Conversion Optimization

Mar 12, 2013
Guest Post

Conversion optimization is one of the most powerful internet marketing techniques. It is the process of improving your wesbite to the point to which more and more visitors turn into customers.

Conversioner.com - conversion optimization

Conversion optimization leads to an increase in sales and leads without the need to spend more on attracting new users, but by simply optimizing landing pages, payment processes, user experience, and all parts of the funnel to their full potential.

The most common conversion optimization method is the Behavioral Targeting. Behavioral targeting segments users by  gender, language, geographical location, behavioral trends on social platforms and other behavioral triggers. By using analytics, we can target these different segments of users depending on where they’re arriving at our site from, which page they’re viewing, or other behavioral factors.

At Conversioner, the basis of our conversion optimization method is Emotional Targeting. Emotional targeting is different from normal conversion optimization because it heavily employs the use of psychology to generate psycho-emotional profiles of the customers.

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The Process

The conversion optimization process is both a science and an art. It involves creating hypotheses about how websites can be improved to increase sales, downloads, leads, or applications, and then testing those hypotheses.

First, the analyses above is performed in order to formulate hypotheses. Then, we work closely with designers and developers to redo the part of the funnel that we’re working on. When this is done, we use AB Testing software in order to test one page against another to see which one results in more conversions. If the newly created page works better than the original one, we use it. If the original page works better than the new one, we then draw from one of our other hypotheses. This is a continual process that we follow until we reach maximum conversion rate at each stage in the funnel.

The reason why emotional targeting is so much more effective than other forms of conversion optimization is that it allows us to draw from such a greater pool of hypotheses. Instead of only looking at the numbers (we heavily look at the numbers too) psycho-emotional profiling allows us to understand the user’s wants, needs, and dreams in life. If we know what makes the users feel good and who they want to be, it is way easier to give them an experience that will get them to buy.

How it’s Different

Conversion rate optimization is different from other forms of digital marketing. More well known forms are SEO and PPC. The main issue with those is that they involve competing with other users for space on Google and other advertising spaces. If you’re business is in a valuable market, these can be very costly. Even more, these and a lot of other digital marketing forms, including the increasing popular content marketing, solely focus on bringing users to your website. Bringing users to your website is good but not enough. A comprehensive digital marketing strategy also involves paying attention to users after they’ve landed on your site. That’s what conversion optimization does.

 

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