Conversion Optimisation
Every business owner with an online presence wants to get the highest conversion rate possible. However, there will definitely be a lot of problems along the way especially if the website is not well-planned or designed. Fortunately, a good conversion optimisation strategy can help your site reach its potential. This method involves two basic phases including Analysis and Optimisation.
Step 1: Analysis
What aspects can be improved to increase the conversion rate of the website? The analysis phase aims to answer this question. Some of the main considerations to look into include usability, website stats, and ROI tracking. Usability involves identifying the click paths of site users to find out the behaviour of the target audience. The importance of the website stat speaks for itself. An in-depth analysis of these statistics will give you a clear idea about which pages are entered and exited from.
Meanwhile, ROI tracking lets you know which pages the conversions are coming from. More focus should be given to these. If possible, the formula for on the "convertible" pages should be implemented in other areas of the website. All these will not be complete without conducting some testing. Depending on the needs of your site, split testing may be enough. On the other hand, complex websites might require multivariate testing.
Step 2: Optimisation
The goal of conversion optimisation is to reduce customer drop-offs. After doing the analysis on a website, a clearer picture of the site's weaknesses becomes evident. It is important to implement concrete steps such as site redesign, usability improvements, and better copywriting to improve site conversion rate.
In some cases, the optimisation techniques can be as simple as changing the site's colors and enlarging the font size. If your website currently requires visitors to visit a variety of pages before they reach the order form, it might be a good idea to lessen these pages. The goal is to encourage the customer to buy. Cross-selling and up-selling are good strategies but it is important not to do it.
Overall, implementing a good conversion optimisation strategy can significantly increase response rates and sales. A conversion rate increase of 25 to 50 percent is not uncommon. In fact, some website owners enjoy a better success rate than this.
