By now, most companies have a website. It seems incredible that a business would choose not to have a website in this day and age, but it still happens. Since we’re talking about site conversion here though, we’ll leave the convincing of those other companies for a rainy day.
Depending on the size of your company (and the size of the website’s budget) you may have played a role in the way it looks and functions, the flow of its navigation, the platform it was built on and the content. While all of these things are important to the success of a website, they’re really just equal parts of the larger goal: to get visitors to take a specific action. In other words, to convert visitors into customers (and hopefully brand advocates).
A Little Improvement Can Make A Big Difference
Companies often place too much emphasis on increasing their website’s traffic numbers while ignoring the immense power of site conversion. Traffic is important – if you aren’t getting people to your website then it may as well not exist. But if you’re a reasonably sized company and people know who you are, your website will generate nonzero traffic numbers, even with no effort on your part (and you can always confirm with Google Analytics).
Let’s say one customer conversion is worth $100 to you (whether it’s buying a product with a $100 margin or taking an action that leads to $100 of future profit). Let’s also say that right now, you generate 250 visitors a week and convert two of them, so 2/250 (a 0.8% conversion rate) = $200 a week in website sales conversions.
Instead of worrying about increasing website traffic, which can be a lot of hard work, why not focus on site conversion? It makes more of a difference than you might think. If you focused on improving your design, messaging and calls to action, it’d be very reasonable to see a 1.2% bump in conversion (to 2% total). This would result in 5/250 visitors converting and $500 a week in website sales conversions.
For comparison’s sake, you could double your website’s traffic to 500 visitors per week (which is definitely more work than improving design and messaging) and it would only bump conversions up to 4 (because the conversion rate would still be 0.8%). A little site conversion work goes a long way!