All the content we create has one primary goal: to convert visitors into customers.
There are tons of tips online to achieve great conversions. Some are great, some less so.
Still, the right way to learn SEO and conversion rate optimization that fits your business is to work through a defined series of steps.
Today, we’ll answer the following questions. What are the conversion optimization steps and best processes needed to craft a perfect customer journey from start to finish, and how can you avoid unnecessary detours?
The Seven Steps Of Conversion Optimization
Let’s start by clarifying the fact that measuring performance through conversion tracking is critical, regardless of which step you’re on.
There isn’t a magic conversion formula. It’s beyond vital that you invest time in monitoring, analyzing, tweaking, and polishing your conversion process until you hit all the right notes.
Our conversion optimization steps look like this:
- Create your optimization strategy
- Actively seek customer feedback
- Shore up your sales funnel leaks
- Simplify your landing pages
- Validate the business through social proof
- Look at loading speeds and mobile-friendliness
- Test, test, and test again!
If you’re asked what is Google Search Console, it’ll be your time to shine after reading this article, as we’ll also explain why this tool is valuable in spotting conversion funnel leaks and making your site mobile-friendly.
Creating An Optimization Strategy
First things first – you need an outline strategy to guide your conversion optimization efforts.
As we’ve mentioned, conversion optimization means a LOT of testing, so your first job is to define your aspirations.
There’s little point in testing conversion metrics in places that don’t matter, so it’s critical to make sure you’re analyzing the elements that make a difference.
Actively Seek Customer Feedback
It’s impossible to have an authentic user experience of your own business, so user comments help to indicate whether:
- The page design doesn’t work as they’d like.
- Your offers aren’t consistent with their pain points.
- A function on the site is fussy, inconvenient, or takes too much time.
Use this information to revisit your customer personas, and adjust as required, then you’ll get a firm grasp on how best to concentrate your conversion optimization budget.
Shore Up Your Sales Funnel Leaks
In many cases, a business has a weak link – a problematic sales page with low conversion rates that forms a break in the funnel.
Google Analytics is a great tool to monitor the behavior flow and see when a customer quits (so you can fix the problem!).
Look for red flags, like high bounce rates, and drill down through feedback analysis to determine which pages are dragging your conversion figures lower.
Simplify Your Landing Pages
It’s easy to cram a vital landing page with information, which ends up being a distraction and transports visitors down a rabbit hole.
Every element, every word, every graphic needs to tie into your conversion optimization strategy.
Strip out the dead weight, and you’ll see how simple pages, clear copy, single-core offers, and prominent CTAs can make a world of difference.
Validate The Business Through Social Proof
Yep, you know that social proof is a huge deal in conversion optimization, but for newer businesses building an audience, this is a massive problem-solver!
If you’ve got a few million followers on socials, you immediately convey a sense of trust that backs up everything you’re saying on your site.
Reviews, ratings, followers, engagements, testimonials – they’re all-powerful components to generate positivity and increased sales.
Look At Loading Speeds And Mobile-Friendliness
Mobile optimization is hugely necessary since around 60% of all web traffic now comes through mobile sources.
You can use the Google test tool to see how compatible your site is and follow straightforward recommendations to improve that.
Even if your site is theoretically mobile-optimized, you’re automatically sending away visitors in droves if it doesn’t work well.
Customers have little (read: zero!) patience for slow loading times, and bounce probability increases 32% for every three-second delay.
Test, Test, And Test Again!
Finally – never rest easy in thinking that your conversion optimization is ‘done.’ Because it’s never finished.
Achieved higher conversions? Awesome job!
But you’re still going to want to continue testing over time to see the statistical significance and decide whether you’ve found your gold star formula or could do better.
There is always room for improvement, and customer preferences change rapidly.
Keep testing, keep trying out new theories, and keep responding to any dips you see in your conversion optimization functionality.
