Conversion is King

Content is helpful, but conversion is everything. The point of content – and usability in general – is to meet business objectives.

Any business objective can be a conversion of sorts: bookmarking, social sharing/liking, video views, time on site, lead generation, add to cart, and hopefully even completing the sale! By measuring each step, brands can understand where their site can improve it’s usability and contribute more to the bottom line.

1. It can be easier to increase conversion than to increase traffic
Increasing conversion also increases revenue, and can be easier than increasing traffic – up to a point.

2. Even mobile apps can easily conduct conversion optimization tests
Mobile testing platforms now allow conversion and usability testing without rolling out new versions of your app. Solutions exist from Optimizely ,Visual Website Optimizer (VWO), Liquid, and Artisan Optimize Mobile App.

3. You should test EVERYTHING
User Experience professionals agree: Take their advice, but “always keep testing”. Conversion case studies show all sorts of factors can influence conversion:

  • Logos and headers
  • Design style of the the site
  • Product page designs
  • Product descriptions and overall copy writing
  • The text of your call to action buttons
  • Images
  • Use of video (usually boosts conversion, but not always!)
  • Purchasing path through the site

4. Website redesigns should use, not reset your data
Now if the site is just awful, start with a redesign. But a website redesign that starts over can sometimes be a horrible waste: Another shot in the dark, with hope and prayer. Consider instead a redesign process based on evolving the website with small changes, continually tested for improvement. But definitely start from having your website in a “good place”!

Not sure of next steps for your site? Time to start testing – or maybe a redesign from that “good place”. Need a good interactive agency or website design firm? We’ve worked with agencies and designers. And we partner with the best! Talk to us about your needs, and we’ll introduce you to the right match.

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See you at SearchCon 2015!
Are you interested in learning about the latest in search from the experts? Join us at SearchCon 2015 – The Digital Marketing and SEO Conference! SearchCon is April 9th and 10th and will be held at Beaver Run Resort in beautiful Breckenridge, Colorado. Register before March 2nd and take advantage of early bird pricing!

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