What You Need To Do To Achieve Website Conversion

The aim of any ecommerce website is increased conversions as this means more sales and revenue. The aim for an online business is to get more people to visit their website - also known as 'web traffic', and persuade them to take some form of action, e.g. buy a product or sign up for a free report.

The process where a person goes from being a visitor to a customer is called a conversion. The term for a percentage of people who visit a website before performing a series of actions is known as a 'conversion rate'. This is the Holy Grail for online businesses who look to maximise this with the view to increasing their turnover and establishing their reputation.

Conversion actions There are various ways in which a visitor to your website will take action which include:
- Sign up for a newsletter
- Purchase an item
- Complete a customer feedback form
- Email or phone for more information
- Download a white paper or report
- Learn more about a product or service

But whatever the goals of your visitor the aim is to help them to achieve these quickly and easily. This means clear 'calls to action', good, concise content and a well designed, usable site. If you get these aspects right then your conversion rate will soar!

What do we mean by a 'call to action'? This is a marketing term which means telling your visitors what you want them to do, e.g. contact us today. These are placed in strategic places on a website so that the visitor is able to see them and act on them.

Conversion channel There is a process or 'conversion funnel' where a visitor will perform a series of steps which results in a conversion. This may start with them typing in their query in Google, followed them visiting your website and finally, taking action, e.g. buying something. The reason this is called a funnel is that the number of conversions start to decrease the further along they are in the process.

The end result is a much smaller number of conversions than at the beginning of the channel.

The rules of conversion So how do we do this? Businesses employ internet marketers or digital marketing agencies to devise a strategy to increase their conversion rate. Remember: the aim is convert passive visitors into active customers.

Ensure that your website is professionally designed, has undergone search engine optimisation (SEO), is easy to use and has content which is written with the visitor's needs in mind. This will help to boost your conversion figures. After all, you want to build a sense of trust and confidence in your visitors to the extent that they buy your products or services.

What you want to avoid is a high 'bounce rate' in which a large number of visitors leave your website, or bounce off it which reduces your conversions. If this occurs then you need to revisit your conversion strategy.

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Adaptive Consultancy is a London-based digital agency specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on ecommerce solutions visit http://www.adaptiveconsultancy.com/ecommerce

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