using multiple techniques

Site Analysis Using Multiple Techniques

Why you should optimise your site for conversions before an SEO Campaign?

Since putting your site live have you made any changes?

How well does your website perform?

Is your website converting its visitors?

Have you analysed the website statistics?

Usually a business will get a website created, put live and left in hope that it will gather in customers. Some do a bit of Search Engine Marketing (SEM), which are methods to get people to your site (Link building, articles, word of mouth, Google Ad words, PR etc...).

Search Engine Optimisation should already have been done to your site at the time of building it, but if you're site was built a while ago then you may want to refresh this to use updated methods.

What we are focusing on is improving your Return On Investment (ROI). There are two ways to increase conversions on your site.

• The first one business owners tend to try is to increase the amount of traffic to the site.
  • This is usually easy as there are many SEO/SEM businesses out there to help achieve this. There are also many guides for free that can teach you the basics and a little beyond, but they can only get you so far.
• Very rarely do business owners try to increase the conversions of the current visitors
  • Once a site is made business owners are either reluctant to spend more money on a site or don't measure the effectiveness of it, so they don't know if it's working well or not.

Both methods above are good ways to improve your website sales, but we believe the second way is better to do first and here's why.

Example
Say you have a site that has been around for a year now. Your business is doing well and you get a steady yield of sales from your website, let's look at the stats of this businesses website.

• Visitors per month (average) = 400
• Known conversions from the site = 3 per month
• Each sale is worth £200 = £600

Ok so they get 0.0075% conversion rate, which isn't bad for a site as most sites only ever get between 1-10% of their visitors.

Now let's take the first idea to increase sales - increasing the amount of traffic.

Let's assume that you run a very good targeted campaign and manage to double you're traffic and your sales, here's how the stats look:

• Visitors per month (average) = 800
• Known conversions from the site = 6 per month
• Each sale is worth £200 = £1,200

Ok so they get 0.0075% conversion rate, which is the same conversion rate they had before.

My question is why are the other 794 people not buying from the site?

So if we go back to the original figures, what if you worked on finding that out and increased your actual conversions by 50% on the website how would that affect your sales.

• Visitors per month (average) = 400
• Known conversions from the site = 6 per month
• Each sale is worth £200 = £1,200

Ok so they get 0.015% conversion rate, which is getting better and using the amount of visitors they already have coming to the site.

Now once you have worked out what works better on your site at converting visitors to sales, then you want to launch a SEM campaign to increase your traffic as now you won't risk losing out to all the other visitors as much and therefore the effort put into SEM is more profitable. Ok so assume the traffic is increased by 50%.

But let's say you keep working on improving your conversion rate at the same time and manage another 50% increase just by changing a few small things.

The figures work out at:

• Visitors per month (average) = 800
• Known conversions from the site = 18 per month
• Each sale is worth £200 = £3,600

So now the conversion rate is 0.0225% this is you getting into the good zone of conversion rates. A good efficient site will convert about 3-5% (Amazon is around the 8-10% area) so now you can set targets of where you want to be and how you are going to get there.

Here's how this companies figures will look at the 5% level

• Visitors per month (average) = 800
• Known conversions from the site = 40 per month
• Each sale is worth £200 = £8,000

Now imagine that they increase their quality traffic by another 50% because of a good SEM campaign.

Here's how this companies figures will look at the 5% level

• Visitors per month (average) = 1200
• Known conversions from the site = 60 per month
• Each sale is worth £200 = £12,000

What are your conversion rates?

How can you improve them?

Do you want to be like this company? You can for just £250 for a baseline report or from £600 for an indepth website analysis.

Let us call you back by filling out the smal form at the top right of the website or fill out our contact form and we'll be in touch, we're experts in the field and can help you to get to where you want to be.