How to Lower Your Conversion Rate
The purpose of a website is to attract potential customers to do target actions. For an online shop, an action might be selling a certain product. For a services oriented company, it might be asking for further inquiries. In Internet marketing terms, a trigger to a target action is called a “conversion”. The “conversion rate” is the number of customers who did a target action divided by the total customers who visit the website.
In order to boost the conversion rate to increase the return on investment (this is the primary purpose we want a website, right?), we must build a clean and well-structured website to lead the potential customers to the target actions.
A week ago, there was a huge lottery draw for the Chinese New Year and it is the chance of my lifetime to get rich. Not knowing where the closest Hong Kong Jockey Club (HKJC) is, I was hoping to find a list of HKJC branches on its website. I went to their website, and here what it looks like:
At my first thought, the address would be located under contact us. Nope. There is just form to fill out.
Well, I thought it would be somewhere inside the site map. I clicked on it, and I was greeted with this long list.
Wow. Not only this is long, it also confused me. After 10 minutes, I gave up.
Lesson learned: Build a clean and well-structured website to keep your conversion rate up. Web design is important for Internet marketing and time must be spent to design it well.
Have you guys experienced this before?
February 18th, 2009 at 12:49 am
[...] Marketing on the web is different from television. For a television advertisement, a catchy and pretty animation much give a good image for potential customers. For Internet advertisement, potential customers just want a quick and easy way to get all the information they want. In other words, we want to increase our conversion rate, not decrease the conversion rate. [...]
February 25th, 2009 at 5:45 am
Interesting blog, i have bookmarked it for future referrence