The efficacy of sales conversion is measured by the sales conversion rate, a common term familiar to most website owners and is defined as being the percentage of website visitors that complete a websites recognised goal – this maybe a product purchase or possibly membership registration depending on the type of site. It is fairly easy to determine the sales conversion rate for websites that are trying to generate an on-site response but more difficult for those attempting to generate off-site responses like making a telephone call or additional footfall to a city centre store for example. The only real way of determining the effectiveness of your efforts at increasing the sales conversion rate for these off-site examples, would be to solicit the customers entering the physical store or making the phone call – quizzing them about their referral status.
Once you have defined your goal, you will be able to accurately determine your websites sales conversion rate, provided that is, you have the means to calculate how many visitors your site is acquiring. There are several ways of achieving this and several definitions of what an actual website visitor is, so be careful. Research on the types of website visitor attracted by your site is essential here. You do not want, for example, to spend time and effort in trying to make a sale to someone who isn’t interested in your product and has landed on your site in error. Google analytics is very useful for this purpose and ‘analysis software or scripting’ should be installed if not already pre-integrated into your website.
Hopefully by now, you have been able to identify your targeted customer and have accurately determined a sales conversion rate. This is your benchmark or starting point. Your next step should be to decide on a method of increasing your newly calculated sales conversion rate – but you can’t do this unless you know where things are breaking down or going wrong. More analysis is required – this time to track customers through the site and see what they are doing and at what point they abandon you. Increasing your sales conversion takes time unfortunately but can result in great rewards in the form of increased revenue and more targeted visitors, because every sale you make is an advertisement in its own right and a potential referral.
When you decide to get help with your sites sales conversion, ensure you go to somebody that has experience with e-commerce websites. It may be that your particular goal is not a product, but the under-lying methodology is the same and most e-commerce website designers’ deal with sales conversion problems as part of their daily activity – they are most likely to possess the sales conversion experience that you need.
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