So in this presentation, we can talk about conversion rate optimization for small business. Some of the topics we’ll go over are what is conversion rate optimization, some examples, some techniques and discussion about conversion rates.
What is Conversion Rate Optimization
So what is conversion rate optimization? Well, first we have to actually identify what our conversions and these are typically business operations where one thing converts to another. So it could again be marketing to a lead, lead to a sale, sale to a shipment, things like that. So that’s the conversion, the optimization is looking at ways to make that conversion more efficient, effective or more frequent.
So, one of the things we need to be aware of is we have to record data. This is the data related to The different aspects of the conversion the before or after. So all that data in data needs to be recorded. Then once we have that data and the before and after I, we can then look at actually a conversion rate, which is basically the changing of something to something else, converting pretty straightforward.
There are ways in which there are different ways the conversion rate optimization shouldn’t help one actually, you can just educate your customer better. That’s one way to improve the conversion rate. And there are many ways that conversion rate optimization can help because if you can actually eliminate your involvement, for example, having to make a phone call or waiting for reply back on an email, quote, these are ways you can optimize your conversion rates at different things.
So let’s look at some examples.
First example of places where I can look for conversion rates are in marketing, and there are a number of different things here. One could Be the website visitors that you’re receiving to could be if you’re using paid advertising on the internet. If you’re in the home services industry, there are different websites where people could find your business to then move through into a lead and sales process. People may find you through your social media account. And just generic review websites may actually bring in different forms of marketing that then could be looked at to use conversion rate optimization to improve.
Another place for data for conversion rate optimization may be recorded is in the lead process. So you may have quotes that are available on your website. Many if not all businesses except phone calls, which a lot of people call to learn more about the information and hopefully move into sale. And people sometimes like to just send an email and ask questions.
The next area where you may be having data that can be looked at for conversion rate optimization is within your sales on depending on the type of business, this could be appointments that are made for service based business could be product sold, if you’re into a product based business. If you’re are in products, it may be again shipping those products out. And in the end, many businesses will have forms of customer service, they must, they need to complete at the end of the process before the interaction with the customers concluded.
So let’s look at some techniques of conversion rate optimization.
One way you can do this is through a website form on your website. Basically, you would create a form that people would fill out with different information, probably some personal information about themselves, if it’s a service base could be a quote, if it’s a product, it may be wanting to learn more information about it. So you would, but the benefit is you can actually capture all this information with involving employees. Hence right there, you’re already improving the process. These forms can get very complex and have multiple steps which again, aids in getting all the information you need. And some of the forms can actually be conditional in the sense that if they select one option, a different path of the flow may be triggered.
Website Landing Page
Website landing page is another place where conversion rate optimization can be looked at. This could be a dedicated webpage just for one purpose, for example, getting a quote or signing up for a service or a product. The key already about website landing pages, it can be a simplified webpage, you don’t have to have all the information that you might need on your homepage. And you can really focus on to a single call to action once they go to the page, say from an internet ad. What do you want them to do once they’re on that page?
Telephone Call Tracking
Telephone call tracking is another place where conversion rate optimization could apply. One option is instead of having just one phone number on your website, you actually have a pool through a call tracking service. And those numbers are rotated. So you can actually identify specific people what they’re doing on the website. And if they do decide to call, then that information can be passed along. Other places you could do in your marketing is provide individual phone numbers for each marketing effort. Thus, you can see which marketing efforts are generating, which leads and look at ways that conversion rate optimization could be applied to that process.
So let’s talk about the actual conversion rates, conversion rate optimization.
So there are specific places where conversions occur. One is your website visitors and there are a number of different metrics that might be useful on there to look at what conversion rates one would be from the source. Where are they coming from to land on your website, depending on your You may have people in multiple physical locations and that information can be collected through website programs. The device type, in this case desktops versus mobile, you may have specific campaigns you’re running and that information can be passed along. The pages themselves may hold information that helps you understand the nature of the website visitors. And certain goals could be identified, for example, going to a web form and then clicking the thank you page. And then those are again different conversion rates that can we get all calculated.
Ready to phone calls and conversion rates, um, if again, using the tracking information, you could determine the source of it. So for example, if it’s an internet ad that you paid for, and you had a specific phone number, you now know that’s paid as opposed to say your website which may be organic or paid. You could have a phone number on a billboard and hence, that’s a paid ad and phone number in the yellow pages or something like that. phone calls, of course have some inherent nature to them time when did they call this can be useful between morning and afternoons or weekends or after hours. And the employee that actually answered the call, which in the sense, if these are sales people, then that information is also available in to be recorded to look at the conversion rate.
If you get into something specifically like a website, quote, again, multiple sources could be determine if the source comes from a paid again, an internet ad or something like that, or organic through natural things. They found your website because of a search query, or they found your Facebook page and then click the link to learn more or something like that and came to your website.
Internet as themselves provide tons of data that can be useful in the conversion rate. The platform again, is it a Google App is a Facebook ad, you may have multiple campaigns within each of those, which then may have different ad types that you’re actually going through. Number of conversion rates are kind of built into the systems for example, the click through rate and return into your ad scene. And then as it clicked, because these are paid platforms, there’s a cost related teach click. And ultimately, if they perform the action, your desired conversions can be displayed.
Sales has many conversion rates. If you’re doing products or services, obviously the selling of those can be different quantities, the different amounts that are actually charged sources that may or may not help in the sales, whether again, it’s an internal salesperson or through a lead that came from marketing source. And again, much like phone calls, which employee was involved in that sale, which may be information that’s beneficial and looking at conversion rate.
Conclusions about Conversion Rate Optimization
So some question conversion rate optimization, there are a number of benefits. The first is that it allows if you record the data to perform conversion rate optimization, so it’s very important to record all the data that may be near interested in looking at trying to convert at a better rate. The data then can be looked at to show different ways you can optimize it. Many of these methods actually can be helped along by educating your customer at different aspects or different phases of the different process which could help for in performing higher conversion rates. And many of these techniques and examples have ways to show where you don’t actually have to be involved so they can be automated and made more efficient by different implying different conversion rates optimization to your business methods.