Conversion Optimisation

What is Conversion Optimisation?

Conversion optimisation is all about turning your website visitors into paying customers. It’s about guiding them to take the desired action, whether purchasing, signing up, or engaging with your content. After you’ve attracted visitors through SEO, the next step is ensuring they act—this is where Conversion Rate Optimisation (CRO) comes into play.

Why should I invest in conversion optimisation?

Imagine you have 100 visitors per week, but only 10 make a purchase. Your conversion rate would be 10%. Conversion optimisation focuses on improving that rate, not by increasing the number of visitors, but by getting a larger percentage of your existing visitors to act.

For example, rather than spending resources on attracting 200 visitors to get 20 customers, we focus on increasing your conversion rate from 10% to 20%, which results in 20 sales without any increase in visitors. This method maximises profits and reduces the cost per sale.

What are relevant tests and why should we do them?

Testing is essential to understanding how visitors interact with your site and where improvements can be made. Establishing a baseline of how visitors perceive and behave on your site today is important. Tools like Google Analytics and Hotjar can provide valuable insights.

Testing might include:

• Examining how well Google Analytics tracks user behaviour.
• Testing site functionalities like product purchases or self-service processes, which can be manually tested or via Selenium (automated testing).
• Identifying problems like unclear messaging, irrelevant content, or confusing design elements.

A/B Testing

Once data is collected and insights are gained, it’s time to test solutions through A/B testing. This method involves comparing two page versions to see which one performs better. For example, one version might have a larger or differently placed purchase button. Tools like Optimizely allow you to split visitors into two groups (A and B), with one group seeing the original page and the other seeing the modified version. The results help determine which changes increase conversions, and successful changes can be implemented.

When is it appropriate to use conversion optimisation?

Conversion optimization works best when there is already a sufficient amount of traffic. It’s typically more effective for well-established websites with a steady flow of visitors.

For new websites, the focus should initially be on increasing traffic (through SEO or Google AdWords), after which conversion optimisation can take over to enhance the results.

What can we help with?

We can assist you in achieving successful conversion optimisation by:

• Analysing your current situation: Gaining insights into your existing user behaviour and performance.
• Defining goals: Aligning conversion strategies with your business objectives to drive meaningful results.
• Extensive testing: Running comprehensive tests, including A/B testing, to identify opportunities for improvement and implement effective solutions.

With our expertise, we help you optimise conversions without wasting resources, ensuring that every effort works towards boosting your bottom line.