Conversion rate optimization is the process of changing components of your site such as but not limited to; images, landing pages, web pages, words and methods used on your site. This increases your site conversion without the increase in visitors.
The defined specification of what your business identifies to be converted will determine its goals. For instance, a lead generating website may determine a conversion to be someone completing a request for information form whilst an ecommerce website would determine a conversion as a sale etc.
Understanding Your Audience
In order to have a successful conversion optimization strategy a thorough research would need to be conducted. Utilize Web analytics data to determine who your visitors are, and their navigational habits. With this information you are able to develop a data base on your visitor’s habits.
Keep in mind that analytics data shows your actual targeted customers and not what you perceive to be your audience.
After familiarization with your targeted audience, you can now define your goals for them. This would be based upon the purpose of your site, whether it is to sell products, customer service, or generating leads etc. Create a plan for the steps to the conversion funnel and sales creation.
Stringent testing is necessary in order to have a successful conversion rate optimization. This is where your ideas for conversion rates are examined when the results are collected and then analyzed.
A/B split and multivariate are the two types of testing methods used. A/B testing involves the creation of two or more version of a page after which your traffic is divided among them. This will show if the new page produced more conversion in comparison to the original page.
Multivariate testing is the creation of multiple versions of individual components shared across numerous pages. Because this process involves the variation of possible combinations components, this process usually needs a high volume of traffic in order to generate useful results.