Conversion Optimization

Conversion optimization is not about one page, one form or one checkout. It’s about one person – your customer. We don’t optimize conversion rates, we optimize decision processes, customer journeys and user experiences.

Today, most marketing teams are geared to drive traffic toward websites, which then converts into leads for the sales team to close. Once this process starts to deliver results, marketers then seek to generate even more traffic, and hopefully even more success.

All too often, marketing gets reduced to getting more “leads.” As well as getting ultimately more “customers.” The concentration is on more. Getting more people on Twitter. Developing a bigger email list. Getting more, more, more people through the entranceway (whether they ever keep coming back).

Few marketing teams focus on getting more from existing traffic. That’s where conversion rate optimization (CRO) comes in. m2 eCommerce Services helps you drive more results from your existing traffic so your content can work smarter, and not harder, for you.

How does Conversion Optimization work?

By modifying certain elements of your website, we can increase the chances that site visitors will “convert” into a lead or customer before they leave. Usually this entails emphasizing links to product information, offering a free signup button, or even incorporating a chatbot that solicits questions from visitors at any point during their browsing experience.

Conversion rate optimization is a huge, often untapped opportunity for marketing teams, and you might be surprised by the oversized impact you could deliver by fine-tuning your website for conversions.

How to measure Conversion Rate?

Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. If a user can convert in each visit (such as by buying a product), divide the number of conversions by the number of sessions (the number of unique times a user came to your site). If you sell a subscription, divide the number of conversions by the number of users.

Conversion rate optimization happens after the visit makes it to your site. This is different from conversion optimization for SEO or paid ads which focuses on who clicks through to your site from the organic search results, how many clicks you get, and which keywords are driving traffic. E.g. you don’t just want 50 more conversions from a webpage — you want 50 more conversions for every X amount of people who visit it.

How does your business benefit from Conversion Optimization?

  1. A higher conversion rate means making more of the resources you have. By studying how to get the most out of your acquisition efforts, you’ll get more conversions without having to bring in more potential customers. This means better ROI!
  2. Conversion Optimization lets you grow without running out of resources and prospective customers. By turning more browsers into buyers, you’ll be able to grow your business without running out of potential customers, because audiences aren’t infinite. Your audience size may not scale as your business grows, but through Conversion Optimization you get better scalability.
  3. Conversion rate optimization helps you better understand your audience and find what language or messaging best speaks to their needs. Conversion rate optimization looks at finding the right customers for your business. Acquiring more people doesn’t do your business any good if they’re not the right kind of people!

Conversion Optimization Tools

Google’s Global Market Finder can show you online search volume to give you an idea of your potential customer demand. Once you have determined the threshold of your customer demand, it’s time to nail down how to get more out of your existing website traffic. Usertesting recruits users to test your site in as little as 1 hour.

Inspeclet: Watch recorded sessions of actual users visiting your site. Includes heat maps.

Optimizely: Perform A/B and multivariate tests on existing pages.

Unbounce: Create and test new pages.

Google Content Experiments: Perform A/B tests (but not multivariate) against your Google Analytics conversion goals.

Contact us to get a free consultation and more advice how to optimize your website!