A conversion is when a visitor comes to a website and then takes an action that the website owner wants them to take. This could be creating an account, signing up for a newsletter, downloading an app, making a purchase or any other sort of action.
Conversion rate optimization is a method of using user feedback and analytics to improve the overall performance of a website or marketing piece. In short, it is determining why your visitors are not converting and then fixing it.
In order to improve your conversion rates, you need to begin by finding out what your current conversion rate is and then you can identify spots that might be causing trouble and then you can develop a plan of action.
Numbers that are critical to this are your total conversions and the conversion rate.
Total conversions is the number of people who heeded the call to action on the web site.
The conversion rate is attained by taking the conversions and dividing that number by the total number of visitors that have come to the site. This is the number that conversion rate optimization services can help you with.
It really isn’t important at all…unless you want your website to grow.
Regardless of how many visitors you are getting or how well organized your site it, there is always room to improve. You might make the conversion process easier or more appealing to those who are not converting.
It isn’t about getting the quantity of conversions, but rather the quality of them. What good is a conversion if they have absolutely no interest in doing business with you? You need conversions that will keep coming back and who are actually interested in what your site offers.
A conversion strategy is a strategy where you will test different elements according to your data and your audience. The results from these tests will allow you to better understand your customers, your design and your messaging.
Before you begin building the strategy, you need to define your goals. Create a distinction that is clear between your micro goals (subscribing to an email list, reading a white paper, etc.) and your end goal (meeting, phone call, purchase, etc.) Then you will be able to get started on the 3 elements of a conversion rate optimization strategy. These elements are:
Don’t forget to take all the time that is necessary to build your strategy. Think about your goals as well as your target demographic and what they are looking for. Don’t hesitate to call in pros or even to brain storm with members of your team so that your conversion rate can be optimized.