Should I Worry About This?

What is the point getting a lot of visitors to your site if they do not convert into customers? Conversion or Information Architecture helps you to improve your results to convert visitors into customers or clients.

“Conversion Architecture is the process of constantly testing and changing you web pages so that your website generates enquiries, leads and sales.”

So often a website will be published, often having had a lot of money spent on development and you get no visitors. This does not have to be the case; it usually happens because a website has been totally produced by a web developer or designer and not set up correctly by a Digital Marketer.

Your website is a barren place if your visitors don’t take action once they’ve gone to the trouble of finding you.

So what can be done?

Well you need to have good Conversion Architecture, but what does that mean?

The Internet Marketeer believes that this is a 3 step process:

1. Make sure you know the target audience of the website.
2. Agree the website goals.
3. Optimise the Site for better conversion.

Make sure you know the target audience of the website

It is important that you have a clear idea who your target audience is, in the same manner that you would in offline marketing. Having defined your target audience, the next step is to define your target keywords. These keywords are what your potential customer might type into search engines to find your products or services on your website. Search engine optimisation and pay per click advertising are all keyword focused and need a well research keyword strategy. As you define your keyword list, you can then identify your target audience.

Before you start to communicate with your online audience, you need to know how best to reach them. This needs to be achieved by profiling your target demographic using keyword research, marketing trends and by using a variety of tools available to us. You will no doubt understand that your customers type certain search terms into Google, Yahoo and Bing, and expect to see relevant results. You can reach these customers using SEO (Search Engine Optimisation) and PPC (Pay Per Click) very effectively.

It also gives you the ability to reach them using other advertising platforms such as Facebook Ads or the Google content network.

What Are Your Website Goals?

This will vary from business to business but they might include:

• Online Sales – especially if you have an e commerce website
• Newsletter signups – so you can email market to them in the future
• Customer registration – again to enable email marketing
• Brochure Downloads – ditto
• Quote Requests – from quotes grow sales
• Telephone Calls to your business
• Appointment Bookings – turn interest into sales

By understanding your website as an end-to-end sales process, it is possible to assign monetary values to each conversion event. This will then help you to define key performance metrics and objectives for your business. By doing this, you will develop a pathway to generating a true return on investment from your business website.

Optimise the Site for better conversion.

Having got to know your online audience, set yourself goals and agreed conversion values you can now implement conversion tracking. This can range from Google Analytics which is a free and provides versatile tracking to track actions including online purchases, quote requests and brochure downloads. But there are subscription tracking systems that can give greater clarity and cross channel tracking, including with email marketing.

Conversion tracking allows you to harness visitor information and behaviour to help you to improve conversion or information architecture. The following activities are some of the ways of benefiting from conversion architecture optimisation:

• Focusing on high converting keywords
• A/B split testing different web page designs – what works?
• Refining the conversion path i.e. Shopping Cart payment process
• Investing the marketing budget in higher performing marketing channels

If you want to get your website moving to the next level call us on 01572 495007 or email us.