Conversion Rate Optimization

Conversion – the one metric that make sense to all publishers and internet marketers.  But often we forget to monitor the path, actions and behaviours that led to the conversion. The small steps that eventually led to conversion are called Micro-Conversions.

Qualitative Micro Conversions:  Micro Conversions can be broadly categorized based on the visitor’s action. Actions that doesn’t directly contribute to your revenue but which would eventually lead to revenue generation are called Qualitative Micro-Conversions. 

Most Businesses hire conversion rate experts to get a lift in sales in the short-term. The expert while providing the services forgets to convince the Business Owner that the conversion rate optimization is not a short-term activity. It should be integrated into all Business processes. You should do conversion rate optimization(CRO) to:

1) Learn 

Websites get visitors from various sources - Direct Traffic, Search Engines,  Social Media or referring sites. Each Business has its own valuable traffic  source. Understanding how visitors from each source behave in your website is crucial for conversion rate optimization. 

Multivariate Testing: If you are currently working on improving conversion in your critical pages then you might have come across the term “Multivariate Testing’. A/B Testing is a simple concept. You test for two versions A and B and find out which version converts better. The variation can be any aspect of the page – design, colour of the button, headline, background colour or Call to Action. But you can only test two variables at a time.

Call to Actions in Internet Media/Marketing are words that facilitate visitors to take immediate action. Here are 9 popular call to action used in successful online publications and retail stores.

1) Add to Cart: If you are running an e-commerce portal, you can’t ignore this call to action. This call to action has occupied the mind space of most online shoppers like the “Home” link in websites. If you don’t use ‘Add to Cart’ call to action in your shopping button, expect your conversion to go down by a huge margin.

Persona marketing is not new in traditional marketing space. The best Direct Mail marketers create personas even before writing a single line of copy. It allows them to group together potential clients according to demographic, goals, desires and purchasing power. Can we replicate this model for the web and attract our ideal client?

Here are some action steps that can help you attract the ideal clients to your website