Conversion rates are one of the most important measures you have for assessing how effective your marketing campaigns are. Whether you are trying to convert customers to sign up to your newsletter, buy a certain product, or take any other action on your website, your conversion rate will give you an accurate measure of how effective your current messaging is at both drawing in customers and encouraging them to take specific actions.
Make Sure You are Measuring it Properly
Before you can begin to focus on boosting your conversion rate, you need to make sure that you have an accurate reading of exactly what it is. As you implement different strategies and techniques, you will need to be able to assess their success or failure based on the impact they have on your conversion rate. If you aren’t measuring your conversion rate correctly, you won’t be able to make a proper assessment.
Fortunately, measuring your conversion rate is really easy. Let’s say that you want to convert visitors to a particular page on your website into buyers of a particular product you sell. If 100 people visit your website and then 37 of them go on to buy the product, you have a conversion rate of 37%, or 0.37. To calculate your conversion rate as a percentage, you divide the number of successful conversions over the total number of visitors. Multiplying the result by 100 will yield a percentage for you.
Collect the Right Data
A data-driven conversion strategy is always going to be much more effective than a blind approach. If you aren’t already incorporating data collection and analytics into your marketing strategies, now is a good time to start. Analyzing data about your website, your users, and your customers will enable you to better understand each individually, as well as how they function as a cohesive whole.
However, you need to make sure that you are gathering the right data. Any junk data that is added to your data stream will contaminate your entire supply and make your analytics much less effective. Your data collection should always be done with a specific purpose in mind, and you should only gather data that you need to.
Keep Your Data Up to Date
Ensuring that all the data you hold on your system is up to date is a very important measure for improving your conversion rates. If you don’t have current contact information for your customers, then your email marketing will be much less effective. Given how important email marketing is to get people to keep coming back to your website, and successfully converting them, this is something you need to consider carefully. Tools like PieSync make it easy to keep all your customer data up to date and synchronized across devices and platforms. They integrate with 180 different apps so you can see if there’s two listed on their site that you can benefit from syncing.
Whatever it is that you are trying to convince your customers to do, your conversion rate will be the best measure of success that you have. You can easily work out your conversion rate and then use it to measure how well your marketing is penetrating your target audience.