You have goals for your prospects - you want them to make purchases, subscribe, register, make referrals, enter contests, generate leads, and so forth. Your prospects have goals, too . They come to you in the hope they will find something to add value to their lives and/or businesses. They look to you to fill their needs and delight them in the process.
Persuading your visitors to act in a particular way is what your website is all about. A website that is inefficient at persuading visitors to take the action you want them to take is like a leaky bucket - traffic fills the bucket like water and then leaks out the holes. It only makes sense that you want to plug as many holes as possible.
Most websites suffer this fate. In fact, the average website persuades just 2% of its traffic to take action; 65% of its traffic leaks out the holes without seeing more than two pages.
Obviously, the most worthwhile online investment is to improve your website's conversion rate .before you invest money in traffic generation.
Why focus on conversions & not traffic?
Enhancing your website's conversion rate is the most valuable thing you can do to it. You'll change the economics of your online business, overnight, and turbo charge your online marketing programs.
If your current conversion rate is around 2% (Australasian average), then you're losing 98 out of every 100 people who visit your site. Gone... possibly for good! So, purely from an operational efficiency perspective, you'd want to focus on conversions simply because something is clearly underperforming . You'd never tolerate a conversion rate like that from your physical shopfront. Most shops convert around 30 to 40 out of every 100 visitors!
Beyond the blatant inefficiency of it, there's another good reason. A better reason - you'd focus on conversions because you will receive more sales from the same amount of traffic with no additional marketing expenditure .
| Scenario 1 | Scenario2 | Scenario 3 | Scenario 4 | |
| Clicks (Website Visitors) Delivered | 50,000 | 50,000 | 50,000 | 50,000 |
| Conversion Rate | 1.5% | 2.0% | 2.5% | 3.0% |
| Number of Sales | 750 | 1,000 | 1,250 | 1,500 |
| Average Sale Value | $150 | $150 | $150 | $150 |
| Total Campaign Revenue | $112,500 | $150,000 | $187,500 | $225,000 |
Focussing on conversion will change the economics of your online business overnight , and turbo charge your online marketing programs.
What is a Conversion Assessment System?
The Conversion Assessment System is a 1,100-point audit of your website's sales process. Alkemi provides you with a detailed diagnosis of how successfully your website engages your customers and supports them in their buying process.
Here are just some of the topics covered in the Conversion Assessment System:
| Planning | Structure | Momentum | Communication | Value |
| WIIFM Search Engine Marketing Unique Value Proposition Buying Process Categorisation |
Usability Look & Feel Searchability Load Time Presentation Layout & Visual Clarity Purchasing Tools Error Prevention Browser Compatibility Graphics / Multimedia / Plug-Ins Eye-tracking |
Prospect Search Engine, Visibility Rapport Load time, Trust & Credibility Qualify A.I.D.A.S, Navigation, Shopping Process, Use of Links, Search results Present Product Image Quality, Copywriting, Up-Sell / Cross-Sell Close Security, Calls to Action, Point of Action |
Content Readability Active Voice Follow-Up Program Instils Trust Privacy Use of Colour Relationship-Building Terminology Customer Focus Language Benefits / Features |
Customer Service Fulfilment |
Identifying both your strengths and weaknesses, the Conversion Assessment System provides clear recommendations detailing what improvements you can make that will result in an increased conversion rate.
What do you get with your Conversion Assessment System?
After discussing your objectives and requirements with you, Alkemi spends approximately three to five weeks analysing your website, interpreting the findings and tailoring recommendations. At the end of the process, you get a 50-odd page report that:
- summarises your website’s strengths and weaknesses
- identifies the holes in your website’s persuasive process
- explains – in detail – how to plug those holes
- provides a numeric score to emphasise varying levels of performance
- provides a prioritised list of achievable recommendations for how to bolster the weaknesses and enhance conversion
Case Studies
"Nathan, I wanted to say big thanks to you and everyone at Alkemi for a couple of reasons.
Firstly, you've opened my eyes as to what it takes to make a website convert visitors into customers. There's so much mis-information on the internet about how to design a successful website, but you guys really know what you're talking about and the results speak for themselves. Since I've implemented the suggestions from the Conversion Assessment System the site wide sales conversion has gone up 22.5% and Gross Value per Visitor has gone up 30%.
Thank you!!!"
Brad Walker
Founder & CEO - The Stretching Institute
Wildpoppies is New Zealand's #1 online florist, having grown from 11th spot in June 2007. Wildpoppies wanted to improve its conversion rate. Within 6 months, the changes Alkemi introduced to the Wildpoppies website grew overall conversion by 40%, with conversion of unbranded keyword terms growing by 153%.
"The Conversion Assessment System was easy to follow and the priority list made it simple for our team to prioritise our efforts. Once completed, the changes made an immediate impact. The expertise of Alkemi was much needed and appreciated. Thank you Alkemi".
Kerry Bradburn
Owner - Wildpoppies
What Makes Alkemi Unique?
Alkemi International has over 10 years experience in improving the profitability of some of Australasia's largest websites. All of Alkemi's conversion services are licensed exclusively for New Zealand and Australia from the world leaders in online conversion, Future Now.
Alkemi is driven by understanding what your customers are looking for, and making sure your website meets their needs. Alkemi's industry leading expertise , in conjunction with their exclusive methodologies , ensures your website becomes a core growth-driving asset for your business.
What Now?
To increase your revenue, you need to take action.
Contact Alkemi today and use our expertise to improve your online performance to a level your competitors can only dream about!
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