Recognition. Of all the things that people need, the most important is recognition. It is in the personal, work and, of course, the online sphere. Without recognition we feel that they do not value us, but with recognition, everything changes. Converting a customer to a website is all about this, but with the added value that they feel they should join us. Either under subscription, affiliation, or from a user to become a customer.
Therefore, today we are going to explain what is the conversion of your website. How important it is. How the conversion ratio can be measured. Tips to improve the conversion and tools that allow the optimization of this objective. If you need to know everything about conversion, you've just come to the perfect place to catch up. Let us begin.
What is your website conversion?
As we have previously defined, the conversion of a website lies in the expected action of the users of what is being offered on a specific web page. It can be from a subscription to an affiliation, product purchase, etc. That is, converting the way a visitor interacts to what the web is expected to do.
This action is "materialized" in that moment the user clicks and executes the action to be expected. For example downloading a file, filling in and submitting a form, or simply following the same page.
The importance of web conversion
Nowadays, it is no longer enough to show customers everything we offer or are. You have to go further, and be able to reach awaken enough desire so that the visitor feels that he must acquire what we offer. To understand this, it is enough to imagine that our website receives many visits that, not finding anything interesting, leave the web to look for what they require in others. The importance of web conversion, then, is found in those potential users, who end up with their click. But it doesn't end here.
Those users who have converted will always analyze how good what we offer is. Therefore, once the barrier has been overcome and getting the maximum number of conversions, we must not forget and offer quality in the services we are providing. A user who has set their expectations, and which are also met, will continue to take us into account for future occasions, or will continue to maintain contact with our website.
Measure conversion rate / ratio
Some people call it a conversion rate or conversion ratio, in the end what matters is the concept. To measure the ratio, it is necessary to see the number of users who visited the website in a specific period. Then, you have to divide that number by the number of users who performed the expected action, and calculate the percentage.
For example, a website that received 5.000 users of which 100 registered or purchased a product, we could have a rate of 2%. 1 in 50 users agreed to what was expected.
The ratio is a great indicator to measure the persuasion that our website confers. The higher the percentage, the higher the conversion rate will be achieved. In addition, it is always a good time to try to improve the rates, for that reason, we are going to see some tips.
Tips to improve the conversion rate of your website
The first thing is to explain in a simple and clear way what you are offering in each thing. Users are not always experts in the field, and too much technical language can be confusing. It is something proven, which you will surely have experienced. The one of looking for information before making a decision, and of finding yourself out of the blue a list of different options with aspects that are difficult to understand. What usually happens? Confusion, blocking and withdrawal. Something that we must avoid at all costs. We can even find another place that, offering not the same, but worse quality, achieves a greater number of recruitments thanks to its good explanations.
Make yourself visible
It's a moment, and it has a very high impact. Show where you have your facilities, or where they can find you in the same header of the page. If, on the other hand, you are looking for only subscribers and do not need real locations, put your same photo (do not be embarrassed). People love being able to know who we are dealing with, it builds trust, and not knowing exactly where what we are looking for comes from, backs off.
Let satisfied customers and people speak for you
As easy as make a graphic image with the photo and name of the person who recommends you along with their opinion. An image is worth more than a thousand words, and above all in the suspicion that the opinions that appear may be generated by the company itself.
Clear web, clear, transparent things that give authenticity and do not give rise to suspicions.
Revisions to maintain the web
Check from time to time (every few months), that everything is well placed. By this I mean spelling errors, links that do not work, an image that is no longer there ... You understand me. We do not know which will be the first places where someone is going to get the first impression. And we are not going to facilitate a good conversion if we allow these common errors to surface from time to time.
Tools to achieve a conversion of your website
It never hurts to know what the strengths and weaknesses of your website are. To do this, there are different tools that will help you determine what actions to take to achieve a better conversion.
Visual Website Optimizer - VWO
- Visual Website Optimizer is very complete. It has functions for perform A / B test simultaneously that will help you determine what is best to offer.
- Another option is the "Split Testing". It is very similar to the A / B test, only that for this it is necessary to generate different URLs of the same page that you want to show with its modifications.
- Heatmaps. With this option it is possible to view the places where more or less clicks have been made by users.
- Conversion tracking. To measure and track the number of conversions that are made from the web from each page.
It is free for 30 days or a maximum of 1000 visitors.
Google Analytics
With Google Analytics, we can also see where users click most frequently and other data. To do this, you have to go to Behavior -> Site content -> Landing pages. The data of the number of users, the most visited pages, the average duration of the session, etc. are displayed.
Inspectlet
Inspectlet goes further and allows us to see what each user has done on the web in video. To do this, what it does is to record on video the different movements of the mouse, its clicks, keyboard, etc. I mention it because apart from Inspectlet there are other tools that allow the same function. However, it is true that have long generated controversy over the issue of user privacy. Highlighting that they are often not aware of it. For my part I must add that I do not use it, although I know it clearly.
Its practicality…. Let's say better curiosity, is to see how the user interacts. As much data is stored that processing it as you can guess, it is almost an impossible mission. But I wanted to add it as a tool, because after all, it makes us see a much more general idea to master the art of converting a website.
I hope it has helped you, and that you can improve the conversion rate of your website. In the end, that's what makes the difference.