5 Things You Did Not Know about Website Conversion Optimization
Conversion Optimization: Convert more visitors to customers!
You have put a great deal of effort bringing people to your website. You have been investing in Pay Per Click advertising, banner advertising, you have your website URL painted on your pickup truck, and you have QR codes on your business cards. You as well have spent a great deal of effort on SEO. Yes, your website traffic is up …. Yet you are not seeing the returns from a business perspective. Why? How does one improve the ROI from the website investment? One word: Conversion. Converting website visitors to customers is the real challenge. Here are 5 things you did not know about Conversion Optimization
1. Friction may play a bigger role in conversion than website visits.
Friction, by definition, is a force that opposes the direction of travel. If the intended direction of travel is to convert a website visitor into a customer, friction is that which stops the conversion. Increasing friction decreases the amount of people willing to convert. Decreasing friction increases the amount of people that will convert. It is important to understand the concept of quality as it relates to friction. If you increase friction properly, the number of conversions will decrease, but the quality of conversions will increase. An unobstructed free download of an item that a visitor values will produce very low friction … and the signal will be very low quality. You may get a lot of downloads but you may not be getting the information from the visitor you require (the quality). Increasing the friction by asking for an email address increases the friction and the quality.
2. Conversion requires the creation of conversion objectives.
Understanding your sales and marketing funnel stages is an important step in making your website successful. Defining what conversion truly means is extremely important. In the context of defining friction level you are making a decision about what stage in your marketing funnel conversion occurs. A low friction conversion objective may be an email address. A higher level and much further along the revenue process is defining an online purchase as a conversion objective.
3. Reducing the number of website visitors can improve conversion.
Now that you have clearly defined the stage in the sales process that your conversion will occur you are ready to attract the right people to your website. Instead of shotgun approach to attracting people to your website being more selective reduces your attraction advertising spend and improves the conversion ratio. This optimization may reduce your total traffic and improve the effectiveness and conversion ratio of your website.
4. Reducing the number of clicks can improve conversion.
How many clicks does it take before your defined conversion occurs? If you are asking the user to go through a complex workflow before you convert you are increasing the friction. Reduce the number of clicks to get to the conversion stage gate and you will have a higher probability of converting.
5. Forms count.
If your conversion metric is measured based on the visitor filling out a form … realize that every form element you ask the user to fill out is an increase in friction. Ask only those questions that are required for you to succeed in your conversion objective.
Get help. Conversion optimization is a complex process that requires a systematic approach to succeed. Your time to value from your investment will be reduced significantly if you hire an expert … like JumpDEMAND.
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