Conversion Optimization

serviceicons-07.pngFocus on the Funnel 

Look at the big picture. The information and messages that are published on your website are there for a reason. Yes, you are supplying information, but in essence, you are trying to guide your visitors down a path to a goal. Those goals can vary based on your own marketing situation and challenges.

 

Every site should have clear conversion paths to marketing outcomes which contribute to the business.

The beauty of digital marketing is that visitor interactions can be tracked.

Through analytics, you can gather a detailed picture of how visitors interact with your website, and what actions they take. Conversion Rate Optimization is all about tracking, analyzing and improving how your visitors engage with your web content, and respond. Conversion optimization includes:

  1. Using analytics to measure visitor engagement and understand customer journeys.
  2. Doing research to understand customer personas and research site visitor intent against satisfaction.
  3. Use A/B and multivariate testing experiments to identify messaging and layout modifications that will give you the biggest uplift.
  4. Developing a continuous program of improvement

Conversion rate optimization (CRO) isn’t only important for E-commerce and/or transactional sites. It is of vital importance for B2B lead generation and overall business growth. Remember, with the enhanced measurement of digital marketing, it essentially comes down to an equation. The conversion rates are the variables. Can they be improved? Usually so. And what is the business value of incremental improvement? It depends on a number of factors, but will always positively impact the ROI of your marketing efforts.

Need some help clarifying your digital marketing funnel and conversion metrics?

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