Conversion Optimization Vail

What good is it to make major investments in driving traffic to your website, if your website is designed poorly and doesn’t convert visitors into taking an action or becoming a customer?

Conversion Rate Optimization (CRO) has become a major measuring stick of a successful Internet Marketing program. The importance has shifted from obtaining traffic to converting that traffic into customers or buyers. Unlike Pay Per click (PPC) marketing, CRO isn’t a strategy of the more you spend the more leads you get. CRO requires as much creativity, as it requires monetary investment.

Conversion optimization can improve the efficiency of all of your online marketing programs and significantly impact your bottom line.

Online marketing can be divided into three primary activities:

  • Acquisition – getting traffic to your website
  • Conversion – getting website visitors to do what you want
  • Retention – deepening the relationship and increasing its lifetime value

Because of the large amounts of money spent on acquisition and retention, sophisticated systems have been created to maximize the ROI of these activities. But the efficiency of the website or landing page has been largely neglected. Many companies now understand that website and landing page conversion rates can have a dramatic impact on online marketing program profits. That’s where the new battleground is in the coming years.

What is “conversion rate”?

The conversion rate is the percentage of unique visitors who take a desired action on your website. A desired action can be clicking through to another page, filling out a form, signing up for a free trial, downloading content, or purchasing a product or service. Some companies may have multiple desired actions on their websites (e.g. request information, sign up for a newsletter, download a demo, free trial, or purchase).

What is “conversion optimization”?

Conversion optimization is the process of improving conversion rates by testing website changes. This can be done in a single engagement or as an ongoing series of tests.

Many companies will spend hundreds of thousands or millions of dollars annually to pay for traffic to their website. They then land the traffic on a landing page which has had very little thought or resources put into it.

The website or landing page is typically designed with input or influence from some or all the following groups: outside advertising agency, webmaster, product manager, marketing, usability consultants, graphic designers, I.T., upper management.

The key missing ingredient, but the most important one, is input from the intended target audience. If there is any target audience input it is typically from qualitative sources with small numbers of participants (e.g. focus groups, or eye-tracking studies).

Why is Conversion Optimization important?

By increasing your conversion rate, you lower your cost per acquisition without changing what you pay for the traffic.

Another way of looking at conversion improvement is the impact on profitability. Even a small increase in conversion rate can have a dramatic profit impact.

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Vail Web Designs
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