Conversion Optimization: Turning Website Visitors Into Customers

Conversion optimization is a powerful technique that all online businesses could benefit from. Most businesses realize that they need to have a website and some type of Internet presence in order to be successful in today’s technological world. But, if you are not optimizing your website, you are missing out on the opportunity to grow your business and gain more customers or clients. Conversion optimization will help increase your revenue without simultaneously increasing your marketing expenses.

What is Conversion Optimization?

Conversion optimization is the process of making changes to your website in order to get more of your website’s visitors to take the action you desire. Every website should serve a specific purpose such as getting someone to pick up the phone and call your business, fill out a contact form, or purchase a product on your website. Your company’s website design should keep this end goal in mind so that you can encourage your visitors to complete the desired action.

Why is Conversion Optimization Important?

The biggest reason why conversion optimization is important is that it helps increase the effectiveness of your website. Simply having a website on the internet is not enough to increase the amount of business you do. When you focus on what your visitors are doing on your website, you are able to steer them in a direction that gets your visitors to complete whatever goal you have set out for your website.

Websites can be a terrific business development tool if used properly. By taking the time to analyze your website’s traffic and their interaction with your site, you will be able to see where changes can be made on your site that will dramatically increase your conversion rate, and ultimately increase your revenue stream.

How to Perform Conversion Optimization

A major aspect of conversion optimization is dealing with the conversion funnel. When thinking about your website’s goal, it helps to picture it as a funnel where your site’s visitors enter through the top and slowly move towards the end goal, with some visitors leaving your site along the way. Your website’s main goal is made up of smaller micro conversions that can also be optimized. When you optimize each of these conversions along the path to your main goal, you will see the entire process become much more efficient.

The conversion funnel through the eyes of a prospect can be summed up by four questions directed at your business:

– What do you do?* – Why should I care?* – How do you do it?* – Where do we begin?*

Adequately answering each of these questions posed by your prospects will enable you to improve your conversion rate.

When a prospect comes to your website, they may ask the question, “What do you do?” This is the part of the conversion funnel where you introduce your business and exactly what it is you do. You can list all of your services you offer or all of the products you sell. If a prospect is interested in learning more about your business, they will move onto the next stage of the funnel by asking, “Why should I care?” This is where you need to sell your prospect on your industry knowledge and expertise. Being able to present yourself as an expert in your field will create trust with your prospect and move them further along the conversion funnel.

The third stage of the conversion funnel is when a prospect asks, “How do you do it?” This is where you would explain thoroughly how your business can help solve your prospect’s problems. Listing all of the products or services you offer that will benefit your prospect will help them see exactly why they should use your business to solve their problems.

The fourth and final stage of the conversion funnel is when the prospect asks, “Where do we begin?” Once a prospect has made up his/her mind and wants to hire your company or make a purchase through your website, you need to make it as easy as possible for your website’s visitor to do that. If your sign up form or checkout process is too complicated, you may lose your prospect who was willing to become a paying customer.

Conversion optimization is a great way to increase the amount of business that your company does without increasing your advertising expenses. Taking the time to analyze and optimize landing pages, shopping carts, and signup forms can play a huge role in the success of your website as a business development tool. If your company’s website is losing valuable leads and potential customers due to poor design or other glaring website issues, it’s time for a professional website redesign.


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