Internet marketing can be a minefield of jargon, algorithms, landing pages and rules and regulations. So let’s take one example of said jargon: what is conversion optimisation and how does it work?
Conversion optimisation, or conversion rate optimisation (CRO), refers to the enhancement of your site to increase the percentage of visitors to your website that convert into customers; this means that your website as a whole if you are looking for general website traffic, or more specifically to your landing pages if you are wanting to discern between specific products and services.
By testing and experimenting with different designs, variations in content, offers and images a person can tell which is the most desirable set up to improve conversion rates and replicate this across their sites and landing pages. Particularly at the beginning of a new – or the revamping of an old – campaign, the most effective way of doing this is to run two sites concurrently and then analyse and compare the results to see which has been the most effective at converting visitors into customers.
How it works
Rather than having to resort for pay per click (PPC) advertising if your company is small or your sale range is very wide, conversion optimisation is a great way of improving your natural organic search results on big search engines. Rather than paying to get your adverts more noticed, it reduces your website’s “bounce rate” by ensuring your customer is on your page for exactly what they are looking for.
If you want to optimise your site via testing content, image and campaigns, you must analyse the following aspects:
- Data collection and processing – processing the site variables and discerning which variations provide the best results.
- Hypothesis – forming a plan based on your collected data.
- Optimization goals – using the data collected and your hypothesis to work out the best strategies moving forward.
- Business rules – rules related to offers or samples should be decided collectively and followed out mutually across the optimisation campaign.
- Real-time decision making – once you have set the rules, the site will automatically adapt to your optimisation settings and rules.
- Statistical learning – using your findings to create the best possible structures and frameworks for your campaigns as an educated guess, of sorts, as to how best to optimise the site.
If conversion optimisation is something you are interesting in for your site but you are baffled by the technical bits, why not get help from a specialist in the area?