“I’m getting traffic to the website, but not many conversions”

Do you find that you can drive traffic to your website, but are getting no conversions? This can be a common issue amongst eCommerce businesses, which SEMrush believes to be the result of these 4 factors:

1. No call-to-actions
2. A cluttered webpage
3. No relevant keywords
4. Lack of trust to buy on the website 

This may encourage people to bounce off your page and take no further action. A common culprit of this is the level of shopping cart abandonment – something you don’t want! 

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is used by companies for lead generation and customer acquisition purposes to increase the number of actions that are taken on the site by online visitors. 

Online businesses will try to encourage site visitors to take some form of action, whether they fill out a form or add an item to their shopping basket. These conversions can really help an online retailer to turn traffic into valuable sales and paying customers.

These conversions can be divided into macro or micro types:  

Macro-conversion

This is a bigger conversion where a site visitor may complete a large goal for an eCommerce retailer. They might:

• Buy a product 
• Ask for a quote 
• Fill out an online form 

Micro-conversion

These are any small conversions a site visitor may take on a website. They might decide to: 

• Ask the company to receive emails  
• Create their own website account
• Click on an item to add to their cart 

Having trouble converting traffic?

The main goal of Conversion Rate Optimisation (CRO) is to transform your website traffic into leads or paying customers who will take some form of action on your website. Something that is vital to your landing page is your CTA, your call to action could be something as simple as ‘learn more!’ or ‘Buy more!’ but to see what is best for your audience you can use A/B testing to get results on what you should be using for your audience, use out blog How to Run A/B Testing for Conversion Rate Optimisation to get more information on how it works and how you can set it up.

How to calculate CRO

To find out your conversion rate, you will first need to divide your conversions by the number of site visitors and multiply by 100.

For example, if your eCommerce site gains 300 visitors in a month and generates 70 sales, your conversion rate will be 70 divided by 300, multiplied by 100. This will produce a 23% conversion rate. This is great for your eCommerce business as it means that 23 per cent of visitors who landed on your website converted and became either leads or paying customers.   

Getting traffic is easy… The challenge is conversion!

Making sure that your website receives enough conversions is important so that you can review how users interact on your website and what actions they will take to become leads or customers. 

Conversions tend to be driven on-site which means that your landing pages will need to be improved so that visitors will take action on the webpage. By optimising areas of your website, an eCommerce business is able to stand out from the crowd by converting as many site visitors as possible into paying customers. With this blog, you can learn How to design a landing page that converts to turn leads into customers.

Conversion rate optimisation is also important for: 

• Repeat business – maybe you can adopt a customer retention strategy
• Saving money to use elsewhere to grow the company
• Understanding customer needs, by tracking their online customer behavior and actions they take 

How to turn traffic into reasonable conversions? 

There are so many ways that a company can improve its conversion rate. For an eCommerce website, it’s recommended that you: 

• Set macro or micro-conversion goals on Google Ads 
• Target existing (or new) customers that will increase conversions with targeted ads.
• Encourage visitors to reach your website’s checkout page by improving the overall user experience and website layout.

Lnet Digital is a digital marketing service that has a range of skills in Technical SEO, SEM, and PPC. We are always happy to help our clients who would like to improve the performance of their websites.