You have finally launched your business site and are steadily getting sizeable traffic. At this point, you may feel like the most challenging part is done. Unfortunately, the truth is that the real work is only getting started.
Your focus must now shift from the development perspective to the customer acquisition, relationship-building, and client-centered perspective. You are now more like an investigator fully dedicated to finding “leaks” in your system that might be causing prospects not to buy from you.
The sad truth is that there are as many reasons people don’t buy from you as there are stars in the sky. But, at this moment, you only need to be concerned with what you can control- different elements of your business website.
And the only way to know what needs to be improved is by running a comprehensive conversion rate audit of the site.
Read on to learn more about conversion rate audit and how to undertake one on your site.
What Is a Conversion Rate Audit?
A conversion rate audit is also known as a website review. It entails a comprehensive analysis of your business website to identify areas that need improvement to help increase sales and ROI.
The audit is concerned not only with the site’s design or aesthetics but also with how functional it is in achieving its intended purpose, i.e., helping you make more sales.
A conversion rate audit looks at all aspects of your website and how they work together (or don’t work) to give your prospects the best user experience that will encourage them to buy from you.
The idea is to identify areas of improvement and make necessary changes to make it easy for prospects to find what they are looking for on your site and ultimately make a purchase.
The typical focus areas include overall design and layout, social media optimization, search engine optimization, content, and checkout process.
Why Should You Perform a Conversion Rate Audit?
The truth is that conducting an audit won’t result in an instant increase in your conversions.
However, whatever you unearth during the audit provides you with valuable data you can use to make changes that will, in the long run, increase your conversion rate. In other words, it helps you know where the “leaks” are so you can plug them.
Other benefits of conducting a conversion rate audit include:
- It helps you understand your audience better
- It gives you insights into what works and what doesn’t
- It helps you fine-tune your messaging
- It helps improve your user experience
How to Perform a Conversion Rate Audit on Your Site
Now that you know what a conversion rate audit is and why it is essential, the next step is learning how to do it. Here’s a step-by-step guide:
Step 1: Set Goals and Definitions
The first thing you need to do is set goals and definitions. Remember that everything in your business needs to have a purpose.
For every page or asset on your business website, you should be able to state its purpose and how a prospect’s interaction with that page or asset helps fulfill your overall business objectives.
You can only create an engaging call-to-action urging visitors to complete a given action if you have a clearly defined objective for the page or asset.
Step 2: Know Your Target Audience
Now that you know what you want your website visitors to do, you need to figure out who these people are and what they want.
Creating buyer personas is a great way to get to know your target audience. Once you have these personas, it becomes easier to understand their needs and how best to address them.
Remember that your visitors might not be taking the action you want them to take because they believe it is not the best action for them to take.
Therefore, it is essential to conduct some analysis using heatmaps or any other activity tracking metrics to understand how your visitors interact with your site.
This analysis will give you an idea of which areas of your website are getting the most attention and where visitors are dropping off so you can make the necessary changes.
Step 3: Check Your Overall Design and Layout
The next step is to closely examine your overall design and layout.
Start by looking at your site’s navigation. Is it easy to use, or is it confusing?
If it is confusing, chances are visitors will get lost and give up trying to find what they are looking for.
On the other hand, if it is easy to use, visitors will be able to find what they are looking for quickly and easily, which increases the chances of them taking the desired action.
In addition to navigation, you must also pay attention to other design elements such as typography, whitespace, images, and overall aesthetics.
These elements play a role in how easily visitors can scan your pages and find the information they are looking for.
If your pages are cluttered and difficult to scan, visitors will likely get frustrated and leave without taking the desired action.
Step 4: Evaluate Your Content and Other Assets
Once you have taken care of the design and layout, it is time to focus on your content.
The first thing you need to do is take a close look at your headlines. Are they clear and concise? Do they accurately reflect the content on the page?
Your headlines need to be attention-grabbing and make it easy for visitors to understand what the page is about.
In addition to headlines, you also need to evaluate your other content, such as body copy, images, videos, etc. The content must be well-written, accurate, and relevant to your target audience.
It should also be formatted appropriately, making it easy to scan and digest. If your content is not up to par, visitors will likely leave without taking the desired action.
Step 5: Test Your Forms
Try to pay as much attention as possible to your lead forms. Ensure the form length matches its purpose.
For instance, if you are trying to build an email list, ensure your form is short and straight to the point. You may just want to collect the first name and email address only.
However, if you are looking for highly qualified prospects, you may be forced to create a lengthier form asking for more information from the prospect.
But there is a downside to creating long forms. First, longer forms act as a deterrent to many people. But if someone takes time to complete a long form, they are most likely a highly qualified lead.
Second, while long forms provide more data and more insights into the needs of your prospective customers, they also increase the chances of people making mistakes.
And when people make mistakes, they are less likely to complete and submit the form.
This is why it is essential to test your forms to see what works best for your business. Try different form lengths and see which one converts better.
Step 6: Analyze Your Calls-to-Action
Your calls-to-action (CTAs) are one of the most critical elements on your website. After all, these are what you want your visitors to do!
Therefore, it is essential that your CTAs are well-designed and placed in strategic locations. Your CTAs should be attention-grabbing and stand out from the rest of the content on the page.
They should also be placed in strategic locations where they are most visible to visitors.
In addition to design and placement, you also need to pay attention to your CTA copy. Ensure it is clear and concise. It should tell visitors exactly what they need to do.
And finally, make sure your CTAs are working properly. Test them regularly to ensure they are taking visitors to the correct page (s).
Step 7: Evaluate Your Checkout Process
Did you know that most sales are lost at the checkout process? As much as it may sound ironic, it is actually true.
Research shows that approximately 70% of online shoppers abandon carts at checkout.
But why is it so?
Well, a significant reason is that it is just the nature of online shoppers. Most of them browse and compare prices without the intention of buying.
This is where you need to utilize your analytics. If your analytics show that a majority of shoppers are adding products to their carts but never initiating the checkout process, it is most likely that they were only comparing prices.
However, if a majority of them initiate checkout but never complete the transaction, then it is likely that there is something wrong with your checkout process.
This is why you need to evaluate your checkout process and determine where the problem lies. It could be something as simple as unclear copy or a confusing layout.
Whatever the case, make sure you fix it as soon as possible.
Step 8: Set Up Goal Tracking
Setting up goal tracking is the only way to know if your website is effective.
This will allow you to see how well your website is performing in terms of achieving your desired objectives.
You can track different types of goals, but the most important ones are conversion goals. This could be anything from newsletter signup to a product purchase.
Whichever goal you choose to track, make sure you have a system in place to track it. There are many goal tracking tools available, so find one that works best for you and your website.
And once you have it set up, be sure to check in on it regularly to see how well your website is performing and make changes where possible.
Step 9: Analyze Your Website Traffic
Your website traffic is another important metric you need to pay attention to.
After all, if you are not attracting visitors to your website, then it is unlikely you will achieve any of your goals.
There are many ways to analyze your website traffic. But one of the most important things you need to consider is where your traffic is coming from.
This will give you insights into which marketing channels are working and which ones are not.
It will also help you make adjustments to your marketing strategy. If you find that a certain channel is not performing well, you can cut it off or allocate more resources to it.
Conversion rate audits are an essential part of every marketing strategy. They help you understand how well your website is performing and what changes you can make to improve your conversion rates.
By following these steps, you can perform a conversion rate audit on your own website and get the information you need to increase your conversion rate.
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