A great place to start, is understanding, is my conversion rate good or not. You want to see that, as if it is already at an acceptable level of performance, you do not want to waste resources or try fix something that’s not broken.
If you’ve jumped that hurdle and it does need improving, there are a number of different areas you can be attentive to. The first is to make sure you have a good analytics system in place, accurately measuring your conversions, covering gaps in the purchase journey. You want to remove this as a potential cause – misattribution of results. Before again, you try fix something that’s not broken.
Once you’ve done that, try replicate the journey, your customers go on, to create those conversion events. Screenshot it all, put it in a presentation or flow chart. Look at the number of steps, the language, what do the customers know and at what step. Replicate this for mobile as well, it may be your mobile purchase journey is significantly different.
This typically yields some low hanging fruit for improvement.
Next up, dive into the data, and try look at cross-sections to identify pockets of lower conversion:
- Conversion by traffic source, and conversion by traffic source by device
- Conversion by geography
- Conversion by time of day
- Conversion by piece of content, or URL/internal source
These should help you find where air is potentially leaking from the system.
Sometimes you need to optimize upper funnel activity, and a good metric for that is attention. Attention is correlated to conversion rate, so if you are in a position where you can’t change anything on the creative/content/website itself, focusing on improving attention through the copy or traffic sources (and their respective ad copy) is a great place to start. As that will improve your conversion rate.
Other things to look for on your actual journey:
- Page load speed, slow page speeds to decrease conversion rates, as at the margin you lose customers who may have otherwise converted
- Include multiple calls to action, often people stop engaging, in the middle of a page, and if there was a conversion link there, they may have clicked it.
- Remove distractions or anything that is not necessary in the journey
- Ensure it works seamlessly across devices and older devices/browsers