Conversion Rate Optimisation
As a website owner, you should expect your site to deliver results of some kind, these results are generated through focusing on conversion rate optimisation (CRO). By understanding what a conversion is for your business we plan user experiences and establish tracking metrics to help us increase the number of conversions per number of visitors to your website.
What is a conversion?
Understanding Ecommerce website conversions is straight forward because they are transactional, we can measure the average spend per visitor, the number of people who purchase compared to the visitor level and many other metrics to determine the success of the Ecommerce web pages.
For non-Ecommerce websites, it is important to set goals, this could be related to certain activities on the website such as the numbers of phone calls, the number of contact form completions or any other action that is completed on the website.
We use event tracking to register website activity as a conversion. All website activity can be tracked using events and we set-up the tracking to measure this activity through Google Analytics. An event can be determined for all links, button activations and page scrolls and recorded.
By focusing on optimising conversions, we can deliver continuous improvements in the success of a website. Conversion rate optimisation measures a website’s purpose and provides data to facilitate strategic decision making and future website development.