Holistic Conversion Rate Optimization
There is no shortage of data which can be used to determine how well a web site is performing in relation to the identified business goals. Web site traffic volumes, time on site and return visitors are just some of the data sets available to measure web site performance.
Web Conversions = Business Performance
Defining the Web Site Conversion
What is considered a successful web site conversion?
A successful conversion is determined by your web site’s business purpose, goals and objectives. An Ecommerce site is likely to determine a successful conversion a sale, while a content site may determine a successful conversion to be a new subscription or newsletter sign up. The first step to improving web site conversions is to properly determine what web site visitor action is required to achieve business processes and goals.
Conversion Rate Optimization – It is Holistic
As with anything related to your web site’s performance, Conversion Rate depends on numerous elements which must effectively work together to ensure the business's objective are achieved.
The following web site design, promotional elements and tasks are all supportive of web site conversion optimization:
Conversion Rate Optimization - Web design, graphics and content
First impressions count, the professionalism of the design is of considerable importance to improving web site conversions. Think about your own impressions. How do you feel about purchasing a product of service from these one page web sites that scroll to eternity? Does it instill confidence? Do they appear professional or spammy?
A professional looking web design provides your business with credibility and assists to create visitor confidence a key factor in Conversion Rate Optimization.
Important conversion optimizing design elements include::
Conversion Rate Optimization and Web Site Usability
Web Site Usability has the potential to make or break the web site. Over time Internet users have come to expect certain standards and conventions of design and layout. If your web site does not meet these expectations, web visitor will click away from the site and any chance of gaining an additional conversion has been lost.
The key Web Site Usability factors to consider include:
Conversion Rate Optimization and Search Engine Optimization
The primary purpose of Search Engine Optimization (SEO) is to improve web site results in Search Engine Results Pages (SERPs) which effectively increase web site traffic.
When considering SEO and conversion rate optimization, the main consideration should be the Keyword Research aspect of SEO. Keyword Research provides your business with the keywords and phrases Internet users submit to Search Engines to find your product and services.
Effective Keyword Research is critical to your Conversion Rate Optimization, integrating the correct keywords into your web site content will assist in bringing traffic to your web site that is targeted and searching for exactly what your company has to offer. How targeted your web site traffic is has a significant impact on your web site’s conversion rates.
Conversion Rate Optimization and Social Media
Social Media is another aspect of web site promotion which must be considered and utilized to improve web site conversion rates.
As with Search Engine Optimization the target is the key to using Social Media Marketing to increase conversions. Identifying and interacting within the online communities populated by your potential customers is imperative. If you select the wrong target audience or join Online Communities which are not relevant to your product or services, the effect Social Media has on your conversion rates will be nil. However, get it right and Social Media is a powerful method to increase web site conversions.
Trust and reputation are an important factor web site visitors consider when deciding to proceed with a purchase or even supplying an email address. Participation in Social Networks enables the business to increase brand awareness and interact in the community both having a positive affect on consumers perception of trust and reputation of the brand. Achieving this trust and reputation within the Social Networks will assist you conversions due to the visitor having decided to visit your web site because of prior knowledge of your business brand and reputation.
The Last Word
Web site conversions are what really determines if your web site is a successful business investment or not. As with all web site programs it is not just one factor which determines if success will be achieved, but a combination of all the factors working together to reach the business goals and objective. A holistic approach.
Conversion Rate Optimization does require attention to all facets of web design and promotion in a holistic approach. Consideration and initiation of the above factors will improve your web site’s conversion rate. It will take time, it will take effort, but in the long term your business will benefit and prosper.
