The year was 1992 and the first page of a chapter that turned out to be the greatest game changer since the industrial revolution, was about to be written.
The world was witnessing the rise of the World Wide Web industry, industry that was going to change everything, in only 10 short years. In 10 years we saw the rise of Yahoo, Amazon, eBay, Wiki, PayPal, and Google.
Money had by now reached a totally new channel thru which to flow untrammeled. If before this new age, reaching a “global market” was unapproachable for a small business, now, selling something to someone half the world away was just a “click” away.
And here, is where our story begins. New times face new challenges and new solutions. Everybody understood that if you wanted to sell or buy anything the World Wide Web was the place to be. And just like that, commerce was now ecommerce.
A brand new science, based on century old principles, twisted and improved in such way, to be able to handle the new, online environment.
The old stores found almost no role in this new play and so, they were quickly replaced by the “website”. Virtual shops that could receive unprecedented levels of customization.
The future was crystal clear. One day, this will be the only way of handling commerce.
When everybody understood that you can sell if only a certain number of visitors would reach your products, the search for traffic transformed rapidly into the “race” for traffic. And where once there was nothing, 2 ways of reaching this goal emerged quickly.
Organic traffic and Paid traffic were to become saviors for those that embraced them as means of selling more, whilst others were basically ruined for not doing so.
The science was extremely simple: for Paid traffic you had to pay in order to reach your potential customers, while for the Organic you had to manage your website in such a way, that search engines found it worthy of presenting it to the public.
Being present on the first page of results was great, but the winner would only be one, and that was definitely the king of the hill.
Money was spent in hilarious amounts and as a result, visitors started to grow in numbers and the sales followed the trend.
Sales generate profit, more sales means greater profit. Everything was in its right place, right?
It definitely was not. Somehow, somewhere along the road, people forgot about a very important little factor: performance.
When we use the term performance, we address directly our subject, the Conversion Rate. Of 100 people that managed to land on your website, after hours and hours of work and a great deal of money spent, only two or three managed to actually buy something, or reach the goal that you would consider a conversion.
How could you ever overlook this situation?
It is a disaster and any reasonable person can understand that there is a problem here.
The average Conversion Rate by most experts is somewhere above 3.5%. Now imagine how good things would be, if only you could double the conversion rate you have now. The profit would double too.
If you have 1000 visitors/month and an income of 100$, rather than doubling your traffic to get 200$, try to double your conversion rate. What’s the key benefit of doing so? It’s a long term solution.
The best part of Conversion Rate Optimization is that the process is basically a never-ending one. You can improve and improve and improve.
“How does it work?” this would be the right question to ask right now.
As simple as the procedure would sound for many, it’s not. Actually it’s rather complicated. It’s all about merging two approaches that are very different by nature: consumer psychology and statistics.
A website is built of thousands of elements that can each influence in one way or another the way a user interacts and flows through the sales funnel.
When I used the term statistics, I thought of it as a means of understanding how great of an influence some elements of the website have, in the entire process and how changing them accordingly, would impact the final goal.
Despite the fact they might seem harmless, even the size and color of the fonts used, can kill an important hunk of your conversion rate. Even some aspects that you thought of as being helpful, in reality could be harmful.
When it comes down to optimizing the conversion rate from the “consumer’s psychological impact” point of view, things can get really complicated.
First you must identify the elements that can influence the consumer, both in a conscious matter and the unconscious one, and only after that, decide what better way to implement, in order to change the outcome.
Studies have shown that by keeping it simple and clean you can get a larger part of your visitors to relate to the website, thus greatly improving the conversion rate and that here is a cornerstone.
Whether we like it or not, the conversion rate optimization is the next reasonable step that we need to take in order to better optimize our entire business.
The last, and for many the decisive question will be: How much will all this cost me?
You can do it yourself if you can take the time needed. On Converian’s homepage you can find ten tips on how you can increase the conversion rate, tips that will guide you in the right direction.
For those that want the help of experts and conversion rate consultants, we offer 3 packages that will look like free when you will see the financial benefits that they produce.
There is no perfectly optimized site, everything can be improved. It all comes down to the search for perfection and those that embark in the journey of finding it. Results will be more than visible.