How’s your Conversion Rate looking?

Facebook Ads are a great way to bring potential customers to your website. But converting those visitors into sales is the website’s job. The best Ads in the World won’t convert into sales on a poorly performing website.

So, before you start thinking about running Facebook Ads, you need to make sure your website is in a place to take advantage of the traffic.


Start by looking at your Conversion Rate.

It’s the percent of website visitors that make a purchase. From every 100 website visits, how many sales do you make? It’s easy to find this in your Google Analytics.

If your conversion rate is very low (less than 1%), don’t even think about investing in Facebook or Google Ads. Your money would be better spent on improving your website.

For conversion rates in the 1 – 5% range, there’s definitely scope for improvement. And it’s worth seeing if there are any simple fixes you can put in place before you start your Facebook Ads.


How do you improve your Conversion Rate? 

Start by finding out where the problem is. Check your Google Analytics to see which webpages are getting a high proportion of people exiting from them. 

For pages where the bounce rate is high, users are leaving straight away. The page is not what they were expecting. Perhaps it doesn’t look trustworthy. Or it looks complicated. Or they’re just not seeing what they were looking for. Bounce rates are generally highest on the first page that people land on when they visit the website. If you’re seeing high bounce rate further along the purchase process, you may well have a technical issue, which your web developer will need to address.

Not all pages with a high exit rate also have a high bounce rate. If the bounce rate is low, then users are starting to use the page, but something on the page isn’t working for them. Maybe they’re having to look too hard for a button. Or a form isn’t working properly. Or they can’t understand the navigation. If it’s the Checkout page, your delivery costs might be the problem.

Take some time testing the pages with high exit rates. Do they work on all devices?

It’s often a good plan to get your friends to use the website and let you know what they think. They’ll give you an honest opinion of what’s working well. If they have any problems. And anything they find confusing. Then you’ll know what you need to fix.

For an e-commerce website, it’s best keep the product pages as simple as possible. They overload them with text. And invest in real good images of your products. 

The simplest pages of all should be the Checkout pages. You’re looking for a simple process, that’s really easy to follow. With no links to other pages (that may distract users from completing their purchase).


Conversions during the Purchase Process

For product pages, you should be aiming for 10 – 15% of page visitors to add the product to their basket. If you’re see less than that, take a good look at the layout of the product page and whether it’s consistent across device types. How appealing are your product images? Is any important information?

Lots of people like to window shop online. It’s not unusual for people to add products to their baskets without intending to buy. You should be aiming for around 1 in 4 baskets to move to Initiate Checkout. 

If your website is working well, at least 50% of people who start the Checkout process will complete their purchase. You should be aiming for closer to 75%. If you’re seeing more people leaving at this stage, double check that everything on the page is working for all devices. If it’s all working well, it may be time to rethink your delivery charges if they are high.


Remember, the quicker and easier you can make the purchase process, the more sales you are likely to make.

Always invest in getting your website up to scratch before you spend money on advertising. You’ll see much better results if you do.




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