Each website has a unique set of goals. An industrial site generates leads, an e-commerce store sells products, and a blog converts visitors into subscribers.

Unfortunately, many website owners don’t pay as much attention to how well they’re meeting these goals as they should, and many marketers measure success in terms of traffic and rankings rather than conversions.

But these metrics are “vanity metrics” – they look good on paper, and it’s nice to be able to report having a certain number of visitors per month. But what do you prefer in the long run: 10,000 website visitors and $1,000 in sales per month, or 1,000 visitors and $10,000 in sales per month?

For most marketers, this is an easy question to answer, but achieving that number requires maximizing conversion rates – and measuring the right conversion metrics.

If you’re not familiar with the term, a conversion is basically any action that makes a website visitor a customer, and your conversion rate is the percentage of visitors who make a conversion.

So if your company is neglecting to optimize for conversions, you’re missing the opportunity to make the most of your website as a marketing and sales tool.

It’s easy to get caught up in measuring metrics like traffic and rankings, partly because online marketing is so data-driven. But monitoring and improving your conversion rates is much more effective for driving the metrics that really matter, like sales and revenue.

That’s why conversion rate optimization, or CRO, has become so important – it gives you the ability to determine what’s not working, why, and how to fix it.

Your entire sales process, from generating interest to convincing a prospect they need your product or service to closing the sale, is called your sales funnel. And finding “leakage points” in this funnel can have a serious impact on your website performance.

 

For example, you may have 1,000 potential new customers enter your sales funnel at the beginning – but maybe only 5 of them actually end up paying for your product or service. This equates to a 0.5% conversion rate and (depending on the industry and a number of other factors) indicates that your sales funnel needs to be fixed.

Through our conversion analysis process, we will go through and identify the weak points in your sales funnel. Maybe your landing page needs a redesign, or maybe you need to test new copy of your call-to-action button. Or maybe it’s something less obvious that you need to better showcase your product.

It could be any number of things, and it’s our job to identify and fix them.