Web traffic is great. But it shouldn’t be your end goal. Conversions should be.
It can be pretty frustrating if you’re not getting the conversions on your site that you want to see. When you’re getting tons of visitors on your website but they aren’t converting, all of that traffic doesn’t mean much.
So what’s the problem?
You’re driving the wrong kinds of traffic to your site. You need to optimize your pages to funnel and catch qualified leads who are ready to convert instead. With a good conversion rate optimization (CRO) plan, you can take your conversions from drab to fab.
But what exactly does CRO entail?
A conversion rate refers to the percentage of your site visitors who complete a desired action on your page during a specific time period.
Each of your site’s pages should serve a purpose.
By keeping track of conversion rates, you’ll find out if the pages you’re publishing are successful at getting visitors to complete the action(s) you desire or not.
The higher that your conversion rates are, the better your site is at reaching those qualified prospects that you’re after.
And the average conversion rate for each industry and traffic source is different.
For example, the average conversion rate in Google AdWords across all industries is 2.7% on the search network, with an average conversion rate of 0.89% on the display network. When it comes to websites, the average landing page conversion is about 2.35%. However, the top 25% of companies say that they have conversion rates of 5.31% or higher.
CRO includes following a formula that increases the percentage of visitors who are completing desired actions across your site.
By analyzing the behavior of your site visitors and focusing on what causes them to engage with certain marketing elements, you can make changes necessary to persuade visitors to convert.
If you’re not sure how many conversions your site is bringing in, you’ll need to start tracking them before you can get started with CRO.
How to calculate your conversion rate
No matter how your company chooses to define a conversion, you’ll need to track your metrics to see how many of your site visitors are completing your goal action.
That’s how you calculate a conversion rate.
It’s simply the number of visitors completing your desired action divided by the total number of visitors on your site during a selected period of time.
Remember that a successful conversion rate for your business might be different from someone else’s. It also depends on the type of conversions you decide to measure.
For example, if there’s little to no commitment required for a conversion, it will convert more often than one that requires a large amount of commitment.
More visitors are likely to sign up for your email newsletter than purchase a $10,000 item from you, for example.
If your site has high traffic, it makes sense that you’d have a high amount of conversions, right?
Wrong. Especially if you’re attracting the wrong kind of traffic.
Why does my website have high traffic and low conversions?
Attracting the wrong kind of web traffic is the most likely reason that your site isn’t earning the right conversion rates.
Google is usually pretty successful when it comes to delivering search results that line up with someone’s search intent.
But it isn’t always 100% accurate.
That’s why you have to optimize your website traffic. If the keywords you’re targeting don’t correctly describe your services or products, you’re attracting the wrong kinds of searchers.
For example, say you wanted to buy a new computer mouse. You search for “mouse” and start sifting through the results. A vast majority of the results are exactly what you’re looking for: information about the best available computer mice on the market. And if you click on one of those links, you’re likely to find something that meets your needs, so you’ll convert and buy the one you like the most.
But some of the results include information about another kind of mouse: the rodent.
If you click on any of those results, the chance that you’ll convert is virtually zero. You’re not looking for information about rodents. That’s why you should try to attract more qualified searchers by structuring your content and your site in a way that targets more specific visitors.
If you were a company selling computer mice, this means trying to rank for terms like “computer mouse” or “wireless mouse” instead of just “mouse,” which we’ll discuss in the next section.
There are countless ways to boost website conversions, but there are a few general tweaks you can make to your site to get things moving in the right direction.
3 ways to increase conversions
Here are three quick ways to increase site conversions, starting with some tips for selecting and using the right keywords.
1. Use the right keywords
When someone enters something into the search bar of a search engine or asks a voice search assistant to search the web for them, they know what they’re looking for and why they’re searching for it.
There’s an intent behind what they type.
Their intent could be:
Informational: the searcher is looking for general, current information
Navigational: the searcher wants to know more information about a product or service
Transactional: the searcher is looking for something that they want to purchase
Ranking for keywords becomes more and more competitive as you move from those making informational searches to those making transactional searches.
Those making informational searches are just doing research. Those searching for navigational information are still doing research, but they’re doing it on particular products or services.
When users are doing transactional searches, they’re ready to buy.
However, all of these searchers can help you boost many different kinds of conversions on your site if you target each of them in different ways.
Consider your target audience’s search intent for different keywords. Match content to those keywords that would be best suited for each intent.
Then, include those keywords on relevant pages (and in your headers on those pages).
That way, the right people will end up on the right pages at the right times, so they won’t merely visit and click off. They’re more likely to complete the action you want to see. For all search intents, it’s best to try and rank for keywords that aren’t too competitive but that are also frequently searched for.
To identify the keywords with the best potential for bringing in qualified traffic, use a tool like Alexa’s Keyword Difficulty Tool.
Now that you’re on the fast track to getting the right traffic onto your site, you should A/B test different versions of your CTA buttons.
2. Test CTA buttons
You might think that your “buy now” or “download now” button isn’t something that can affect conversions.
But it can.
Izideo increased conversions by 90% just by changing one word on a CTA button.
Your CTA buttons can perform differently depending on where you place them, how big they are, what color they are, and what wording you use.
A/B test several different versions to find out which ones convert best.
3. Create dedicated landing pages
If you’re using AdWords or some other type of PPC ads, send people who click on those ads to dedicated landing pages instead of your home page.
The site’s home page doesn’t have the same effect, nor does it directly match the search intent of the dedicated landing page.
Create similar dedicated landing pages to funnel specific audiences to pages that specifically relate to their search intent for increased conversions.
If you’re getting tons of web traffic but your conversions are lackluster, it’s time for a change. Even if your conversions are average, there’s room for growth.
You need to spend some time doing some CRO to help attract more conversions to your pages. If you haven’t already calculated your conversion rate, you should. You need to start tracking conversions to find out what’s working and what isn’t.
Then, start evaluating why you have high traffic and low conversions. Are you optimizing each page for the right search terms and structuring content around search intent?
Finally, increase conversions by doing a few simple changes to your site, and it’s content.
Do keyword research and target the right keywords on certain pages, test your CTA buttons to find out which ones convert best, and create dedicated landing pages for PPC ads.
Take some time to figure out what CRO tactics will best help your business reach its conversion goals.