You want to increase the number of visitors to your website - the more visitors, the higher the chance that you'll sell your product or service. But what do you do when your website visitor analysis is showing high numbers but few sales?
In this post, we are going to give you a list of factors to consider when analysing your website's performance and conversion rate.
Let’s get started:
What is influencing your conversion rate?
You need to find out why your website is failing to convince users to make a purchase or to get in touch. There are a number of factors at play. Questions to ask here are:
- Is the website easy and intuitive to use?
- Does it load quickly?
- Can users find what they are looking for?
- Do they trust your brand based on what the site told them?
- Can they easily get in touch with you to get more information?
"It's important not to simply look at website visitor analytics and hope things are on the up from month to month."
It's important not to simply look at website visitor analytics and hope things are on the up from month to month. Measure how many sales or leads are actually being generated as a result of the volume of website traffic. If you're not generating income from the users visiting your site it's time to change something.
Hoping sales will increase by driving more traffic to your site is like hoping a car will go faster by filling it up with more petrol. You don't need a bigger fuel tank, you need to upgrade the engine.
Website upgrades for a better conversion rate
First of all, you need to identify the pain points that your users are facing when navigating your site. The simplest way to do so is to write down questions your buyer personas have and attempt to find the answers by using your site.
For example, if you sell guitars a question might be "I want new guitar strings and I want to speak to someone about how to re-string my guitar".
Use your site and document the process you have to go through to answer those questions.
Be honest and analyse the process you went through according to the following questions:
- Was it easy to find the answers?
- Can this process be improved?
- What was frustrating?
It’s always helpful to step into your customers' shoes and look at their user experience from an outside angle. Asking someone outside of your team or office can be a good way to get a fresh perspective too. Other factors influencing your website's performance can be found by looking at your competitors.
"Once you've identified some areas for improvement, create an action plan."
Decide on a priority (which could be based on improving the areas linked to the most profitable items or services first). Then work out how to roll out the changes to your website. Make sure you have analytics in place and SMART goals set up. Note when the changes go live so you can make a date-based comparison of your conversions before and after the changes.
Did it work? Check your website visitor analysis again...
After your changes have been made, test them by asking the same buyer persona questions as before. Hopefully, you will see a vast improvement.
Continue to drive traffic to your website and review the statistics:
- Are users sticking around longer now?
- Are they making (more) purchases?
- Do you receive more emails through contact forms?
From here you have a platform to continue to improve and tune your website. Keep analyzing your customers’ pain points and most important keep improving their user experience accordingly to drive conversions.
Your website is part of your team - working all day and all night promoting what you do.
Make sure your online presence is up to the task and doing it properly.