Website Conversion Auditing
Website conversion auditing is the process of analysing a websites conversion ability and current conversion performance from all traffic sources. Assertive Media offers an extensive conversion auditing service that will report on how effective a specified website is at converting. Conversion data will be requested from a client to work out how effective the website has converted its total volume of visitors over X time.
Website conversion auditing can be of significant benefit to online businesses as it can expose weakness or flaws during the conversion process. It can also identify which channels generate conversion and how much each conversion has cost to generate using an array of mathematics.
Website conversion auditing looks at each channels (Direct, Referral, SEO, Pay Per Click and Other Sources) and analyses how many conversions generated per total volume of visitors over varying intervals to establish conversion cost, ROI totals, conversion performance per channel.
Conversion auditing can be measured against budget and spend to establish overall how much ROI is being generated and where improvements could be made to improve ROI further without increasing spend / budget.
Conversion auditing is incredibly detailed and useful and determining which channels are working and which aren’t, this allows businesses to make informed decisions about future marketing, marketing spend and ad targets.
Why should I consider conversion auditing for my business?
Conversion auditing could help a business increase ROI and turnover, or could help a business reduce its budget without losing out on valuable enquiries / revenue generation. Conversion auditing will also highlight areas of the website where conversion is hindered or made more difficult either due to usability or website accessibility.
Conversion auditing also looks at the steps from popular website entry points to conversion stage be it a product sale or service enquiry.
Alongside the points above, a business will be able to understand how each marketing channel performs, which is a common issue for businesses trying to establish where to place a majority of spend.
What factors impact on a websites conversion ability?
There are hundreds of common issues which impact on a websites ability to convert, the biggest of them being: website usability and accessibility, difficult checkout or enquiry process, poor website layout, insufficient or irrelevant content, poor website loading speed, excessively long form filling stages, difficult to read or submit Catchphrase spam protectors, poorly placed contact details and forms.
Assertive Media offers a comprehensive conversion auditing service which will cover all the main issues related to converting visitors into enquiries / business.
Can ROI be improved by an actionable conversion auditing report?
Yes, any reports generated during the conversion auditing stage will be actionable; this will detail and highlight all major issues with the website, accessibility, usability, layout, data availability etc. Return on investment can be improved by both sides of the service (Website issues and channel spend allocation).Get a Free Cost Quote
If the websites main conversions stem from design or layout Assertive Media will make clear recommendations on design or usability / accessibility changes. If the conversion issues stem from marketing channels than channels will be recommended for an increased or decreased spend depending on past and current conversion performance.
As an example:
Let’s say Joe Blogs and Co runs an online shoe shop selling shoes, if they allocate £500 to SEO, £1000 to PPC and £2000 to Direct Marketing (Newspaper / Radio) then it is important to know how many enquiries each channel generated and what the cost for conversion was.
At least 6-12 months worth of data is required to get a more accurate view of channel performance.
If SEO generates 10 enquiries at £500 then the cost per conversion will be £50, if PPC generates 14 enquiries at £1000 then the cost per conversion will be £71.42, if Direct Marketing generates 35 enquiries at £2000 then the cost per conversion will be £57.14. This data over a 6 month period will give insights into which channel generates the most cost effective enquiries.
However, the above is only part of the equation, on top of this, average order value is a big factor, this is another factor that will be taken into consideration. It could work out that SEO generates the biggest AOV (average order value) at the lowest cost per conversion, making it a more investable and worthwhile channel to increase spend on.
Please note the above is only a very basic example, many more pieces of data are taken into consideration to establish value for money per channel.
How much does website conversion auditing cost?
Costs start from £99 for small businesses up to £999 for medium to large businesses. Costs are entirely dependent on business size, turnover, channel spend, enquiry tracking, ROI monitoring and other statistics.Request an Audit
Assertive Media offer free no obligation quotes. If you would like to speak to a member of the team about website conversion auditing please call 0845 299 7642 or fill out our online enquiry form.
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