The Traffic Is There, but No Leads?
Getting Your Website To Generate Leads is a Science
Simply having a contact us page is not always enough to make someone want to get a quote from you.
An ugly or aesthetically unpleasing website may make them leave, quickly.
A website with too many CTA’s (Calls to Action) can be confusing, and even a little confronting.
A site that doesn’t make it clear and obvious how they can help, once again may just be abandoned.
A general rule to keep in mind, if your site is worth looking at; people will look at it for a reasonable amount of time.
If your site is worth reading for extended periods, and taking the personal investment of time, then it is likely worth finding out more.
We Start With Your Existing Site Performance
The main indicators we are looking at when our goal is to increase conversions are:
- site speed
- bounce rate
- time on page
- pages per session
- drop off points
Once we get a feel for the ‘pain points’ or in other words, the poor quality areas, of your website, then we know where we will need to start.
There are many reasons why a website may not be converting, starting with a strong dive into the actual stats and numbers helps us to not operate on assumption!
Once We Check the Data, We Produce a Theory
Perhaps we see a huge portion of visitors with average time on page that is absoltely tiny, then we may decide to spread the page out a little, make it more visually appealing.
If we see that pages have been loading really slowly, we will look at making them load faster in the future (not as simple as I just made that sound).
Basically, we detect negative stats that would typically indicate that a user is not finding your page useful or engaging, we compare it to best practices, and come up with a theory.
Note: if it stayed at this stage, it would be assumption and not science.
Once We Have a Theory, We Test it... Repeatedly
The scientific method is a process of fact gathering, in which the truth seeker will come up with an idea, and then test it until it either stands up to the test, or it is proven false.
The simplest way to run a test on a new conversion optimisation theory, is to simply make the change and then track the changes.
If the stats improve, and more conversions follow, then the theory of how to fix the problem is supported.
Note: For those that want faster results, there is definitely something else you can do!
For Faster Results, We Use Advanced Tools
For advanced Conversion Rate Optimisation, we use splitting software and conduct A/B tests.
An A/B test involves taking the original page and a variation of the page, and running the website with them both at the same time.
Half the traffic view version A and half the traffic view version B.
We track which one works better, declare a winner, and then set up a new test.
Depending on which tool we are using, we can even test a lot more than 2 options at a time!
For example, your website is written in first person and it is not performing well at all, we come up with a theory to shift the prose to second person, so that it is more engaging.
You are not sure, we convince you to let us test it.
Half the visitors are seeing “we” “us” “I” and so on, with the prose primarily focussed on the website owners.
Half the visitors are seeing prose centered around “you”, with the focus being on the reader.
With the test, we detect which one statistically works best. No more assumptions, simply data driven decisions.
You Do However Need Enough Traffic Already
Just remember, conversion rate optimisation is a process of making more conversions from an already high level of traffic.
If your site has only a hand full of visitors coming to it each month, then it may be a litle premature to start rolling out heavy hitting conversion tuning tools.
The main thing that will make someone convert on your site is trust and the expectation that you will be able to help them.