The percentage of visitors of a certain web page who will perform a desired action (e.g., purchase a product, subscribe to an email, newsletter etc) is referred to as website Conversion Rate or the so called CR. That value is mostly used to demonstrate statistics regarding “the selling” potential” of your website. Low conversion rate is the most common and most difficult problem which almost every online marketer has to face: According to researches, the average conversion rate for most of the ecommerce websites is 2-3 percent that means that 2 to 3 out of 100 visitors convert into customers. Isn’t it pitty after that much time, efforts and sources for SEO and PPC, after getting so many people to see you and know you – you still do not have customers as if you never started your online business.
The solution? - …is where we started from – Conversion Rate and the modern methods to enhance it.
One of those methods is called Google Website Optimizer – GWO. GWO is Google’s free web testing and optimization tool that helps you to test different versions and designs of your page.
Bellow are some tips on how you can use Google Website Optimizer to improve the Conversion Rate of your website.
1. Check where your website visitors come from and what their motives are to pay you a visit
Your website visitors come to your website re-sent from different places. Some come from search engines, others are being sent by social media sites. There can be a slight argument to accept the maxima that people coming from different sources have different motivations to pay you a visit. For example our web site might be a landing space for forum participants, Facebook users, people willing to have a Web site or a Facebook application or a branded Facebook page or an SEO optimized site or blog, bloggers interested in variety of topics, CMS-OPEN SOURCE SEARCHERS , Web designers, sharing programmers etc. Traffic from various sources with different motivation are acting differently.
Have you ever thought that this fact has a lot to do with the logical structure of your website when talking about your Conversion Rate? Something interesting for one user might completely kick another one from your online business place.
So how to act stepping on the upper facts and having in mind you have Google website optimizer under one arm?
The best thing - is to segment traffic by various categories - by source (where visitors come from)/ country (nationality)/keywords (they found you with) /time (season, holidays etc.) and test different version of pages according to your most massive segments of visitors.
2. Find out where page chain is weak
You can’t improve anything without knowing the problem. Before doing any segment tests you need to find out the pages which are creating the problem, the pages where your visitors leave your website.
It is good to explore different chains following the main logical sequences of your users’ website page browsing. For example: chain from homepage to subscribe page, chain from blog to contact form page, chain from services to contact form etc.
3. Test chains of pages and test single pages
When doing the test to find the weak pages it is important to try different page - chain combinations – for example from homepage to check out process, from product pages to complete check out process etc.
In the same time its good to focus on the passing abilities of each of your webpages individually. For example how many visitors go from homepage to product page directly, from your blog to your product page, how many of the visitors who reached to product (service) page clicked on contact us page. Thus - doing the test by page chains you can improve the page connections and create a browsing-fluent background, and by exploring single pages you can focus on things at basic level.
4. Testing for the sake of just testing, remains only testing
Remember why you started testing. Your site has its peculiarities. Just testing here and there leads to nowhere. Accept the things globally and do focus on the areas having major problems. For example if most of your visitors are leaving your “landing pages” – homepage or the blog, without going on with your product (service) page – you should focus on the design and navigation of your homepage or you should review your blog, its links and engaging ability. If your visitors are leaving your product page then you need to test it first.
5. Mind external factors when testing
Take care of external factors and launch your tests accordingly. For e.g. – Testing your winter hats website in summer or your swimming suit website in winter doesn’t make any sense because conversion rate at that time having in mind the season character of the product will be obviously low.
Conversion rate optimization is not an easy process but it is challenging and it is the right focus talking about effectiveness of online business. Google Website Optimizer is one of the tools and it is worth trying!