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Converters & Non Converters

March 30, 2015

Let’s say you’ve got a 5% conversion rate on your website. That means 5% of the people visiting your website are filling out your lead generation form or buying from your store or downloading your app…whatever the conversion maybe 5% of people are doing that.

That is great, but you’d like the number to be higher. Right? (Let’s be honest, the only real answer here is yes…what company is going to object to a higher conversion rate?)

So, how do you improve that conversion rate? This comes down to the quality of your traffic and finding ways to improve it. But, how do you know what to improve?

I find one good way of doing this is to measure two groups of people and carefully compare the differences. The two groups you want to pay attention to are:

  • Converters – in the above example, the 5% of people who are taking the meaningful action (buy from you, fill out a lead generation form, download your app, etc.)
  • Non-Converters – the 95% of people who aren’t taking that action

What you want to look for in these two groups is understanding what the 5% are doing (or not doing) that the 95% are not doing (or are doing). The 5% of people had a high-quality experience while visiting your website, so much so that they decided they trusted you enough to complete your lead form or pay for an item. We want to know why so that we can more of the 95% into that same category.

For example, let’s say you an online store. In that store, we find that the Converters are more likely to look at 4 pages on your website, compared to Non-Converters who only look at 1.5 pages. That is an interesting difference.

Diving deeper, we may find that Converters are three times more likely to look at your product detailed description pages, which are linked to from another page discussing the highlights of the product. Knowing this, we would want to figure out how to make the product detailed description pages easier to access; clearly a large group of people (the 95% of non converters) aren’t finding the links to those pages and that is hurting conversions.

As we dive deeper into the pages visited, we may also find that Non-Converters are four times as likely to look at the FAQs page. With that information in mind, we could work at increasing conversions by reviewing the FAQs page to understand why that page kills conversions. Is there something about that page that is reducing the visit quality for the Non-Converters who visit that page?

The more we understand these two segments, and the differences between them, the more we can move people from the non-converter group to the converter group. Doing so will increase your conversions, whatever that conversion may be.

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