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Conversion optimisation means proactively improving your online service, digital marketing or digital purchase path. At its best, conversion optimisation is an iterative process of fine-tuning the effectiveness of your service.
Conversion therefore means that a user of a web service performs a predefined and measurable action, i.e. converts. Depending on your objectives and what your web service is about, conversions can be, for example:
Which conversions you should be interested in depends mainly on your business sector. For an online retailer, it makes sense to track payment transactions and product added to shopping cart, while for a complex B2B service provider, downloading a demo or reading a particular blog post, for example, may be highly desirable.
Conversion tracking relies heavily on collected data (analytics) to provide insights on how to improve certain functions and content. From the list above, almost every conversion could be tracked directly using Google’s free analytics tool.
A key figure for measuring conversions is conversion rate, which is simply calculated by dividing the number of conversions by the number of visitors to your website or service. If the average purchase of your online shop is €100 and the daily number of visitors is 4,000, an increase of just one conversion rate would mean an improvement of €4,000. Even if visitor numbers drop, conversion optimisation can save the day. The exact same logic works for contacts and other important web service functions.
Conversion optimisation aims to increase the number of conversions. The conversion optimisation process is more or less always the same, although conversions and goals vary by company. First, the current situation is mapped, followed by setting up a plan on improving it. Building a plan requires experience, insight and patience to test different options, for example through A/B tests. Finally, the necessary tags and tools for conversion tracking are installed and the user learns how to regularly analyse the reports.
Digital visibility refers to how well your business can be found online and how high your website ranks in search engine results. In addition to conversion optimisation, we can help you improve your digital visibility with search engine optimisation, analytics, digital marketing consultancy and search engine friendly user interface design.
