Web Site Conversion: Turning browsers into buyers after an increase in web site traffic

Jump to our Interactive Web Site Conversion Rate Calculator

How to tell if your web site is really working answer these web site traffic questions:

Quick...

• What’s your web site traffic conversion rate from the increase in web site traffic?
• Are you getting more business (an increase in web site conversions) now that you have increased your web traffic?
• Do you have web site traffic statistics to tell you and show you targeted web site traffic results?
• Can you measure the effectiveness of your web site traffic promotion?
• Not sure?

The web site conversion rate of your web site (the percentage of visitors, web site traffic, who make a purchase; sign up for a newsletter; download a report or whatever your call to action may be), is really the most important web site traffic statistic when it comes to understanding the health of your web site because it’s how you measure your Internet marketing Return on Investment (ROI).

If you didn’t have an answer to our question, you’re not alone. Despite the importance of web site conversion, we’ve found that it’s one of the least understood web site traffic measurements among the small business owners we speak to every day. Business owners who thought getting a web site would improve their bottom line, but ended up being disappointed by the lack of results, i.e. the billboard in the desert experience.

As Internet Consultants we’ve learned from experience the secrets that can unlock the full potential of your web site. Measuring and continually improving your web site’s conversion rate is a top priority, and there are a number of ways we use to do this. These include (among other techniques) building your credibility and delivering a positive online experience to your customers.

Close the credibility gap

Consumers can be skittish, especially online. The slightest sign of impropriety can send them back to their search engine results to find another site which may have a more professional and trustworthy appearance, even if it means paying a little more for the same product or service.

Simple things like prominently displaying contact information and telephone numbers for your business shows openness and alleviates concerns consumers may have about who they’re buying from.

Posting testimonials and case studies from existing clients on your website are also great ways to improve your credibility score, but make sure these are specific and genuine. Today’s savvy consumers know how to spot phonies.

Look like a million bucks (without spending it)

Your web page’s design, layout and overall presentation are other important factors that affect your conversion rate.

No one likes to shop in a store that’s disorganized, run down or poorly staffed. Customers want to find what they’re looking for easily, and when they have questions they expect a knowledgeable associate to be available to assist them.

This expectation is also true online.

Confusing layouts, incomplete product information and broken links account for the majority of customers abandoning a website even though they had already made the decision to purchase. Your goal is sales, so make sure there are as few roadblocks between your products and the “register” as possible.

Make it quick and convenient to buy from you and they will!

So what kind of results can you expect from increasing your conversion rate? Try our Web Site Traffic Conversion Rate calculator to see how improving conversion—even by just a few percentage points—can dramatically increase your revenues. Combine better conversion with an increase in web traffic and you’ll see the kind of significant impact our Internet marketing strategies can have on your business.

Contact us today to learn more about turning prospects into profits!