When you market online it’s easy to focus on getting more people to come visit a site. While attracting as many qualified visitors as possible is a worthy goal, it’s still a means to an end – getting them to become a customer or a lead. Often, we find that clients have been attracting traffic only to convert relatively few of those visitors into customers. Where traffic generation is all about getting as many of the right people to visit your site as possible, conversion optimization is about converting that interested visitor into a customer or a lead.
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Increasing conversions is a disciplined process of figuring out why your current visitors are not already converting, developing solutions to entice them to convert, deploying those solutions, and then testing the solutions. We’ll measure new solutions against the original page to see how they work. Then we can review what we’ve learned to see if we can apply the lessons elsewhere on your site.
The first step is to look closely at your conversion funnels – the steps that people go through from the time they first visit your site until they either convert or leave. Examining the performance of your various traffic segments as they navigate these funnels typically reveals problems that are likely hurting your conversion rate.
Once we’ve identified potential conversion leaks we’ll come up with possible solutions, targeting those with the biggest potential gain first. At this stage you’ll know what we recommend testing and why.
With problems identified and solutions in hand, we’ll work with your in-house developers to create and deploy new pages (or, if you don’t have in-house development staff, we’ll create these pages for you) ensuring that we have a solid testing structure in place so that we can evaluate how well the new pages work.
As tests begin to show what’s worked we’ll review the results with you and look for other places in your site where we can apply the lessons we’ve learned. Since conversion optimization is best approached as a continual process of improvement, not a one-time boost we’ll recommend another round of testing even if we see significant wins in the first round. Think of it as compound interest – the longer you engage in it, the more money you’ll make.