Why Your Conversion Optimization Isn’t Working – And What To Do About It
Many people think that conversion optimization is the same as SEO, but it’s not. The two are different in many ways. Conversion optimization focuses on better understanding your customers and why they’re not buying from you. It’s about knowing what your audience wants and needs so you can deliver that to them faster than anyone else. With a deeper understanding of who your customer is, you’ll be able to increase conversions for years to come!
In our latest article, we talk about how to do this with 5 tips for analyzing the data behind your site visitors’ behavior – read below:
1) Evaluate the Data Behind Your Site Visitors’ Behavior
This is the first and easiest step to understanding how your customers are behaving. It’s important that you don’t just look at numbers, but also take note of what they’re doing on your site.
- What pages do they visit?
- How long do they stay on each page?
- Do you see any patterns in their browsing behavior or bounce rates from different pages? These all provide insight into why a customer might be leaving without converting, which will help prioritize future tests for optimization!
2) Start with Your Funnel
You should start by looking at the data from your conversion funnel to see what’s going on.
- What percentage of people who arrive on a particular page purchase?
- Where are they dropping off in the process? Do you notice any patterns in their behavior or is there anything that stands out about a specific type of visitor (such as gender, age group, etc)? Are they leaving after one click and never coming back or do they browse around for a while before abandoning the website? How far into the campaign does this happen? You need to know these answers so you can teach customers how to navigate through your site more efficiently. Once again, having insights will help prioritize future tests!
Another thing worth noting on your funnel is the number of conversions you have at each step.
- What percentage of people who arrive on a particular page buy?
- How far into the campaign does this happen, and how long do they stay with you before abandoning? This will help prioritize future tests as well!
Finally, if there are any pages or steps in your conversion funnel that don’t correlate to revenue — these should be tested first because they’re likely not serving their purpose correctly. It’s important for every step in the process to lead towards some sort of measurable goal.
3) Analyze Data from Previous Conversions
If you have a customer database or email list, you can start by looking at what promotions and offers are being responded to the most.
- What emails do customers open and click on? Do any subject lines drive more sales than others?
- Which campaigns resulted in higher conversions (or which ones didn’t)? How many people bought after seeing this offer as opposed to that one?
These insights will help provide guidance for future tests – both because they show how your current subscribers react to certain messages while also telling you if past campaigns were successful! Conversion optimization is all about understanding who your visitors want and need so why not use data from previous purchases to understand their wants and needs better now?!
4) Analyze Data From Past Tests
This is easily the most important step for conversion optimization. You need to understand how each test you run affects your site and what changes are proving successful.
- Do a before/after analysis of every major change you make, even minor ones that may not have been verified yet!
- If one campaign or page performs better than another within a set period of time after launch (usually two weeks), then it’s worth testing more thoroughly. Doing so will increase conversions by focusing on what works best at converting visitors into customers – which means less work in the long term with fewer guesses as to why something isn’t working well!
A note about this: be sure to follow up on any tests where an offer has been shown to work better than another within a set period of time.
- If you find that one campaign or page performs better, then it’s worth testing more thoroughly! Doing so will increase conversions by focusing on what works best at converting visitors into customers – which means less work in the long term with fewer guesses as to why something isn’t working well!
Once you’ve determined what content is performing the best, it’s time to start using this data to create more successful campaigns.
- Be sure that your emails are relevant and contain information customers want or need – they’ll be more likely to open them if they’re interested in the topic of discussion.
- Figure out how often offers should be sent so that recipients don’t become frustrated with your inbox and unsubscribe (or reduce their participation). If people feel overwhelmed by messages from a particular sender, then there will eventually come a point when they automatically say “No” without even reading any further into the message because it seems like too much hassle for them. It takes some testing before finding an optimal amount of times per week that customers will respond well to.
- Consider using a chatbot or live service on your website so that visitors can get instant assistance and input from the business without having to wait for someone in customer service to answer them back! This is also great because it diminishes any opportunity for frustration about their call being disconnected, messages going unanswered, etcetera. Chatbots are also infinitely more efficient than humans at answering questions (as they were programmed with an extensive list of answers) which means you’ll have less time waiting around before getting what you need – whether that be information or help setting up an account.