Business

How to Make Conversion Optimization Work for Your Online Brand

Conversion optimization is a nice idea in theory. I always thought so. Assuming you have an online presence, and a way to generate traffic to key landing pages, conversion optimization should be able to help you capture more conversions and more revenue. 

But many people struggle to implement this strategy, and for various reasons. I certainly did.

How do you make conversion optimization work for you?

The Basics of Conversion Optimization

Let’s keep it simple. 

Conversions are meaningful actions taken by your customers that eventually lead to revenue; depending on the nature of your business, that translates to something like making a purchase, contributing a donation, and sometimes simply filling out a contact form.

Conversion optimization is a sequence of strategies and tactics designed to increase the number of conversions you get per unit of traffic. 

In other words, you want to do things to make your customers convert! 

Makes sense, right?

However, not all brands benefit from conversion optimization equally. 

When I started, I used bland, generic strategies that didn’t help my website improve. 

I’m here to help you avoid doing the same.

Key Strategies to Improve the Effectiveness of Conversion Optimization

How do you make conversion optimization work for your brand?

  • Start with a cohesive lead generation strategy. Without a lead generation strategy in place, your conversion optimization strategy won’t yield ideal results. Lead generation planning forces you to consider many different variables, including your offers, your audience, sources of traffic, volume of traffic, and type of traffic.
  • Filter your audience. I initially made the mistake of prioritizing traffic volume over traffic relevance. In other words, I wanted millions of visitors, regardless of whether they actually wanted to buy what I was selling. In truth, I would have been better off with 1,000 visitors who were highly qualified and ready to buy. Accordingly, you should filter your audience based on relevance and buying interest.
  • Study examples. Before you dive into the conversion optimization rabbit hole, study some examples of successful conversion optimization campaigns. What do these landing pages do well? What makes them so persuasive?
  • Get to know your niche audience. There is no singular strategy for conversion optimization because different audiences have different values, needs, and ways of thinking. The better you know your audience, the better you’ll be able to cater to them, specifically.
  • Appeal to specific segments. If your audience has multiple segments, focus on one segment at a time. Don’t try to appeal to all your audience segments with a single landing page; instead, create separate landing pages for each segment. This was huge for me.
  • Make your first changes big ones. There’s evidence to suggest that certain colors are better for conversions than others. You can also sometimes increase conversion results with small tweaks to colors and fonts. However, you’ll see better results if you focus on big changes, rather than small ones at first. Changing your offer or your headline is much more likely to help you see big gains than switching from green to red; one headline rewrite was all it took for me to see instant increases. 
  • Ensure convenient usability. I’ve learned to recognize usability is a huge limiting factor in conversion optimization. If your website doesn’t work, or if it takes too long to finish the conversion process, your customers aren’t going to convert.
  • Automate what you can. The more you automate your testing and analysis, the more work you’re going to save yourself. This way, you can spend more time brainstorming creative ways to appeal to your niche audience.
  • Keep an eye on your ROI. My only real goal was increasing profitability. I quickly discovered why ROI is arguably the best metric for tracking and improving the effectiveness of a marketing campaign. Essentially, it’s a measure of how much value you get out of a given strategy, compared to what you invest in it – and you will be investing in it.
  • Never stop optimizing. There’s no such thing as a perfect conversion rate. In most cases, there’s always room for more incremental improvements. Accordingly, you should adopt a mentality of continuous optimization, with aggressive experimentation.

I failed when I first started optimizing conversions. But you don’t have to. Start with these strategies and you’ll be in a much better position to succeed. 

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