What is this thing called conversion optimization?
It's pretty simple - it's the process of getting more people to do what you want on your website.
This could be:
- More Sales
- More E-Mail Sign Ups
- More Phone Calls
It's just like if you ran a store and you needed to make your store nicer so that your customers would be happier and more likely to buy.
So how do you do it?
The easy answer is - it's hard! But, with a little bit of effort and an appreciation of what it can get you, conversion optimization can be simplified enough to make it part of your weekly process.
There are a few things you'll need to set up:
- Google Analytics
- Screen recording software like Mouseflow, LuckyOrange or CrazyEgg
- Call tracking software like CallRail or CallGrader
- Advertising accounts on Facebook, Google, LinkedIN and Twitter
While you need to get everything ready to go, you don't have to worry about doing everything all at once. The basics of conversion optimization can be boiled down to a simple process:
- Create an advertising experiment to bring traffic from a certain area or group of people
- Record users on the site and use analytics software to learn how users behave
- Review the behavior of your traffic after a week or two and make changes based on what you learn from watching your customers respond to your website
But, There's More To It Than That…
While the basics are simple, it can be a little more complex than it sounds. We've put together a list of common problems that stop small businesses from optimizing their efforts, and solutions that will help get the process going.
Problem 1: I don't understand this data.
Solution: Analytics rule because you have limitless amounts of data. This is also why analytics present such a problem. What do you do with all this info? We suggest simplifying. Isolate just one or two metrics you want to work on. Want to make people stick around longer? Want to make more people go from the homepage to the f.a.q? Narrow down your goals so that you only care about one or two pieces of data at a time.
Problem 2: It takes so much time!
Solution: Even though it only takes a couple hours a week, it sure can be difficult to find the time to review data, make changes to your website, design experiments… all while doing your normal job. There are some ways to make this easier, though. All the analytics tools come with helpful email report features so that you don't have to waste time searching for info. Things like the Lean Experiment Board make it easy to design experiments by giving you a starting structure. And, by picking only one or two goals at a time, you can limit how much you need to pay attention to and work on.
Problem 3: I don't see any results and it's been weeks!
Solution: A lot of the time, conversion optimization is a process of weeks or months, not days. A lot of businesses have trouble maintaining the weekly work it takes for a long enough period of time to see a big payoff in the work they're doing. But, if you keep your budgets small, and set a finish point for each test at the start, you can schedule how much time and money it will cost you to make it work for your schedule and budget over time. You can also apply what you're learning about your customer demographics and how they respond to different messages and offers to the rest of your marketing, making digital advertising an effective way to prototype and research for your complete marketing efforts.
Talk to us about it!
We love talking to small businesses and entrepeneurs, solving problems and helping businesses grow.
If you have any questions on conversion optimization, we've got more information on our website and we'd be happy to get on a phone call so you can pick our brains.
Jason Cronkhite, CEO - 210 259 3242