What is a Conversion?: A conversion is the result of a user
taking the action on your site such as a sale, completed
contact form, phone call or email.
How are Conversion Rates Calculated?: This is simply done
by dividing the number of actions (sale, completed lead
forms, phone calls, etc.) and dividing that number by the
amount of clicks. Remember, dividing the small number by
the big number give you a percentage. So, lets say you want
to figure your conversion rates for the day and you had 27
sales and received a total of 1500 clicks. Simply divide 27
by 1500 (27 / 1500) to get a conversion rate of 1.8% (avg.
conversion rate)
Paid Search and Your Website: You know how it is around tax
season when you drive by the local H&R Block and there's
someone standing out by the road with a goofy uncle Sam
costume on waving a sign around to get you to come inside?
That's a pretty good analogy of what pay per click
advertising is. We're putting a sign out there relevant to
a keyword in efforts to get some of that traffic to come to
your business. Now, effective PPC Management will take that
user to the best page on the site according to the keyword
searched - the equivalent of taking them to the best
salesman in the store for a specific product. Now it's up
to your site to make the sale.
Website Sales and Usability: If your conversion rates are
low - below 2%, you may have some usability problems. Some
common problems we see occur during the Check Out process.
Do you require the user to create an account? This is a
Huge Turn Off for most internet buyers. Give the user to
either set up an account for faster check out the next time
they buy from your site OR to check out without creating an
account. Remember, the least amount of clicks to the sale
the better.
What Can You Do to Improve Your Conversion Rates: There are
several steps you can take to improve your website
conversion rates. Try different versions of the same
landing pages to find out which page converts the best.
Make sure you have strong calls to actions on your landing
pages to direct your users in the direction you want them
to take. Make sure your specials are clear and concise,
like "Free Shipping" or "30 Day Free Trial". If your check
out process requires the user registering for an account
before they can complete the sale, give them the option to
either create the account or check out without creating the
account. Most people don't want to register for multiple
reasons, so this one technique can make a big impact on
your online sales.
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Pay Per Click Edge (http://www.ppce.net ) is a Full Blown
Pay Per Click Management Firm that Focuses on Client's
Goals and Objectives. Contact PPCE Today at 888.451.6063 or
info@ppce.net for a Free Consultation and Proposal!
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