What Is Conversion Optimisation and Why Is It Important?
Getting a visitor to your website is only half the battle. If the on-site experience isn’t up to a user’s expectations, only the most driven of customers will want to engage with your brand further.
For example, a potential customer hears your radio ad, then types your site address into their smartphone, but then gets bored waiting for it to load and closes the browser. Another customer clicks your paid social ad but can’t figure out how to find the product they want, so they leave.
Conversion optimisation is the practice of analysing and altering web pages to make the customer experience as seamless as possible. This can take the form of changing technical assets to improve load speed, adjusting page content to more readily match a user’s intent, or simply making USPs & call-to-actions more visible.