All businesses invest in marketing to increase their sales.
Conversion Focused Website Optimization is the process that can grow your sales exponentially while remaining in the similar setting.
By performing a series of experiments, we gradually increase the conversion rate we make the interface so useful that your website readers start acting the way you want register, subscribe or buy.
It is the process of optimizing your site to increase the likelihood that visitors will complete that specific action.
The system of Conversion Focused Website Optimization for increasing the percentage of visitors to a website that convert into customers or more generally, take any desired action on a web page
Conducting research on your existing website visitors and their experience. The goal of this research phase is to understand these users, how they behave, where they come from, and what makes them convert into customers - or not convert at all.
Mitigating the impediments that you identify in the first phase. You’ve likely found several improvements that you can already make to improve the efficiency of your business.
Typically, this starts with easy to understand changes like increasing your visitor-to-leads conversion rate, but it can go much deeper as you get more advanced and start working to improve core business processes, customer life cycle performance, and more.
The process of Conversion Focused Website Optimization drives results because it’s a repeatable process in which we can apply simple math to prove out successful optimizations and solutions to user problems.
For instance, a landing page with 2000 monthly visitors that generates 60 leads per month has a 3% conversion rate.
If that same landing page is optimized over time and the conversion rate rises to 7%, the number of leads yielded jumps up to 140 per month.
It's really that simple! That’s the power of optimization. Lifting a conversion rate from 3% to 7% results in a 133% increase in leads. You’ll be hard pressed to find a better way to get more leads without adding additional traffic to a site.
A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes.
If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase.
There are smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails. These are called micro-conversions.
Your site's conversion rate is the number of times a user completes a goal divided by your site traffic.
If a user can convert in each visit (such as by buying a product), divide the number of conversions by the number of sessions (the number of unique times a user came to your site).
If you sell a subscription, divide the number of conversions by the number of users.
Conversion rate optimization happens after the visit makes it to your site.
This is different from conversion optimization for SEO or paid ads which focuses on who clicks through to your site from the organic search results, how many clicks you get, and which keywords are driving traffic.
You should care about Conversion Focused Website Optimization for a few reasons.
First, you are most likely paying for traffic to your site in one way or another, and a high conversion rate means a better return on that investment (ROI).
It’s also much more cost-effective to convert a higher percentage of the visitors you already have than to attract more visitors.
In addition to improving your ROI, optimization helps to defend against the limited attention span of your average visitor by giving them what they want before they tire of looking for it and move on.
Conversion Focused Website Optimization is important!
It’s important to understand, however, that optimization is about getting more of the right kind of customers—not just blindly optimizing the conversion rate of a given page or campaign.
It’s important to keep the focus on optimizing to find more customers who will love your product and help you grow by spreading the word. Everything else is a waste of your time and resources.
Better ROI: Higher conversion rate means making more of the resources you have. By studying how to get the most out of your acquisition efforts, you'll get more conversions without having to bring in more potential customers.
Better scalability: While your audience size may not scale as your business grows, CRO lets you grow without running out of resources and prospective customers. Audiences aren't infinite. By turning more browsers into buyers, you'll be able to grow your business without running out of potential customers.
Better user experience: When users feel smart and sophisticated on your website, they tend to stick around. CRO studies what works on your site. By taking what works and expanding on it, you'll make a better user experience. Users who feel empowered by your site will engage with it more — and some may even become evangelists for your brand.
Enhanced trust: For a user to share their credit card, email, or any sort of personal information, they must genuinely trust the site. Your website is your number-one sales person. Just like an internal sales team, your site needs to be professional, courteous, and ready to answer all your customers' questions.
Customer journey analysis
Customer Journey Analysis helps a company see its products or services through its customers’ eyes.
A customer’s journey is the sum of all experiences he or she has while interacting with a company or brand.
hat journey can be mapped and then analyzed in its full context, providing insight that companies can then use to design products and services that help customers achieve their objectives as effectively and efficiently as possible.
Companies uses customer service analysis to:
When you design your customer service feedback survey try and put yourself in your customers' shoes and what you'd expect from a company.
For example, create questions that collect information on how well representatives listen, how quickly they work and how friendly they are.
Companies whose conversion had improved used 50% more ways to segment their visitors and customers than companies whose conversion had not improved or had stayed the same.
Segmentation and targeting ensures your marketing communications are relevant to the consumer.
You want to show the right content to the right person at the right time.
Consider sending visitors to different pages based on their profile and traffic source. You can segment traffic via a simple drop down box.
Repeat visitors: Understand the difference between the user behavior of returning prospects and first-time visitors.
Channel used to access site: How the user entered your site is a big clue to how they need to be
treated. If they entered with the search term ‘cheap holiday’ send them emails on cheap deals. If they entered via a PPC ad promoting a ‘luxury break’ send them an email about luxury breaks.
First time buyers: Paying customers act differently to first time browsers. By splitting the data in this way, you can focus on your buying customers. It is these users that are important to you.
Product segments: It is important to have segments per product, so you can analyse the activity of users based on what they like to buy. Trends in behavior may differ depending on what product is being purchased.
Advocates: Separate regular visitors from infrequent visitors. It is the regular visitors you want to pay attention to. Understanding these users is critical because how they behave is how you want all users to behave.
Engagement: Recent visitors are more engaged and can be contacted more frequently.
RFM: Recency, frequency and monetary spend segmentation is a tried and tested direct marketing technique that works well.
• KISS (Keep it simple stupid!)
• Make it actionable
• Use product and/or RFM data (recency, frequency, monetary value)
• Make sure segment sizes are significant and meaningful
No website is the same and no users are the same. The trick is to understand your users and target them in the most appropriate manner. Customers are influenced by a range of activities before they convert
findings are then optimized and rolled out. Then we are back to measuring the results and the process repeats itself
Improving conversion is complex and sadly there is no magic bullet. However, get it right and the rewards are great.