Want to increase your website’s Conversion Rate? Increase your website’s performance.

Regardless of what purpose your website has, you have a conversion rate on that website. For a service company, a conversion might be getting someone to fill out a request a quote or contact us form. For an individual brand such as an athlete, it might be merchandise or camp sales. In a more obvious case, for an ecommerce website, the conversion rate would be the number of people who visit the website that actually purchase a product or products.

If you haven’t figured it out yet, let me spell it out for you:

The higher your conversion rate is on your website, the more money you will make.

99.9% of companies and brands that have websites want this. Even if a conversion rate isn’t monetary, even if your conversion variable is the number of people that sign a petition on your website, increasing your conversion rate will always help the end goal of any website.

One aspect of having a website that many business owners neglect is that you should be constantly trying to increase your conversion rate. With each tenth of a percentage that you increase your conversion rate, even if it’s from 1.0 to 1.1%, the more money you will make/the more your company will grow.

Now, tons of factors come into play when determining your website’s conversion rate. The usability of your website, the verbiage on your website, the delivery of your products/services, etc. are all factors that contribute to your conversion rate being what it is. The factor I want to single out in this blog article is the performance of your website.

The performance of your website can drastically change your conversion rate. What I mean by performance is how well it runs, how smooth it runs, how fast it loads, etc. If your website takes 3 minutes to load, that’s 3 more minutes your visitors have to change their mind. If your website takes 3 minutes to load, that’s 3 more minutes a user can get distracted, can get irritated, get frustrated, etc. It doesn’t matter what portion of the website they are on, every page’s loading time is crucial.

For example, look at the following three specific examples:

Your Homepage: For many, your homepage is the very first impression of your brand someone will get. Your website taking forever to load can leave a nasty first impression and their experience with your brand can be limited to less than the full time it took to load the website. Chances are they already hit back and went onto to the next result in Google.

Your Products/Services Page: You worked so hard to get a visitor onto this page. The marketing it took to get them there, the time it took to produce the content, the work you did to get that word of mouth referral, the search engine optimization, and so fourth – why would you want to risk losing one of those visitors that you’ve worked so hard to get by annoying them with a website that loads forever?

A Checkout/Contact Page: I won’t get started on errors and bugs in these crucial pages, but imagine someone is on the edge of filling out a contact form, or going through the checkout process and toying with whether or not they should have the money – do you really want them to sit there and take extra time to talk themselves out of buying it/going through with it? At bare minimum, get enough information that you can follow up with them and see the reason they didn’t follow through. After all, data is invaluable and receiving that data and/or information can lead you to doing a better job of closing deals and leads.

Are you starting to see it?

You want your website’s load time and performance to never even be an after-thought for your visitor, let alone yourself!

Basch Solutions, LLC, alongside our partner Farin Innovations, Inc, teamed up to create EndLayer Managed Services. EndLayer is a managed hosting company that specializes in high performance hosting allowing websites to operate at peak performance.

As often as possible, the engineers at EndLayer work hand in hand with the website development team to custom tailor a server/server environment to that website’s specific needs to allow for maximum performance and to ensure that a website’s load-time is increasing, not decreasing, that website’s conversion rate.  To learn more about EndLayer Managed Services, visit EndLayer.com.

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