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Hey there! Justin Christianson here, the co-founder and president of Conversion Fanatics. And today, I want to discuss the importance of conversion optimization when you’re looking to scale.
So, if you’re looking to scale your traffic and sales, conversion optimization is your secret weapon.
Now, when I say “conversion optimization,” I’m not just talking about split-testing, which people often think is synonymous with conversion optimization, when, in fact, split testing is just the vehicle we use to prove or disprove our assumptions. Split-testing is our way of measuring the effectiveness of our ideas and strategies whereas conversion optimization, as a whole, is more about understanding visitor behavior both qualitatively and quantitatively (meaning your hard data).
What are your hard conversion numbers, your average order values, your cost per acquisition, your click-through rates on different parts of the page, your engagement, your bounce rates?
All these hard facts combined make up your qualitative data, which involves polls, user testing, heat maps, click maps, and understanding your visitors as best as you can:
- What drives them
- What they pay attention to
- What they ignore where they fall off the process
- What they like
- What they dislike
- Et cetera.
We use all this information and roll it up into a conversion optimization plan. Next, we come up with various hypotheses or scenarios that could cause issues or friction points within the process. Then, we test them.
So the benefit of conversion optimization and scaling your traffic effectively is that you can better connect with your audience.
Markets change, buying habits change, distractions become more prevalent and get worse, and competition pops up in the marketplace in droves because the internet has really leveled the playing field.
So what you need to do to effectively optimize and scale is better connect with your audience. You need to be consistent with your message. You need to be constantly out there evolving your marketing message and testing the behaviors and interactions your visitors have on your site.
As a result, you’ll be able to scale your traffic more effectively. You’ll be able to turn on 10-20% more traffic at a time.
Sure, you might see some decline in your conversion rate as you do things like look for new audiences and increase your spend.
But you’re going to become more effective in the long-run. You’re going to convert at a higher rate overall. And visitors are going to spend more money with you on average, all because you connect with them more effectively. You help them find what they’re looking for more easily. You make the process simple for them to navigate and buy complementary products.
Your value proposition is there. And your strategy to get visitors to convert and move through the sales process on your store becomes more effective as well. So a byproduct of what often happens with conversion optimization is your cost per acquisition goes down even if you don’t touch the actual ads themselves.
But I highly recommend you optimize your ads and do all those things, because if you don’t optimize your store, and rather, you focus on traffic and think that’s the problem, you’re going to be in for a world of hurt as you try to scale.
You need to constantly evolve your marketing message, test those elements, create those hypotheses, and answer the question “Why are we testing this and what can we learn from that information?”
Hopefully, you learned something here. If you did, please share the content and let other people know about it. And if you have questions, feel free to reach out.
I wanted to share with you the information above about optimizing your store and seeing the scalability you have in your business because it’s a topic we often see when working on campaigns for our many clients here at Conversion Fanatics.
I look forward to talking to you again soon.