Website Conversion: 6 Ways to Force the Issue
These days, many marketers have enough traffic coming in at the top, but then nothing or very little coming out the bottom. (Picture a big lump in the middle of the body of a snake that's just devoured a rat.) If you fit into that category, your conversion rate probably is poor. The good news is that scenario is one of the easiest to improve, as long as you can determine what's broken before you fix it.
6. Look at the metrics that can help you improve conversion. First, look at your bounce rate and exit pages. Determine how many people abandon your site immediately after they get there. Figure out where your users are leaving.
A high bounce rate is often indicative of a weak entry page or bad traffic (meaning the traffic isn't right for your site or offer). Consultants who tell you it doesn't matter usually don't know how to measure it or are clearly biased.
As for your exit pages, the only really acceptable exit page is a confirmation page. If your exits aren't pages where you thank the user for taking an action, what are they? The most successful sites get at least one thing — an order, a lead or an email address — from users. If you don't get at least one of these, you have more work ahead of you.
Amy Africa is CEO of South Burlington, Vt.-based e-commerce consulting firm Eight by Eight (firstname.lastname@example.org).