Hands folded together over a laptop on a clean desk

How To Get Started Doing Conversion Optimization

Conversion optimization is the process of changing your website or app’s design, content, or functionality to attract more clicks, taps, and input. This can be done by changing how your product or service looks, how the content is formatted, or how it inputs data.

It may sound mysterious but that is why you should do it! It can make a big difference between a good experience and a great experience for your user. By making sure users have an easy time taking action you can raise conversion rates!

Doing conversion optimization does not just happen overnight so don’t rush to it! There are many tips and strategies to do it at lengthy intervals to have a noticeable effect.

Searching for images on a tablet Viewing Shopify payments page on a smarthone
Who can do conversion optimization?

Start by looking up who can do conversion optimization for you. You’ll probably find someone close to you, so no running away from the needle in the haystack!

Once you find someone, they’ll have a certain set of skills that they can use on your website. These include:

  • Writing articles and content creation skills, like copywriting and content strategy (this includes developing landing pages and ultimately sales pages).
  • Creating content – designing fonts and layout formats like brochure styles or brochure templates.
  • Design skills – like creating graphics, illustrations or diagrams to go along with content.

These professionals can be hired for their expertise in their field, though not necessarily. You can hire them as either individuals or companies. Either way, they are highly experienced in their field and able to do conversion optimization for you.

Woman drawing an image on a computer using a digital trackpad
Do you have marketing experience?

No! You don’t have to have any marketing experience to do conversion optimization. It’s important to note that you can still benefit from conversion optimization if you don’t have any marketing experience, but it may be hard to tell if you don’t!

As mentioned earlier, the goal of conversion optimization is to get more people to check out your business and/or purchase your product or service. So, no, you cannot just jump into doing conversion optimization and start manipulating people’s decisions. You must learn how to do it correctly before trying out your own version!

Viewing various color scheme options on a tablet

On the other hand, someone with no experience in marketing or in converting sales may be able to do some kind of basic conversion optimization. This person can start by looking up some tips on how to do it and then continuing on!

Basic conversion optimization can include looking at menu items, determining how many times an item is recommended, determining what actions someone must take before making a purchase, and/or determining what type of sale they are looking for.

Sketches of smartphone menu designs on a cluttered desk
What tools do you need?

Once you have a website or blog, it’s time to start working on conversions. The first step is to create a free account at converton.com. This allows you to create an account with add-ons and free tools to start doing conversion optimization on your site.

Add-ons are add-ons that are added to websites, blogs, or sites in order to provide additional features and benefits. Add-ons are a cheap way of providing extra features and benefits to your audience.

These features can be tiny things like adding a pop-up blocking tool on a testimonial page or allowing people to purchase an ebook but not full length book due to limited space for Nook devices.

Cluttered surface with various tools and objects
What is the first step to take?

In order to begin Conversion Optimization, you must determine whether or not you need it. If you’re currently not doing it, then it’s time to start!

It’s important to note that Conversion Optimization will only work for conversions that occur through your website, so if you’re sending email notifications or running a Facebook “like” or Twitter “follow” campaign, then this service doesn’t apply to you.

Someone with bright red shoes walking up blue steps

However, even though the campaign may not occur through your website, the visitor still needs to come to your site in order for them to be converted and make a purchase. This is why it’s so important to focus your efforts on highly converting visitors.

So, how do you find Conversion Optimization companies? Look into their websites and see if they have any trials or test drives available.

Emoji art on a wall A man paying for something online with his credit card
What are the best platforms for conversion optimization?

There are a few main platforms where you can do conversion optimization. They are:

  • Google Adwords
  • Google Optimize
  • A/B Tasty

So, you’ve discovered the need for conversion optimization, but which one should you choose? There are many to choose from! These platforms all have different tools and services you can use to optimize your content and create targeted ads.

Google logo made out of M&M's
What are the best practices for conversion optimization?

Start by looking at your website from a user perspective. Did they have any problems using your site? Were they distracted or confused while on your site? Did they find and use what they were looking for?

From there, look at how your users as a whole feel about your site. Do they feel like their questions and/or comments were answered quickly?

Drawing of a question mark inside of a light bulb

Once you have these things checked off your list, then you can start to think about what conversion optimization tactics should be used. This can mean the difference between someone buying something and them signing up for the newsletter!

There are many different ways to convert people, so not all ways are best practices.

Man wearing headphones focused on a laptop
What should I track in my conversions?

Once you’ve decided on a conversion optimization strategy, it’s time to start tracking. You can do this in several ways, but the best way is to first create an account on a website that hosts your shopping cart or shopping site. Then, you can add and track conversions!

On any website where your shopping cart or shopping site uses an order confirmation to show that a purchase was made, you can start tracking conversions right away. This is very helpful as it can show you what actions people take when they visit your shop to see what they buy.

Various metrics displayed on a screen

Once you’ve started tracking conversions, then it’s time to look at the data. You should be able to see what actions were taken by whom and what products they purchased! This will help you determine whether or not conversion optimization is helping your business grow, making it more valuable to customers.

How can I improve my landing pages?

First and foremost, you must create a great landing page! Your first page will be your introduction as to why people should take the next step to download the file.

Create a location that’s easy to understand and navigate. Create clear instructions that are easy to remember and follow. And lastly, make the content of your page valuable enough to keep visitors engaged.

Blog landing page design currently in progress

These tips can be applied in creating all types of websites, but especially in conversion optimization domains like business-to-consumer (business), business-to-business (organization), or business websites.

Conversion optimization is one of the best ways to improve your business marketing. Even if you’re not an expert in conversion optimization, you can still start doing this for yourself! Start today by reaching out to one of our team members at hello@pactx.com or learn more by seeing some of our test cases, like how we helped Stance improve their revenue by nearly $1 million on 1 test alone in year 1.

Team members discussing menu/page layout designs over a cluttered desk