Before you start a strategic conversion optimization, you should clarify two questions in advance:
- What actions should visitors do?
- What is the goal of this action?
The actions that website visitors should do more often with the optimization can include:
- Purchase of a product
- Booking a service
- Registration on the website
- Watch a video/listen to a podcast
- Subscribe to the newsletter
- Starting a download
- Contact the company
- Participation in a Webinar
- Visit of subpages
- Leave a comment or rating
The goals of the action can be:
- Sale of products and services
- Generating Leads
- Customer acquisition
- Increase of customer loyalty and acquisition of loyal customers
- Increase of brand awareness
Defining Macro Conversions
To ensure that the conversion optimization is effective, the so-called macro conversions should be defined first. In online shops, it is also worth working with intermediate goals, the micro conversions, which cover the entire customer journey process. In this way, even partial steps on the way to the purchase can be analyzed in the best possible way and used for conversion optimization.
Analyzing the target group
In order to continuously align the website to customer requirements, it is also important to know your target group. This is the only way to ensure that optimization measures by changing website elements such as headings, content and visuals, but also form, search and filter functions, length of the purchasing process, services and remarketing, will be effective.
Understanding Conversion Optimization as a Process
It is important to understand conversion optimization as an ongoing process, as recent years have shown that the market and customer expectations are constantly changing. The Corona crisis shows just how quickly this can happen. Companies should therefore understand the process as a cycle that must be firmly integrated into their strategy. This is the only way to ensure long-term usability at all times.