People often ask our advice on how to improve website conversion rates. Unfortunately, there is no short answer to this question. If we try to sum it all up, we would say, that measuring, testing and experimenting are the primary keys to improving online conversion rates. Then we would, probably, have to re-think this answer and add to this list website prominence, its relevance to the potential customers, target marketing and trust.
Over the years Internet marketing is rapidly changing from a mixture of voodoo and educated guesses into science. Web analysts have at their disposal more or less impressive measurement tools and tracking software. They know how to properly track visitors’ behavior with these tools. They constantly analyze and decode the results of the measurements and understand why things happen. Without tracking software web analyst may not realize how effective the website is. Or, the reasons why certain web pages have high bounce rates while others don’t.
When a web analyst measures the conversion of any web site, he, basically, differentiates this process in two ways. There are certain small conversions that should be tested and measured repeatedly and full-blown conversions. Small conversions are steps that web site visitors take on the road to full-blown conversion. They guide visitor to the final website goal and can be anything from a simple call to action, like “click here” to something more valuable like “find out how to download our free eBook”.
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