Dec 12, 2008

When Your Conversion Rate Is Not That Great: What to Do When Your Conversion Results Fall Short of Your Goals

If you are a brand that has done some interactive marketing and aren't satisfied with the conversion rate you've been getting, what can be done to help you attain conversion success?

First, take a step back from your conversion page and take a look at your interactive marketing campaign. Has it been designed and executed properly? Are there any tweaks or modifications that can be made to the existing campaign to better its chances to drive user conversion? If there are any flaws in the program, this can hurt your chances at achieving conversion success. So making any necessary corrections can benefit your conversion rate.

The degree to which your conversion rate will improve will vary. Interactive marketing that is riddled with flaws can receive a significant spike in its success rate when it gets an overhaul, but a campaign that is already operating at nearly peak efficiency may only receive a percent of improvement after minor changes to work out its kinks are made. The right adjustments will lead to a conversion rate improvement, but depending on how well the campaign was working to begin with determines whether these corrections will lead to subtle or dramatic increases in conversion rate.

After reviewing your interactive marketing campaign, you can now examine just how well your conversion page is working. Take some time to determine your applicable bounce rate. This type of bounce rate will differ from a broader, more general one in that this rate filters out traffic you aren't interested in (e.g., internal visitors, consumers who mistakenly visit your site after confusing it with another brand's, etc.). Refining your traffic in this fashion will help you better determine the actual conversion rate your page is receiving because you will be able to base it only on the users who are legitimately interested in what you are offering.

When it comes to determining factors that are influencing your conversion rate, one metric that is not as important as it might seem to be is page views. Just because a user views multiple pages does not equal automatic conversion.  A user may only need to click on one or two pages to finish the conversion process. Well-designed conversion pages guide the user along a funneled path to the conversion point. This path usually won't involve more than a few pages to begin with, so the value of page views in determining conversion success or failure is not as relevant.

Achieving your conversion goal will require you to examine the full scope of your interactive marketing efforts. You need to work essentially from the outside in by first examining your external efforts (the means you are using to attract consumer interest - your PPC ad, your e-mail, etc.) and then moving to your internal ones (your landing page). Refining each element's performance will better your chances at achieving optimal user conversion.


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