Conversion Optimization
Conversion optimization becomes important when a website - whether a webshop or company presence - does not achieve a good conversion rate despite having sufficient visitor numbers. This not only refers to orders or sales but also all other types of completions or interactions a visitor can perform on a website, such as contacting, newsletter sign-up, or downloading. The conversion rate is calculated from the ratio between visitors and buyers and can vary in value depending on the industry and purpose of the website. If this value is not sufficiently high for the industry, it is time for optimization, which includes various measures to increase a website's completions.
What does conversion optimization include?
Why consumers leave the online shop just before completing the order and do not make the purchase can have very different reasons. For this reason, conversion optimization encompasses several areas of a website. This can relate to the structure of the website (e.g., does it follow a logical layout?) or be related to loading times. One should also not be too careless with the design of the online offer, as it should be precisely tailored to the target audience, just like the content of the website. In a web shop, complicated ordering processes or a limited selection of payment options can lead to the termination of the purchasing process.
What do you start with?
As with many online marketing measures, conversion optimization must first involve an analysis of the current situation. This requires not only evaluating the key metrics but also testing the online offer itself (e.g., for usability). This is often carried out by so-called mystery shoppers. After the initial analysis, experts can identify the weaknesses of the website and develop a basic concept for conversion optimization. This can consist of either a single measure or an entire catalog of measures. Commonly, various versions of the measures are conducted during conversion optimization. In this way, one can determine, for example, which landing page is better received by potential customers.
Is the conversion optimization complete with that?
Online marketing offers the great advantage that all measures can be measured down to the smallest detail. This is also possible with conversion optimization. To check whether the chosen changes to the website or a landing page were successful, measurements or testings are conducted. In this way, the best-functioning version of a measure can be determined. Whether the conversion optimization was successful can be determined based on various key figures.