Understanding Conversion Optimisation (CO)

We all know how essential digital marketing is to the success of any brand – whether it’s a physical storefront or even an e-commerce site. In this digital age, the cornerstone of any successful business is a great website. That’s a given. But it’s what you DO with that website that counts. Are you keeping tabs on your web traffic? Do you know how many of your site visits are resulting in new, viable customers? Do you know how many potential customers you could be missing per month?

Even if you don’t have the answers to these questions, never fear! CO is here!

We’re about to give you the low-down on how to make the most out of your site traffic and double (if not triple, or even quadruple – we like to set the bar high) your visitor-to-customer conversion rates with Squeeze’s Conversion Optimization.

Let’s jump into it.


What Does CO Even Mean?

Conversion Optimization (also referred to as Conversion Rate Optimization) is actually pretty simple.

There are two kinds of people who visit your website – casual observers and viable customers. As a business, you want to convert as many casual observers to actual customers as possible. Conversion Optimization is a system that ensures that the percentage of people who land up taking a desired action on your site will increase. The desired action could be anything you want it to be – signing up for a mailing list, taking a survey, buying a product…whatever. The point is, CO can help you convert voyeurs into customers.

With CO, you don’t have to spend money on getting more and more site traffic – you simply need to make sure that the existing traffic you have, gets converted into more and more sales and leads. We want to help you get more out of the people already on your site.

Finished. Klaar.


What In The World Are Conversions Anyway?

‘Conversion’ is a general term used to describe a visitor who completes a site goal. When we talk about conversions, we don’t mean the same thing as the Mormons who come knocking at your door on a Sunday morning with an armful of pamphlets. We’re not trying to recruit your web traffic to any sort of religious denomination, no – we’re just trying to get them to complete a site goal.

Your site goal can be anything, depending on what kind of website you run. The simplest example for this would be an e-commerce site. The primary goal for a visitor here is to make a successful purchase. This primary goal is called a macro-conversion. Surrounding this macro-conversion can be a whole lot of other, smaller micro-conversions – such as creating an account, signing up to a mailing list, etc.

The aim of the game is to get as many users to convert as often as possible during each site visit – and by convert, we mean buy things. Not find a new religion.

Though, depending on your site, that could happen too.


CO Is Your SEO’s New Best Friend

There are a couple ways in which CO can benefit (even though it’s not directly related to) your SEO. CO provides improved customer insights, which helps you as a brand better understand your target audience and what speaks to them the most. It also helps with finding the right kind of customer for you (because numbers are useless if they aren’t the right kind).

Higher conversion rates also make sure that you can make more out of the resources you already have – since you don’t need to spend unnecessary capital on attracting more people to your site, you can focus on using your existing arsenal of skills to convert a higher percentage of users into active customers.

And because CO is already working at finding the best ways of communicating with your existing audience (and seeing what works best for them), positive user experiences increase exponentially – and if the users are happy, there’s a higher chance of them engaging more with your site (and potentially spreading the word about how great it is). It’s all a win-win, really.  


Analytics – The Exciting Stuff

Analytics are the building blocks of what make Conversion Optimization so successful. This method makes use of both quantitative and qualitative data analysis – both of these sets of data together form a comprehensive picture of how people actually behave on your site.

This information covers things like: where people enter your site, which devices/browsers they’re using, their ages and demographics, on which pages they spend most of their time, and where/when they leave your site. This helps you figure out where to focus your improvement efforts in order to achieve the greatest impact.

And once we’ve seen how users are interacting with your site, we can start to figure out why. After we’ve looked at the quantitative data, we can begin to identify the kinds of questions we should be asking the consumer through people-focused data-gathering methods – like on-site surveys and user tests. Based on those answers, a picture starts to form, illustrating how users view both your website and your brand. This includes things like why they engage with it, what they think differentiates you from your competition, and how they would describe your products and services.

Listening to your users is the best chance you have at creating a successful site, and therefore driving your conversion percentages through the roof. Which we’re pretty sure we can help you accomplish.

And that’s about all you need to know about CO! We’ve given you all the concrete facts, now it’s up to you to-

Nah, just kidding. You can leave all the number-crunching and strategy-making to us. We do it because we want to see your business grow and flourish, the seeds of your efforts watered by a high visitor-to-customer conversion rate. And also because we love you.

We use a combination of smart digital analytics tools, coupled with years of combined experience and knowledge to constantly change, improve and test all aspects of your website until it is optimally converting the existing traffic. To find out how Squeeze can…squeeze the most out of your conversion optimization, contact us.


But really, contact us. We love the sound of your voice.