Low Conversion Rate? Three Things to Try to Boost Site Revenues
The conversion rate of your website is perhaps the most important statistic for you to regularly track. This measures how many people who come to your site are doing what you want them to do. Whether that’s filling out a form, placing an order, or doing something else, they are taking an action. If your conversion rate isn’t what you want it to be, you don’t have to simply live with it. There are a number of steps that you can take to improve your conversion rate over time. Here are three things that you might want to try.
1. Set Goals
One of the best things that you can do when utilizing Google Analytics to investigate your site is to set goals. Goal tracking is a functionality that makes it possible for you to see how many people are doing what you want on your site. You can set goals based on what the most attractive outcome is for you. For example, if you want people to stay on your website longer, you could set a goal that is reached when a visitor stays on your site for longer than one minute. This will give you an idea of what pages are most effective for you, and which ones need improvement.
Other common goals to set are on a “thank you” page, because these usually mean the user has completed an action such as a purchase or an eBook download.
2. Evaluate Bounce Rates
Another statistic that you may want to take a look at in Google Analytics is the bounce rate. The bounce rate is a statistic that measures the number of people who leave your site after looking at only a single page. For example, they get there from the search engine, glance at your page, and then hit the “Back” button. A high bounce rate is definitely not good, as it indicates that the quality of your site is lacking. When you see a page that has a high bounce rate, this could tell you that the page has something fundamentally wrong with it. This is not always the case, as some pages will naturally have a high bounce rate. You have to use your own judgment to determine what’s appropriate and what isn’t as far as bounce rate is concerned.
3. Examine the Traffic Sources
When you are trying to figure out what is wrong with your site’s conversion rate, you also need to look at the traffic sources that your site is getting. Not all traffic is created equally. Some traffic is definitely better than other traffic. If you are getting better performance from one source, it may be in your best interest to cater the content of your site to people coming from there. This will allow you to improve the conversion rate and the overall performance of your website.
Keep in mind that you probably will not be able to completely fix the problem overnight. You will most likely have to tweak a few things here and there, and see if they make any difference. If they don’t make a difference, then you will have to try something else until the problem is addressed.
