How to increase the conversion rate of the site

It often happens that users enter the site, look at 2-3 pages and close it without taking the necessary actions (for example, purchase, registration, subscription to the newsletter). In this case, they say that the conversion of the site is low. This is called an indicator that reflects the percentage of visitors who performed the necessary (target) actions. What is the conversion of the site, why it is so important and how exactly it can be increased - about all this we will tell further in the material.

What is site conversion and how to calculate it?

To determine the conversion rate, marketers:

1. Divide the number of visitors to the site, who made the desired action, by the total number of people who came to the resource.
2. The resulting amount is multiplied by 100.

To calculate, use a certain period of time (last month, six months, year). Data on visitors is given by the service for collecting statistics.

How to interpret the results

Excellent is considered an excellent conversion rate of 10%, but in practice this is rare, so it is necessary to focus on such figures:

• lending - 1-3%. Landing pages are created to promote a specific product, service or promotion, which allows you to achieve a relatively high conversion rate;
• online store - 0.7-3%. The percentage is lower due to competition, large number of products, decisions and comparisons made by the user;
• wholesale - 1-2%. Websites are designed for long-term partnerships, so careful preparation is made before concluding a deal. Therefore, the conversion rate of the site here is lower, but more stable;
• company that provides services - 0.5-2%. Customers need more time to study the information, which reduces conversion, especially in highly competitive niches.

At first glance, the figures are low, but in the context of Internet marketing, this is a very good result, especially for products or services that are in mass demand. For example, if the site attracts 10 thousand visitors per month, then 3% conversion rate means 300 targeted actions (purchases, applications, etc.). For a small business, this is quite enough.

It is important to keep in mind that in some niches (for example, wholesale or premium services) one customer can bring more profit than hundreds of retail customers. In such cases, even a conversion rate of 1% is more than enough.

Why know the conversion rate

Conversion counting helps to assess:

• how well a website or advertising campaign accomplishes its task - whether it attracts the target audience, whether it motivates them to take action;
• which sources of traffic (SEO, contextual advertising, posts in social networks) bring the most benefit;
• weaknesses in the sales funnel (awkward navigation, uninteresting content, complicated customer path to purchase);
• effectiveness of innovations - new design, text, functionality.

If the conversion of the site showed that the percentage of target actions is low, it is necessary to necessarily revise the promotion strategy, so as not to lose the entire promotion budget.

Reasons for low conversion

Having found bad indicators, it is necessary to determine and analyze their causes. It can be:

• incorrect definition of CA, and, accordingly, untargeted traffic;
• too high prices;
• unskilled managers or incorrect methods of working with customers.

The client will leave the resource if it is inconvenient to use it, the content is uninteresting or there are problems when making a purchase or performing another targeted action.

How to increase conversion and sales

Even if the indicators of target actions are high, you need to continue to work on improving the resource to increase the conversion rate of the site and effectively develop the business. What you need to do for this, read below.

Increase loading speed

The faster a site loads, the more likely a user is to wait for results and not leave. Optimizing images, minimizing HTTP requests, and caching can help speed up load times and increase conversions.

Improve the quality of content

The resource should provide useful and unique information that meets the needs of the target audience. It is important that the texts:

• were well written, competently structured;
• accompanied by high-quality images and videos.

In this case, they will be able to interest site visitors, which increases the likelihood of conversion and increases sales.

Simplify the simple path of the buyer

The process of buying or performing the desired action should be as simple as possible. To do this, it is necessary to:

• minimize the number of transitions;
• shorten forms;
• remove unnecessary fields.

The simpler the user's path, the higher the probability of its successful completion and increased conversion.

Use pop-up banners with promotions

Pop-ups can help increase website conversion rates. They attract the user's attention and deliver information about interesting discounts. They encourage buyers to make quick decisions, increasing conversion and sales. The main thing is not to overdo it, as too many pop-ups will be annoying and may be the reason why the client will leave the site.

Use a variety of review formats

Video reviews, high ratings on famous resources, testimonials from customers on the site and forms will strengthen the credibility of the product or service. They will help the user to get the maximum information about your product, come to the right decision and make a purchase.

Showcasing case studies and portfolios

Their publication in famous magazines, social networks, as well as on your website will help the company to show its real experience and achievements. Interesting cases will create trust among potential customers and promote the product or service, increasing the likelihood of purchase.

Adding advanced filters to the catalog

Increased conversions also depend on the convenience of search. Advanced filters on a website help you quickly navigate to the product/service you need by narrowing down your search by important criteria. This greatly improves the user experience, reduces the time to make a decision and increases the likelihood of a sale.

Increase the conversion rate of your website with MEGASITE

Contact MEGASITE IT company to improve your website's performance. We offer professional services to analyze and improve conversion rates, including:

• User Experience Optimization;
• SEO promotion;
• improving loading speeds;
• improving content effectiveness;
• utilizing effective remarketing tools that help bring potential customers back to the site.

Our experts will help to competently develop the structure and interface of the site, maximize the product search and transaction conclusion. We develop complex solutions that will ensure sales growth and make the site effective.