Conversion Optimization Consultant: Optimizing for Decisions, Not Design
Great Design Does Not Make a Website, but Strategy with a Conversion Optimization Consultant Does
Is your website well optimized? The answer to this question might surprise you. While your website might have all of it’s i’s dotted and t’s crossed in terms of search engine optimization, it may not be a truly optimal site if it is not creating conversions.
When you are optimizing your site, conversion rate optimization is just as important as optimizing for the search engines. Conversion rate optimization means optimizing for the decisions of your readers, so they will be encouraged to make the decision to purchase your product, sign up for your newsletter or become part of your website. Here’s how you can optimize for conversion instead of simply search engines.
Know Your Goal
A clearly defined goal is the first step towards optimizing your site for conversions. When you talk to a conversion optimization consultant, your goal is the starting point of the conversation. What is it you want your site’s visitors to do? The answer to this question will guide all of your design decisions.
Design the Page to Steer People to that Goal
Once you know what your goal is, you can design your page to steer people towards that goal. Your goal at the end is for the website to make the client say “yes.” The entire design and content of the website needs to convince the visitor that what they will get is going to be worth far more than what they have to give up if they make a purchase or sign up.
Small Changes Make Big Differences in Conversion
Sometimes, when it comes to improving your conversion rate, a small change can make a big difference. For example, simply adjusting the copy of your page and moving the location of the signup form can increase the number of membership signups you have. When the copy shows the value of joining, people are more likely to fill in the form.
For instance, if your sign up form says, “Join our site today!” you are not telling the visitor anything about the site. You are simply saying “sign up now!” If, instead, you say “Get free tips from your local expert,” you are telling people what they will get for signing up.
These content changes may be small, too. You may find that changing your call to action from “Order your copy today” to “Get your copy today” increases your conversions. This small changes has a big impact on how the reader views the call to action.
Sometimes the changes are in the design of the site. Your site might be an aesthetically pleasing site, but if people can’t find what they need to make a “yes” decisions, the site will have a low conversion rate.
For example, a retail site that makes it hard for buyers to find their shopping carts is going to frustrate your site visitors. Adjusting the visibility of the shopping cart or the “buy now” button can improve your chances of making a sale on a retail site.
As you can see, making these changes requires a knowledge of how your website’s visitors think. This is why you need the help of a conversion optimization consultant. A conversion optimization consultant can see inside your readers and help you see how they make decisions.
Does your site need a conversion optimization consultant? Take this free assessment?to see where your online marketing gaps are, and what can be done to improve these problems.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.
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