Conversion – Convert Visitors into Customers
At Conversionista we have developed a 4-step approach to conversion optimization. Feel free to use it yourself or contact us if you want to get help from one of our conversion experts.
Before we go into details, let’s try to understand what Conversion is.
Conversion – What the heck is that?
Conversion is getting your visitors to do what you want them to do on your site or on a special landing page. It doesn’t sound that difficult! So how can it be so hard?
Up until now, there’s been a huge focus on optimizing campaigns and driving traffic at the lowest possible cost. What you make out of that traffic has been largely neglected.
That is about to change, however. In order to stay competitive, companies cannot afford to ignore the great potential which lies in improving Conversion rates.
Improve Conversion in 4 steps
1. Understand your goals and your target groups – end of ”One size fits all”
The first step to start improving your conversion is to identify the different traffic sources, define your target group and their goals: why did they come to your site?
By the way, did we say “site”? Different visitors have different goals and your challenge is to meet them all, providing them with an experience tailored to their goals. The best way to do that is to build custom landing pages. Not only do different visitors have different goals, you may also have different goals with different visitors: you may want a first time visitor to sign up to your newsletter only.
A Conversion occurs when your goals and your visitors’ goals meet. The path to becoming a a paying customer can be made up of many small micro-conversions.
“Conversion occurs when your goals and your visitors’ goals meet.”
When you are finished with step one, you have a structure of visitors and pages tailored to the goals of each group of visitors. - No more “One size fits all”.
2. Create test hypothesis
The most important step in the optimization process is to generate great hypothesis. If you don’t do a good job in this phase, you’ll end up with “crap in – crap out”.
First, you need to identify where there is potential for improvement.
In order to do that you may want to use the following tools:
- Web Analytics Data
- Customer Feedback
- User Testing
- Visual Attention Tools
- Expert Evaluations
Once you’ve found out what is broken, you need to figure whan can be done to fix it: Testing hypotheses. In this phase it will be money well spent getting advice from an expert who can guide you with testing ideas based on best practices, but also case stories and experience.
Testing feasibility is also an important factor to take into account, therefore the end result of this phase should be an action plan which lists BOTH potential results and cost of implementation.
3. Test and Measure Results
The most common, easiest and fastest way to test your hypothesis is to use what is called A/B testing or Split testing. This type of testing lets your real users, through their actions, “vote” for which option is the best.
To carry out the A/B test is really not that mu much hocus pocus. There are several cheap tools available on the market and it’s easy to get started. A list of tools for A / B testing can be found here.
When the test is complete, you will get a result that shows the winning variation, and certainly a lot of new insights and ideas for further testing.
4. Continuous Improvement
The leaders in Conversion Optimization test everything all the time. By continuously making small improvements you will have a “compound interest effect” that in the end can be totally awesome.
When you want to implement a new feature or service the question is not whether you should test it, but how you should test it in order to be sure to come up with the best version.
Read more about Conversion Rate here.
Read more about how to create effective landing pages here.