Conversion Optimization and What You Need to KnowPosted by oicadmin on 06/08/12
Tags: content , ppc , website optimization , web design , seo
Unlike SEO and Pay Per Click advertising that simple direct traffic to a website, conversion optimization goes one step further. Also commonly referred to as conversion rate optimization (for its focus in improving the conversion rate of a website), conversion optimization centers on post-click user activity and behavior. That is, the desired action a user takes after he or she lands on a webpage (primarily from the search engine results.)
So what exactly do you need to know about conversion optimization? A few things.
Conversion optimization is a big deal in today's website marketing arena. The definition of a 'well-optimized website' has evolved into more than just a site that's been strategically infused with keywords. Now, a well-optimized site is one that has a professionally planned conversional funnel, or a pre-meditated path that users will take once they land on a page, in addition to all of the necessary SEO elements involved.
Conversion Optimization is a lot Like SEO
Similarly to SEO, conversion optimization is not a hit-and-run project. Rather, it's ongoing process of testing, evaluating, and fine-tuning. The leaders of the optimization profession will do more than simply tune-up landing pages or implement A/B tests on different webpage variations. True conversion optimizers will roll-up their sleeves and uncover valuable insights based on user behavior. The force behind conversion optimization is information.
Website analytics are the source for such valuable data, and knowing how make sense of key on-site statistics is imperative. Approaches like segmentation analysis and assessing navigation pathways become even more essential. In both conversion optimization and search engine optimization, content reigns king.
Sure, website design and technicalities may seem significant (and they are,) but don't let these aspects overshadow what truly matters - meaningful experiences and valuable propositions. In world of SEO, success in these can earn you links. In conversion optimization, these elements result in paying customers. You dig?
Why Design and Technical Expertise Matter
Conversion optimization demands constant testing of various page concepts. Whether for SEO or PPC optimization, the conversion funnel must be well-planned, constantly analyzed, and respectfully modified.
The elements of a conversion funnel, although still focused on content will often hinge on the help of a creative website designer or code-friendly web developer. Flipping call-to-actions based on eye tracking studies or adding different visuals to a page are just a few examples.
In essence, the advantages of conversion optimization derive from offering something valuable as an incentive to convert. This is why strategic web marketing experience, coupled with creative and technical experience, can make for an effective website optimization team.
If you are search engine marketing efforts are becoming stagnant, perhaps it’s not matter of search engine visibility or getting traffic to your website. Rather, it could be matter of optimizing your website for great conversion potential.
This article written by Tyler Tafelsky, one of our Internet marketing specialists here at OIC Group, Inc.