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This podcast outlines what conversion optimization is and covers the most common questions associated with how conversion optimization works. Lindsay Viscount and Sarah Bundy from All Inclusive Marketing discuss with Deborah Carney of MerchantABCs the most essential “need to knows” about conversion optimization and how it works.
An ecommerce conversion rate is one of the most important KPIs to understand and maximize when it comes to online sales. With all things being equal, if your conversion rate increases, your website sales will increase. Conversion rate impacts every channel, from your SEO to your affiliate marketing program and is a main determining factor of each channel’s success.
Here is a quick overview of the questions discussed and some of the suggested answers provided by the All Inclusive Marketing team:
Q: What is conversion optimization?
A: The process of testing and improving the conversion rate of a website. Making sure that the website is generating as many sales, leads or whatever the goal of the website is as possible.
Q: Why is conversion optimization so important for ecommerce sites?
A: Generally with an ecomm website, you want your website to be your best salesperson and when you are directing customers to your website, you want it to be able to close the deal. If your website isn’t performing at the potential that it could be, you could be losing out on large amounts of revenue daily. Especially if you are spending $$ on advertising, you want to make sure that you are getting a generous return on ad spend.
Q: What things are taken into consideration when developing a strategy for conversion optimization?
A: Website goals (primary and secondary), page goals (moving traffic to where you want it to go), target audience, the product, current landing page and trends, sales pitch, and common objections.
Q: What are the most important pages to optimize and why?
A: Home page – this page usually generates the most traffic to a website
Category page – to move traffic to the product page
Product page – close the sale
Each step of the checkout process – once you have closed the sale you don’t want to lose it during the checkout process. Measure drop off and identify issues
Q: What are some of the key elements that you test with A/B testing?
A: Long page vs short page
1 page vs multiple pages
Product imagery
Color
Content – keyword usage, language, simplicity, headlines
Call to actions – buttons, wording, placement
Tune in to hear more detail and specific examples on conversion optimization and how this strategy can help your web sales, by some of the leading conversion optimizers in the industry.
Where to Find Lindsay Viscount and Sarah Bundy:
Sarah’s LinkedIn account (bio)
All Inclusive Marketing website
All Inclusive Marketing blog
All Inclusive Marketing Twitter:
Sarah’s Twitter:
All Inclusive Marketing phone: (604) 560 2542
Find Us On Twitter:
Deborah Carney
Merchant ABCs
Geekcast.fm
Thanks to Geekcast.fm for hosting our podcasts, check them out for lots of other great podcasts about affiliate marketing and marketing in general.
