Conversion Rate Optimization
The purpose of conversion rate optimization work is to make a customer’s journey through a business website as efficient and effective as possible.
We gain conversion rate optimization insights by using:
- Website-level traffic flow maps.
- Website-level traffic analytics.
- Individual web page analytics data.
- Individual web page “heat maps”, and
- On-page analytics.
Insights gained through conversion rate optimization work lead to recommended changes to web pages and navigation. This in turn leads to more website traffic converting into lead inquiries, customers, clients, and transactions.
Website Traffic Flows
To understand the conversion performance of a site, first, we need a “big picture” view of how the site is navigated and used.
We look at:
- Where traffic arrives from.
- Where it first lands on a website.
- How traffic flows through a site.
- Which pages on a site pull the most traffic.
- How much time traffic spends on the pages viewed.
- Whether a conversion action is taken (or not).
- Where traffic exits a website.
This gives us an understanding of how a site is being used by visitors and identifies problem areas.
Congestion and trouble spots that were previously unknown, often become obvious.
Traffic Flow Maps
Traffic flow maps show where traffic to a website originates, where it lands on a site, how it moves through the site, and where it goes when it leaves the site. Patterns and trends in a traffic flow map provide a quick understanding of how a site is used, and where some of the issues might be.
Inbound Traffic Flows
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Internal Traffic Flows
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Outbound Traffic Flows
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Identifying Paths To Conversion
Using traffic flow analysis we can identify the most common paths to conversion points on the website. Often more important is identifying what happens to mid-funnel and high-funnel traffic.
Analytics Data
Web analytics data, at the site and individual page level provide a quantitative understanding of how traffic is moving through a site. Engagement metrics are key – those that show us the degree to which users are interacting with sections and pages of a site.
Pages per Visit
Average pages per visit(or) is an important metric for a website because it shows how engaged visitors are becoming with the content. Good sites pull users in and tend to generate higher pages-per-visit(or) numbers.
Average Time On Page
Like “pages ver visit”, the average time site visitors spend on a page is an important metric for a website. It’s a direct measure of site visitor engagement with the content.
Baseline Landing Page CRO Performance
“Landing Pages”, or web pages within a website that paid search traffic is landing on, should be analyzed for conversion rate performance and efficiency.
This is a high-payback activity because the landing page can throttle, or enhance the performance of the PPC campaign. So if we change a landing page once and double it’s conversion rate, we have in effect doubled the return on ad spend (ROAS) of PPC campaigns driving traffic there.
Conversion Rate
A website "Conversion" occurs when site visitors make the decision to take action in a way that's meaningful as defined by the owner of the website. Usually, this means completing a contact form, a phone call, instant message, or some other form of a request for infor