How Website Conversion Optimization works at PiVoT
This is one of our favourite aspects of digital marketing; website conversion optimization.
A lot of business owners tend to “set it and forget it” when it comes to their website. However, even if something is working today, it may not work tomorrow!
This is why conversion optimization is such an important piece of your marketing mix.
We ensure that your website is firing on all cylinders when it comes to converting visitors into customers. Take a look at our 5 step process below to learn more!
Identifying Your Goal
During our initial strategy session, we work with our clients to help clearly identify their website’s goal. Everyone wants more traffic and to increase sales, but how exactly are we going to be doing that?
Depending on their current marketing efforts, they may have a good amount of website traffic, but they’re not seeing many conversions. This could be due to not having a clearly defined goal or customer journey.
Once we’ve established a clear goal we can move onto step 2: Website Audit.
Website Audit
A website audit involves getting access to the back end of our client’s website, using external tools, and examining the public facing part of the website. We start by looking for things like a slow website/landing page, unclear CTAs, a less than stellar offer, website design, ease of use, and how conversions are being tracked.
Conversion tracking is paramount, and unfortunately it’s often something that is forgotten, missed, or incorrectly implemented. Tracking pixels, UTMs, and email address tagging will literally tell you if your efforts are worth pursuing or not.
We use this detailed audit to craft your conversion optimization strategy & roadmap.
Strategy & Roadmap
At this point, we have a pretty good idea for the optimization strategy and what work needs to be done to increase conversion rates. We formalize the strategy in by creating a comprehensive roadmap.
The roadmap includes a timeline of all the conversion optimizations that will be done, and an itemized list of tasks that will be completed every week (or month!)
Not only do we put together the strategy and roadmap; we also execute it.
Optimizing Your Website
We start with the low hanging fruit that we identified during the audit phase. These are things that will likely make a big impact that should be very quick to execute.
Some of the low hanging conversion optimizations are: fixing website speed, adding appropriate tracking, making your CTAs more obvious, and slightly adjusting website formatting.
Once these optimizations have been made, we hold off on any major changes for a few days or weeks, depending on how many website visitors are coming to the site. We need time to collect data to know if what we’ve done had an impact or not.
The next step involves working with your team to craft better offers, make major website design updates, A/B test landing pages, add exit intent email captures, and organizing your email contacts.
Analyze & Iterate
At the end of every month, we provide our clients with a detailed report outlining what was implemented, what worked, and where we’re still testing.
The important thing to remember is that website conversion optimization is an ever changing thing. What works today, might not work in a year. With constant reporting and adjusting, we help our clients increase conversion rates while lowering cost per conversion.
FAQs
Learn more about Website Conversion Optimization below!
