Digital marketing efforts aim to convert casual internet users into loyal customers. But how do you ensure that you achieve this goal? The answer is conversion optimization.
This blog post will discuss optimizing your conversion process to achieve quality conversion rates, ensuring all parts of your conversion process are well designed. This can be helped using tools such as contact form templates. But first, let's briefly discuss what conversion is and the steps of the conversion optimization process.
What Is A Conversion?
Conversion is turning a casual internet user into a paying customer. It's getting someone to take the desired action on your website by subscribing to your email list or purchasing a product. There are five basic steps involved:
- Awareness: The first step is to get people to become aware of your brand. You can do this through Search Engine Optimization (SEO), social media, and content marketing.
- Interest: Once people know your brand, they will become interested in what you offer. They will visit your website and might compare you to other products. At this stage, providing customers with relevant and valuable information that solves their problems is essential.
- Consideration: Customers consider your product a potential solution to their problems in this step.
- Intent: This is when customers have decided that your product is the right solution for them.
- Purchase: This is the final step, where customers buy from your company. But conversion doesn’t end here. You must retain your customers by following up with them and offering excellent customer service.
Image Source: Unbounce
Now that you understand the conversion process let’s discuss how to optimize for better conversion rates.
What Are The Steps Of Conversion Optimization?
The conversion optimization process has four main steps: research, testing, implementation, and analysis.
Image Source: Medium
Research is the first step of conversion optimization. It’s vital to understand your target audience. Once you know this information, you can create targeted content that will speak directly to potential customers.
For example, if you're selling products to mothers, you'll want to create content that discusses the benefits of your products for busy moms. But if you're selling products to students, you'll want to create content that addresses studying and staying organized.
Common strategies used for target audience research include surveys, interviews, focus groups, and competitor analysis. You can also use Google Analytics to segment your website visitors and see which groups are converting at a higher rate.
Another good way to research your audience is to create buyer personas. Buyer personas are fictional characters that represent your ideal customer.
They consider information like demographics, behavior patterns, motivations, and goals. Creating buyer personas can help you better understand your target audience and what content will resonate with them.
Testing + Implementation
The next step is to test different elements on your website to see what works best, including testing other headlines, calls-to-action, or images. You can also try offers like free shipping or a discount for first-time customers.
You usually accomplish this using A/B testing, which compares two web page versions to see which one performs better. Once you've found the elements that work best, you can start implementing them on your website.
Finally, you need to analyze the results of your efforts, which will help you understand what's working and what's not working so that you can continue to improve your conversion rates.
One way to analyze your efforts is to calculate conversion rate lift, the percentage increase in conversion rate you've achieved due to your optimization efforts.
Remember, there are four basic steps of conversion optimization. The process begins with research, where you study your target audience and develop content and offers that resonate with them.
You then create multiple versions of marketing elements and test them to see what works best. Finally, you analyze your optimization efforts to see if you’re going in the right direction. Happy marketing!