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Dubai Conversion Rate Optimization

So you have achieved excellent rankings and your site is now acquiring excellent traffic form your search marketing efforts. Now what? If you’re not getting any registration leads, sales, or any form of conversion out of that traffic then you’ve got nothing!

Well that was over exaggerated. Rankings and traffic do mean something… But if you don’t reach your company’s objectives, those are not enough. Therefore conversions are your meatballs to your spaghetti.

What is a Conversion Rate?

A conversion occurs when a visitor reaches a goal. Goal Conversion Rate is the percentage of visits which resulted in a conversion to at least one of your goals.

– Google Analytics

A conversion could be a successful sale, lead registration, how much time your visitor stays on your site, or how many pages have they visited. Conversion or goals are dependent on your business goals.

What is Conversion Optimization (CRO)?

I was lucky and fortunate enough to get a definition from the Conversion Optimization genius, @thegrok, Bryan Eisenberg. According to him:

Conversion Rate Optimization (CRO) is the art and science of improving a business’ outcomes or preferred visitor’s actions of campaigns or on websites. Traditionally the main metric being focused on is improving a website’s conversion rate.

Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It’s a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs.

I think there’s no better definition than that.

If you have mastered all online marketing strategies – search marketing, email marketing, online advertising, affiliate marketing, etc., and you’re still struggling to convert your visitors into leads, sales, or any business objective, then conversion optimization is your next Sakto! move.

So how does conversion rate optimization work?

Here’s a perfect infographic from Conversion-Rate-Experts.Com

Conversion Rate Optimization by Conversion-Rate-Experts.Com

In my experience there are 3 main aspects – steps to conversion optimization:

  1. Entry Channels – Entry channels may either be your SEO/SEM, email marketing, display advertising, affiliate marketing, social media, etc. As with any other marketing media, entry channels should capture your audience to enter your site in the least time possible.
  2. Landing Page – This is where half of your conversion battles lie. Landing pages should have the relevant message from your entry channel. Optimizing landing pages is a separate science and process in itself. Having an effective landing page can make or break your CRO campaign.
  3. Conversion Funnel – This is where you create the pleasant user experience leading to that desired conversion action. Make it easy for them to register on your site, create a secure and quick payment process, remove distractions / friction which hinder your customers’ conversion.

Just like search marketing, conversion optimization often involves data and testing. There is no black and white solution and you should approach your conversion rate optimization on a case to case basis.

Enough of me yapping, you should get to know CRO more from these experts:

Conversion Rate Optimization Definitions:

  1. The Ready Conversion Optimization Framework (SearchEngineLand)
  2. The Definitive How-To Guide for Conversion Rate Optimization (SEOMoz)
  3. Conversion Optimization is The New SEO (SearchEngineLand)

Conversion Rate Optimization Case Studies:

  1. Increase Lead Capture by 27% (Unbounce.Com)
  2. PPC Landing Page Optimization Test With 32.5% Conversion Rate Lift (WiderFunnel)
  3. Academy 123 – Harnessing the Power of A/B Testing (Enquiro)