What is a conversion page? A conversion page, simply put, is where visitors convert into customers. This is a page where a website visitor can complete a transaction, retrieve the business contact information, or subscribe to a newsletter. In other words, these are the pages where a person can start on their path to engaging with your business.
1. Understand Your Conversion Pages and Why They Are Important
3 Basic Examples:
- Contact Us
- Order Online
The “Contact Us” page is the most obvious conversion page since it is where clients are directly contacting you. For example, if you are a local flower shop, clients may inquire about your services for a future wedding through your Contact Us submission form. However, you can also focus on other pages as conversion. As a restaurant with multiple locations, you may notice that your Locations page receives more visits than your Contact Us page. This could be because clients may simply need to see your Locations page to obtain the address. Respectively, an e-commerce clothing boutique may want to focus on their Order Online pages for the amount of clients that made purchases. Different pages serve as the main conversion point for different types of businesses.
2. Observe the Type of Traffic Your Site Is Receiving
Are you reaching your target persona? Data can tell you which keywords are being searched and bringing visitors to your site. You should determine which are your most relevant and high value keywords. Then, you need to see which of these keywords are showing up in your search queries report. If you notice that none of your high value keywords are coming up, it means that the quality of your traffic is the problem. Your page is not showing up in the top results for your relevant keywords so those visitors are less likely to convert.
The solution is that you need to invest into optimizing these pages for the right type of traffic. This is where a steady effort of building up your SEO and online ranking pays off. It cannot be done overnight and requires maintenance to keep up with the constantly changing search engine standards.
3. Analyze the Behavior of Your Visitor
Now that you have the right traffic, what happens once they reach the page?
If your conversion pages have high traffic but also have high bounce rates, it could mean different things. On one hand, this could be where you are losing customers because of lack of optimization. On the other hand, a high bounce rate can also mean that these pages are perfectly fine. If your conversion page provides a phone number and address, customers may be getting exactly what they need to call you or visit your location and can leave your page.
Remember, let data work for you! Success at good conversion pages requires patience and ongoing analysis. Make sure you have a goal in mind. As long as you take the steps to understand your conversion pages, monitor the quality of your traffic, and analyze your visitor behavior, then you are on the way to optimizing your conversion pages.