How to get loads more customers?
… at the end of the day, with the introduction of personalised search, it is design and content of your key marketing communications that matter — sessions, text, audio, pictures and video. And those can explain to our potential customers why our products or services are the best. They are the best, right? Why settle for anything less than the best?
Now suppose that due to your excellent design and content and personalised search, you manage to get your site as busy as Grand Central Station on the last days before Christmas, with people that may actually be interested in your services, products, or network. Are they actually “doing what you want them to do”? Want more visitors to “do what you want them to”?
Focus on Conversion Rate Optimisation
- create many different variations of a web page
- then measure which version is best at getting your visitors to
- contact you
- join your network
- subscribe to your newsletter
- buy from your web shop
- buy your services
- …or whatever it is you “want them to do”
- so you can promote the winning page to become your official new version.
Conversion Rate Optimisation may very well be the most under-utilised and highest ROI activity in most marketing strategies. If we win the upcoming “personalisation” battle, we may start to care less about the classic “rankings” battle. And assessing spent and derived value, no doubt Conversion Rate Optimisation will become the low hanging fruit for many.
And it sounds easy, doesn’t it?
What doesn’t work is throwing out a kazillion variations on a page, what doesn’t work is guessing which pages from your site to start with, what doesn’t work is choosing tests that we cannot learn from, what doesn’t work is designing a test irrelevant for (y)our goals … What works is minimum effort/maximum impact design and development of high-converting web pages.
What works is a focus on maximising gained-value-per-visitor congruently.
Interested in making it easier, quickly? Contact us!