What is “Conversion Ratio?”

Grumpy senior man on telephone
Grumpy people don’t convert prospects into customers very well. Neither do poorly designed websites!

The percentage of visitors that come to your site and convert into actual customers is your conversion ratio.  The higher percentage of visitors to customers your website produces, the more effective it is.

How to develop a higher conversion ratio

Start by remembering there is also a conversion ratio when your prospective client, customer or patient calls your office and speaks to one of your employees.  If the employee is grumpy, unfriendly, impatient, ill-informed, unhelpful or pushy, they reduce that chance to convert the caller into a customer.  The same holds true with your website.

Your website stimulates an emotion whether you realize it or not.  The emotion leads to them contacting your company or clicking the back button and searching for your competitor.  A website that develops a high conversion ratio is one that connects emotionally with the visitor and motivates them to contact your company.

How does a website create the right emotions that stimulate action?

A well designed website will reduce the friction to act by making it easily apparent about what to do.  It quickly answers the questions that the prospect has in mind.  Realize that you reduce your conversion ratio when you make it more difficult for them to find the information they are looking for on your site.   Make your website easy to navigate and easy to see where you are in the website.  Using professional graphics and a polished look can lead to trusting you.

Tips on fixing low conversion ratio

At Altra Web Design, we work hard to develop the right emotions from your visitors.  We do see many websites that simply don’t convert visitors into customers because they make it difficult for the visitor to trust them.  The best way to figure out what needs to change on your site is empathy for your visitor.  Your visitor is trying to fix a need they have and so they are out searching for an answer that works for them.  For example, if your company performs auto repairs, your visitor is trying to find some place they can call for help.  Obviously, they are looking because they don’t have a current shop that makes them feel comfortable.  These poor souls are on the web trying to make a connection with a company that treats them right.  So, when you build a website that doesn’t exude trust, reliability, friendly, helpful and professional, you reduce (or eliminate) your chance to convert them into a customer.

Elements that build trust and foster action

Personalizing your site is extremely important.  As a small business you have an advantage over large companies and that is usually more personal, more friendly and more helpful service.  Show this off and you’ll have more visitors that contact your company.  You can do this by putting the face of the owner or other key employees on the website.  You can use quality stock photography, or better yet custom photos of your people, showing warm welcoming smiles.

Focus on the benefits to your prospects.  Instead of talking about how wonderful you are, talk about how your customers benefit from your products, service or company.  This really is all they care about.  You are making a mistake if you choose to tell them about some affiliation of some vendor or product ahead of how they benefit from your company.  Many websites focus on too many things that don’t matter to your visitors.  Stop that.

Create a custom, polished and professional site.  Doing this tells your visitors you’re serious.  It is the same as walking into a shabby company compared to one that is clean, well organized and welcoming.  Too many websites today look like shabby, disorganized, unfriendly offices that foster distrust.  Make sure yours looks professional and you will greatly contribute to a better conversion ratio.