Optimizing for Conversion in 3 Steps
This post was made Apr 14, 2010 by Carlos del Rio
There are three types of conversion optimization: Whole Site Conversion, Campaign Conversion, and Point Conversion. Depending on your specific situation they overlap, but here are some sample concepts.
Credit: scaredy_kat
Whole site conversion optimization considers buying cycle, entrance channel, on site action and sales cycle. These are comprehensive projects that are ongoing, like running a commerce site.
credit: Black Scratchy Lines
Campaign conversion optimization is focused by channel. This means New Visitors, PPC, Display Ads etc. and the drives behind these channels. Campaigns vary in length from one time event to extended paid search campaign or affiliate programs.
credit: iboy_daniel
Point conversion is channel agnostic. Think about standard forms or checkout procedures–it is rare that they are segmented by channel.
Starting a Conversion Campaign
Every type of optimization is defined by the users goal. We often talk about where a user is in their decision process and customer types that skew their behavior, but it really comes down to goals.
- Decide who to engage (e.g. someone who is new to your product)
- Figure out where in the buying cycle you want to approach them
- Search
- Evaluation
- Decision
- Purchase
- Decide what you are engaging them to do
Step 1: Decide who to engage
Determine the customer type you are optimizing to. This will be the tone and language you use in calls to action and advertising.
Step 2: Figure out where in the buying cycle you want to approach them
- Search and Evaluation Phase – use organic search, affiliate marketing, and research intent paid search.
- Decision Phase — use organic search for action phrases, display ads, e-mail, and incentive and/or action message paid search.
- Buying Phase — use display ads, e-mail, and incentive and/or action message paid search.
This is the step where Channel Conversion is most utilized.
Step 3: Decide what you are engaging them to do
This is your landing page and Point Conversion. The length of this page will be highly affected by how far through decision process the visitor is. There are many options for conveying information, informative is not the same as long. The messaging should be tailored to the audience chosen in step one. Finally you arrive at the action point.
You can read more about form design for lead volume vs lead qualification or checkout optimization.
This is the step where you need to follow through on the promises made in your lead in channel and match user expectation. If you dhow the visitor that you are fulfilling their goal then you just made a strong conversion funnel.
