Conversion optimization is the process of changing your landing page or sales copy to fit a specific segment of your target audience. There are several types of conversion optimization, and we’ll focus on the basic one for this article.
When someone searches for a product or service, their search engine has a built-in conversion optimization algorithm that figures out which products and services are best for people to buy, then presents them in the most appealing way.
This search algorithm is much tricker then it sounds. For example, when typing “best buy wii u console” into a search engine, it sounds easy on the surface, but in reality it is much more complicated than that. Although it took only a few seconds for it to appear in front of you, it may have taken many years to get the algorithm ready to make the process move so quickly.
This article will cover common conversion optimization techniques and how to implement them for the best results with your audience.
The main skill needed for doing conversion optimization is the ability to be okay with failure. Most tests will not perform, but learning new lessons from every test is essential to long term success.
Once you’ve built your audience and started building your career, the next step is to take your skills and start converting people. This can be a little nerve-wracking, but not if you start small.
You can start by linking out your content and offering a trial of your product or whatever else you’re selling. Then, if you make a positive impact on someone’s life, offer to do the following: send them an email, call them, or even personally come deliver something to their home or business.
Once you gain some confidence in your conversion optimization skills, try placing an ad on Amazon or Craigslist offering your services. You can always increase the price once you get some results!
The key is to have confidence in your abilities so that you convert people into customers and/or clients.
There are several teams that should be doing conversion optimization. Why? For example, if you link to a website offering a new laptop, and the site suggests the Dell Latitude 6480—an expensive but high-quality option—the merchant team could be testing whether a more expensive laptop or a product on sale would generate more revenue. Additionally, a marketer might want to test performance of their ads on that landing page to get better return on ad spend.
If you’re doing a lot of conversions, then getting certified in conversion optimization is worth it. Site owners who are certified in conversion optimization can actually help their clients by teaching them how to do the conversion optimization themselves.
This is great! But should you be converted? Not necessarily. There are many experts on the web who have made some money by teaching others how to do conversion optimization. This is a whole other domain of expertise that may be worth investing in.
Should I get certified in conversion optimization? Not at the early stages of your business, where finances are an issue. If you’re still trying to figure out if this type of conversion optimization is right for you, then maybe! But only once your business has stabilized enough to invest in more advanced techniques would getting certified be worth it.
There are many ways to optimize for conversions, so there’s no need to stick to one strategy and call it the best method. This is due to the fact that both good conversion optimization methods and bad conversion optimization methods work and can be combined into different strategies.
The most important thing when combining strategies is to find a formula that works for you. It’s impossible to suggest one formula that works for all businesses and conversions because every business has a different conversion rate, budget, and need.
So, if you want more conversions or have a lower budget than someone else, then by all means use the ‘low cost of entry’ method! This means that you just start doing something rather than having someone do something for you.
It also doesn’t matter whether this entry level way of doing things turns out good or not, because each person has their own way of thinking and analyzing data.
There are several strategies you can use for conversion optimization, each tailored to different situations and audiences.
For instance, if your website is aimed at other businesses, then using thematic conversion optimization might be the best option for you. This refers to placing specific words or phrases in your site that lead people to another site or app after your site has completed a conversion.
If your website is more consumer-facing, then trying out some low-cost landing pages might be the best option for you. These landing pages are typically designed to test whether or not users are interested in what they want before turning them into actual customers.
Finally, if your website is purely entertainment-related, then trying out some funneling may help you find some interested users and get them to sign up.
Each type of strategy targets a different end goal, which is why there’s no one-size-fits-all approach when it comes to conversion optimization.
There are a few different tools you can use for conversion optimization, and they all work in different ways. Some are browser extensions and others are free apps.
Most modern platforms will allow for easy drag and drop along with a WYSIWYG for easy customization. More advanced tools will require a developer or someone technical in order to make the changes necessary.
Conversion optimization can be used for both fixed blindness and to identify specific areas of your site that need more investment.
Fixed blindness occurs when a user sees a conversion optimization firm’s ad and they believe the firm can improve their site in that manner. This is especially true if the ad includes a positive outcome, such as money or an increase in quality of life.
For example, an ad may state that it’s easy to see how the site benefits its visitors by doing a quick search. Additionally, the benefits appear to be substantial.
Therefore, a user may believe that using this conversion optimization service will help them see results quickly and easily.
Identify specific areas of your site where you can do a thorough data analysis of site metrics, where drop off or engagement is seeing a decline, and how to improve those areas to see better results further down in the funnel. This is a little more specific and requires a good understanding of site structures and which pages have the most impact to conversions.
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