A conversion rate audit is perhaps one of the most underrated, underutilized, and underappreciated processes in any business.
Given its variety of uses, it can be applied to just about any department or process within an organization.
A conversion rate Calculator is essentially a review process that tests your website with real users and measures how likely they are to take action (such as making a purchase or signing up for your mailing list).
It’s an analysis of what’s working with your site visitors, what isn’t, and why not. When well-executed, this process has the potential to decrease the cost of attaining new customers by increasing your conversion rate.
Why is a Conversion Rate Audit Important?
A conversion rate audit is important because it helps you understand how your site is performing.
By monitoring how many visitors are taking actions on your site, you can better understand what content is resonating with whom, and in what way.
This is essential for any business, especially eCommerce where the profit is directly tied to the number of customers you can convert.
Conducting a conversion audit will help you:
- Understand which content is resonating with your customers (and which is falling flat).
- Understand what your visitors want or expect.
- Identify ways to better connect with your customers.
- Help you improve your marketing strategy and use data-driven insights to make more informed decisions.
- Provide insights into website challenges that may be dragging down your conversion rate.
- A well-executed conversion rate audit will also give you a baseline from which you can measure future improvements.
- You can use these insights to fine-tune your website content, design, and overall user experience to better connect with your customers.
Why conduct a Conversion Rate Audit?
A conversion rate Calculator is one of the best ways to understand how well your website is performing.
A conversion audit can be applied to a variety of website elements, including design, user experience, content, and speed.
By tracking what your customers are doing while they’re on your site, you’ll be able to understand how they engage with your content and what they are seeking.
This will help you to make informed decisions on how to optimize your site for better and convert more visitors into customers.
Conversion rate audit paves way to test out new ideas and discover opportunities for improvement that may have otherwise gone undetected.
3 Options for Running a 10-Minute Audience Auditing Test
A/B Testing
One of the most common and well-known auditing methods, A/B testing compares two different versions of a given piece of content—such as two headlines, two images, two calls to action, etc.—and measures which one performs better.
This can be applied to just about any type of content on your site, including blog posts, emails, product pages, homepage design, and more.
Surveys
Surveys are a great way to gather qualitative data about your customers’ needs, pain points, and desired actions.
Surveys can be applied to your website’s content, design, and overall user experience. Two popular options include Qualtrics and SurveyMonkey, both of which offer free options (for up to 100 respondents per month).
Conversation Audits
A conversation audit is exactly what it sounds like: You talk to your website visitors and ask them why they’re there and what they’re seeking from your business.
This can be done in a variety of ways, including in-person interviews, phone calls, or online surveys. One of the best ways to do this is with a tool like HelpScout’s Conversation Agent, which lets you record and then plays back conversations for easy review.
2 Options for Running a 10-Minute User Experience Audit
UX audits are perhaps the most in-depth and involved of the conversion rate auditing options.
However, if you have the time and resources to dedicate to this type of audit, it can be incredibly valuable in helping you identify ways to improve the user experience on your site.
Understanding your customers’ journey while they’re on your site is essential to meet their needs and drive conversions.
For example, if you notice that a large portion of your customers is falling off at a certain point in the buying journey, you can use this data to make necessary changes.
Some questions to ask yourself while running a user experience audit:
– Where are they falling off, and why?
– What more can be improved to meet user needs?
– How can I best reduce friction points?
– What can be removed or simplified to make the buying journey easier?
– How can I better educate customers on your value proposition?
– What is the best way to draw more attention to your key CTAs?
– How better can we connect with the visitors?
2 Options for Running a 10-Minute Website Speed Audit
Many tools can help you audit your website’s speed and performance. While you can certainly run these tests manually, it’s much easier to automate the process if you have the resources available to do so.
Speed is an essential element of your website, one that is often overlooked by business owners, especially eCommerce store owners.
A slow website can drive away visitors who are less likely to stick around long enough to see your content, let alone click through to your site and make a purchase.
Some questions to ask yourself while running a website speed audit:
– Is your hosting level meeting the needs of your website?
– Are you using image compression to minimize file size?
– Are you optimizing your pages for faster loading times?
Wrapping Up
While a conversion rate audit doesn’t have to be a complicated or daunting process, it does require you to put in some time and effort.
By following the advice laid out in this article, you’ll be able to understand your website, its performance and identify areas for improvement.
This will allow you to better optimize your site, convert more visitors and drive more revenue.
