Category Archives: Conversion Rate Optimisation

When it comes to optimising a site, it’s easy to focus on earning more traffic and gaining ranking success. For any business, it’s clearly beneficial to have more visitors to your site. However, visitors don’t necessarily equate to sales or profit. For SMEs especially, it can be much better to focus resources on conversion rate optimisation to really utilise the traffic and visitors that a site is already getting, rather than trying to attract more. Despite a shift in focus sometimes being required between CRO and SEO, this doesn’t mean the two are independent of each other. Indeed, conversation rate optimisation is an important factor in SEO success. To understand the relationship between the two, it’s important to understand exactly what conversion rate optimisation is and how it can impact your website.

So, what is CRO?

Simply put, conversion rate optimisation is a means of increasing the percentage of visitors to a website that convert into customers or, more generally, take a desired action on a webpage.

If the desired action is, for example, to sign up for a newsletter, then CRO for the page would have the ultimate goal of increasing the number of visitors who click to sign up. On the surface, it may seem that to achieve better sign up numbers, work would simply need to be done on the call to action button, with some A/B testing to determine where improvements can be made. Whilst this would answer the question of ‘which is the best call to action’, comprehensive conversion rate optimisation delves much deeper than just examining the final engagement that triggers the conversion. Instead, the process looks at every step of the visitor journey and the factors that persuade them to take the plunge:

  • CRO assesses whether the design of the site is user friendly and intuitive
  • CRO examines whether the copy is engaging enough to lead the user towards a conversion.
  • CRO analyses the hierarchy to determine if it is easy to use.

User Signals

Looking at these factors is at the heart of CRO and helps to identify exactly where users are straying from their intended conversion journey. When users deviate from an onsite conversion journey, these are commonly known as user signals. It is these signals that bring CRO back to work alongside SEO. The most common user signals include:

  • Bounce rate
  • Click through rate
  • Time on page
  • Number of pages visited
  • Engagement with content

How does this affect SEO?

These user signals are not only a sign that your page isn’t creating the correct journey to a conversion, but also an illustration that the overall quality of the page might not be good enough. Google assesses factors such as click through rates and time spent on a page when determining where a page can be ranked. For example, if your page has a high bounce rate this may illustrate to Google that your content isn’t engaging or relevant enough. If the time spent on a page proves to be very short, it may seem like the content doesn’t contain the answers the user was looking for. With user intent becoming increasingly important in SEO, signs like this can negatively impact Google rankings.

The good news is that conversion rate optimisation and search engine optimisation can work extremely well together. Great SEO copy is well-written, engaging and unique and those are the exact qualities that conversion-driving copy also possess. A visually engaging site that is easy-to-use will have far more success in leading a user to convert, as well as encouraging them to spend more time on the page itself. It’s vital to consider on-site optimisation of any kind not as entirely separate processes, but as several factors of the same strategy which can affect and inform each other.

If you’re looking to convert more of your web visitors or want to understand more about the user journey on your website, Wagada are here to help. Get in touch and let Wagada wake up your website.

The bounce rate from your website is one of the most talked about, but perhaps the least understood, Google Analytics metric. However, understanding your bounce rate and working on factors that can reduce your bounce rate can greatly improve your conversion rate, and can potentially offer a boost to ranking.

So what is your bounce rate and what does it tell you? Well in simple terms the bounce rate is the number of people who click through to a landing page on your site but then go no further into your website. They simply take a look at the landing page and ‘bounce’ out again. You can view the bounce rate for a particular page, such as a campaign landing page or home page, and for your website as a whole.  People often believe that bounce rate is linked to the amount of time people spend on your page but that is actually a separate metric and does not have an impact on your bounce rate.

Bounce rate is a really important analytical tool as a high bounce rate tells you that something is amiss when visitors come to your site. Most website bounce rates are in the region of 30 to 60%, depending on the types of keywords you are targeting and the types of content that people are consuming. Blog articles often attract a higher bounce rate, as this type of content can rank for a wide variety of keywords, and visitors often arrive, digest the blog article and then go elsewhere. The bounce rate to your Contact Us page may also appear to be high – as people may only be searching for a telephone number, or to send you a contact email. A high bounce rate should therefore be analysed within the context of the type of traffic and the intentions of those people arriving at the website.

However, a high bounce rate may be a sign of problems with your website. Firstly, the quality of visitors coming to your site is low and you are not attracting the kind of online visitors that really fit with your product. Secondly, your site may not be offering the right customers the value that they need, it may not be relevant or helpful enough to them to get them to stay, or enticing enough to encourage them to delve further into your site. Obviously if you have a high bounce rate then reducing it should be a real priority for your business, so here are our top tips for how to reduce your bounce rate.

Ensure that your website is getting high quality web traffic

If the people visiting your website are coming for the wrong reasons then your bounce rate is going to be high as it is a sign that your site is not reaching the target demographic that you want. This is bad for your ranking and bad for your business as if you are not getting the customers who will be attracted to your product or services then your sales will plummet.

So how can you rectify this and encourage high quality traffic to visit your site? Firstly a keyword review can have a big impact. Make sure you are using the right keywords and long-tail keyword phrases that your potential customers will be using. It can be worth using a keyword tool to help support you with this. You will also want to look at your marketing channels and who they are reaching. Ask yourself if you are connecting with the right people on social media and if your marketing materials are correctly targeted. Doing some customer research on how people search for your product or service can also provide you with really useful guidelines as to how people are finding your site.

Create a strong call to action on your landing page

A strong, visible call to action is a great way to encourage customers to go further into your site. Often web pages are just not clear enough and they fail to tell customers what they need to do next. Use buttons, banners and heading text to clearly signpost to your website visitors what you need them to do next i.e.:

 Click here for 50% off bargains

 Click here to find a restaurant in your location

You also need to make your call to actions relevant to your customers and they must match what the customer is expecting to find. So, if you are advertising a sale online, they may be confused if they land on a homepage with no obvious mention of a sale. Try to use campaign-specific landing pages if you are running a marketing campaign as this enables you to create a clear and relevant call to action.

Create customer relevant pages with great content

Great content is always recommended as it can boost your website in a number of ways and this is particularly relevant for reducing your bounce rate. Interesting and relevant content keeps customers engaged with your website and the more they want to read, the more likely they are to stay on your website. Good content encourages customers to visit other areas of your site and you can help signpost them to this by using “if you like this you might like…” buttons which will keep them clicking through to other relevant pages.

You should also aim to make your content easily readable. Long, informative articles can be a fantastic way of attracting traffic, but long paragraphs of content can be daunting and difficult to read. Split your content into small chunks and use the tools for writing for the web successfully: bullet points, sub-headings, split content up with images, write in short paragraphs, make phrases bold, add links to additional information…

Make sure you pages are easy to use and well formatted with a clear user pathway

First impressions count in life and the online world is no different. Research has shown that customers take only 8 seconds to take a decision about whether to stay on a page or leave it so you need to make every second count!

It’s important that your page looks appealing and engaging and it’s just as important that it loads quickly and isn’t hampered by pop up ads that will just annoy customers and cause them to leave your site. Making sure that customers are signposted to where they need to go clearly and accurately can have a really positive impact on reducing your bounce rate too, and a site that is clear and easy to use will encourage customers to keep coming back.

User intent gives us a strong indication of whether a high bounce rate is a problem. If you think your high bounce rate is caused by user dissatisfaction, or the wrong visitor demographic, act fast to protect your ranking and your conversion rate. Google is taking user interaction into account in its ranking more and more, so having dissatisfied visitors can negatively impact on your ranking. Find out more about our conversion rate optimisation service.

A/B testing is a brilliant way to gain insight into visitor behaviour at your point of conversion. Google Analytics will tell you what is working and what is not, but it won’t tell you what you can do to improve conversions and sales. That’s where A/B testing comes in.
This is how it works:

  1. You decide what you want to test
  2. You create another page that looks exactly like the one you want to test
  3. You make one small change. This could be a change of colour, text, position, icon, button…
  4. There are various tools available for A/B testing, at Wagada we use the Google Website Optimiser. Add your code and a sprinkling of magic from your chosen tool.
  5. Now a certain percentage of users will be shown the original page while surfing through your website, and a certain number will be shown the new page.
  6. Study the number of people who convert from your original page, and from your new page.

A/B testing can you give you some pretty astonishing results: a very small change to your website can drastically affect your conversions. This is usability testing on the cheap. The data is quantitative, rather than qualitative, and you’ll never know why a certain effect took place but this offers an opportunity to sculpt your website pages into efficient machines, carrying your users through to the point of conversion.

Contact us for more information on our A/B testing.