WEBWISE
Conversion optimisation Who’s responsible and how it works
Gareth Morgan (pictured left) from Liberty Marketing offers some useful hints and tips to help you turn your website views into conversions...
I
f your company has separate departments or suppliers for marketing and web design, the responsibility for turning website visits into conversions (sales or enquiries) can tend to fall between the two camps.
This can be bad news for any business hoping to turn their online investment into real profitability.
So who is responsible for ensuring the website leads to a conversion? And how do you make sure the right people, in the right departments, take the right steps to make your website convert? In this article the I look at the problem and offer some tips to help you turn your website views into conversions. You may assume that the optimisation of conversions is part of the web designerʼs role (theyʼre the technical experts after all). However, as marketing managers delve deeper into the world of online marketing, conversion optimisation becomes much more of a collaborative effort between the two teams.
Marketers have a unique understanding of the needs and wants of their customers, this gives them valuable insight into what will convert visitors into clients or customers, and what wonʼt. These sorts of Insights may not be available to many web designers. Meanwhile, many marketers may not realise how important their customer knowledge is to conversion optimisation and how crucial their understanding is to successful web marketing. In a recent article, Dave Chaffey (
Smartinsights.com, 2012) discussed
landing page success factors in depth. Here at Liberty Marketing, our SEO specialists believe many of Chaffeyʼs key points can easily be applied to improve website conversions.
Here I have summarised these points in a format that both marketers and web designers can use: n Delivery Relevance:
Clear headlines and suitable images reassure potential customers they are on the right page to find the information they need, this ensures they continue their ʻjourneyʼ on your site and are much more likely to convert in the long run. n Integration:
As a marketer you work hard to entice customers to visit the website. Keeping your message consistent from offline to online will improve conversions by keeping visitors on site for the same reasons they visited in the first place (the messages in your offline material). n Details:
Whilst short sharp points will attract attention, visitors are also likely to be looking for informative text which helps them to make buying decisions. Give them all the facts they need to make the decision to buy/enquire. n User Journey:
This is where the web design department really becomes a part of the optimisation process. Every page should be designed to take users on a journey, whilst minimising the number of clicks to reach their destination. n Page Length:
Part of conversion optimisation is about testing out which approach is most
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effective. Longer pages with lots of information or shorter, more impactful pages. Try both and test which is the most effective at converting. n Graphics:
Through experience with offline brochures and advertisements, marketers will have gained useful insight into the images that illicit the strongest response from the target market. These should be incorporated into your web design to improve conversions. n Menu Options:
Reducing the number of menu options on a page also reduces the number of possible clicks, often resulting in improved conversions. n Call to Action:
Marketers should be adept at writing persuasive copy, and strategically placed calls to action could be the difference between a conversion and a lost customer.
Whilst the web department will have an expert understanding of what looks the most appealing, website design should be guided by the expertise of marketers. By working together and analysing the data, conversion optimisation becomes a lot easier.
There is no single solution to website conversion optimisation. Only testing and in-house knowledge and expertise can help to provide your customers with the ultimate online experience. n For more information about how Liberty Marketing can help you in the ever changing online world, call 029 2076 6467 or email
info@libertymarketing.co.uk WEB DIRECTORY
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| 28 | December 2012
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