Why Conversion Optimization is Important

April 14, 2014 Marijah Adams Cleek

What’s the most important component of your life? What is it that you need more than anything to keep going day-to-day?

Is it quality food for good health and nutrition? Maybe chocolate to strengthen your heart? Or how about some good, old-fashioned awesome friends to increase happiness?

In the life of a company, the answer is conversion optimization. Without converting prospects to paying customers, a company cannot exist. Attracting and keeping customers is truly the lifeblood of the company.

A Very Unscientific Case Study

A few Mondays ago, I put an idea into a coworkers head. I started talking to him about when he said he would buy coffee for the office (which he never actually said). Each time I saw him throughout the day, this topic came up.

I did this for a whopping two and a half days: “Hey, where are we at with that coffee?” or “You still planning on buying coffee for the office?”

By Wednesday at lunch, I was the proud owner of a free coffee purchased by none other than said coworker himself.

Now, I’m not telling this story to outline how awesome I am at scoring free coffee (even though I am). What I’m pointing out here is that I got him from never even considering buying me a coffee to having a delicious caramel macchiato in hand. I converted him by placing the idea in his head in the same way that we always joke and talk with each other.

And it worked beautifully.

Starbucks Coffee Cup

My delicious Caramel Macchiato. To be fair, I paid him back with an equally delicious coffee.

How to Properly use Conversion Optimization

The goal of conversion optimization is to create a meaningful experience – one that persuades the website visitor to partake in whatever it is you want them to do. Regardless of what landing page, survey, form, etc. you’re enticing a visitor into completing, making it easy to use is priority número uno.

Providing proper direction that limits the number of choices and increases resolution time is a good place to start. Labor intensive or confusing forms, absence of product education, complicated check-outs, or unclear navigation routes are primary offenders that keep people from fully crossing over.

Think of ways to keep the process simple. For example, educate customers on services or products that they may see as complicated or complex; find a way to walk them through long forms, clarifying vague questions; and offer encouragement to keep going until they’ve reached the end.

Making sure these bases are covered provides a number of benefits to your business, including increased cart completion rates, improved loyalty and customer retention, as well as boosting your ROI and lead capture rates.

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