Many businesses utilize digital marketing to widen their reach and get more people to visit their websites. But your digital marketing campaign should not just end with the goal of increasing your traffic. You also want to ensure that the people that do end up on your site perform the actions you want them to. And that’s where conversion optimization comes in.
What Are Conversion Rates?
Customers don’t blindly follow your commands or take you at your word. There are a lot of reasons why they buy from you over your competitors. They may have had a positive experience with you previously; they may have a positive opinion of your brand, the price may be right, etc.
Whatever the reason, customers make a decision based on their needs and your business. This is what makes up their conversion rate. Your conversion rate is the percentage of customers who actually do what you want them to, based on their current mindset.
For example, you may have a homepage with a CTA to sign up for your newsletter. If someone makes that decision, they are converting to your newsletter. This has nothing to do with the design of your website, the copy of your newsletter subscription page, or the quality of your product or service. This is simply the decision your customer made to subscribe to your newsletter.
The Importance of Conversion Optimization
The reason conversion optimization is vital in digital marketing is that your conversion rate is the ultimate key to your business’s success.
Let’s assume that you have the greatest website in the world, the most beautiful and responsive design, and your products and services are the best in their field. If no one clicks on your CTA or if they convert into a negative action (like unsubscribing), none of this matters.
The key to your business’s success is making sure that more people convert into the things you want them to and fewer people convert into the things you don’t want them to. If you can increase your conversion rates, your business will grow.
How to Do Conversion Rate Optimization
Now that you know the importance of conversion rate optimization, you’re probably wondering how to do it. As we mentioned above, the main goal is to increase your conversion rates. But increasing conversion rates is not as easy as it seems.
If you want to dramatically increase your conversion rates, you’re going to have to do some testing, some research, and then more testing. Every business is different, and you’ll need to figure out what works best for you.
You can dramatically increase your conversion rate by landing page optimization or through testing new copy and even the color of a CTA button. But there is no one-size-fits-all solution. You’ll have to test everything.
What you can do, however, is start by testing one thing at a time. Don’t try and fix ten things at once. Just focus on one thing and test it. If it works, then you can move on to the next thing.
Increasing your website’s conversion rate is what will ultimately lead to your business’s success. When you have an optimized conversion rate, you’re taking more of your customers’ money. That’s what it’s all about. Increase your conversion rate, and your business will grow.
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