Almost all websites have plenty of room for improvement when it comes to conversion rate. We spend so much time driving traffic to our business websites that we sometimes neglect what happens to those visitors after they arrived. Yet focusing on improving conversion rate is a way to increase revenue without spending more time and money on SEO consultants, PPC advertising or social media campaigns.

A good conversion rate is the lifeblood of any business but do you know how good yours is? Do you know what a typical conversion rate is in your specific industry? If the answer to those questions is no then you really should be worried about your website conversion rate because the chances are it is simply too low.

But the good news is that the only way is up for conversion rates so there is plenty you can do to try and increase a low conversion rate – and in doing so, increase your business’s bottom line. There are some simple ways to make a start improving conversions but the first step to take is to understand what visitors do when they get to your website and how they interact with your content.

Here are some of the metrics you should check in your Google Analytics account on a regular basis (i.e. at least once per month):

  • What are your top pages – those that drive the most traffic to your site? You should always know exactly what these are and never make assumptions. A single popular blog post has been known to drive that majority of traffic to many small business websites.
  • What are the search queries driving most visits? You will have to connect your Google Search Console account to your Analytics account to see these data. Alternatively simply view the data directly in Search Console.
  • What is the Bounce Rate and Dwell Time of the most visited pages? A high Bounce Rate suggests visitors are not finding what they are looking for on the page. Try and improve pages with a high bounce rate by adding clear calls-to-action. Large buttons with a clear message and in a colour that stands out from the page are a good place to start. When Bounce Rate is high but Dwell Time is also high that suggests visitors have found interesting content, read, watched or listened to it but then not been encouraged to seek more content. Again enticing calls-to-action can solve this issue.

Any business not monitoring and seeking to improve conversion rate on their website is missing out on leads and sales – it’s as simple as that.

Some other points to include to maximise conversion rate from any web page are:

  • Place important text or other content on the left-hand side of the screen because visitors spend 80% of their time reading the left side of your pages
  • Use images of real people because web visitors prefer images with real people in them – especially is they are smiling!

Even already successful small businesses could become more successful by improving their conversion rate. After all what’s the point of spending time, money and effort to attract web visitors if you’re only converting a small percentage of then into customers or leads? That’s a wasted opportunity.