What is Conversion Rate Optimization?
Conversion rate optimization (CRO) is a method of improving the percentage of website visitors that are converted into sales. In the plumbing industry, merely getting visitors to your webpage is not enough. To generate a substantial ROI, visitors must become customers. CRO is made up of the following concepts:
- Call to Action: Plumber websites should encourage users to complete a call to action, which can be anything from calling a phone number to filling out a form
- Engagement: Your plumbing website should be designed to engage visitors, the longer they stay on your site, the greater chance they will complete the call to action
- Measurement: Through Google Analytics, and other SEO tools, plumbing contractors can measure the conversion rate of their website visitors
- Sales: Getting users to complete the call to action only matters if you can close the sale on the back end
A website with strong design, optimized for search engines, is the first step in the CRO process. But what will really separate your conversion rate from customers, is the quality of your content, and the simplicity of your call to action. To more clearly understand your CRO goals, check out these examples of conversions. If you are interested in plumber conversion rate optimization, give us a call at 877.388.9884.
How Plumbing Contractors Can Measure Conversion Rate
Now that you understand the importance of conversion rate optimization, you must learn how to calculate conversion rates. The measurement of conversion rates helps plumbing contractors determine the value of their online marketing, and how much improvement will be necessary for a successful campaign. Let’s say that your call to action is a link to your office phone number. In this case, you should note the following formula for calculating conversion rate:
Unique Clicks on Phone Number Link / Number of Unique Visitors = Conversion Rate
10 Unique Clicks / 50 Unique Visitors = 20% Conversion Rate
Obviously the numbers within the equation will fluctuate depending on circumstance. You can also decipher the time period for each measurement. Perhaps you want to measure your weekly conversion rate, monthly conversion rate, and yearly conversion rate. Google Analytics is able to provide reports for each of these measurements. Call 877.388.9884 for plumber conversion rate optimization services.
What Is a Good Conversion Rate for Plumbers?
Now that you understand how to calculate conversion rates, how do you determine what a successful conversion rate percentage would be? It really depends on your marketing investment, as well as your business goals. In general, plumber websites should convert at least 10-15 % of its unique visitors. A conversion rate lower than 10% indicates an issue with your website, or the method it is using to attract visitors.
At Plumbing Webmasters, we optimize each of our client’s websites for both search engines and conversion rates. Our philosophy is to optimize your plumbing company website to attract relevant users with high conversion potential. By bringing in the right traffic, plumbers have a better chance of securing sales, and growing their customer base. Call 877.388.9884 for plumber conversion rate optimization services.