Everyone with an online business wants to get as much as visitors and customers as possible. You need to understand the conversion rate to turn more visitors into customers. But how can you measure this rate? Or should we say, why is this metric important to you?
Before answering these key questions, it is better to look at the “what is conversion” question. When we answer this question, we will have more information about how to address this issue. Only then, we can acquire more customers in our online business.
What Is Conversation Rate?
Conversion is about guiding visitors and customers to do the desired action after clicking on your ads. Like many other businesses, you are probably posting ads on different platforms. When you use Google Ads, each metric is measured for you. So, you can track your ad performance as well as conversions by using the integrated panels in Google Ads.
For example, purchasing a product after visiting an e-commerce website by clicking on your ad can be counted as a conversion. On the other hand, subscribing to an e-newsletter or to a webinar after clicking on your ad can also be counted as a conversion.
In this case, the desired action is determined according to business needs. Since every business has a different need, the definition of conversion will be naturally different. But there is one thing in common for all businesses. And that is to increase the number of visitors and to improve conversion rates.
What Could Be Your Desired Actions?
Before talking about how to improve your conversion rates, let’s first talk about some of the desired actions. Every company wants their potential customers to do something. But this thing can significantly vary among businesses. So, what can you set as a desired action?
- Subscribing to your channel
- Following your social media
- Downloading an e-newsletter or brochure
- Purchasing a product or service
- A phone call to your business to learn more about your services
- Filling a form (which can be later used for e-mail marketing)
When any of your visitors does one of these actions, you can count that visitor in your conversion calculations.
How to Calculate Your Conversion Rate?
There are lots of SEO tools out there. So, there are different tools to help you calculate your conversion rate. In addition to that, you can use Google Ads conversion tracking to better monitor your progress. Before all that, it is best to know how to calculate conversion rate manually. This will give you a general idea of how things work.
The calculation process is related to clicks on ads and the number of total ad interactions. Let’s talk about it by using an example. If 100 people clicked on your ad (total interactions) and 5 of them did the desired action, your conversion rate will be 5%.
5 Ways to Improve Your Conversion Rate
Of course, 5% in our example might not be sufficient for you. There are some ways you can follow to achieve better conversion.
1. Check Where Your Conversion Comes From
The most important thing in digital marketing is tracking and metrics. Without tracking your performance and using metrics, you can’t measure your performance or make any improvements. When it comes to converting more visitors into customers, you need to measure where these visitors are coming from.
Your social media account might be the main source of your conversions. Or people might be directly finding your website to purchase your products. The traffic channel plays a huge role in optimising your conversions. There are integrated metrics that show where your conversions come from.
2. Focus on Attracting More Related Audience
You need a targeted audience to boost your conversions. If you reach an irrelevant audience, the chances are they will not be interested in your product or service offering. And you will be spending your ad money in vain. The purpose of ads is to expand your online visibility and gain some customers in return.
This is why you need to attract potential customers who are really interested in your products or services. To do that, you need to optimise your ad settings. You can set certain age group, location or other demographics. This will help you to keep a more targeted audience.
3. Easier Opt-In for Visitors
Easier opt-in means subscribing to or downloading the content as easy as possible. If your visitors need to complete multiple steps to subscribe, they will probably change their mind. Or if you ask too much information to download an e-book or content you are offering, they will probably leave your page.
So, all you need to do ask for relevant information. For example, their name, company and e-mail address are all you need. Rather than adding unnecessary details like job title or department, these three key areas will do you better. Also, you can design a seamless purchasing journey by decreasing the steps from your ad to the shopping cart.
4. Consider Mobile As An Option
With changing consumer habits, our device preferences are changing. In the past, the desktop was the ruler in the advertisement sector. But the dominion of the desktop is about the end. Today, an increasing number of consumers are using mobile devices for searching, shopping and viewing content.
In this landscape, your conversions will probably come from mobile devices. So, what can you do about it? Optimise your ads for mobile devices and direct the visitors to a mobile-friendly landing page. These two steps will significantly contribute to your conversion performance.
5. Social Proof Is Important for Your Conversion Rate
Word-of-mouth is still a thing. But it has changed its form a bit. Now, people are using social media to search for social proof. This is why your image on the social media is important to boost your conversions. When you have a good image, your chances to acquire new customers through your ads will become higher.
Social proof should be the nest thing you need to focus on to optimise your ad performance and get as much as conversions you can. To do that, you need to adopt an integrated marketing approach that considers all aspects of your online presence.