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A client approached me recently and asked me to get to the bottom of why they weren't converting more of the visitors to their site into either enquiries or orders.

They have a healthy amount of visitors to the site but have a really low conversion rate. Infact they were only converting 0.63% of visitors into enquiries and only 0.07% into orders. In certain instances this might be considered acceptable say for example in blanket marketing or cold calling but not I thought when the analytics show that most vistors to the site were finding it organically through the search engines i.e. people were searching for my clients service but there was still a really low uptake. I thought initiallly that maybe there was a problem with the SEO keywords chosen, so I looked more closely at the bounce rate and the time spent on the site and in actual fact the bounce rate was low and the average time spent on the site was comfortably over 4 minutes which I thought quite acceptable.

It appeared therefore that there was perhaps a usuability issue for visitors to the site and knowing that the site is very content rich this seemed to me to be the most likely source of the problems.

An initial problem I felt was the fact that one of the strongest if not the strongest calls-to-action on every page of the site was the telephone number in the top right hand corner of the page and this maybe giving us false readings as the site was designed to get people to interact online either by submitting an online enquiry form or an online order form but at every step of the way visitors are being invited to pick up the phone and call. This is fine in itself if your orgnisation is setup to receive telephone calls but unless you put in place a policy to track the original source of the enquiry this could in fact be giving you a very false reading as to how effective your website actually is.

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