Our Nashville web design company is set apart from others because we start our projects with conversation rate optimization in mind. So let’s talk about, “what is conversion rate optimization?”. Understanding this is key. 

Conversion rate optimization or conversion optimization is the mathematical formula to determine what percentage of visitors on your website are buying your product or becoming a lead. For example, if a website has 100 visitors and two purchase a product the conversion rate is two percent. This is important because with a higher conversion rate your business gets more sales or leads with the same amount of effort. For example, if your average order value is $350 one event to drive 100 visitors results in $1,050 instead of $700. 

One might ask what a good conversion rate is but it depends widely on the industry and your brand. Our Nashville web design group has seen 7% on t-shirts with a cause that is heavily involved in a community and 0.25% on industrial supplies.

Now consider we called the article conversion optimization instead of conversion rate optimization. This was on purpose because our Nashville web design team wants you to consider what to do with those other 97 visitors. Together, we’ve put in a lot of effort to get the 97 visitors there and want to maximize conversions from them. So what else can we do?

This is where the sales funnel comes into action. A sales funnel consists of a lead generator and an automated email campaign. We start with 5-7 emails after someone has signed up for the lead generator. One key to understanding conversions is that most of your customers are not going to be ready to buy now. Depending on the price of your product and the value it brings to the customer – trust may need to be built. We like to say it’s like asking your date to marry you on the first visit. Instead, it would be more palatable to offer to buy a cup of coffee. Your lead generator is that coffee.

We’ll save the lead generator and email campaign for another chapter, but let’s stick to conversion optimization. Nashville web design group says it’s safe to assume five people are willing to grab the lead generator and of those five, one person buys. Now we can measure it in two ways, the conversion rate is now four percent or the short-term conversion rate is three percent and the long-term conversion rate is one percent. There are advantages and disadvantages to both so you would need to determine which is right for you. Our Nashville web design group is here to help with that. The important thing is to measure and start simply if in doubt.

At this point, our Nashville web group has worked with you and doubled the conversion rate, improving it by 100%. We’ve gone from two to four percent. But we’ve still got 96 people out there who haven’t bought and four who we still have their email addresses. 

At this point, we want to tweak the email drip campaign to improve the 20% conversion rate as much as possible. Once it’s dialed in, we’ll get back to the website. We can do this by looking at open rates, which directly equates to sending timing and subject lines, and click-through rates, which relate to the contents of the email, and the campaign as a whole. Tweaking what we have or adding more emails would be the next step. Let’s pretend we tweak all of that over time and get the eventual conversion rate from the email campaign up to 30%. Since you can’t make 30% out of five people, just pretend we got another 100 visitors and five more signed up for the campaign, converting two more over time.

There is a lot of math happening and not enough coffee so reach out to our Nashville web design team for a free consultation at any point. Campaigns like this are a big part of what we do and the math of getting your business more sales is our business.

Now that we’re at an improved conversion rate and our lead generator is converting at 30% we can work to get more people to it. The simplest thing to do is put the offer in a popup on the website. You hate popups, I hate popups, customers probably hate popups, but they work. This alone should double the signup rate from five to 10, which means another 1.5 purchases for every 100 visitors. Another route would be to A/B test the title of the offer. That means for 100 visitors show title A and for the next 100 visitors show title B. From our experience, 100 is too few to get a real sense but you could let the A/B optimization campaign run a while and decide.

Since we’ve done so much math already let’s quickly recap. We’ve got two percent of visitors buying outright, 10% of visitors signing up for our lead generator, and 30% of those buying down the line. This means our conversion rate has gone from 2% to 5% without additional effort needed. 

To take this one step further, if your business is selling products an abandoned cart feature could also be added. The likelihood of that feature grabbing an extra .5-1% is high because statistics show some 65% of carts are abandoned and 30% are recoverable. Let’s confirm one more sale comes from that.

A business owner knows he can send 100 people to the website and generate 6 sales or $2,100 at a $350 AOV. Doing that every day sounds like a repeatable marketing and sales system!

At this time we have improved the website conversion rate from 2% to 4% and created a drip campaign and an abandoned cart to get it up to 6%. Let’s dive into the last missing piece of how we got the website conversions up from 2% to 4%. This involves the StoryBrand marketing framework and is a content piece all on its own. Read our next Nashville web design article to find out more and start improving your conversions today.