Conversion Optimisation: The First Thing You Should Do

SocialB Digital Marketing Blog Last modified: 23 Mar 2015 by Eleanor

You’ve probably heard lots of mutterings about ‘conversion optimisation’ and how important it is.  In fact, it has fast become another buzzword to add the list when talking about websites and how successful or not your online efforts are.

Alongside search engine optimisation, pay per click, content marketing and so on….conversion optimisation is important and really should be at the top of your list.

If you’re not sure where to start then the very first thing you should do is simple – take a big step back and experience your website as a customer.

In other words – do your research.  It may sound obvious, but sometimes you are just too close to your website to see how a customer would view it.  Try looking at your website as if it’s the first time you have seen it, and ask yourself some simple questions:

  • Is it clear what your company does?
  • Have you got engaging and informative content?
  • Is there too much or not enough content?
  • Have you got clear headings?
  • Are you using good images to show what you offer?
  • Is the design and layout friendly?
  • Can you easily navigate to the different areas of your site?
  • Have you got a search facility to help find products and does it work?
  • Is the telephone number/email contact clearly visible on all pages?
  • Does the shopping basket and checkout process work smoothly?
  • Are your delivery costs and options understandable and easy to locate?
  • Do you have broken links?
  • Are you linking to your social media networks?
  • Have you got the right landing pages in your PPC ads?
  • Are you using the appropriate call to actions for your customers e.g. ‘Bag It’ versus ‘Buy Now’ or ‘Get a Quote’ versus ‘Instant Quote’?

If the answer to any of these questions is no, or you think you could do better, then you’re already on your way to improving your conversion rate.

If you feel you cant be objective, then ask a friend or colleague to give you their honest opinion and views, it really could open your eyes and give you valuable information on how you can get better conversions.

Once you’ve answered these questions, or listened to feedback, then you are ready to take action and make some simple changes.  This may be improving your content, adding clearer call to actions or simply fixing broken links.  However, don’t change everything at once, it’s a good idea to make a change and then test this for a period of time to see the effect it has on your conversion rate, otherwise you wont know what’s working and what’s not.

Clearly, to be able to work on conversion optimisation, you need to ensure you are driving traffic to your website first – you can’t convert what isn’t there!   This is where search engine optimisation (SEO) can help to ensure potential customers are heading in your direction.  Then you can make sure that you convert them to your brand, services or products.

If you need some help with SEO or conversion optimisation, contact our friendly team of experts who can give you advice on how to move forward.

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