How to Measure and Manage Website Conversion

by Karen J. Marchetti

What have you done in the last month to improve your website conversion?

What different Offers have you tested in the last 3 months?

One of the most critical roles of marketing (in truly managing a website and in supporting the sales effort) is in tracking “Conversion” and making regular changes to improve it.  You’re sending prospects to your site, why not focus on getting more of them to take action while they’re there?

What Should You Track to Measure Conversion?

A.  Response Path Progress

Have your webmaster set up tracking for every page on your website that contains any type of Response  (register, sign up, download, etc.).

Track:  # of Visits to that page, and # of Clicks on the action button.

Divide: # of Clicks   by   # of Visits.

This equals your conversion percentage for that particular Offer or Form.

B.  Depth of Visit

Track the percentage of visitors who only visit one page on your site and then leave without taking any action (“bounce rate”).

What pages are these one-page-only visitors accessing?   For most websites, the home page has a high percentage of one-page-only visitors.  Here’s how to evaluate your home page for clarity:

  1.  Make a list of the key things visitors are likely looking for on your site.
  2. Can I instantly locate those key things without:
    • Scrolling?
    • Mousing over the menu items?
    • Clicking on each menu item until I find the page with the information I want?

 If not, you’ve got navigation problems.

Note:  if you’re still running Pay-Per-Click ads that just link to your home page, start sending your PPC traffic to more appropriate landing pages that directly deliver what your PPC ad is promising.

What to do with the Conversion Percentages Once You Calculate Them

A. If you’re not getting enough Visits to your Offer page(s):

  • Look at the promotion of your Offer(s) across all other pages in your site.  Are you focusing on that Offer or action throughout your site?  Does information about that Offer appear prominently ABOVE THE FOLD?   Is it clear what the benefits are of your Offer?  Is it clear what to do to get the Offer?
  • How aggressive and attractive is your OFFER?   How many Offers have you tested in the last 3 months?

If you’re not getting enough of the visitors to take the action you want on an Offer page, you need to start testing new versions of those pages.

What should you test?

  1. Benefit copy – make your offer sound irresistible.
  2. Amount of copy – if you have paragraphs now, consider bullet points, or a short introduction followed by bullet points.  Make the benefits easily scan-able.
  3. Placement of button on the page – the higher up on the page, the better.
  4. Layout of the page – are the critical elements above the fold, especially the action button?   Is the eye drawn through the copy to the action button?
  5. Headline
  6. Button text – “Submit” is rarely the highest-responding option.  Don’t hesitate to make a longer button with benefit-oriented text like:      Send me your cost-saving report!
  7. Use of a visual to enhance the Offer and illustrate the benefit
  8. A different Offer

What if the Response Form isn’t Being Completed

If a form is where your bottleneck is:

Do you really need all of the information you’re requesting?  Typically, the more information you ask for, the lower your response.

How can you Test Versions of your Offer or Form page?

  1. In a simple “A/B” test, create 2 (or more) versions of the items above to test against each other.  (Note:  test one thing at a time, so you’ll know what made the difference in response.)
  2. Split traffic to each of the 2 versions.
  3. Track results from each version separately.

Need some guidance on how to set up valid tests, how many responses you need, how to analyze results of a test, statistical significance, etc.?   Contact Us