Could your website be working harder for you?
We think if you are reading this page, the answer is yes. And the fact is, every website on the internet today can utilize conversion rate optimization to increase the number of leads or sales their website generates.
Conversion rate optimization is simply a system you put in place to make small changes to your website. Some of the changes increase your conversion rate, and some will decrease it. You revert the changes that lowered your conversion rate, and keep the ones that increased it. Pretty simple.
But what is a conversion? This could be someone buying a product from your e-commerce store, or is could be a visitor signing up for your email newsletter. A conversion is whatever you define it to be. It is any desired action you want visitors to your website to take after they land there. This is what trips up many business owners, what type of conversions are important, and what test should be run to optimize them – we’ll talk more about that below.
How does conversion rate optimization work?
Conversion rate optimization is completely dependent on data. This is great news! This means that we can make design, content, or functionality changes to your site and tie them directly to increased conversion for your business.
The first step is to come up with a hypothesis, perhaps you think your target market would identify better with a call to action button that is hot pink instead of orange. Or maybe swapping a photo on your site for a different one would mean visitors feel more trusting of your site, and thus will be more likely to convert.
Once you have a hypothesis, it is time to test it. Usually you would test one variant against the same page with no changes. Using any of the available A/B testing tools on the web today, you would show one version to half your visitors, and the new version to the other half. Over time, you can analyze the conversion data of these two segments and get an answer for which version converts better with your market.
Now, just rinse and repeat – forever. Really, conversion rate optimization can be done over and over again for every aspect of your site. Most people don’t take it that far, but you could if you wanted to.
What should you test?
That is the million dollar question. If everything on your site could be optimized, what do you start with? What will have the largest impact to your bottom line? This is the point where experience starts to make a huge difference.
For over 15 years we have been testing different ways to get people to convert on websites. We bring this experience to bear when we work on any site. It also means we build in to every website development project we take on the lessons we have learned along the way.
It is easy to waste time testing things that will only produce marginal results. It is always best to call in an expert if you are considering using conversion rate optimization as a part of your digital marketing strategy. A conversion rate expert will be able to identify hidden “big wins” that will dramatically increase or conversion rates with the least amount of work possible.
Conversion Rate Optimization isn’t just for websites
If you are running Google Ads or any kind of ad campaign, this should also be a part of the toolkit of those campaigns. You can test different ads against each other, A/B test entire different versions of landing pages or just simply copy changes for your text ads.
Every marketing strategy can benefit from conversion rate optimization. Email campaigns, radio ads, television advertising (if you are still doing that…). Constant improvement is the name of the game these days. You can’t just “set it and forget it” any more. If you want to stand out and win big in digital marketing, you have to raise the bar and really dive in to what makes these campaigns tick.
How Much does this cost?
There is no easy answer there. It really depends on how far you want to go. Conversion rate optimization can be as simple as an audit performed on your website, which you or your staff can take and make changes to your website based upon, or you can go for a full blown conversion rate optimization program that tests multiple things about your website over the course of many, many months.
It makes sense then that you can spend as much or as little as you want. They key to everything is making sure the changes you are making improve your overall conversion rate, and thus provide a nice return on your investment. Ideally the return would pay for the cost of the optimizations many times over, making this a no brainer when it comes to digital marketing tactics.
Talk to us today and start optimizing
Conversion optimization does take some time. You have to run the A/B tests long enough that your data can achieve statistical significance while maintaining an acceptable margin of error. This means most tests have to run for a decent amount of time, unless your website gets 40,000 hits a month. The best time to start optimizing your website is really six months ago, but since that boat has already sailed, the second best time is now. Use the form below to reach out to us and we can get you started down the road to more sales, more leads, and a healthy, growing business.