How Do I Improve My Web Site Conversion Rate? Part 2
Does it help to track visitor behavior on websites through software?
Yes is the simple answer. No debate is required but I'll offer a simple explanation. If you don't measure, how do you expect to know what to improve? You can guess and hope you get it right, but if you have effective tracking software, then you simply have facts in front of you.
Effective measurement is more than simply having good software though; it's analyzing why things happen. One thing we measure is bounce, the number of people arriving at one page and then leaving without doing anything. The lower the bounce rate the better, because it means people are using the site more effectively.
One perfect example comes from a recent client. She had two pages with different articles on her site with exactly the same navigation left and centre. Most articles had a bounce rate of about 53%, but one had a better bounce of about 50% and another had a much worse bounce of around 90%. We looked at both and found that the one with the 50% bounce was much more relevant to the reader arriving at the page. It had better and more relevant links at the bottom of the article than the one with 90%. We concluded that by being relevant on the poor page in the same way, the bounce rate would be reduced. We would simply not have known that this was occurring at all without tracking software. So yes, it most definitely helps to track visitor behavior.
What measurement software tools would you recommend?
We use IRIS Metrics. However apart from IRIS, I would also recommend browser-based software such as HitBox, WebTrends Live, RedSheriff, and Omniture. Generally, you get what you pay for. And while these systems are not cheap, they do provide the level of detail required to run an effective web campaign.
People have asked me if it's possible to use webalizer (free log software) to run an effective web measurement campaign. While it's possible to get a lot of useful information from free and cheap systems, you don't get path tracking, bounce rates, repeat visitor information, accurate visitor counts, accurate page counts and loads more information which is critical if you want to base business decisions on your measurements.
What is the difference between log-based and browser-based measurement?
Tracking tools that rely on server-based measurement are typically programs that are installed on your web server (by your ISP if your site is hosted) or installed locally on your PC using the log files taken from the server. Server-based measurement programs measure activity based on the text files held on the web server (referred to as log files).
I recommend the use of ASP measurement because it only measures how people using a web browser use your website.
The log files record everything visiting your pages. They need a number of added filters to stop email harvesters, search engines and a variety of other software generated crawlers or bots from being counted as 'visitors'; without them, you can get seriously skewed results. Server access is often required to get log file filtering right; otherwise, you're relying on your ISP to report your tracking correctly. The log files for one of our clients had 10 times as many page counts and visits recorded than shown by using an ASP. That's a 1000% error!
What is an average conversion rate?
This is a very good question and is the topic of serious debate. In other marketing industries they don't guess. They have standards that everyone follows. It's what's needed in online marketing before any real answer can be given. Analytics companies, the big research companies, and digital media associations are going to have to come together to define these standards and then people are going to have to follow what is agreed before accurate numbers can be delivered consistently.
Currently, we're in the process of trying to establish a worldwide benchmark with a number of other prominent people (The Web Analytics Association and the IAB to mention two) in the industry who also want to know the answer to this question. But meanwhile, here are some statistics we've gathered from different sources published both recently and over the last few years. I have figures for 3 types of websites: sales (e-commerce), lead generation, and subscription-based websites.
Generally, sales sites seem to range between a 0.5% and 8% with the average rate being 2.3% according to FireClick statistics published this year and figures published in 2003 by e-consultancy.com. In 2000, the average figure for sales conversion as published by shop.org was 1.8%. The high-end figures, I hasten to add, are the top e-tailers according to all sources. My own experience shows sites hitting between .5% and 5.3% so this seems to correlate with the published figures. Of course since there is no defined standard, these numbers have to be taken as a rule of thumb.
The only source we have for lead generation sites is e-consultancy.com. They quote 2-3% of users completing an optional or free registration process, with 5% being best in class. Our own experience again falls within the same ballpark.
Subscriptions to sale conversion is typically between 1 and 7% again the source is e-consultancy.com
We don't have figures for visitor to subscription conversion, but our own experience with clients has been between 1 and 8%. Our own site has consistently hit 15% for 6 months though the traffic is pretty well targeted and our methods very well tested.
How do you go about consistently improving conversion?
This is the million dollar question. What it really boils down to is treating web marketing as a science. We do it by consistently measuring how people use a website. Over time you will learn what works and what doesn't and stop wasting your time on the things that don't work.
First we look at the technical aspect of the website. It's amazing how many people overlook and ignore thousands of people who don't use Windows XP with Internet Explorer at a screen resolution of 1024x768. First make sure that you develop something that works for everyone.
One of the next areas we look at is where the traffic comes from. It allows you to concentrate your efforts on your best chance of generating converting traffic. Then we get into reducing the average website bounce rate. The lower the average bounce, the higher the number of people surfing your website and seeing the value of your offer. The higher the number who see your offer, the better the chance of a sale. Checking bounce rates also usually brings up some juicy problems to be solved.
Then look at testing and improving copy and graphical content, running split tests and measuring bounce rates on copy or simply testing the click-through on links. We do much more, but the basic premise is this: test and measure, follow up with experimentation, and then with more testing and more measuring. Sounds like science class doesn't it?
In part three of this series of articles we'll be looking at where traffic arrives from and how that effects conversion, specific search engine queries, PPC issues and other general topics. To summarize, I am suggesting that if you begin to scientifically measure and improve your websites based on facts and findings, not guesswork and theory, you will begin to improve your conversion rates.
Steve Jackson is CEO of Aboavista, editor of The Conversion Chronicles and a published writer. You can get a free copy of his e-book sent to you upon subscription to the Chronicles web site (http://www.conversionchronicles.com).
What Is Important to Know About SEO in 2021 The Southern Maryland Chronicle
Content consolidation among winning SEO strategies, award winners say Search Engine Land
How to Do a Content Gap Analysis for SEO Search Engine Journal
How SEO works and how to use it to rank higher in search results - Business Insider - Business Insider
How SEO works and how to use it to rank higher in search results - Business Insider Business Insider
Video: Dawn Beobide on the importance of training your developers on SEO Search Engine Land
International SEO for 2021 & Beyond: 9-Point Checklist for Success Search Engine Journal
17 SEO & Digital Marketing Expert Tips from SEJ eSummit 2021 Search Engine Journal
All SEJ eSummit Presentations Are Now Online: Binge on SEO, PPC, Content & More - Search Engine Journal
All SEJ eSummit Presentations Are Now Online: Binge on SEO, PPC, Content & More Search Engine Journal
How to Hire an Enterprise SEO Expert for Your Marketing Team Search Engine Journal
Vlog #104: Dawn Beobide On Educating Your Developers On SEO (Part One) Search Engine Roundtable
Do Incognito Searches Affect SEO or Rankings Search Engine Journal
Top 5 SEO Examples For Manufacturers ThomasNet News
Learn How to Take Your Enterprise SEO to a New Level at eSummit Search Engine Journal
Google Ranks Webpages, Not Websites Search Engine Journal
Get Started on your Law Firm SEO Action Plan The National Law Review
SEO year in review 2020: COVID forces platforms to adapt their local and e-commerce offerings, and more - Search Engine Land
SEO year in review 2020: COVID forces platforms to adapt their local and e-commerce offerings, and more Search Engine Land
SEJ eSummit Is TODAY: Accelerate Your SEO & Marketing for 2021 Search Engine Journal
Healthcare SEO Fundamentals to Grow Your Medical Practice Search Engine Journal
A Quick Guide to SEO for Non-Profits [Infographic] Social Media Today
These Common SEO Mistakes Can Torpedo Your Rankings Builder Magazine
No-Click Searches Require a New Way to Measure SEO Results Search Engine Journal
WordPress All in One SEO Auto Updates Cause Backlash Search Engine Journal
SEO Agencies and Professionals can Accurately Study their Digital Performance with a Keyword Rank Checker - Seekers Time
SEO Agencies and Professionals can Accurately Study their Digital Performance with a Keyword Rank Checker Seekers Time
Tips to hire an SEO agency - - VENTS Magazine VENTS Magazine
87 Top eCommerce SEO Tips - Business 2 Community Business 2 Community
Enterprise SEO in 2021: The Importance of Insights & Value of Action Search Engine Journal
Congratulations to Joe Wheeler, our January Employee of the Month Internet Marketing News
Award-winning tips from the 2020 Search Engine Land SEM and SEO agencies of the year - Search Engine Land
Award-winning tips from the 2020 Search Engine Land SEM and SEO agencies of the year Search Engine Land
How to Improve Your SEO Ranking (4 Must-See Tips!) Business 2 Community
Meet Rahul Dakare, the SEO expert making a fortune Hindustan Times
Dealing With "This Is The Way Our Old SEO Did It" Search Engine Roundtable
VIDEO: Park Seo Joon picks an adorable name for his fandom; Dream actor reveals the perks of growing old - PINKVILLA
VIDEO: Park Seo Joon picks an adorable name for his fandom; Dream actor reveals the perks of growing old PINKVILLA
SEO Poll: SEO Content Priorities Search Engine Roundtable
Skyrocket Your Brand’s Digital Media Presence With Umer Anees the SEO Expert From Pakistan - Yahoo India News
Skyrocket Your Brand’s Digital Media Presence With Umer Anees the SEO Expert From Pakistan Yahoo India News
Stellar SEO Creates a New Division Providing Law Firm SEO Services - Press Release - Digital Journal
Peakboy says THIS when asked if he, BTS' V, Park Seo Joon, Choi Woo Shik, Park Hyung Sik would star in a show - PINKVILLA
Peakboy says THIS when asked if he, BTS' V, Park Seo Joon, Choi Woo Shik, Park Hyung Sik would star in a show PINKVILLA
How your business can benefit from SEO Business MattersBusiness Matters
Image: 7 SEO Digital Marketing Trends for 2021 Business 2 Community
International SEO Roundup - what are the differences between countries when developing their SEO? - MintTwist Blog
International SEO Roundup - what are the differences between countries when developing their SEO? MintTwist Blog
Miami SEO Agency Tips On Google Maps Marketing Programming Insider
Global SEO Platforms Market 2025: SharpSpring, AgencyAnalytics, Oracle Market ing Cloud, KIZEN, Act-On, etc. - NeighborWebSJ
Global SEO Platforms Market 2025: SharpSpring, AgencyAnalytics, Oracle Market ing Cloud, KIZEN, Act-On, etc. NeighborWebSJ
Enough With The B.S. Resolutions: In 2021 We Optimize Them Search Engine Journal
Paid Search Tools Market 2021-28 culminated growth with WordStream, Moz, SEO Book, ResearchTools, SpyFu, SEMrush, AWR Cloud, KWFinder, Searchmetrics Essentials, Ahrefs, DeepCrawl, Majestic - The Courier
Paid Search Tools Market 2021-28 culminated growth with WordStream, Moz, SEO Book, ResearchTools, SpyFu, SEMrush, AWR Cloud, KWFinder, Searchmetrics Essentials, Ahrefs, DeepCrawl, Majestic The Courier
APAN Star Awards 2020: BTS singer V, Itaewon Class, Hyun Bin, Seo Ye Ji & Crash Landing On You steal the show - PINKVILLA
APAN Star Awards 2020: BTS singer V, Itaewon Class, Hyun Bin, Seo Ye Ji & Crash Landing On You steal the show PINKVILLA
Infidigit bags SEO mandate for cure.fit ETBrandEquity.com
Local SEO Software Market Size Prognosticated to Perceive a Thriving Growth by 2027 interpreted by a new report | Whitespark, SEOprofiler, Moz, BrightLocal, Synup, Yext, SEMrush – NeighborWebSJ - NeighborWebSJ
Local SEO Software Market Size Prognosticated to Perceive a Thriving Growth by 2027 interpreted by a new report | Whitespark, SEOprofiler, Moz, BrightLocal, Synup, Yext, SEMrush – NeighborWebSJ NeighborWebSJ
Gozoop wins integrated media, SEO mandate for EuroSchool group ETBrandEquity.com
SEO Software Market Analysis by Region Analysis and Business Development, By 20 - Business-newsupdate.com
SEO Software Market Analysis by Region Analysis and Business Development, By 20 Business-newsupdate.com
No need to search far for tips on SEO Worcester News
2020 Insights into the Global Search Engine Optimization (SEO) Software Market by Market Research Store – The Courier - The Courier
2020 Insights into the Global Search Engine Optimization (SEO) Software Market by Market Research Store – The Courier The Courier
True Beauty ending: Will Seo Jun break up with Ju Gyeong? Read current speculations - Republic World
Google Reportedly Blocking Australian News From Search Search Engine Journal
3 PR and marketing trends to watch in 2021 AZ Big Media
SEO Software Market Set to Register healthy CAGR During Forecast (2021-2025) – NeighborWebSJ - NeighborWebSJ
SEO Software Market Set to Register healthy CAGR During Forecast (2021-2025) – NeighborWebSJ NeighborWebSJ
Park Seo Joon's latest video proves the Itaewon Class star looks uber handsome even in a 'zoomed in' version - PINKVILLA
Park Seo Joon's latest video proves the Itaewon Class star looks uber handsome even in a 'zoomed in' version PINKVILLA
Happy Birthday Hwang In Yeob: 5 memorable scenes when Han Seo Jun left hearts fluttering in True Beauty - PINKVILLA
Happy Birthday Hwang In Yeob: 5 memorable scenes when Han Seo Jun left hearts fluttering in True Beauty PINKVILLA
Hyun Bin, Son Ye Jin, Seo Ji Hye or Kim Jung Hyun: Which Crash Landing on You character are you? TAKE QUIZ - PINKVILLA
Hyun Bin, Son Ye Jin, Seo Ji Hye or Kim Jung Hyun: Which Crash Landing on You character are you? TAKE QUIZ PINKVILLA
Website Design Tucson by SEO Pros for Ranking Above the Competition - Press Release - Digital Journal
How to Optimize Your Website for Local Search in 2021 Business 2 Community
Comprehensive Report on Search Engine Optimization (SEO) Software Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 |Linkody, Moz Pro, WordStream, SpyFu, AgencyAnalytics – NeighborWebSJ - NeighborWebSJ
Comprehensive Report on Search Engine Optimization (SEO) Software Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 |Linkody, Moz Pro, WordStream, SpyFu, AgencyAnalytics – NeighborWebSJ NeighborWebSJ
5 cute moments from True Beauty: Seo Jun, Lee Su Ho, Ju Gyeong’s love triangle and more - Republic World
5 cute moments from True Beauty: Seo Jun, Lee Su Ho, Ju Gyeong’s love triangle and more Republic World
Junior SEO Analyst job, Cape Town Bizcommunity.com
How to Learn SEO: A U.S. News Guide U.S. News & World Report
SEO 101: Get Your SEO Guide for Beginners [EBOOK] Search Engine Journal
3 Things You Must Know About SEO in 2021 Search Engine Journal
RIP antiquated SEO: Google’s guidelines stress quality content Digital Commerce 360
YouTube SEO for Beginners: 10 Best Practices to Get You Started Search Engine Journal
10 Reasons Why SEO Doesn't Work Search Engine Journal
3 Steps to Better Content: Power up Your SEO with Audience Understanding Search Engine Journal
The 10 Commandments Of SEO Forbes
How to Turn SEO Into a Measurable Revenue Generator Search Engine Journal
The 3 main components of SEO AZ Big Media
The Complete Guide to SEO for Course Creators Entrepreneur
What Is Search Engine Marketing?
It's in our genes, we're driven to seek. We 'hunt' for food, homes, partners, jobs and lately - with the advent of the Internet - information.
Are You Losing The Battle For Search Engine Traffic?
Search engine traffic should be a priority for any online business and some level of optimization is apart of every effective marketing strategy.On the plus side, search engine traffic is the cream of the crop.
Answers Count - Matching Keyword and Phrase Density
What's more important to your business success - the question or the answer? Certainly, you want your questions to reflect what you are trying to find out. Obviously, your questions should be easily understood.
Search Engines from a Webmaster Perspective
By now, virtually every webmaster has heard or read that the major search engines are responsible for 80% or more of the traffic received by most web sites and that most searchers never look beyond the first 20 - 50 search results. Not surprisingly, an entire industry devoted to search engine ranking and search engine optimization (SEO) has sprung up to capitalize on these well known facts.
How To Design A Search Engine Friendly Website
There are many websites that fail to target their required traffic, even if they've had some search engine optimisation work done. One of the main causes for this is simply because the website isn't search engine friendly.
Website Copy-writing for Higher Sales and Higher Search Engine Ranking
Why, you ask? Mainly, because search engines want to provide their users with good content. How do they find it? By surfing the web for it.
Google Page Rank Is Dead - Or Is It? - Part I
For a long time now, marketing gurus all over the world have been talking about google page ranking. Page ranking is simply Google's way of measuring your pages accordingly.
Meta Tag Tactics - Give Your Website Traffic a Boost with the Meta Tag Basics
Getting your site noticed by the search engines and rewarded with top rankings is most webmasters main goal, however there are a lot of different factors that play into what the search engines are looking for, including Meta tags. So, if you don't know anything about meta tags but are interested in learning about them so you can use them to possibly increase your rankings, then read the following basic tips regarding meta tags.
How to Prevent Duplicate Content with Effective Use of the Robots.txt and Robots Meta Tag
Duplicate content is one of the problems that we regularly come across as part of the search engine optimization services we offer. If the search engines determine your site contains similar content, this may result in penalties and even exclusion from the search engines.
Arrogant Overture Placing Greed Ahead Of Their Customers Needs
According to the dictionary, the definition of the word "overture" is as follows:"An opening or initiating move toward negotiations, a new relationship, an agreement, etc.; a formal or informal proposal or offer.
Developing A List Of Keywords For Marketing
Keywords aren't just some words that allow search engines, like Google, to find your web site. They are also key elements for creating attractive language to use in your marketing or advertising material.
How to Get Listed in Yahoo Within 48 Hours, Without Paying $299
First of all you need to get a blog. If you don't have one yet, you can get one for free by going to www.
SEO - Are You Making The Search Engines Mad?
If you've been involved in SEO (search engine optimization) for a while, you may remember the time when you could create a web page and get it ranked at the top of any search engine with little effort.All you had to do was load up the page with the keywords you wanted to rank high for, make sure your meta tags were stuffed with those same keywords, submit the page and within a few days or weeks you've captured a top 20 or even top 10 result.
The Search Engine Showdown
If you're anything like me, you have a favourite search engine and you're loyal to it. You never use any others (which made this research difficult for yours truly), insist yours is the be-all and end-all and you even go so far as to deny any shortcomings it may have.
The Disease of Google Banning: Are You At Risk?
Definition:Google banning occurs when Google removes your site from its index and flags your domain as 'banned', so it won't spider your site anymore. It is actually a serious disease and may be even life threatening specially for small websites.
The Other Side of the Search Gods Abracadabra!
Thousands of servers ..
THREE Secrets to High Search Engine Rankings the Easy Way!
Let me guess, you've read article after article on how to FINALLY get your site ranked at the top of the search engines. In fact, your mind is probably spinning with info and now you are just flat-out confused.
Ten Steps To A Well Optimized Website - Step 4: Content Optimization
Welcome to part four in this search engine positioning series. Last week we discussed the importance of the structure of your website and the best practices for creating an easily spidered and easily read site.
Search Engine Optimization and Web Site Usability
Build a Web site and the people will come.Ha! If it were only that easy! The Web is the one sales environment where the customer has total empowerment.
The Golden 5: Steps to Google Success
The Dream: You wake up one morning and notice your website appears on the #1 spot for your chosen keyword. The traffic is enormous, the business is huge and you are rolling in cash.
|home | site map|