At Zeald, we believe there are three stages to running a successful website: promotion, persuasion and conversion.
‘Promotion’ involves promoting your product or service outside of your website through digital marketing.
‘Persuasion’ looks at the methods you implement on your website to persuade visitors that you have what they need. ‘Conversion’ is the process of pointing visitors in the right direction once they’ve been persuaded, and making purchasing as easy as possible. These three stages apply especially to e-commerce websites, where making sales (or conversions) is the ultimate objective.
Many people that we deal with believe they should spend most of their budget and time on promotion. They already have a website, so they just need to focus on getting people there right? Visitors are bound to like their product once they get there!
That’s not quite how it works.
We recommend you focus primarily on persuasion and conversion before anything else.
You have to make sure your website is effective at converting visitors into customers before you spend money trying to get them there.
This comes down to something called ‘conversion rate optimisation’ or CRO; conversion rate being the most important statistic for any website
Divide the number of conversions (sales, enquiries, or whatever else you define as a conversion) by the number of unique visitors to your webpage or website, and multiply the result by 100. This gives you a conversion rate percentage that tells you how effective a particular page, or your site as a whole, is.
According to the monetate quarterly e-commerce report, the average conversion rate for the fourth quarter in 2015 across all industries globally was 3.48%. That’s not very high. Simply put, it means less than 4% of website visitors are actually making a purchase. Before you focus on promoting your website or products, you want to make sure you get this percentage as high as possible.