CHAPTER 18BOFU strategy #1: Website optimisation
In one of my mentoring calls, I had a client say to me: ‘I have hundreds of people coming to my website every day, but I only get two to three sales. Am I doing something wrong?’
I had a look through their website, and immediately noticed some things that needed to be fixed. The site speed was slow, and her mobile menu wasn't working smoothly. Her product images were sized differently, and she had no videos on her site. Overall, it gave the impression that her business wasn't very professional or trustworthy. I made a list of changes that she needed to make, and over the period of a week she worked through them. In one week, her conversation rate went from 1 per cent to 2.6 per cent. As she continued to add more photos to her product pages and more detailed copy, her conversion rate grew to 3.2 per cent. This meant that she went from two to three daily sales to over nine. She tripled her revenue with no extra spend.
This process of fixing your website is called website optimisation or conversion rate optimisation (CRO), and it is measured using your conversion rate. You can calculate conversion rate by dividing the number of daily orders by the number of daily website visitors and multiplying by 100.
For example, if a business has about 200 visitors to its website in one day and receives four orders, then its conversion rate ...
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