Conversion optimization is a marketing technique used to convert visitors into customers. It involves monitoring and tweaking site layout, advertising, and content to reduce bounce rates and increase revenue. A/B testing and tailored strategies are used to develop the best marketing strategy. Stores also use conversion optimization techniques, including promotions, sales, and customer service.
Conversion optimization, sometimes known as conversion rate optimization (CRO), is a direct marketing technique designed to convert existing visitors into customers. This tactic is prevalent in Internet marketing, but conversion optimization is also used in many shops. Online CRO focuses on reducing the bounce rate, or the speed at which visitors leave your site quickly, by monitoring and tweaking site layout, advertising and content. Conversely, in-store CROs will often attempt to increase sales by focusing on promotion or sales incentives for store visitors and customer service.
Website conversion optimization is generally considered a process, rather than a goal, and involves consistent site monitoring and testing to develop the best marketing strategy. Different sites will focus on improving different stats, ranging from bounce rate and landing page optimization to traffic boost and branding. Landing page changes affect the visitor’s first impressions of the site and can help drive potential customers to relevant content pages or optimized sales pages. Increasing traffic can sometimes increase your conversion rate, depending on the source of the traffic and whether it’s relevant to the site’s theme. The overall goal of Conversion Optimization is to increase revenue through sales and return on investment (ROI).
There are several methods for testing site layouts or content for conversion optimization. One of the main techniques, known as A/B testing or multivariate testing, involves testing two or more options simultaneously to see which one is more successful at converting visitors into customers. Once enough meaningful data has been obtained, the most effective layout can be implemented across the entire site. Another technique involves researching traffic patterns and visitor behavior on the site to develop a tailored strategy without spending too much time in test mode.
Stores also implement conversion optimization techniques to varying degrees. On a larger scale, stores focus on increasing ROI through store credit cards, rewards programs, email acquisition, and other strategies that focus on relationship marketing. In addition, marketing also involves windows and visual design, such as mannequins in clothing stores, window displays, photos, and the general atmosphere of the store. Product placement is also a focus; by placing certain products in the front and hiding the sales section in the back of the store, stores are more likely to increase the price of each transaction and the conversion rate.
For first-time customers, promotions and sales can offer them incentives to make a purchase or increase the price or number of units of their purchase. Conversion optimization is also at the heart of customer service. Sales associates and managers who are properly trained in in-person product promotion are more likely to convince customers to make a purchase, thereby increasing conversion rates.
Protect your devices with Threat Protection by NordVPN
