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The Power of Your Website’s Conversion Rate

By | May 1, 2012

Why is upping your conversion rate important?

It is one of the quickest and least expensive ways to increase leads and sales. Imagine this:  if a website currently converts at 1% and “conversion optimization” increases conversions to 2%, that equates to a doubling of leads and sales.

If you want to improve your website’s conversions and generate more leads and revenue, ask yourself:

  • What is the desired visitor action on a given page? Do you want visitors to make a call, complete a lead form or sign up for a newsletter?

Once you’ve identified the desired action, next identify and remove the roadblocks which are preventing conversions. Here are some common roadblocks and associated quick fixes:

  • Lack of visitor confidence.  Improve this by strategically displaying security seals, media mentions, 3rd-party ratings/reviews, testimonials, your privacy policy and satisfaction guarantees.
  • Poor page experience.  User experience can be improved by logical navigation; faster page load times; prominently displayed contact phone numbers; clear and specific calls-to-action, and by following many other usability conventions.
  • Form frustration.  Use the least amount of required fields as possible.  Statistics typically show that for each additional required field, completion rates drop 10%.  Less is more!

Fathom’s CEO, Scot Lowry, is often heard saying, “A #1 ranking won’t buy a loaf of bread,” and he is correct. High rankings are only valuable to your business if they garner qualified traffic and compel visitors to take action and convert.

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