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Website
Hosting Conversion Rates
By
Staff
You have created a
website and you’re just about ready to do
business, now what? Are sure that you thought
carefully about everything that is involved in
running an Internet business? It’s more that
just creating a website you know. All that will
do is just put your business site on the web,
nothing more. No one will even know that you
exist. It takes a great deal of effort for your
business to get noticed and to have visitors
actually stopping by to view your business
offerings. It takes an effort to actually market
your web business. That’s right, Internet
marketing of your business.
You need to
carefully think about how you want to market
your business. What methods you will use and how
much it will cost. The success or failure for
that matter of drawing potential customers to
your website is dependent on how effective your
Internet marketing campaign is. In order to run
a successful marketing campaign you need to
fully understand what your business is all
about, who your customers most likely would be
and how you intend to satisfy those customers.
If you don’t have a clue what you website needs
to accomplish in terms of customers, your dead
in the water before you even begin. Basically
you need to establish marketing goals for your
business as an aid in developing and monitoring
the success of your website.
The main reason that you want to
launch a successful Internet marketing effort
for your website is simple, conversion rates!
Conversion rates tell the true story of how
successful your website and Internet business
are. It is the actual proof that you have
“converted” window shoppers into actual buyers.
Having a load of traffic to your site is great,
but if only a small percentage of those visitors
buy your product, then your site is not as
successful as you think. It’s when you can
convert those window shoppers into buyers that
will really be a testimonial to your success.
Conversion rates help you determine this. It is
the single most important tool that you will
have to determine the efficiency of your
website.
Website conversion rates are easy
to measure. Many Internet businesses tend to
overlook monitoring conversion rates because
they are too focused on the “bottom line.”
When you designed your website,
it should have been designed with certain goals
in mind. Goals like attracting customers,
getting customers interested enough to make a
purchase and converting lookers into buyers.
These action-oriented goals should have been
built into your website. If you intend to sell
products or services then your action-oriented
goal should be to sell those products. How you
go about doing this is related to your Internet
marketing campaign.
The point here is that if your
goal is clearly defined and built into your
website, it will be much easier to measure the
level of effectiveness of your site. The
conversion rates therefore are defined based on
the goals that you have chosen.
Knowing Conversion Rates
If you expect visitors to take
some sort of action while they are visiting your
site, then you need to make sure that it is
running at top efficiency. Make sure that your
site is easy to navigate and that it is easy to
use the features that you have built in. For
instance, if you want visitors to fill in a
particular form, you need to make that form easy
to get to. If you have it setup up so that a
customer has to drill through various levels to
get to it, they will leave the site before they
fill out the form or perform any other task.
Accessibility is the key to all features on your
website. If you make it available and easy to
use/understand, then you increase the chance
that visitors will take the action that you
intended them to.
Determining the number of
visitors who come (over a certain period of
time) to your site is the first thing that needs
to be done. This will give you a good if your
site is working well or not. Use an arbitrary
period of time, let’s say one month. Pick a
month that didn’t have a lot of advertising
activity either online of off-line. At the same
time you should be monitoring the number of
visitors that actually made a purchase while
visiting your site. Also monitor the number of
tasks that were performed by visitors while on
your site such as filling out forms, contacting
your service reps etc. Whatever tasks were setup
on your site is an important task that should be
monitored. Determine the percentage that took
some sort of action on your site.
To determine the actual
conversion rate of your website based on the
monitoring activities stated above, use the
following formula.
Total number of visitors each
month (divided by) % of visitors that performed
tasks on site (divided by) 100.
For instance, let’s say that you
had 2000 visitors for the month of May, but only
25 purchased your products, the conversion rate
for your site for the month of May would be
1.25%.
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