A conversion is the action(s) you want a user to take on your site beyond general content viewing. In essence, Conversion = Return.
Conversion optimization is the art of enhancing a website to catch a user’s attention and entice them to perform that action on your website, whether through subtle or direct means. Depending on the type of business you manage, that action could be:
- Placing products in a shopping cart and completing a checkout process
- Signing up for a newsletter or subscription
- Filling out a contact form
This may all sound very technical, but don’t worry, at House of Copy we’ve gone to great pains to hone our conversion optimization process for all types of businesses, so you can sit back and await results.
We start from a research point of view, looking at your competitors and analyzing their various conversion paths. We also look at ”funnels”. Funnels are basically a set path you ideally want your website users to take that will lead them up to a conversion.
Once we’ve got a good grasp of your competitor strategies, we dig into your website analytics to see how your users navigate your website. We look at several elements: Where do they most often enter the conversion process from (homepage, product page, etc.)? Are there strong “Calls To Action” (CTAs) on those pages, or every page for that matter? Where do they drop out of the conversion process? What obstacles might be barring them from painlessly completing a conversion?
After gathering our data, we come up with several strategies to test. Some past tests have included Call To Action buttons in various colors, sizes and placements that users need to click on in order to begin the conversion process. Some have included simplifying the checkout process down to 2-3 steps. Some have included enhancing specific product pages with more content and images.
Once we find the best-performing strategy, we help you implement it and track everything in your Analytics platform, right down to the button clicks and incremental revenue generated.
So let House of Copy help you ensure that every potential customer who visits your website is turned into a paying customer.