Conversion Optimisation is one of the most under leveraged under valued activities in online marketing in our opinion.
Guiding visitors who land on your web pages to take the action you want them to take is the most important element of having a presence on the web. If you want visitors to buy your product directly from a web page, or pick up the phone and call your sales team, or request a brochure – guiding them through that process in a quick and easy way is absolutely critical to your online success.
What is the point of having a number one placement in Google, a brilliant pay per click campaign, a social media campaign that is on fire – if you have no sales or enquiries from your website – because it is hard to navigate and hard to actually do business with you?
How do you get your customers to call you – do you ask them via a text link or a big bold button? Is that button pink, is it green or is it blue? Do you present different information to visitors who come from London than you do to those that come from Yorkshire?
The simple answer is you don’t know and to be honest neither do we. Conversion points vary by industry, by demographic, by traffic source etc. It is only with putting in place some initial best practices and then testing, testing, testing that you build up a picture of what works and what does not for your industry. The process never ends – it is a constant process of tweaking, trying new things t generate extra percentage points on your conversion rate.
But it is worth it.
Imagine your website is converting 1% of visitors to purchase your product. You work with interactive3 to look at your conversion optimisation. After a period of time your conversion rate increases by just 1% – your conversion rate is now 2% and you have doubled your revenue and more than doubled your profits without extra marketing costs.
We have seen the smallest changes make big impacts – we worked with an e-commerce operation that changed their ‘add to basket’ button from blue to pink and conversion rate doubled, literally overnight and stayed consistent from that point on. Details matter.
For help with your conversion process, to put in place best practice testing methodologies like a/b split testing or multivariate testing, or to get a conversion audit, please give interactive3 a call today.