Tuesday, September 18, 2012

Website Performance Evaluation - Conversion Rate

Website evaluation is an important part of measuring a blog success and should be done at a regular basis.  Starting a blog is usually the first step and how successful your blog becomes will be defined by your set goals and how you plan to accomplish them. If you are one of those few bloggers who have not yet set a specific goal,  most probably you will not be able to accomplish anything meaningful in blogging.

One way that most webmasters use to measure a site success is by looking at the total number of visitors a website generates. This may be a good indicator but it does not always mean such a website is successful. A high number of visitors that does not convert to your defined goals is far from what we call a site success. Your visitors should be able to accomplish something else once they land on your site.
Whether it is reading through some more pages, signing a form or making a purchase. The point here is that, you want your visitors to actually do something when they visit your site other than just coming and leaving empty handed.  If you are selling services or products in your site, it is equally important to monitor how many visitors made a purchase.  This is basically what is called the conversion rate and a very important element of a website evaluation.
In my previous post, I discussed what to check in Google Analytics as part of website evaluation and what you can do to improve your site performance.  In this post, I will specifically look at conversion rate. 
So what is a conversion rate? A conversion rate is basically determined by looking at the total number of visitors that your site receives and the total percentage of the visitors that actually performed an action that your site is set up for. 
For example, if you received 10,000 visitors in one month but only 200 of the visitors filled a form or purchased the products that you are selling, your conversation rate will be calculated as follows; 200/10,000x100 =2%. The total number of visitors who purchased your products, divided by the total number of visitors that you received that month, multiply it by 100 %.
Why is this important, it help you in knowing the difference between your site conversion rate and your sales conversion rate. It is obvious that not all visitors are expected to make a purchase but on the other hand, knowing the conversion rate is a good way of measuring a website success or failure.
As you evaluate your site performance, you may be able to discover other problems that might be affecting the site outcome such as; your site might not be generating the right amount of traffic or you might be targetting the wrong audience. By knowing this, you could use several ways to improve your site traffic such as; through a SEO campaign, social media promotion and  use of other SEO tips that could help you in increasing a page ranking.
The other possible problem that would affect the conversion rate is the accessibility of your site.  How easy is it for users to find the products that you are selling or for them to accomplish the needed action. Enhancing user experience should be the utmost goal in such a case.
Finally, if you have tried doing everything and the conversion rate seems not to be changing, you may consider hiring an expert. In most cases, you may not be able to pinpoint all the shortcomings by your own. Sometimes, it takes the help of another person for us to really understand what might be going on.


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