What is Conversion Optimisation?

“Conversion Optimisation is the art and science of turning your website visitor into a customer.”

Why Conversion Optimisation Matters

Conversion optimisation is the process of improving website design, functionality and content in order to achieve better “results”. Results might be anything from making a sale online to making sure people recommend your brand to their friends via social networks. The key two success metrics in conversion optimisation are conversion rate and cost per conversion.

Optimising your conversion rate and cost per conversion is done by analysis of your website and how people behave on the various pages. We then change elements (e.g. messaging, text, images and buttons) to suit your target market and the outcomes you want to achieve. We have successfully implemented a number of conversion optimisation projects, significantly improving results every time. Some of our conversion optimisation work.

Conversion Optimisation In Detail:

A Conversion

A conversion happens when a website user performs an action you are tracking. For example – “The user completes an enquiry form”

Conversion Rate

Your conversion rate is the number of Conversions divided by the number of Visitors.
So for example – if your website has 10 conversions from 326 visitors, your conversion rate is 3.26%.

What is a good ‘conversion rate’?

Very tough question to answer. A good conversion rate will vary depending on numerous factors, but mainly the quality of the conversion rate depends on what products (or services) you are selling and the price of your products. How you are getting your website traffic also matters. A highly targeted PPC (Pay Per Click) campaign should give a better conversion rate than that of general organic traffic.

From our experience a conversion rate of between 2 & 3% for organic search traffic is fair. If you are running a targeted PPC campaign you should be aiming for at least a conversion rate of 4-6%. If you are below these number you’ll need to look at your website.

Is Conversion Optimisation worth the effort?

Conversion optimisation is one of the most affordable ways to increase your earnings from your website. Have a read through some of our case studies if you need a bit more evidence.