Boost Your Business by Increasing Website Responses

Is your website effective?

You’re not alone if you answered, “I don’t know” or “I think so.” Although ATA members know it’s important to have an online presence, such as a website, not everyone knows how to measure its effectiveness.

That’s where website conversions come in. Conversions occur when website visitors complete a desired action, such as buying products, clicking links, filling out forms, or signing up for classes or newsletters. The conversion rate is the percentage of website visitors who “convert.”

We spoke with Nick Graves, marketing manager at Prophase Marketing, to learn why web conversions matter, and how ATA members can improve their conversion rates to boost business.

“Conversions are important to a business,” Graves said. “It’s a number you can measure that directly relates to your return on investment. Conversions help identify what works for your business, and what helps you reach your goals more efficiently.”

If your goal is to advertise and sell a specific product, and 20 people buy it online, you received 20 conversions. Use that number as a comparison when advertising and selling another product. Over time, your conversion rate reveals how effectively you sell products and whether you’re meeting your sales goals.

You can apply the same process to measure all your website goals. Determine what you want your website to do, and study the conversation rate for your goal to evaluate its effectiveness.

How do you find and track conversions? Use Google Analytics, a free service that reveals how visitors find and use your website. It’s simple to learn and use, and its features can help you improve your website and learn about your customers.

Also consider these tips to convert more visitors.