Daniel Scocco here, and this is the Daily Blog Tips newsletter.
Today I want to talk about a very important concept that most people
neglect: Conversion Rate Optimization.
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If you want to get better results with your website (be it to
increase your revenues, to get more subscribers or what not) you
have basically two courses of action: the first one is to work to
increase your traffic, and the second one is to optimize your site
to increase your conversion rate.
Most people focus on the first method, but the second one can be
equally, if not more effective. But let's take one step back and
define what conversion rate is.
Conversion rate is the percentage of your visitors who are
performing whatever action you want them to. In other words, it is
the number of visitors who performed the desired action, divided by
the total number of visitors you received. Here is a basic formula
to calculate it:
Conversion Rate = Number of Visitors Who Performed Desired Action /
Total Number of Visitors
Let's suppose you want to measure the conversion rate of your
newsletter landing page, where the desired action is the
subscription to your email newsletter. First of all you need to
open your web analytics program (e.g., Google Analytics) to find
how many people visited that page over a given period of time.
Let's say you want to measure the conversion rate of that page
yesterday, and that the number of visitors to that page yesterday
was 868. Now you need to log into your email marketing software
(e.g., Aweber.com) and see how many subscribers you got on that
page yesterday. Let's say the number was 35. In order to find the
conversion rate now you would need to divide 35 by 868, which is
equal to 0.04, or 4% (to transform 0.04 in percentage simply
multiply it by 100).
Keep in mind that one day is too short an interval of time to get
an accurate measure of the conversion rate, though. Ideally you
should track it for at least one week, to make sure daily
fluctuations don't affect the numbers you get.
Now here is why conversion rate optimization can be quite powerful.
Suppose your current conversion rate on your newsletter landing page
is 4%, and that the page receives 5,000 visitors per month. This
means that every month you are getting 200 new subscribers (5,000
times 0.04). If by tweaking your landing page you managed to
increase your conversion rate to 10%, though, at the end of the
month you would have 500 new subscribers instead of 200, and that
would be with the same amount of traffic you already have.
At this point you might be thinking "Cool, but how do I improve
my conversion rate?". Some basic things you can try are:
- Test with different headlines and track which one performs better
- Try removing elements from your pages that might distract the user
- Consider using images to help the user take the desired action
- Test different calls to action and track which one performs better
If you want more tips and strategies you can use to improve your
conversion rate come check my training program, as we have one
training module completely dedicated to this topic. Here is the
link:
I'll talk to you next week,
Daniel Scocco
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2972 Columbia St. Suite # 8161 - Torrance, CA 90503 - US
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