Building Websites that Convert
Conversions are a Numbers Game
Conversions are the only REAL metric with websites. Visitors are great, but if
they are not buying your product or service, then they are of no real
value to you. To evaluate the return on investment generated by your
website, you need to identify what conversions are relevant to your
business, track them and then manage them upwards.
What's the Big Deal with Conversions?
Do the math. If 1000 people visit your site each day and you convert 2% of those
visitors that equates to 20 sales per day. If each sale is worth $100,
your site is generating $2000 in revenue per day. Pretty good. Suppose
that you move your contact information to a more prominent place on
your design template, or tweak your sales copy, and by making these
subtle changes, you increase your daily conversions upwards 1/10 of
1% to 2.1%. Doesn't seem like much does it? Again, do the math. That
is a 5% increase to your conversion rate and over 12 months those
simple design changes will increase the value of your site by $36,500!
Hard to believe? Again, do the math:
20 sales/ day * $100/sale * 365 days/year = $730,000
21 sales/ day * $100/sale * 365 days/year = $766,500
That is a difference of $36,500!
That is a nice example of how building web pages for conversions can really help your bottom line.
Ready for the real truth? The real truth is that 2% is a very good conversion rate and if you are not already
leveraging the experience of a firm like Anicon, then chances are you are not going to have a 2% conversion
in the first place. More truth? By effectively testing your web page to ensure it converts, you can increase your
conversion percentage by much more than the .1% increase used in the example above.
But I Don't Sell Widgets!
Exactly. Conversions are conversions. Perhaps you are a wholesale clothing distributor,
or you sell vacation packages. In these cases you may choose to measure
non-sale conversions like sales leads, or newsletter sign-ups. These
conversions can be worth much more than $100 in revenue in the long
run so you only need to convert a handful each year to justify your