Why is the Customer conversion rate so important?
For website enterprisers, no matter the model or objective of the website, the first priority is generating traffic or visits. After successfully attracting visitors to the website, the next series of conversions can begin.
As explained above, no matter the model of the website, success in converting the visitor's role on the website is inexorably linked with website revenue. To improve operating performance and locate the cause of high or low conversion rates with ease, web administrators must employ an advanced web analytics tool.
Essentials to Increasing Conversion Rate
Once web administrators recognize the importance of customer conversion rate to the website as a whole, the next step is to turn visitors into customers, raising their status another level. This is one of the factors influencing website operations. The following explains the methods of enhancing customer level.
（1） Attract and Acquire Visitors
The first step to enhancing customer level is attracting visitors through marketing strategy. Web administrators must grasp how many visitors are attracted by the marketing campaign and further understand their tendencies, browsing behavior, and purchasing habits. This information can serve as the basis for content and framework modification and market segmentation.
（2） Offer Satisfying Services
After attracting visitors through a specific marketing strategy, web administrators must start considering how to retain customers and encourage revisits, converting first-time visitors into returning visitors. Methods to visitor retention vary. Websites will usually undergo content and service upgrades, offering visitors a more satisfying browsing experience. This is an effective approach to enhancing customer level. However, instincts and experience are not enough to produce the right solution.
The real key lies in whether or not web administrators can obtain information such as visitor browsing behavior and content preferences to supplement their evaluation. For example, they can cross-analyze website content and framework with visitors to learn the content preferences of different visitor segments. They can even obtain analysis data on visitors' click path to discover whether or not the most frequented path matches their expectation. Many successful websites utilize an advanced web analytics tool to obtain this extremely valuable information and plan the best upgrades.
（3） Maintain Long-Term Customer Relationship
After successfully retaining visitors, the next point of focus for web administrators is how to maintain long-term customer relationship. To accomplish this objective, they must increase the frequency of their interaction with customers, which means taking the initiative in providing services that customers currently need or might need in the future. What services do customers need? Through observation, web administrators can discover visitor browsing and purchasing tendencies. Based on purchasing tendencies, visitor behavior can be deduced. According to the 80/20 rule, 80% of the website's profit derives from the 20% loyal customers. Thus, the website must build a deeper relationship with this 20% loyal customers. Now, the question is how to find these customers.
Some advanced web analytics tools provide web administrators with a customizable visitor type function, enabling them to narrow the visitor range to the smallest and most accurate. They can find the most beneficial customers and give this segment exclusive services and periodic rewards. For example, a shopping site for women discovers that its primary customer segment is white-collar females in the 30-35 age group. The business success of this customer segment suggests long work hours. Thus, online shopping is more convenient for this segment. When the website grasps the traits and preferences of these customers, it can provide fashion news and attractive rewards to satisfy their needs and build long-term customer relationship.
Understand the Nature of Visitor Behavior
The key to conversion rate lies in understanding the nature of visitor behavior on the website. If conversion rate is viewed as the ultimate result when evaluating the website, then the full picture of customer behavior and website construction might be obscured. To understand the deeper meaning behind the numbers, web administrators must grasp visitors' thought process and actions in arriving at the result. Thus, to extract the most amount of information from conversion rate, web administrators need to analyze visitors' motives after browsing web pages and contents, their every action during conversion, and their conversion status and reason. This provides an explanation for high or low conversion rate as well as a valuable reference. |
Application in Conversion
