a conversion is when someone takes an action on the site that we want them to take. For the most part. People are often referring to the following actions. When we talk about conversion optimization, signing up to receive more information registering for an event, making a purchase, starting a free trial. These are all different things that most companies will speak about when they think about conversion optimization on your website, on site or landing page optimization is where we will focus our attention as it often leads to a significant boost in average order value conversion rates and even other key metrics. We can have the most amazing strategies but they will be ineffective if they are not executed correctly, closely reviewing and understanding the landing page experience is key to success for your marketing plan. First, let's take a quick moment to distinguish between a landing page and a home page. The landing page is the page you land on. When you get to a website, it can be ...
the homepage or it can be an entirely different page on the website. The homepage is like the lobby. People come here to determine what the sites about at a high level and then navigate to a deeper, more specific part of the site. Here are some common reasons why your user experience may be suboptimal and hence key things to measure. While optimizing performance. Number one is find ability. It's easy to find out what a visitor is looking for our options hidden in menus or are descriptions and titles not intuitively easy to understand. 2nd will be an accessibility. Is it easy for your visitors to take the actions that they want to take on your site? Are your buttons too small? Are they hidden? Are they not easy to access or use for those people with disabilities? Or is it hard for certain people just to understand the actions, speed, page speed loading time can be a huge inconvenience and can be largely detrimental to your site ranking into your customer's experience. Make sure your page load times are as fast as they need to be. So you can have the right conversion navigation. Sometimes customers have no idea where certain links or buttons are going to or they go to irrelevant places or they go off the site, make sure that the links all go to places where your customers want to go to help get them to that final conversion step Here are our best practice tips for designing Atlantic page # one, limit the number of choices to navigate or take an action on the page. Too many choices can be burdensome, overwhelming, confusing and lead to people taking no action. So include easy to read and see, call to actions. Make sure text or visuals on the landing page are consistent to what a visitor might have clicked on. They clicked on an ad. Make sure the landing page takes them to something that reflects the ad that they clicked on and then finally identify common questions or concerns a customer may have when reaching the landing page. So what questions might they have that might prohibit them from taking the final step to sign up or to purchase or download your. And then lastly reduce steps and eliminate barriers for moving to the next step of their journey. Alright, So to measure and optimize the experience, we want to view, review key metrics such as time spent on on the landing page page, load times, conversion rates and click through rates. These factors will help us to determine if our landing page is effective or not and better yet where we can make some opportunities to improve it. Now when driving traffic to a site, it's important to identify the steps a consumer must take in order to reach the action you want them to take. For example, do you want someone to purchase on your site? They will need to arrive on your site, pick a product added to the shopping cart checkout, complete the building and shipping information and then confirm payment. Understanding the exact steps means we can measure drop off at any point in the journey and then identify more relevant and impactful changes to improve the experience. In other words, I may need to ensure the billing information is easy to read or that the add to cart button is in the right place or that a page is not taking too long to load. In other words, the answer to more conversion is not always more traffic. Sometimes we have holes in our experience. Conversion optimization is about identifying those holes and filling them. So I want you to take a moment and chart out the steps a customer must take on your site to convert. Think about. Is it too many steps, and also consider, are there opportunities to improve the experience at each of those points in the journey?