The majority of businesses dedicate an inordinate amount of time, resources and budget to getting potential customers to visit their website. With targeted off-line marketing efforts and constantly improving search engine optimization efforts – many organizations are already making great strides in driving “pre-click” efforts.
However, what happens to your guests once they arrive on your site? It’s the “post-click” takeaway that matters most to your business. Conversion means different things to different businesses.
- If you have a content-based site, it may mean downloading an article.
- A Multimedia site might require clicking on and viewing a video clip.
- For eBusinesses, it may focus heavily on lead generation.
- And for eCommerece sites, it’s about the power of the purse…and what customers buy.
Regardless of how you define conversion, there’s no better approach than letting your customers decide on the online experience that is most relevant for them and user-testing is the key.
From content to images, from offers to call to actions – testing can uncover the subtle or dramatic improvements that translate into increased conversion rates.
Segmenting, synthesized with testing, can further distribute your traffic to varying experiences that are even more pertinent and likely to drive action and even sales.