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Usability / Conversion

I constantly see people focusing on traffic. More traffic, More traffic, More traffic. In fact, a recent study from eMarketer showed that for every $92 spent on getting traffic, only $1 is spent on converting it. That is a serious issue considering fixing conversion is a lot cheaper in both short and long term than getting traffic. Quite simply, your business is not sustainable without a good conversion rate. So, what should you be converting at?

Minimum Conversion Rates You Should Be Achieving:

• eCommerce – Average ticket of under $250, you should be converting in at least the 2-5% range. Average order size between $250-$750, you should be converting in the 1%-2% range. Order size north of $750, you should be in the 3/4% to 2%.
• Lead Generation – 10% of qualified traffic (assuming you do not ask for personal information (SS#, DOB, etc.)

Companies are going to vary greatly. If you have a lot of brand traffic coming in (direct traffic and branded search traffic), perhaps from offline advertising, your conversions should be far greater than the above. If you are the average online site, without a big brand name, and don’t convert at the numbers outlined above, you probably need help.

There are a lot of common reasons why you would not convert at these numbers, including:

• Bad Product (sorry, I cant fix this!)
• Poor Sales Funnel (most common problem)
• Not asking for the sale (calls to action!)
• Not reassuring your visitors enough
• Not providing the correct information

Do you need help with conversion? One of my primary benefits in this role is that I have worked with and on thousands of websites. I have tested about every sales funnel, message, graphic, price points, etc. and have a good idea of what works and what doesn’t work.

There are many different ways to engage. From a simple strategy and a list of “To-Do’s” or a full on strategy and execution. Click Here so I can get a good idea of what your problem is. I will know pretty quickly if I think I can help.