3 Steps For Converting Website Visitors to Opportunities
If your high-traffic web pages aren’t converting visitors to opportunities, you’re leaving money on the table, plain and simple. Prospects are coming to your website with a need, looking for a product you provide, and then leaving because you didn’t “hook” them.
How much revenue are you losing out on annually?
Let’s say your average sale for Product X is $36k and your website is getting 102 hits a quarter (an actual number from a Managed Service Provider we work with) on the page for Product X.
If you’re able to get your conversion rate from 0% to 5%, that’s an additional of 20 opportunities a year that came to your door, looking for your product. No hunting required.
If your Sales team converted those opportunities at just 30%, that would be an additional $216K in annual revenue.
So, What Do I Do and How Much Is It Going to Cost?
We’ll get to the “How” in a minute, but first, the “How much”.
If you have a Google Analytics account and a web guy who can add a button, a form and a “Thank You” page to your website, the investment is negligible.
(One caveat: This process, called Conversion Rate Optimization (“CRO”), has nothing to do with magic. It has everything to do with taking a systematic approach to understanding what moves your customers to engage and buy. If you’re not interested in using your data to convert your website visitors to opportunities for your Sales team, keep doing what you’re doing.)
3 Steps to Improve Your Website Conversion Rates
1. Identify a High-traffic Product/Service Page
Log in to your Google Analytics and navigate to BEHAVIOR>Site Content>All Pages on the left-side navigation.
Single-click the header of the Unique Pageviews column to sort by that column, descending.
Determine which product/service page you’d like to add a CTA to, preferably a high-traffic page.
2. Add a Call-to-Action and Form to the Page
We’ve already determined that we’re getting a lot of traffic to this page but we’re getting zero opportunities because we’re not giving our visitors a Call-to-Action (“CTA”) or the CTA is buried.
Get rid of those densely-worded paragraphs on how great technology ‘X’ is and replace them with a concise statement that shows the visitor know you understand their problem and you can fix it, along with a form and a CTA. And don’t forget the “Thank You” page. Aside from being good form, it gives you a way to accurately track conversions in Google Analytics. If you’re using the fact that someone visited a page as an indicator of a conversion (as I continue to see), you’re not getting an accurate picture of visitor-to-opportunity conversions.
If a visitor comes to this services page, she has no way to indicate she’s interested in engaging a rep about the service.
The visitor who comes to this site is given a concise description of the service offered and an way to indicate to the company that he’d like to engage.
3. Create a Conversion Goal
The last step is to create a Google Analytics Conversion Goal for the new Thank You page (not the page with the form!).
To create a Goal in Google Analytics, click the ADMIN link in the main left-side nav bar.
Click the NEW GOAL button.
In Goal setup, select “Custom”.
In Goal description, give your goal a name and select “Destination” as the Goal type.
In Goal details, select “Begins with” and enter the path of the web page in the text box.
(One important note: Google limits the number of goals to 20 per property reporting view. Don’t let that stop you from creating this goal, but be aware that you’ll want to take a strategic approach as you think about other Google Analytics Goals that you’d like to implement to track website KPIs. Also, you can use regular expressions to group multiple, similar pages into one goal, but that is also beyond the scope of this blog.)
Click the Save button.
Tracking Conversion Rates to Increase Sales Opportunities
Once you’ve created a Google Analytics Goal for the new Thank You page, you’ll be able to track true conversion rates for the modified product/service page.
Once you’re able to track conversion rates, you’ll be able to:
- Create a baseline,
- Measure changes in the conversion rate,
- Test tweaks to your CTA to identify what converts more visitors to this page to opportunities.
And while there’s nothing magic about this approach, it may very well seem like new opportunities are appearing where they weren’t before.
If you have any questions about this introduction to basic Conversion Rate Optimization, you can email me at firstname.lastname@example.org.