Click2Customer

Improving Conversion Rates on Your Site

Posted on 24. Sep, 2009 by Lyz in blog, web site conversion

The web site conversion rate is a measure of the percentage of customers visiting your site, who then go on to make a purchase, be it products or services. It can be as much a benchmark of your website’s success as the product itself.

Let’s assume you have a well tested product that has done well in other areas, but is doing badly on your website. At this point, we must look at things like web page usability, site layout etc.

Why is web usability important?
When I prepare website optimisation reports, I see the same mistakes happening over and over. Web site conversion rates are often not about increasing site traffic, but improving the site itself. You can spend a fortune optimising your Google rankings, but if people don’t spend when they get there your web site conversion rate will be a big fat zero.

Remember, you’re selling a product, not the website it’s advertised on.

Affordable web usability options
A common mantra driving instructors give their pupils is, “Assume that everyone else on the road is an idiot.” It’s a mantra Click2Customer clients would do well to remember, if they want to improve their web site conversion rates.

A simple usability testing exercise is to get a non-user to see how easy your site is to navigate. Are product details easy to find? Is the checkout simple to navigate?

Web usability is one of the biggest stumbling blocks when it comes to improving your web site conversion rate.

Tags: conversion rates, usability testing, web site conversion rate, web usability