Monday, 10 April 2017 09:34

Online Conversion 101: What You Need To Know About Sydney Business Website Conversion

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Your Sydney business website is a big part of your success in today’s commercial landscape. You might have everything online covered – from an impressive website with engaging content to great social media marketing and search engine optimisation. However, if your website fails to convert site visitors into qualified leads or buyers, your business website investment falls short.

Your website is where you do business. It is where your online engagement leads to. In the end, it is what adds to your bottom line. Good – even spectacular – conversion rate, where your site visitors become leads and clients, is the ideal. Unfortunately, this is easier said than done.

There’s a lot happening when your potential client lands on your business website. He or she goes on a conversion path, which may lead to a purchase, multiple repeat purchases or site abandonment. It is worth noting that, when conversion happens, it may not always be on the first visit. In fact, research says that only 3 percent buy on the first visit. The good news is that 75 percent of those who abandon come back. This exemplifies the conversion path that happens on your website. The path or experience is different for each Sydney business website, and each of their site visitors.

Here are some tips to keep you on top of your business website conversion:

  • Know why your users end up not buying and abandon your website. Site visitors, especially those who go through your online shopping form,, have different reasons for abandoning their online purchase. One of the most common reasons is finding out the shipping costs only at the end of the form. The additional cost of shipping can turn off a first time buyer. (Rest assured though, this does not mean they won’t come back to finalise the purchase.) When you want the best picture of why your target market abandons the site purchase process, you need to install readily available tools. For instance, an exit survey form that pops up or is emailed when leaving the purchase form before finishing an order helps. There are other means available. The key is to retain engagement even when they abandon. Remember that there is a 75% chance of them coming back to finally make the purchase. Know what stops them at initial visit and learn to improve the experience for others or when they come back.
  • Learn about your target market’s conversion journey. Online tools, such as Google Analytics, help a lot in knowing the journey that your clients make towards an eventual purchase. What pages do they visit before proceeding to your shopping cart? How long do they take on each page? Do they take time to talk to your online support representative? Which pages of your website do your buyers usually land on? Improving your online buyer’s experience involves making it easier for them to decide on their order. Analyse the data that you get from your analytics tool, and then shorten the journey for your buyers.
  • Renew engagement. It pays to re-engage your site visitors, time and again, even those who choose to not finish their online order. Remember that a majority of site visitors tend to not buy at first visit. So, get them to come back and reconsider. At the same time, return buyers are more likely to make another purchase because they already know your products and services. So, engage even in the most basic of re-engagement – such as emailed newsletters – and enjoy repeat purchases that hardly cost you any marketing investment.
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Tim Williams

Founder and Managing Director of A Website That Works For You, Tim Williams has lead "The Green Team" to success helping business owners take advantage of leading Web Design and Online Marketing practices.

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