How Conversion Optimisation Works
The goal of conversion rate optimisation is to develop decisions based on your customer’s online behaviour in-order to promote increased sales and profits through improved interaction with your site.
Conversion optimisation involves lots of thinking about different aspects of how your site works and what you want your customers to do.
When conversion optimisation is done properly, you will not only increase your conversion rate, but improve other metrics such as customer retention and repeat sales too. The end-goal of your conversion optimisation strategy is to promote growth, improve customer satisfaction and increase your market share.
In the end, this process all comes down to the conversion optimisation testing which is carried out through a process known as A/B testing – more on this below – and this is how you can make those data-driven decisions which helps you figure out whether your conversion optimisation strategy is working.
Most businesses have teams dedicated to making their websites perform better, meaning that if you don’t focus here too then you will be slowly falling behind.
Why Does My Website Need to be Optimised?
For one reason and one reason only: increased sales.
When you have properly optimised and tailored your website to your customers, something you can figure out through the use of analytics and statistics, your site will appeal much better to your audience and therefore generate increased sales.
Potential customers who visit your website and are instantly put off by a poorly designed element of it – whether it’s something as innocuous as your logo’s placement – they may leave and never come back.
Customer attention spans are short, 8 seconds short according to research. Customers don’t hang around if something looks out of place or you are not answer the question they are asking. This is why conversion optimisation is so vital and why you need to be proactive when it comes to making changes to your site.
It is all too easy to lose a potential customer and you should be making every effort to prevent this from happening, and having an optimised website is one way you can do this. As we have already said, you may not know that problems currently exist until you actually start considering optimising your website.
With all the competition which you face when operating on the internet, it makes sense to take all possible steps to improve your website and the overall user experience for those who are visiting it. By having a site optimised for conversions, you will already be beating much of the competition who have not bothered not to.
Conversion Optimisation can only work when you have a website which is generating a measurable amount of traffic. The success of conversion optimisation rests on being able to harvest data which can be used to determine where changes need to be made. If you have no traffic coming to your site, you cannot get this data and therefore cannot optimise your site.
If you have just started a website or looking to boost your online traffic, then read about SEO services as a first step to getting the results you need.
How Conversion Optimisation Helps You Understand more about your website
The primary benefits of conversion optimisation are all to do with increased sales, revenues and leads, however, there are other key benefits which stretch beyond this, and these are just as important than increased sales, revenues and leads.
You make better decisions
When you are making decisions based on data, you are making decisions on the basis of what you know, rather than what you think you know when you follow your gut feeling. Conversion optimisation enables you to make data-based decisions which drive smarter results.
You learn about your customers
Because conversion optimisation directly involves your customers and target market, you will learn a lot more about them and this information is valuable for decision making. By learning crucial facts about your customers – such as what they like and dislike about your website, and what they are looking for – you will be able to make changes to your website which will resonate well with them and improve brand loyalty.
Your changes drive better results
When you are making changes based on real data, you will find that any decisions you ultimately make will drive better results. If you change the colour of some of your site’s elements because A/B testing has shown you that 10% more visitors will click it, that’s going to culminate in a 10% increase in people clicking through when it’s implemented permanently.
You will beat your competition
As your conversion rate increases, you will find that traffic towards your social media pages and your overall online popularity will also increase. The more you optimise, test and change your website, the better you will perform in search engine results; conversion optimisation is a great way to supplement an SEO strategy.
You will increase profits
This is the whole point of increasing your conversion rates – to boost your sales and profits to the highest possible levels. Increased conversion rates mean more sales, which means more money in the pocket of your business. Conversion optimisation is one of the best ways you can organically increase your sales and social media following in addition to your digital marketing strategy.
You gain control of the debate
When decisions are made by instinct rather than by numbers, then the person in the group with the loudest voice wins. When you are driven by data, then the numbers do the talking instead. Reducing opinion from the debates is a key way to improve the discussion and debate within marketing meetings.
Three Simple Optimisations YOU Can Make
Getting started with conversion optimisation is easy and, depending on your website, there may be a few areas you can make changes right now! Here are three very simple changes you can make to get your conversion optimisation off to a flying start –
Include a Call to Action
A call to action is something on your website – a button or link, for example – which prompts an immediate response from a visitor. It is on your website’s landing page where customers are most influenced to complete a sale, and this is why you need to include a visible and powerful call to action on it.
A call to action could be something as simple as a Shop Now or Buy Now button, and it should be big, bold and stand out on your landing page. It is important that you A/B test multiple different calls to action to see which one works best. There are many different ways you can implement a call to action and they are not just limited to buy-related buttons.
Openly displaying your credibility is one of the best ways you can increase conversion rates. After all, trust is one of the most considerations when it comes to deciding on a purchase and the more trustworthy you seem, the more conversions you will make.
You can demonstrate your credibility in a number of different ways, such as adding any industry awards you have received, the logos of any high-profile customers or clients you have worked with or by adding product reviews from previous customers and clients. TrustPilot is a great way you can add a bit of credibility to your site, especially if you are selling a product as opposed to providing a service.
Provide an Incentive
Customers love a discount code, deal or incentive and it is one of the simplest ways you can increase your conversion rate, especially when you place your deal prominently on your landing page. Offering free delivery or a 25% off coupon can make a real change within some industries.
There are lots of different avenues you can take when it comes to incentivising your customers, and you could offer your discount code in return for the customer signing up to your email list, meaning you’re not only converting your visitors but also building your email subscribers.
There are many little conversion optimisations you can make which can have a dramatic impact upon your conversion rate, and the three above are but a few of a whole range of examples and tactics.
What I Can Do for You
If you would like a helping hand with your conversion optimisation, there are a number of different areas where I can help. This is not an exhaustive list and there are other elements of conversion optimisation which I am familiar with.
Because conversion optimisation is such a huge topic, I cannot possibly go into detail about everything on this page. Instead, I am going to briefly explain seven different elements of conversion optimisation and if you want to learn more about them, you can either email me with your questions or click on the links below to visit each page individually.
A/B and Multivariate Testing
A/B testing is a branch of web analytics which is a form of statistical hypothesis testing. It is where at least two variables within a webpage are shown to users and data harvested. This data is then statistically analysed to determine which variable is performing better and therefore the one which leads to a higher conversion rate.
Although it takes a bit of reading to get your head around it, A/B testing can easily be carried out by yourself. All it boils down to is statistical analysis of A (your hypothesis solution to a possible website issue) and B (your site in its current state) as customers visit your site and are shown either A or B at random.
Website Conversion Assessment
Whilst you carry on with your day-to-day business operations, we can use passive assessment methods to gather data and information regarding the performance of your website. Conversion assessment involves the harvesting of data on consumer actions and any obstacles which they may face whilst using your site.
By placing cookies on the devices which your customers use to access your website, we can record exactly what they are doing during their visit, which pages they are looking at, what they are clicking and how they are responding to different elements on your site.
Landing Page Conversion Optimisation
Using page tracking techniques, we can determine how successful your landing page is in terms of leading to conversions. By doing this, we can gauge where improvements may need to be made and see the results of changes in real-time.
Website Conversion Assessment
Your website is a major component of your sales process and for some of you it may be your only component of the sales process. We can determine your website’s current conversion rate and use that to paint an accurate picture of what is going on and where optimisations can be made.
Conversion Tracking, Landing Page Optimisation & Testing
We will build a comprehensive system to track your conversion rate in real-time. By optimising your landing page and using A/B testing to see how visitors to your website respond, we will gather valuable data which can be used to see how your optimisations are working and make further changes based off of this data.
Conversion Optimisation and Testing
Using all the above elements combined, we will focus on long-term solutions and analyse your website to measure your conversion rate in real-time and make improvements as and when we identify shortfalls.
When Should I Consult a Professional?
Conversion optimisation has various elements, some more advanced than others, but most people can easily apply basic conversion optimisations to their website. Even slight changes which may seem insignificant to you can make a huge difference to your visitors.
There is no reason why you can’t apply basic conversion optimisations to your website and then either learn about the more complex elements or reach out to a professional such as myself to handle the process for you. On the internet, there are many resources available to help you out, including my own guides and resources.
There is no right or wrong time to consult a professional such as myself. In deciding whether or not to outsource your conversion optimisation, you should be asking yourself whether you have the time to make all the necessary changes. Conversion optimisation takes time and it is important to get it right.
As the operator of your business, perhaps your time is better spent focussing in areas where you are more skilled, such as the actual day-to-day running of it.
A professional will be able to pull together a comprehensive strategy for your website’s conversion optimisation, and generally have years of industry-based experience which can be used to benefit your website and long-term success.
Get in touch for a hassle-free chat on the best route to improve your website conversion optimisation.
Wrapping Things Up
Conversion optimisation is a hugely important part of your long-term success. Although it’s not something you can do until you have a decent amount of website traffic, it is something which you need to be aware of and thinking about from day one.
We have covered what conversion optimisation is, what it means, how it works, its benefits and the many different ways it can be used to increase your conversions, sales and revenue.
It is not something you can ignore, particularly if you operate wholly through your website, and in-order to succeed on the internet you need to be converting as many visitors into customers as possible, and conversion optimisation is a key way to do this.
When it comes to implementing conversion optimisation changes to your website, there are many little things you can do which will make a huge difference. Most of the time, website owners are unaware of these little things which can negatively impact conversion rates.
Although it is possible to improve your website’s conversion rate yourself, it is a long-term process which requires a lot of time, effort and knowledge to do correctly, and that is why many businesses outsource their conversion optimisation to industry-leading professionals such as myself.
If you are willing to put the effort in though, there is no reason why you can’t improve your conversion rates alone.
If you do not have the time, however, or would like the input of a seasoned professional, outsourcing your conversion optimisation is probably the right idea and this is always recommended. You are always welcome to reach out to me at any point during the conversion optimisation process if you have any questions, would like a little bit of advice or would like to completely outsource your conversion optimisation