Conversion optimisation is the term used to describe methods to improve the conversion of a company’s online traffic into customers. It focuses on improving the performance of a website to increase the rate of visitors who embark on a desired action such as buying a product or filling out a contact form. This could refer to any desired goal, such as downloading a newsletter or viewing a webinar.
In practice, conversion optimisation works by understanding the behaviour of visitors on a website and looking for opportunities to improve the user experience. It’s important to note that conversion optimisation isn’t a one-size-fits-all solution – different strategies will work better for different websites, depending on the type of industry, target audience and other factors.
So how can companies go about useful conversion optimisation? The following are some general steps to get started:
First, determine measurable goals for the website that align with the company’s overall objectives. For example, if the main goal of the website is to connect with prospective customers, the measurable goal might be to increase the number of contact form completions.
Next, evaluate the current website content and design. Is the content easy to find and understand? Are there calls-to-action that directly link to the desired action? Are any elements confusing or difficult to navigate? Is the page loading speed good?
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Then create an A/B test. An A/B test is a method of testing two versions of a web page in order to determine which version performs better. One version (Version A) is the current version, and the second version (Version B) is a redesigned version. The two versions are tested in parallel, and the results are used to compare and determine which one is more successful.
Next, collect and analyse visitor data. Website analytics services such as Google Analytics are indispensable when it comes to discovering how visitors interact with the website, identify patterns or any problems they may be having. The data collected can then be used to compare different design changes to see which ones create a better user experience.
Once changes have been made and the A/B test results are available, it’s important to monitor the website regularly and make sure the changes are having the desired effect. If no change is seen, it may be necessary to go back and identify opportunities for improvement.
Conversion optimisation is an ongoing process that requires patience, dedication and experience. It can be a complex process, and the best results will be seen with the help of professionals who are knowledgeable about digital marketing. However, by following the steps outlined above, and putting in the time and effort, any website can benefit from conversion optimisation.