Conversion analysis is the art of constantly reviewing your website's performance and implementing meaningful changes that will result in improved conversion rates and better Return on Investment.
One of the most overlooked areas in evaluating a website's performance is measuring the conversion rate from site visitor to customer. Many clients place emphasis on driving more traffic to their website, and while this remains MediaVision's primary focus, we are equally interested in what visitors do once they have entered the site. After all, doubling the conversion rate has the same effect on ROI as doubling the traffic.
As you would expect, the setup of the conversion optimisation strategy is crucial. This is where a specialist agency comes in. MediaVision will work with you to help you establish your goals and implement a personalised strategy that will evaluate all of the different traffic sources, as well as their effectiveness. This framework enables us to review your website's progress and compile comprehensive monthly analysis reports for your perusal.
There are many aspects to conversion analysis and each will result in improved ROI.
- Usability
The main reason why people leave a website quickly is lack of usability. This could be caused by cross browser issues or confusing navigation. Closer analysis of the bounce rate from specific browsers will identify potential problems within a site.
- Content Analysis
Poor content usually discourages conversion and results in a high bounce rate. During the process of site creation, many website owners fail to ensure that their copy matches their visitors' intent. They also make the mistake of assuming that their audience is technically-minded and use complicated jargon. By matching search phrases to bounce rate, we will identify mismatching content and identify new opportunities for you to expand your online marketing strategies to target all levels of intent and improve your conversion rate.
- Conversion Funnel Benchmarking
Often a simple programmatic error can severely affect a website's ROI. The damage could be limited to a specific browser or apply site-wide. Failure to process an order or register visitor interest as a lead is will seriously damage conversion rates, as all the hard work up to that point vanishes and credibility is lost.
MediaVision can help you prevent these losses by setting up a benchmarking funnel and monitor it constantly to ensure that visitors are smoothly converted from idle visitor to valued customer.
- Web design
Website design is critical to establish credibility and improve conversion rates. A poorly designed website will invariably have a lower conversion rate than a more professional looking site. Good design, however, is not easy to quantify. Conversion analysis will provide meaningful data on your website's performance and justify a redesign where appropriate.
A full redesign, however, may not always be necessary. Often a small change to the call to action can bring meaningful results. Breaking up a long textual page into smaller bite size chunks, and complementing it with great imagery and design will also make the page more user-friendly and increase the conversion rate.
Conversion analysis actively increases the ROI of traffic from all sources. It also shows which sources of traffic are underperforming, and enable you to adjust your budget to achieve the optimal mix.
Conversion rate X 2 = ROI X 2