Conversion optimisation is the process of improving the percentage of visitors that convert into leads or customers
Also known as Conversion Rate Optimisation or CRO, this is an underutilised tactic. For every $92 that businesses spend on attracting visitors to their site, they spend just $1 on converting the visitor. Conversion optimisation can be done on any page of your site and at any stage of the lead generation, lead nurturing or customer purchase journey. It varies from very simple tests such as AB testing the headline of an email all the way through to extremely complicated and expensive user group sessions. One key element is to have a rigorous process in place. You should view it as a science experiment, and not be disheartened by failure, as it is all useful learning - as Thomas Edison once said, "I have not failed. I've just found 10,000 ways that won't work." The other main element is to always be testing. Conversion optimisation is not a one-off or a set-and-forget tactic. Only by constantly testing can you achieve ongoing, regular, iterative improvements of every aspect of your online presence.
At Digital Rhinos we focus on the areas with the greatest returns
The key to effective conversion optimisation is to target tests towards things that will generate largest impact to your business by:
Working through your site to determine where the best opportunities lie.
Developing a matrix based on how difficult it would be to implement change (ie, what costs and resources would be required to make changes) versus how much impact the change would have to your business objectives.
Setting up rigorous testing.
Determining the winner, and implementing required changes implemented to take advantage of the testing results.
Repeating the steps above with the next highest priority area of focus, as determined by the matrix.