One of the most important things that you can do as someone specializing in marketing is to know and understand your client’s target audience, by doing so you can better provide a product that fits the mold of the consumer, thus greatly increasing profit margins for your clients business.
Doing a conversion audit provides you with trusted information that helps you understand your consumer better, and is that not one of your main goals as a marketer?
So what exactly is a conversion?
A conversion is the action that the user is taking on your clients site, in this case, form submission. But conversions aren’t limited to being just that, it’s any time a call to action is utilized on your clients site, such as click to calls, downloading a brochure, or even signing up for a newsletter. A conversion can even be something as simple as someone landing on the vehicle description page, or just landing on your clients “contact us” form.
How does one find the conversion rate for their site?
To find the conversion rate you divide conversion by the total number of visitors on your clients site, pretty simple right? To make finding this even simpler, Google Analytics does the math for you!
The importance of testing forms in a conversion audit
Forms provide more information, so they’re arguably the most important thing to test.
The information secured from the user filling out a form is arguably the most valuable, so you want to be certain you’re receiving all of that information, so that’s why we test forms in conversion audits. The overall goal of testing conversions in analytics is knowing your consumer, and making sure that your marketing funnel is working properly. Knowing your consumer leads to an increase in conversions which translates into profits. Also by testing your conversions you can find problems on the site that are hindering your clients business growth.
Now that you have the understanding of the rest of this information, the next logical question you may have is what exactly can you do with all of the data you have managed to collect from your conversion rate audit? Now that you understand the behavior of the clients website visitor, you can use that information to improve the quality of the clients experience to reach our ultimate goal: decreased bounce rates and a higher conversion rate. Now what are some ways in which we can do that?
- Does your audience immediately leave a page without diving further into the content? You could potentially add a more eye catching header or add a high resolution image that aligns with the content provided on the page
- Is the rate of completion for forms low? Try simplifying them and making them more user friendly, the user is much more likely to complete a form that takes them less than 5 minutes to fill out versus a form that takes 15 minutes to complete. You can also toggle with the placement of forms, try adding them to more pages as well as placing them higher up on said page.
- Are there not enough users taking advantage of your click to calls and CTAs? While you can simply make your CTAs and CTCs more eye-catching by putting them in button form with colors that draw attention, another option you may have would be to move the buttons higher up on the page, just like with your forms.
Basically, you want to make everything as simple and user friendly as you possibly can. The more positive the user experience, the better the website is overall.