What are the steps of conversion optimization? These are crucial questions for anyone who is just starting with their site. It is also a very important concept to grasp if you already have a site and wish to drive more traffic to it. Conversions can either be “made or broken”.
If you do not know the steps of conversion optimization, you could be leaving money on the table by not maximizing your conversions. That’s why a step-by-step strategy of conversion optimization strategy is vital and should be a fundamental part of your online marketing strategy. Conversion is the single most important metric when it comes to search engine optimization. Therefore, you should be keenly observant of these steps of conversion optimization.
Investigation + Research
Investigation and Research in Conversion Optimization are the keys to getting started on what conversion optimization is. A conversion is what the web searcher does when they find what they are looking for. When there’s a purchase, that becomes what marketers call an online sale, or sometimes just called a conversion.
The first thing that you need to do to get started with Conversion Optimization is to figure out what it is you want visitors to do when they visit your website. This can be something as simple as:
- buying your product or service
- subscribing to an email list
- filling out some sort of form
- even clicking on some sort of button or link at the bottom of your page (that will lead them elsewhere).
Once you know what your goal is, it’s time to follow what is known as the process of conversion optimization.
Testing is one of the most important steps of conversion optimization. You should always test to see how your changes affect your conversion rates. This includes tracking your keywords, links, text, images, etc. If you don’t have a way to measure all of this, you will not have a clear picture of how your changes are impacting your traffic. As a result, you may not be able to determine whether or not your changes are improving your conversion rates.
Conversions should always be tested, even if you think that no significant results should change them. There are so many changes to conversion optimization. As new tools and techniques become available, the rate of conversion will change. So, you must constantly run your tests to see what changes are working and what are not. The purpose of the testing is to continually improve your traffic until you have reached the maximum possible.
The third step is optimization, which includes:
- hypothesis consolidation, which means the conversion rate optimization (CRO) specialist and their team consolidate what they have learned from the test, what has been improved, and what is left to do;
- optimization plan development, which is a complex process of deciding what tests to run and how often;
- implementation of the tests, what order to run them in, and what settings need to be changed;
A conversion optimization specialist may be involved in any or all parts of the process. However, because the job requires an understanding of many different parts of a company – marketing strategy, design, website development – it is common for conversion rate optimization specialists to handle all four steps themselves.
An important role of optimization is to determine what message the client wants to send their customers and what they want them to do. To start this process, a client must first outline what problem they think needs to be solved for their business. The conversion rate optimization specialist can then help determine what exactly these problems are. Next, what action does the client want from their customers? This includes what products or services will best solve those problems as well as what price point might make it more attractive to said customers, as well as how those actions will fit into the overall marketing strategy. Last comes which tools should be used for CRO and how those tools should be implemented with the rest of the website’s functions.
Evaluation: The Finale
The next step in conversion optimization is the conduction of a basic Evaluation and Analysis. This can consist of just about anything that you’d like it to be, but what you need to know is what keywords people are using that directed them towards your site. What types of phrases bring people to your website? Once you have those keywords captured and written down somewhere (either by hand or electronically), the next step would be for you to analyze what those keywords tell about how they found your site. Did they come from Google? From Bing? Or even from social media sites such as Facebook or Twitter?
Once you know what keywords people are using to find your website, it’s time for what’s known as the Test Phase. This phase is where you test what works and what doesn’t work by A/B testing landing pages (the page that the user sees when they click on one of your ads). What you need to do here is create two different versions of a landing page, with only one difference between them (ex: the color of text), and see which version drives more conversions. You can optimize your site based on what worked during these tests, or you can try something completely new, but what matters in this form of optimization is that you keep trying until something sticks.
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