Few businesses know what “conversion optimisation” is – so are you ready to join the minority?
It is the act or process of arriving at the most effective page structure and content on your website that induces a visitor to take whatever action you want them to take.
There is quite an amount of science to conversion optimisaton, ranging from optimally locating clickable buttons, the button’s colour and size, the button’s text (eg. big red “Do Not Press”), the page position of a form, the number and nature of fields in the form, the headline used, the graphical layout etc… Because everything on your website is measurable using analytics of one form or another, it is possible to “split test” all these things, before settling on an optimal, combined “formula”.
The key to accurate “split testing” is to measure only one change at a time so that you know what caused a particular effect. For example, change only the headline and run it for a test period. Alternatively, set up two separate landing pages and send 50% of your visitors to each one, measuring their conversion rates against one change at a time.
However, the effort it takes to engage the full scientific process of conversion optimisation is substantial and is often left to those you can afford the investment and time to do it – it is a service offered by some digital marketing firms. For most SMEs though, whilst the principles and ideas of conversion optimisation are very important, rather that carry out the science first-hand for a company’s specific products or services, a good starting practice is to study existing, easily available research materials on the subject and apply the well-proven ideas out-of-the-box as it were.
Questions that “Conversion Optimisation” addresses include:
What is the compelling value proposition for the page – your online value proposition?
Is the offer headline attention grabbing, engaging and most of all, compelling?
Is the offer presented in the right place on the page?
Do the words used “connect” with the intended page visitor?
Am I capturing too much information or is it just right?
Is the size and colour of the “download” (example only) button correct?
How can I make the conversion performance of this page, better?
Are visitors actually reading the content on the page or are they just scanning it?
. . . and many more!
Note that the process of conversion optimisation, at this level, does not address the question of whether or not you have an effective automated and/or manual sales process behind the capture proposition.