Conversion optimization, or conversion rate optimization (CRO), is a set of
strategies, techniques, and tools that convert traffic into clients. The
audience takes the desired action on a page and is led to fulfill their needs
through the blog or business offers. The internet is powerful not only because
of its pretty graphics, videos, and even 3D, but it’s also powerful because you
can measure every aspect of a campaign. This is the foundation of many
multi-billion-dollar businesses in the form of tech giants.
Applying
conversion optimization to your blog or website can increase the number of
critical actions your audience takes. In this blog post, I’ll explore some of
the key terms you’ll often encounter in this field of digital marketing.
A/B test
Split tests, also known as A/B tests, are all about comparing two versions of the
same webpage to analyze which one is the better performer. If you like
statistics, you’ll love A/B tests since they’re based on hypothesis testing.
It’s an analytical way of making one or more decisions based on sample
statistics. Don’t worry about the little details since you can now find
platforms, plugins, and services that allow you to run these tests quickly and
often.
Running tests often have the added benefit of improving your
conversion rates continuously. This can have a tremendous return on investment
for your blog or website.
Call to Action
A call to action is a phrase or interphase element that motivates the reader to take action, such as filling out a form, joining a newsletter, buying a product, booking a hotel room, etc. Although conversion optimization is geared towards an analytics approach, it also includes space for creativity. It’s all about performing the next step. For example, a call to action can appear after reading an article on your blog; when your visitor is part of your email list, you can add a call to action to an email inviting them to visit a sales page and so on.
Click Path
Have you ever wondered what your users do on your website? You’ll be surprised
that many individuals have asked themselves the same question. You can find your
answer on a click path, which is a visitor’s voyage through your website. You
use your web analytics to see how users behave on your website. It’s also a key
performance indicator of great importance, especially with e-commerce
websites.
The result is that you’ll be able to create better personal
profiles and target visitors more efficiently than ever before. This allows
better advertising and better use of ad dollars.
Cookie
Have you ever wondered how your browser communicates with a website or web
server? The answer is usually presented in the form of cookies. Cookies are text
files, small in size, used to exchange information. A web server knows what type
of content to provide based on these cookies. These small elements are
user-friendly. Unfortunately, in some parts of the world, you have to click
accept when a website tries to use cookies on your browser.
They can also
save time; that’s why some cookies typically expire between thirty and ninety
days. Technically, they can also remember information connected to forms. As a
result, you won’t have to type all your data twice on many websites.
Conversion
Many websites want you to take a particular action. Many of these activities end
up creating revenue for the brand. Examples of conversions are: purchasing a
product, newsletter signup, filling out a form, sharing content through social
media, the click of a button, etc. Conversion rate is the number of these
conversions divided by the number of web visitors, expressed as
percentages.
You’ll also find the term “micro-conversion,” the steps
before a conversion is made. Again, asking yourself about attribution is
critical to understand why your visitors perform a conversion in answer to a
call to action.
Funnel
To answer the question, What is Conversion Optimization? First, I need to talk about funnels. These elements are essential to the strategy of many blogs and online businesses. A funnel is the steps a user or users take to reach a goal, such as purchasing a product or service. As you may already know, it’s not easy to make predictions, especially in the field of marketing, but with a funnel, you can predict the sales volume because it shows how your audience is moving through each stage. You can also pinpoint problematic areas and act decisively to fix them.
Heat map
Data visualization tools are fun. You can spend a whole afternoon watching
graphic after graphic. A heat map is a data visualization tool that lets you
picture how a user moves through a web page using different colors. More often
than not, you’ll observe warm colors to depict an area that is clicked or
followed usually by the visitor. Often, cool colors show neglected areas of a
web page.
This tool is handy for modifying your layout, call to
action, and other elements to improve conversions. A key advantage is that you
do not have to rely solely on intuition or design prowess, but you rely on hard
data.
Landing page
Landing pages everywhere. Digital marketing relies on landing pages to present
offers in the best possible light. A landing page is a page the visitors see at
first. Technically, it can be any page on a website. However, more often than
not, it describes a page created for a specific campaign, such as an ad or
content marketing campaign.
A landing page can be part of a marketing
funnel, or it can be a standalone initiative. A landing page often provides the
first impression for your blog or business, which is why it’s also an
opportunity to do great branding.
Conclusion
As you can see, you may be familiar with some or all the key terms related to
what is conversion optimization. As a final example: If you have a cosmetics
store, you may have taken good care of positioning the elements in a suitable
array mimicking your primary purpose, which could increase sales. However, you
don’t know if moving the main display could make you acquire more customers.
Testing would take a sizable effort to test which position is best. You can show
one page to one set of customers and a different set to others on the
internet.
The winner is the one with the most conversions. This
process can be automated and performed without losing valuable time. Tweaking
your website and testing it to get these improved results are all steps in
conversion optimization.
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