Having a website and online presence is a necessity for local businesses. The goal of having a website is not just to showcase your products or services, but also act as a sales tool to reach more consumers in your area. Yesterday’s humble business website has today become one of the most important marketing tools for every business.
Building your own website is no longer enough. You realise it is important but how do you make it successful after it has been completed? That is the hard part. If you have a website just sitting and not converting then it is costing you money from potentially pricey domain and hosting fees.
If you currently generate visitors but not leads or sales, it is probably time to start exploring conversion rate optimization (CRO). CRO can help your local business website in order to increase revenue per visitor, acquire more customers, and grow your business over time.
Conversion rate is defined as the percentage of visitors who have completed a specific goal that is desirable for your business. An example could be signing up for a service, purchasing a product, or completing a web form. Marketers often use website goals to help indicate how well a site is performing with existing visitors.
A good conversion rate varies from one industry to another, and it usually depends on a variety of different factors, such as the attractiveness of an offer, the interest level of the visitors, and the overall ease of website navigation. Numerous studies have also shown the correlation between fast page speed and rate of conversion, which means that the quicker a website loads, the more likely a user is to perform the targeted action on that website.
On the other hand, sudden drops in conversion rates could be a sign of a poorly structured website. This could include poor image quality, improper coding or errors, complicated navigations and more
Conversion rate optimization, or CRO for short, is the practice of raising your conversion rate by increasing website visitors to carry out your goals. E.g. Making a phone call, completing a contact form, or downloading a menu. The four main principles that revolve around CRO are value proposition, compelling potential customers to act, lowering conversion barriers, and building customer trust. When properly utilized, CRO can provide incredible results, such as:
Increase overall sales
More sales is perhaps the best improvement a business can make. Cash flow is the life-blood of every business, but there will be no cash-flow without sales. CRO works as a system for making more effective use of your website’s existing traffic, which in turn will lead to increased sales and profit for your business.
Stand-Out From Competitors
Business competition can be fierce, especially in markets with aggressive competitors like real estate and legal firms. When you actively do website CRO for your local business website, you often have an edge over your competitors which enables you to win a larger portion of customers.
Goals / Traffic (visitors) = Conversion Rate
Conversion rates can be calculated by taking the total number of users who completed a goal and dividing it by the total number of visitors. Let’s say that your landing page has a conversion rate of 2% and receives a total of 2,000 visitors per month, then the page will generate 40 conversions per month. If you increased this number by 2% you could double the total leads generated to 80 per month.
Repuzen provides Growth Websites to local businesses to maximize your conversion rate and get you more customers. We routinely see a 10%+ increase in total customers from our sites and that is largely down to our tailored approach to CRO efforts. You can get started easily below.