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Website Conversion Auditing

Why Your Business Needs Website Conversion Auditing

When it comes to online engagement, you want your target audience to respond according to your expectations. What goals have you set for your web page? Is it to convince web visitors to download a whitepaper or submit their email address in exchange for a working template? Whatever it is, good conversion rates can only be achieved when you conduct regular audits on your web pages.

Website conversion auditing is a major benefit for online businesses because it exposes vulnerabilities or errors that hinder the conversion process. It can also reveal which channels generate the most conversion and how to maximise them. If you are unfamiliar with conversion auditing, this post aims to provide simplified questions to frequently asked questions on the topic.

What is website conversion auditing?

Web conversion auditing is the process of conducting regular analyses on a website’s ability to convert visitors on its web pages. The aim is to identify loopholes that may hinder conversion and proffer solutions to them. Additionally, conversion auditing highlights well-performing areas where the same strategies could be implemented in other less-performing areas of the website.

Egnut offers a comprehensive auditing service that will assess your website’s conversion strength. Clients that request data regarding their conversion ability will receive results on their total conversion volume over a period of time, and how to improve upon them.

How does website conversion auditing work?

Using an array of mathematical formulas and analytical techniques, we identify channels responsible for conversion and how much each conversion costs. Our process looks at direct marketing, Search Engine Optimisation, Pay-per-Click and more, and calculates how many conversions are generated per total number of visitors at different intervals. From the results, we determine the cost, total return on investment and conversion performance for each channel.

Can web conversion auditing be used to determine returns (ROI)?

Yes, it can. By measuring conversion auditing against budget and expenses, the value of total ROI can be calculated. Experts can also use the results to find areas of improvements for returns without increasing the budget or expenses. Perhaps, the best thing about conversion auditing is the incredibly detailed information it provides about performing and non-performing online channels. This allows businesses make informed decisions about future marketing, advertising targets and marketing spend.

Why should I consider conversion auditing for my business?

You can use conversion auditing to increase ROI or reduce unnecessary ad-spend without compromising on useful enquiries or revenue generation. Conversion auditing also exposes sections of your website where conversion is impeded or made problematic because of web accessibility or usability.

Conversion auditing also studies the points from popular web entry channels to conversion stage, whether it is a service enquiry or product sale. In addition to the points mentioned, a business will understand easier, the performance of each marketing channel. This is important for businesses trying to establish a channel where they can focus a majority of their marketing spend.

What factors are responsible for a website’s ability to convert?

There are many issues that affect a website’s ability to convert. The most common are the website’s usability and accessibility, a complicated enquiry or checkout process, shabby web layout, unstructured or irrelevant content, slow page loading speed, unnecessary long form fields, inadequate call-to-action buttons, lack of security badges and non-existent contact information.

Egnut offers a detailed inspection and auditing service to uncover key areas responsible of conversion leaks and plug them accordingly. Alternatively, we can provide suggestions for clients to improve their conversion rate.

Can Return on Investment (ROI) be enhanced by an actionable audit report?

Yes, reports generated from conversion auditing will be actionable. They will contain details of major issues affecting the website such as usability, accessibility, data availability, call-to-action buttons and so on. ROI can thus be enhanced by both sides of the service (Channel spend allocation and website issues).

If a website’s main source of conversion is attributed to shorter form fields or simplified content, Egnut will advise the client to reduce long form fields and streamline content on other pages. If conversion problems are traced to obscure call-to-action buttons, we will recommend changes that enhance CTA contrast based on past and current conversion performances.

How does conversion audit work to enhance ROI of ecommerce businesses?

It is no different from other websites but focus is often placed on specific channel of conversion. For example, if a shoe retail company, Sole Cool allocated £500 to SEO, £1000 to pay-per-click and £2000 to print and radio, one way to determine ROI is to calculate how many enquiries came from each channel and the cost of conversion for each.

When studied over a period of time, the performance of each channel will determine the ROI gained and which channel to improve.

How much does it cost to perform a website conversion audit?

Costs range from £99 to £999 depending on the scope of the project and the function of the website. Other factors that determine cost include size of business, turnover volume, channel spend, ROI tracking, enquiry monitoring and other data.

At Egnut, our we have a systematic conversion auditing process to compute ROI. Across South East England, from Hampshire to River Test, near Portsmouth, and Southampton water, our team has record of satisfied clients.

Egnut, your reliable marketing communications agency

Egnut is a Southampton based marketing communications agency. We develop our principles from data-driven, intelligence-led strategies which help clients achieve their business goals.

From small to large companies, our web auditing service can help you identify vulnerable areas of your website and maximise well-performing channels. Our campaigns are not only effective, we have measuring tools to track ROI in real time.

At Egnut, our clients include Carnival UK, University of Southampton, Ordnance Survey, ABP, BBC South Southampton Solent University, Southampton Airport, and the NHS.

We also have clients across Southampton, including Eastleigh, Totton, Romsey, and Winchester.

Contact us Today

Do you want a comprehensive web conversion auditing service? We offer a free quotation of our various packages. Get in touch with our integrated marketing team.

Call us on 02380 970 979 or send us an email today.