The conversion optimization process is a crucial marketing strategy for building your business. It can improve your conversion rates, create a loyal and satisfied customer base, and take your business to new heights.
*Updated 8/9/2024
After all, your ultimate goal with digital marketing is to convert internet users into paying customers.
Part of having a well-developed conversion optimization process is to have the right design, so check out our free contact form template!
This article will discuss conversion optimization and common mistakes you should avoid while optimizing your conversion strategy. You can also check out our article on the steps of conversion optimization.
Steps of the Conversion Optimization Process
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Traffic analysis
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Landing page testing
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Conversion tracking
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Decision-making
What is Conversion Optimization?
Conversion optimization increases the percentage of visitors to a website who take the desired action, such as making a purchase, subscribing to a newsletter, or filling out a contact form.
For example, if you have a website that sells products, your goal might be to increase the number of visitors who add items to their cart and complete the purchase. Similarly, if you have a website for a subscription service, your goal might be to increase the number of visitors who sign up for a free trial.
If you’re wondering how conversion optimization can benefit your business, check out our article on the benefits of conversion rate optimization.
The conversion optimization process has four main steps: traffic analysis, landing page testing, conversion tracking, and data-driven decision-making. Let's discuss each of these steps in more detail.
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Step One: Traffic Analysis
Traffic analysis is the first step in optimization and involves understanding where your traffic is coming from, what type of traffic it is, and how it behaves on your site. This data will help you determine which channels are most effective at driving conversions and where to focus your efforts.
For example, if you notice that most of your customers come from social media instead of Google searches, it might be good to focus your marketing efforts on social platforms.
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Step Two: Landing Page Testing
This testing involves testing different versions of your landing pages to see which one performs best. It is usually via A/B testing, comparing two web page versions side-by-side to see which produces better results.
For example, if you have a contact form on your landing page, you might test two different versions to see which one gets more submissions.
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Step Three: Conversion Tracking
Conversion tracking is the third step and involves setting up goals in Google Analytics or another analytics platform so that you can track how many visitors are taking the desired action on your site.
This data will help you determine whether or not your optimization efforts are successful.
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Step Four: Decision-Making
Data-driven decision-making is the fourth and final step in conversion optimization, using the data you've collected from traffic analysis, landing page testing, and conversion tracking to make informed decisions to improve your website.
Improvements might involve changing your website's design, adding or removing features, or changing your marketing strategy.
Keep in mind that you might find slightly different versions of the conversion optimization process on the internet. For example, some experts believe the first step of conversion optimization is target audience research, slightly different from traffic analysis.
Remember The Four Steps Of Conversion Optimization
The conversion optimization process includes four steps: traffic analysis, landing page testing, conversion tracking, and data-driven decision-making. These methods can improve your conversion rates and take your business to new heights if executed correctly.
Many new businesses don’t have the expertise, resources, and time to focus on conversion optimization. Consider hiring a digital marketing agency for your small business if this scenario sounds familiar. It will enhance the optimization process, building your brand that much faster.
