Understanding Your Conversion RatesThe question is a rather odd one: "What's your conversion rate?" The correct response would be another question: "Which conversion rate?" Karon Thackston
September 05, 2008
The question is a rather odd one: "What's your conversion rate?" The
correct response would be another question: "Which conversion rate?"
What most people are really asking is how many sales have you made? But
the sales process – in almost all cases – takes more than one step. Most online businesses have several conversion rates. With certain
exceptions, there are multiple steps from getting a visitor to click
from the search engine results page (SERP) to ultimately making the
decision to buy your products or services, make a donation, subscribe
to your site, etc. Fact is, every step in between can be viewed as a conversion. And each
of these micro-conversions can reveal interesting information about
your sales path and how well it is functioning. Page Titles and Descriptions Using an e-commerce site as our example, let's start with the page
title and description that the search engines use in the SERPs. You
control both of these and can make them say practically anything you
want. The first conversion you encounter involves getting prospects to
notice your title and description in the SERPs and click through to
your site. The only way to do this is through the copy you write for
those two tags. There are no graphics in SERPs for web page results
(only for video and/or image results) and you have no control over font
size or color. It's all about the words. While there are lots of ways to drive people to your website, when
you're talking about organic or pay-per-click (PPC) advertising you
have to get people to click your listing in order to start the ball
rolling. If you aren't getting clickthroughs (conversions from the
engine results to your landing page), you need to rework and test these
two tags. Home Page/Landing Page If you have a true landing page (a page specifically created for people
to land on after clicking a PPC ad that coordinates with the PPC ad),
this may be your last conversion point. In the most organic sense of
the phrase, a PPC ad is laser targeted to one product or service. The
associated landing page is also laser targeted to provide the details
of that one product or service. The visitor either buys or she doesn't. Most people, however, aren't using true landing pages. That leaves home
pages and a host of other types of pages that are meant to serve as
landing page surrogates. This means that when someone clicks your
listing on the SERP and winds up on your home page, they now face
another choice: Where to go from here. This is a second conversion point. Is your copy doing its job? Are
people dumping out of your home page? If so, why? Were the title and
description misleading? Perhaps what you sell is subject to personal
preference. After all, "solid redwood planter boxes" don't all look
alike. It could be the visitor didn't care for the style of planters
you offered. It could be that your copy didn't do a good job of
describing the product or service, or that it left out vital
information like "free shipping," etc. Maybe you're cursed by being in
an industry that has an overabundance of tire kickers. You are likely to have numerous conversion rates that result from
visitors leaving your home page and clicking deeper into the site. Is
the conversion from the home page to the "oak landscaping beams" page
higher than the planters? Compare the two pages. Are they designed the
same? Have similar copy? Whatever the reason, test to see how changes
to copy affect the conversions from this page. Are you using true landing pages in conjunction with your PPC campaign?
(You really should have a separate landing page designed and written
specifically for each product/service you advertise.) If so, your
testing will be more focused because there's only one product or
service involved. Individual Products and Services The further you get into the belly of a site, the more specific
everything gets. Keywords get more descriptive, product and service
details are more precise, and sales or other related actions become the
primary conversion. When you get to this level, it's easier to determine the conversion
rate because a sale has occurred. This is the one conversion rate most
people rely on. As you can see, however, all the steps beforehand are
vital to getting people to this moment in time. If one is out of sync,
the process can potentially shut down. When you test your copywriting, take it one conversion point at a time.
As you perfect each step, you'll begin to notice that the entire
process gets smoother. You'll also notice that the final step – making
the sale – comes more easily than ever before.
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