Web Site Conversion Optimization
Due to the multiple disciplines and considerations web site conversion optimization requires, a detailed discussion is not within the scope of an average blog post however, I will endeavour to provide some insight into the primary conversion optimization issues.
Multiple Professional Disciplines
Web site conversion optimization is not straight forward and requires a reasonable understanding of numerous professional disciplines and requires the seamless integration of these theories and tactics to ensure your web site conversion optimization is effective.
The theories and skills of the following make valuable contributions to web site conversion optimization projects:
Psychology / Philosophy: Understands human nature and characteristic traits which affect human reactions and interactions.
Marketing: Understands the stimulus and reactions of consumers to the varied promotional and advertising techniques.
Copywriter: Has the ability to develop content which delivers a clear message which includes the stimulus to encourage the web site visitor to act.
Graphic Designer: Develops graphical images which are pleasing to the eye and portray a visual solution to communication of product and services
Web Designer / Developer: Develops web pages and backend code required to display the information required and the processes needed to support web site conversions.
Statistician / Analyst: Evaluate web site analytic software to assist in determining what requires conversion optimization, and what web site conversion optimization tactics are effective.
Web Usability: Provides the required understanding of human computer interaction with regards to web site interface and web standards.
Web site conversion optimization is site wide
As you can see there are multiple facets utilized to ensure a reasonable conversion rate for you business’s web site.
Web site conversion optimization is all too often focused on Landing Pages only however, in many cases the final conversion is accomplished by funnelling the web site visitor through a series of web pages which provide the required information and stimulus to encourage the required conversion.
Of course there are Landing Pages which are stand alone conversion funnels however, these Landing Pages are more likely to be used effectively with Pay Per Click programs where the entry to the web site can be controlled.
In many cases such as visitors being referred to your site from another web site’s link, or a Search Engine result, the ability to control where the visitor arrives on the web site is not possible.
Web site conversion optimization should not be limited to PPC Landing pages, but should be a site wide consideration.
Fundamental Web Site Conversion Optimization Questions
Who is the “typical” web site visitor? Some of the answers to this question can be determined through your web analytics software, market research into your visitors demographics and segments, and prior business knowledge of your business’s target audience. Be warned do not jump to conclusions, there is likely not to be such a person as a “typical visitor”.
Where does the visitor come from? Establishing where your web site visitors are coming from is reasonably straight forward and can be provided by your web site analytics software such as Google Analytics. Analytics software enables you to drill down to the country, state and city of the visitor’s origination. This information is particularly helpful when targeting international markets and assists you to determine what may be required to assist with international conversions.
Where is the conversion likely to take place? This question is not as straight forward as it appears. In many cases the conversion will take place on the web site as a sale or information submittal. However, other types of conversions are possible including; phone calls and of course Internet users who research products and services online, but actually go to a brick and mortar stores to make the actual purchase.
When is the decision process complete? The when of the conversion will vary due to the various stages of the consumer decision process. Some visitors may have just decided they needed the products and services that you offer and are in an information / research mode, other visitors may have completed initial research of the topic and know what they are seeking and are in the final stages of decision process.
Why do your web visitors interact as they do? If this question could be answered you would be well on your way to achieving extremely high web site conversion rates. However, this question is essentially where your understanding of the basics of behavioural sciences is necessary. Over time studies and research has been completed which has categorized basic human behaviour traits. Researching these traits and becoming familiar with them will provide you insight on the how and why your web site visitors interact and behave on your web site.
Search Google for “myers-briggs type indicator”, “keirsey personality types” to learn more about human behaviour traits.
What do your visitors need to accomplish? Understanding what your visitors are trying to accomplish is a pre-requisite to conversion optimization success. The reason for the site visit will vary dependent on your products or services. A travel site visitor is likely to be researching a trip or wanting to make a booking, where a web site such as Amazon.com the visitor is likely to want to make a purchase. Understanding what the visitor is wishing to accomplish should not be difficult providing you have a thorough understanding of your business and have correctly identified your market niche.
How does your web site assist your visitors? Your web site needs to support you visitor throughout the conversion process and funnel. Information will be required to inform and educate. Processes will be required to enable the conversion to be completed. Consideration and evaluation of web site support is necessary to ensure visitors actually do have the information and tools available to complete what both your business and the visitor wants accomplished, a conversion.
Conclusions - Web site conversion optimization
Give some serious thought to all of the above to develop a better understanding of who your potential visitors are, why they visit your site, and what they are trying to accomplish.
When consideration and thought has been put into the above try to stand back and view your web site from the perspective of others. So often problems occur with web site design, marketing and conversion issues due to your own personal closeness to the issues which restrict your ability to look at your site and its problems subjectively.
There is so much more to consider in the web site conversion optimization process and in the future I will write additional posts to go into greater detail of specifics. But meantime with due consideration to the above, you will be well positioned to have an overview of what is required to ensure your web site is optimized for conversions.
To learn how Seo Wizardry can assist you to accomplish your Web Site Conversion Optimization goals please visit: Conversion Optimization The Process
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Written by: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .ca a Web Site Performance Consultant
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