Many website operators are familiar with the problem: They invest a great deal of time and money in SEO and SEA, manage to increase the amount of traffic on their website, yet sales continue to stagnate.
This is where conversion optimization becomes a key sub-area of online marketing. It includes all measures that lead to an increase in the conversion rate, which is defined as the ratio of website visitors to converted customers. A “conversion” is widely defined here and is meant to include anything from making a booking or an actual sale, to signing up to receive the newsletter, downloading a catalogue or filling out a contact form. The overarching goal, however, is always to maximize sales.
Conversion optimization can refer to the work in the area of SEO, SEA and various aspects of the website or within the booking engine. Within this context, it is important to precisely assess the individual steps that lead to a purchase decision or booking and analyze why visitors exited the website. The goal is to minimize the exit rate in the individual steps of the ordering process and thus generate more purchases. Conversion optimization is not a single project but rather an ongoing process.
Services in the area of conversion optimization
- Analysis of the defined website goals
- Installing tracking codes and conversion funnels to measure the conversion path
- Developing ideas for conversion optimization
- Implementing the optimization
Advantages of conversion optimization
- Targeted, analytical approach
- Clear identification of pitfalls within the purchasing process
Goals of conversion optimization
- More satisfied customers
- Increasing ROI
- Increasing the looker-to-booker rate
- Maximizing sales