4 Ways to Increase Your Conversion Rate That Nobody Tells You About
Conversion is a tricky subject. If I want to double your conversion overnight, I can. I can also do it without a lot of effort. How?
All I need to do is block or reroute the "bad" (read: nonconverting) traffic coming to your site. Your conversion will double, triple, maybe even more. Sadly, it's very unlikely that your revenues will follow. In fact, in most cases they'll nosedive and take your profits down right along with them.
Don't get me wrong, a goal of increasing conversion is a good one. You just need to make sure you don't cut off your nose to spite your face to do it.
What other things should you remember about conversion and how to best measure it? Here are four surefire tips nobody ever tells you about:
- Look at the steps that lead up to conversion. Too few companies do this and it's one of the things that can dramatically change your viewpoint. For example, if you don't measure it already, look at adoption to cart (ATC). ATC, which can be used for e-commerce or lead generation, tells you how many people put something into their basket (or start a lead form). You may do something that decreases your overall conversion rate but increases your ATC rate, which ultimately gets you more sales down the line.
- Measure a step (or two) more than you think you should. Now that multivariate packages are all the rage and easier than ever to use, more and more folks are getting into split testing. They'll conduct a test on the view cart page and see that their "overall conversion increased 83.2 percent by doing such and such a thing." What they don't take into consideration is that even though they got more abandons in the test segment that lost, they got more orders overall after their abandoned cart email program went into effect in that same "losing segment." In other words, in conversion tests the loser is sometimes the winner. Email, outbound telemarketing, live chat, remarketing and many other things can dramatically change your outcomes.
- Measure conversion alongside things like revenue and overall profit. This will help keep things in perspective.
- Don't get obsessed with conversion as a percentage. Conversion consultants often list increases of "over [fill in the huge number here] percent" because it sounds sexy. What if the overall difference is seven orders? Or $124? Does that make or break your campaign? Granted, it's great to tell your boss that your orange action directive outpulled your green action directive by X percent, but in the grand scheme of things was it a big enough increase to get you to the next level of your performance bonus? Look at the percentages and the straight numbers; you'll be a better marketer for it.
Want more helpful tips about conversion? Join Amy Africa, "Landing Page Optimization" author Tim Ash and 20 other speakers at Conversion Conference - Chicago on June 25-26. Save $100 off of any pass when you register with Retail Online Integration's exclusive discount code ROI or click here to be taken to the Conversion Conference's homepage.
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