The main thing that determines the performance of your website is its conversion rate.
So, how exactly do you measure this conversion rate?
Before we find this out, let us understand this:
What exactly is that action you want your site visitors to take, when they visit your website?
Do you want them to purchase something?
Are you expecting them to book an appointment with you?
Do you want them to download your ebook or music?
Is it about signing up for a service or subscribing to a newsletter?
Whatever your objective is, it is basically called a “primary action.”
Your conversion rate for a specified time frame would be the number that you derive by dividing the number of primary actions performed by the number of visitors who visited your website.
For instance, let us suppose you are selling a sports bag on your website, which is a kind of a souvenir for an event that you are going to host shortly. Let us say you are trying to calculate the conversion rate for the month of June 2016. During this month, about 1250 people visited your website, out of which about 256 purchased the sports bag. To calculate your conversion rate all that you need to do is divide this 256 by 1250 people who visited your website. Your answer would be 0.2048.
Therefore, in order to calculate the conversion rate of your website you will have to keep track of the number of visitors who visit your site each day and the number of people who actually take the primary action. You can find many tools to track this for you.
Google Analytics could be your best bet as it can provide extensive data that can prove to be invaluable for your business. Apart from giving you real-time information about number of visits, this excellent tool also helps you set your conversion rate goals and evaluate your performance against them.
You may even try Web-Stat, which gives you a comprehensive breakdown of the statistics of your site. The Store Metrics App would be a good one for online store owners as it can directly track the visitor-to-customer conversion rate. With Visitors Analytics you will be able to present the stats in a simple and straightforward way.
Once you have your conversion rate, you should find out if this rate is satisfactory enough. However, this could be quite complicated.
Conversion rates are based on many factors such as target audience, geographic location, nature of primary action and so on. Your experience and your industry research have a major role to play here. You will have to choose your goal wisely and treat your conversion rate not just as a metric but also as a motivational factor that helps you work harder.
So, how then can you boost the conversion rate of your website?
Here are a few things you need to focus on:
- Enhancing the User Experience on your website
- Making it easier for your visitors to complete the primary action
- Giving just the right information in the right way
- Tweaking Your Call to Actions
- Creating Newsletters that are Enticing
- Optimizing your website for mobiles
- Engaging Your Visitors and turning them into your endorsers
It is very important to track the performance of your website every now and then. Do a bit of research and find out what your competitors are doing. This should give you a fair idea of where you stand and how better you should be.
Dr. Hitesh Sharma
Digitize Software Pvt. Ltd. & Bless International Exports