Website conversion rate optimisation is daunting to many people. If you ask any website conversion rate optimisation guru how to improve your website conversion rate, you’ll be met with a barrage of jargon, scientific analogies and numbers that probably make no sense to you.

Don’t get me wrong – conversion rate optimisation is arguably the most important thing you could invest time and resources towards improving your website’s ability to grow your business.

However, conversion rate optimisation doesn’t have to be impossible for business owners to understand if you know where to start, what you should do to improve your website’s conversions and why.

Have Google Analytics Correctly Installed

Before we can start the conversion on improving your website’s conversions, it’s fundamentally important that your website is setup to track and measure how people are getting to it, and what they are doing when they get there.

As the old accounting saying goes, “If you can’t measure it, you can’t manage it” – the same goes for your website and its conversions.

There’s a thousand and one ways you can measure this data, however the undisputed standard in website analytics is Google Analytics.

If your website has been set up by a web designer that is worth their 2 cents, then Google Analytics should be already installed.

If you don’t know if your website has Google Analytics installed or not, here’s the quick and easy way to find out.

* Install the BuiltWith Chrome or Firefox browser extension.* Go to your website, and click the green ‘BW’ button in your browser bar* Scroll through all the content that is displayed in the window. If you website has Google Analytics, it will show up. If it doesn’t, follow this guide to set it up.

BuiltWith will help you quickly understand what you have installed on your website, and what you don’t.

TIP: If you’re running a WordPress website, we recommend installing Google Analytics to your website via the Google Analytics by Yoast plugin. Installation is relatively straightforward.

Use Google Analytics to Make Data-Driven Decisions on Improving Your Conversions

A trap that I see all too many people fall into is making assumptions on how they can improve their website. Let’s get one thing clear before we move on:

Your assumptions and opinions about your website do not matter.

In this day and age of content overload we live in, it’s all too easy to read a case study or download a template that promises for an “XYZ” increase in your website conversion rate, which leads you to think “Hey! I can achieve the same results on my website if I do the same thing”.

The reality is, there are too many variables, too many different scenarios that influence a website’s conversion rate.

The only practical way that you can continually improve your website is through consistent testing and measuring of ideas grounded by a solid understand...