Conversion Rate and Return on Investment (ROI)

As far as a business owner is concerned, the main purpose of a web site is to generate profit for the company. One way of measuring this is by looking at the “conversion rate” of visitors on the website. That is, how many visitors are being converted into customers or buyers?

The conversion rate is measured from the total amount of website traffic divided by the number of sales generated from the web for a given time period. A ROI is calculated by totaling the cost of driving traffic to the site through advertising/ marketing, search engine optimization, email newsletters, or any other means minus the profits from web sales. With more traffic and a higher conversion rate, your Internet profits will increase greatly. Web Interactive Consulting can help analyze traffic data to determine problem areas on the website.

Web statistical information can be analyzed and used in a number of ways:

• Once the key landing pages and pathways have been discovered, a strategy can be developed to strengthen these aspects—by increasing traffic to these channels, improving the presentation such that the conversion rate is increased, or both.
• From our analysis of the successful landing pages and pathways, we may glean certain lessons that may be applied to the other pages that experience lower conversion rates. By figuring out what “works” for your particular market, we can strengthen the other aspects of the site as well as dropping whatever elements are costing money without generating returns.
• We can create landing pages where the content of which is specifically focused for certain types of visitors.

We approach our conversion rate analysis in much the same way as we do the technical aspects of web design. If the site is not “working”—that is, if it is not generating a return on your investment—then there are specific factors that can be discovered, measured and modified to fix the problem. While no one can promise you a website will become profitable overnight, our systematic approach ensures that your ROI will continue to climb for as long as our services are required.

Web Interactive Consulting is committed to the long-term success of your website. We understand that spending any amount of money on a site does not make sense unless you are confident that you will receive a substantial return on your investment. Conversion Rate or ROI analysis is just one aspect of a much broader internet strategy solution we offer our clients.

Process and Pricing

What ever your current conversion rate is, it can be increased. The same goes for your current website ROI. The actual work required is part of our other services, such as web design, web content writing, and web traffic. However, the first step in increasing any number is to understand the traffic, their patters – what visitors do on your website. In order to make changes, we need to understand what we are changing and why.