Why your website should drive conversions and how to monitor them.

If you are running a website for your business, it should be driving conversions.

This is a term that you will hear a lot online and in marketing planning for your company’s online exposure and growth.

But what is a conversion and how do you monitor them?

The definition of a conversion on a website is when a visitor to your website completes a desired goal.

This conversion could be when a visitor makes a purchase, fills in a form, signs up to your mailing list or clicks on your email address to make contact. All of these are conversions because the visitor engaged in an activity designed to generate leads on your website.

Think of conversions as a transaction between you and a visitor, an exchange of information or a digital handshake that lets you know that they found what they were looking for.

Creating a website that converts is an art and there is no ‘one-size-fits-all’ method on how you should be driving conversions on your page. But, there are steps that you can take to improve your odds.

It is all well and good having a fantastic looking website but if it is not providing visitors with the information they need then they will not convert into a lead or customer.

Conversions

How to improve conversions on your website:

Track conversions

Tracking your conversions and activity on a website is the most reliable way to improve how effective your website is.

Using Google tag manager, you can set up custom events on your website that will feedback when a visitor clicks on a link, email or fills out a form. This software will give you more information than relying on analytics alone or waiting for sales to come in. It may be that visitors are making contact via a form or clicking on your phone number. All of these conversions need to be tracked to be able to assess growth on your website.

Track user behaviour

Heatmapping software can be used to track the activity on your website. This software will track how people are using your website and their activity on a certain page. You can use this tool to see what elements on your site are not being used or engaged with or how far down people are scrolling before leaving.

Using this feature, you are able to adjust your page to make sure that visitors are seeing the important information and give you the ability to improve user experience.

Feedback

Creating a positive user experience is the key to maximising conversions on your website. So, where better to find out how your website is to use than from the users themselves?

Try asking existing customers, even family and friends if they can use your website and feedback to you how easy it was to locate information.

It is very easy to assume that your website is straight forward to navigate but you already know where things are.

Sometimes even renaming a link in your menu can improve the customer experience and make things easier to find.

Incentives

Don’t expect your visitors to convert for free. They are unlikely to share information with you without getting something in return. It is common practice to gate free content and resources behind a mutual transaction on a website.

An example of this would be – giving away a free guide or eBook in return for a visitor joining your email list.

These are just a few ways that you can improve the conversions on your website. The team at Squarebird are experts in driving conversions on business websites and we would be happy to help you grow your online exposure. From helping you attract organic traffic to a complete website redesign, we have the know-how to create success.

If you are looking to build a website that works for you and drives an endless stream of leads, then talk to our team today.

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