The conversion rate optimization audit is very important for the success of any online business. For Internet businesses, the conversion rate is one of the most important numbers when it comes to search engine marketing or SEM efforts.
With an easy-to-use conversion rate optimization audit tool, companies can quickly identify areas of improvement that lead to increased conversion rates. When done properly, an effective conversion rate optimization audit can be the difference between online success and failure. The Conversion Rate Optimization Audit seeks to find out how well a company’s web page and its user interface satisfy the needs of its potential customers. It also looks at how well customers’ site and its conversion rate optimization audit can measure that usability. Conversion Rate Optimization audits will also look into the effectiveness of the site’s user experience tools. In essence, the conversion rate optimization audit will determine if the site is truly user-friendly.
The Process of a Quality Conversion Rate Optimization Audit
An effective conversion rate optimization audit will take into account not only how many visitors a site receives, but also how many of those visitors make purchases right on the landing pages. Site owners must understand that to generate sales conversion, they need to have a high number of conversions. Site owners should also know that there is a ceiling on how many visitors they can get every day. If they go over their daily quota, they will either lose some traffic or they will receive a high number of low-quality visitors, resulting in no sales.
According to the U.S. Small Business Administration, an average of 80% of small businesses fail within their first five years. Parting with your hard-earned money for a service that is never delivered or only delivers mediocre results is one reason why some websites don’t succeed. A conversion rate optimization audit will unearth the hidden problems plaguing sales conversions for many webmasters and e-commerce owners today, including:
- poorly written site content
- missing meta elements in tag management tools like Google Tag Manager (GTM)
- improperly implemented forms
- slow load time on pages
- misconfigured conversion tracking code.
What Such Audits Usually Look Into?
Several problems are usually looked into in the process of auditing.
- Conversion Rate Optimization audits should first examine how visitors enter the system. Site owners should place measures in place that encourage visitors to leave the system through the use of different methods. They can encourage visitors to move through the system by offering coupons or other incentives. They can also offer different ways for visitors to subscribe to their services. For example, they might provide an email newsletter subscription or a link in their navigation that enables users to subscribe to a blog.
- Secondly, such examinations should also look into how visitors leave the system. Site owners should set up an exit page on their website that directs visitors outside of the site when they are finished. The exit page will usually link to a page that contains more detailed information about the product or service offered by the company. This page is a critical component of the conversion process because it provides potential customers with crucial information. It also gives them an alternative if they are not satisfied with the products and services offered by the business. For this reason, a conversion audit should focus on the exit page.
- These specific types of Audits should also examine how visitors find their way around the website. Different methods of finding the way to the checkout section can have different consequences. An audit should determine which method of finding the checkout process is most effective. For example, some companies make all of the final pages lead users to a sales page, while others provide links in the main navigation that lead to pages where potential customers can make changes or purchase a service.
- Finally, a conversion rate optimization audit should look at whether or not conversion optimization measures are being taken. For example, many businesses offer coupons or discounts to customers who sign up for mailing lists. This may seem like a simple thing to do, but the actual numbers may not show a significant amount of conversion rate improvement. In-depth customer satisfaction surveys could help reveal which methods are most effective. Companies that offer coupons without in-depth customer satisfaction measurement might be wasting money. Similarly, an audit should compare the effectiveness of different conversion optimization techniques.
A conversion rate optimization audit should consider these various elements to give website owners a better understanding of how their business is performing relative to competitors and other sites. This information can help businesses improve in several ways. Firstly, it allows them to make any necessary changes to improve conversion rates. Secondly, it gives them a better understanding of user behavior and the factors that lead users to make a purchase or not. This information may be useful for other marketing changes. For example, changing the location of a product’s price could make it easier for users to find and convert.
In general, conversion rate optimization audits are useful for anyone who wants to improve their site’s conversion rate. This is an important issue for any business, but particularly so for businesses that have very low conversion rates or even no conversions at all.
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