Best Practices

How Well Does Your Website Convert Clicks to Leads?

Christopher Tuttle

If 100 people go to your website, how many of them fill out a form or buy something? If 2 out of 100 fill out a form, then you have a 2% conversion rate. This is slightly better than the average for most corporate websites. We were lucky (or blessed) to get the name XANT and tap into a large flow of web traffic from our very first day. In fact, we got 8 leads their first day we turned up our website.

The process of converting visitors to leads or sales is the process of website conversion. And designing your website to do this well is called conversion design. Most companies make a fancy website that looks like a nice electronic brochure but hardly generates any leads at all.

I just spent an hour on the phone with Tim Ash, the founder of https://www.sitetuners.com as he walked me through an express review of the home page of XANT.

The good news is that we have lot’s of room for improvement. We convert leads at 3-4 times better than the average. The sad news is that our previous website, though not nearly as good looking, converted somewhat better than this one does. Hmmm, look or conversion? Definitely conversion.

Of course the best is to have a great look with a high conversion rate. That is our next adventure.

Why is this important to us? More leads.

Our dialer technology is like a Gatling Gun, leads are the ammunition. One of the first three questions we get asked by our customers is, “How do I get more leads?”

This is one great way. Design your site to convert leads better. How do you do it? You continue to test and tweak your site by changing different things constantly. I was first introduced to this concept by a company called LowerMyBills.com while at my last company, UCN (now inContact.) Then I met Mat Greenfield, the founder of https://www.ConversionResults.com. He has helped many smaller and mid-size companies design or redesign their website to increase conversion.

A free and simple way is to use Google Website Optimizer and do what is called “A/B Split Testing” where you make two versions of your site; Version A and Version B. Then Google sends half the visitors to A and half to B. We then watch the conversion rate on both pages for a few days or so. Let’s say Version A converts at 5%, and Version B converts at 10%, we’ll obviously turn off Version A and focus on B and do another split test to keep getting it better. Google is free, it just takes some time and effort.

Our friends at SiteTuners go to the next level beyond Split Testing of two variables, they can test lots of variables at once; this is called multivariate testing.  In fact, SiteTuners is a considered a Multivariate Testing Website Optimizer. They help clients like Google, Facebook, Verizon, etc.

We will let you know more later about how well the help from SiteTuners has had on our overall lead management process.

You will probably see our site change in lots of little subtle ways.

Author: Ken Krogue |
Summary of Ken Krogue’s Forbes articles

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