Conversion Optimization When Will What Help Me
Management Summary
What conversion optimization options are there?
Conversion optimization (CO) or conversion rate optimization (CRO) summarizes all measures that lead to more conversions, i.e. an increase in performance values. The most common CO measures include:
Testing
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During testing, different versions of a website are tested against each other to find out which version achieves the goal (e.g. orders, registrations, etc.) more often. The online traffic is distributed randomly across the different variants. Your users decide which variant wins without realizing that they are even taking part in a test. Find out how youUse testing as a competitive advantage onlinecan. |
Landing pages
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A landing page is a page created specifically for a specific offer or campaign. In contrast to the “normal” website, it can only pursue one goal. The landing page is adapted to the messages and advertising materials of the campaign and the needs of the target group and customers. It should pick up the user online and guide them optimally to their destination. How does that work? We have for you7 tips for the optimal landing page. |
Remote usability test
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Conversion optimization goes hand in hand with improving usability. During usability testing, your website is evaluated by test users from your target group. What is well received? What confuses users? Why do users leave the site? What can be improved? A usability test provides qualitative results. You can read more about this in ourCase study for usability testingfor the MODUL University. |
Expert review
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During an expert review, your website is checked against established usability standards and guidelines. Are the common principles of user-friendliness and conversion optimization adhered to? Usability experts identify hurdles and develop proposed solutions. You will receive clear recommendations for action to optimize your website. |
When will which conversion optimization measure help me?
Every website operator is always faced with new challenges. But luckily there is a solution to pretty much every problem. Here are a few examples:
Problem #1:I want to optimize my site, but I have little budget and little time.
You can achieve quick success with oneExpert review. Looking from the outside with a trained eye quickly reveals common usability stumbling blocks and provides concrete recommendations for action that you can quickly implement.
Problem #2:My AdWords ads are not having the desired effect.
Your click rates are okay, but the engagement values leave something to be desired? This is often due to the landing page of your AdWords ad. A “real”Landing pageis perfectly tailored to the target audience, customers, and message of your ads.
Problem #3:The relaunch of my site is imminent. I’m not sure what to keep and what to change.
Of course, an attractive design is important for a website relaunch. But more importantly, the website meets its goals. Ultimately, only your visitors and users decide on the success of your website. With aRemote usability testYou can compare new ideas with the expectations of your visitors in advance in the practical check.
Problem #4:I want to know where my competition is better.
With aUsability testingYou can have not only your own website evaluated, but also the online presence of your competitors. You will find out where your strengths lie and where there may still be room for improvement.
Issue #5:I would like to promote a specific product/service/event particularly strongly online.
Clearly: here comes oneLanding pagefor use. Unnecessary distraction caused by multiple calls to action is eliminated and your offer takes center stage without competition. In addition, the landing page can be perfectly coordinated with the message and visual design of the accompanying campaign.
Issue #6:I can’t decide between different variants of text, layout and individual elements.
For once, don’t trust your gut feeling!Testingproves which variant works better for visitors. Instead of investing too much time in creation, you can simply validate different ideas in a test. Instead of unnecessary discussions, this leads to decisions that are based on valid data.
Issue #7:Actually, I think my website is perfect. I don’t know where the weak points could be.
No website is perfect! In practice there is always room for improvement. The target group and market continue to develop – so your site must also continually develop. For example, it brings in optimization ideasUsability testing. But also oneExpert reviewcan reveal stumbling blocks that you have not discovered by looking from outside. Suitable for fine sandingTesting, with which you can work your way step by step to the best option.
When is conversion optimization worthwhile?
Admittedly, that was a trick question. Optimization is always worthwhile – provided you want to increase your success online :) Better performance values can also save you in other areas, such as your advertising expenses. So it’s a win-win situation. Conversion optimization should therefore be an integral part of your online marketing strategy.
