Every page of a website has a function to perform. Each one is either a conversion page or an information page. The latter’s job is to get the user to a conversion page, as the website is there to serve three purposes:
These are the only three reasons a customer will visit your site, so every page needs to be ready to deal with each one of those requirements. Conversion optimisation strategy includes some focus on this area. Some customers will arrive through a news or blog article, having clicked on a link in another site or searched for the subject of your article. These people are looking for information and it’s OK for them to see a page that isn’t trying to sell to them, but you don’t want people reading your news and then leaving the site. You write the news to attract visitors, and you attract visitors to generate leads.
A conversion on your site could be any number of things:
What you consider to be a conversion depends on your business. The most important thing is that you identify your key conversions and set up your site to enable them to be tracked. You might track customers through to a completed sale, a newsletter subscription and a completed enquiry.
If a site visitor arrives through a news article, how are they going to turn into a newsletter subscriber? You need a strong call to action to get them to the page where they can become one.
The calls to action are important for encouraging visitors to navigate to your action pages from any page of your site. However, in order to know it’s working you need to set some key performance indicators (KPIs) and put tracking in place. You have several options available:
Steve (RIP) was Services Director for Vertical Leap. He started professional life as a magazine journalist, working on music magazines and women's titles before becoming a web editor in 1997, then joining MSN to work purely in online publishing. Since 1999 he has worked for and consulted to a broad range of businesses about their digital marketing.
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