Conversion Rate Data Isn’t Enough

The main ingredient for any successful online business is to generate traffic while increasing conversions rates (CVR). Sounds pretty simple, right? That’s because it is.

However, after analysing your conversion data, this blog post may change your traffic building and conversion rate optimisation (CRO) approach forever.

Pulling conversion reports out of Google Analytics can reveal your sites overall CVR and CVR via individual channels. Channels with the highest CVR will indicate which channel your marketing efforts you should focus on. 

The table below shows the average number of monthly conversions, CVR and visits for a website from January to April divided into six marketing channels including a miscellaneous channel where Google Analytics was unable to identify the traffic source.

The overall CVR between January and April was a modest 11.06%. Organic traffic had the highest conversion rate of 13.04% while Referral traffic had the lowest with a CVR of 6.12% with Paid Search coming in at fourth place. Even though Paid Search didn’t have the highest CVR, it was the most profitable channel for this company. Paid Search generated an average of 2,433 visitors per month, creating 182 conversions. Using simple mathematics, if monthly visits increased so will the number of conversions.

The table above suggests More >

Aristotles-3-elements-of-persuasion

Improve Conversions Using The 3 Elements of Persuasion

No matter how many people you can attract to your website, people will not engage with it unless the content is relevant.

The first step in producing relevant content is to identify who your target audience is and what type of information will be of value to them.

Your target audience can be broken into three categories:

  1. Primary: Shareholders, investors, past, present and future customers.
  2. Secondary: People who have influence over your Primary audience, the press and the media, community groups, staff (past, present & future), suppliers and distributors.
  3. Tertiary: Primary and Secondary categories, publics and regulators.
Identify your target audience

First identify who is your target audience, then analyse your visitors demographic (you can run an audience demographic report from Alexa.com). Are they the same? If so, job well done. If not, you may need to review your marketing strategy. However, let us assume they both match, I am sure you have your digital marketing strategy under control.

Now you have identified you are attracting the right audience, you need to optimise the communication for each landing page. It is critical the website is optimised to welcome your targeted traffic.

The art of communication

Communication plays a vital role in our everyday lives. For some people More >