Conversion Optimisation

Attracting visitors to your website is all well and good but if they are, more often than not, leaving quickly without making an enquiry or purchase then the website is not doing its job. Conversion optimisation is all about making each visit to the site count.

The simplest way to explain how this is done is saying that the website has to give the user what they are looking for. If they have arrived on your page through either a pay-per-click advert or an ‘organic’ Google search result then they must have been looking for something you offer. The average internet user spends around 15 seconds looking at a webpage so it is vital that they see whatever they are looking for immediately.

Sites which are not optimised to make conversions can either make it difficult for the user to find what they are looking for or not easy for them to see what they have to do to get it. An example of this would be if you were searching for a hairdresser who specialised in highlighting and the page you landed on said nothing about highlighting. In this case you would be likely to just return to Google and click onto the next result.

This is important because it is more cost and time effective to convert the traffic you already have into sales/enquiries than to generate more traffic. At Social Media, we understand the subtle factors that make the difference between a high conversion rate and a high bounce rate. Slow loading pages, a confusing layout or no obvious ‘call to action’ (like a ‘buy now’ button, for example) can stop a full conversion from happening. Whether you want the user to fill in a contact form or make a purchase, any aspect of the website that slows this process down or makes it more difficult can lead to users clicking off the website.