Most web sites have a low ‘conversion rate.’ This simply means that while your site may attract visitors, there is a low amount of them who then actually do something. And if you’ve spent a lot of time, effort and money on building a website, promoting it, then it can be frustrating when the numbers don’t add up. Those ‘numbers’ in your visitor website report, telling you who came from where and how long they spent on your web site, only tells you half the story.
What web marketers really know
What professional web markers know is that getting visitors to your website is only half the battle. What you really need to understand is how your visitors are moving through your website, then make adjustments to your web site accordingly. This is the very same theory as to how supermarkets are laid out: the vegetable section is always the first section, and the candy bars are always beside the checkout for ‘impulse buys’. Ditto a website. Except with a website, we can track every visitor to it (not by name of course) and see how they are moving through it. At what point did they buy? At what point did they fill in the contact form. More importantly, at which point did they hit the exit sign? Armed with this information, we then we make changes to your web site to keep them there longer.
These questions are all answered by Conversion tracking. That is, tracking when a visitor does something you want them to do: fill out a form, buy a product; in short interact.
What web marketers really know, part 2
What professional web also markers know is how to take this information and turn it into something productive. We know that we have a critical page at step x. What’s the best page for this critical stage? The one with the pretty girl? The one with the ice cream? To answer this question, and really make your website work hard, we need A/B testing.