5 reasons why social media presence is important for your business (part 4/5)
Higher conversion rates
Your conversion rate is the percentage of visitors to your website that complete a desired goal out of the total number of visitors. To put it simply, the point at which a recipient of a marketing message performs a desired action. Getting someone to open an email is a conversion. Having them click on the call-to-action link inside that email is another conversion. Going to the landing page and filling out a registration form to read your content is a conversion. Buying your product or service is the ultimate conversion.
Most businesses proceed with optimization but without understanding: who am I trying to convert? What am I trying to convert? It can be dangerous to immediately work on tactics before stepping back and asking yourself what the true objective you are trying to achieve is. Before looking into motivation, value, incentive, friction, and anxiety, first define what your ultimate success or conversion is. Maybe you are much more successful with a lower conversion rate and a higher revenue number.
Why are conversion rates important?
Simple! The conversion rate measures what happens once people are at your website, open your email, or whatever action you wanted them to take. Thus, it’s greatly impacted by the design and it’s a key parameter to track for assessing whether your UX strategy, otherwise known as user experience, is working.
A high conversion rate is indicative of successful marketing and web design: it means people want what you’re offering, and they’re easily able to get it. Conversion rates vary widely by industry and business model. Now you can praise your designers.
A low conversion rate could point to either of these problems:
• Your site and landing page design is making it difficult or inefficient to complete tasks. The best way to improve this is to optimize your site and make the necessary improvements. Do A/B testing and make sure your headlines communicate your value proportion.
• Your offer is off base (too expensive or not valuable enough to your audience). A way to improve this is to change your offer. If what you’re offering is truly irresistible, more people who visit your site will want to get it.
So, it is important to track your conversion rates and align them with design changes to justify the cost of the user-experience investment. Design has a huge impact, but high conversion rates mean your customers trust your brand. Speaking of trust, higher brand authority is the last part of our series - you’re going to love it!
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