Conversion Optimisation for websites means converting more of your traffic into leads, sales or subscribers. Which skills or knowledge combine to increase conversion? Let’s not forget this is only part of what you need for successful digital marketing and a profitable online business, you’ll also need a traffic building programme and methods for growing your email list.
Some Skills Needed:
- Data Analysis
- Qualitative research
- UX/design
- Copywriting
- Psychology
- User testing
- Surveys & heatmaps
The Magic Bullet
We used to see many posts on CRO stating huge uplifts after changing the colour of a button. Nope. It’s not that simple, it’s also unlikely that one particular element will solve all your website woes. It is many things, done in a process.
The Audit
We look at the ‘technical’ side first as this is the foundation of online success. Simple things like is there a problem with a particular browser? Is the website slow? Is the home page a massive bloat of image sizes and JavaScript?
Analytics
Where are visitors dropping out? Which pages, devices and traffic sources perform?
Walking in your Customer’s Shoes
Have you carried out what you expect of a prospect? Did you encounter ‘frictions?’ For more qualitative research you can use panel data. That is a selection of people you think would be interested in what you do, between 5 and 8. Film them, interview them and ask this final question ‘What almost stopped you from buying (signing up)?
User Experience (UX)
You’ll have your own knowledge, your panel data and you can expand this by using heatmap and scroll map, plus video from the likes of HotJar.
Psychology Copywriting
Do you know the single most important conversion factor (that is after the cost of shipping)? It is the copy. You have to understand and write in an emotional fashion to convert visitors. Think of two elements. First, have you answered their gut question, “What’s in it for me?” Have you also made sure they don’t have to think (ie is everything like next steps bl**ding obvious?
Besides reducing friction you also have to consider their ‘mental shopping list’. Persona marketing comes in handy here as it is not just reducing friction, shipping cost conversion is also dealing with their goals and ambitions and reducing their perceived ‘risk.
Traffic Building Enters Stage Left
Are you optimising for profitable customers or chasing a higher conversion rate? Time to address the conversion rate of each traffic source.
Then take a pinch of salt as your higher converters are each likely to have visited by more than one ‘source’.
Small business needs conversion optimisation. Finding all the different skills in one package is not easy, is it?
Jim Kinloch
Founder
Conversion Detectives Ltd
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
Podcast scripting
[image: Mahdi Rezaei-, unsplash.com]
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