The internet has evolved from being a mere medium of expression and a network of computers to a vast resource of knowledge and an immense potential for marketing and business, a phenomenon that has led to the concept of conversion optimisation. The era of e-commerce and internet marketing has led to something much more than what was initially thought possible of the internet. Conversion optimisation is the process that has been deliberately designed to work on the process of lead generation and conversion of leads into actual sales and results for business. And it is high time that businesses and those responsible for maximising the performance of websites took note of the power of conversion optimisation, utilised the immense potential that it offered in terms of understanding customers and their motivations, and ensured that businesses gained invaluable insights about customers as well as improved their efficiency through optimal use of their websites.
The power of conversion optimisation lies in the ability of businesses to develop deep insights about their customers and their behaviour rather than being carried away by isolated instances that may not reflect actual behaviour by customers. Businesses that go by such isolated instances that are not grounded in the reality of consumer behaviour would not only waste scarce organisational resources into non-productive activities but would also make the management take its focus away from the actual issues that would translate into productive efforts and profitability. Conversion optimisation works out the basics in terms of website layouts, text contents, image positions and a whole lot of combinations to see how web traffic behaviour changes with changes in website content and how they could lead to better conversion of traffic into actual sales and productive transactions.
The idea is not about investing heavily on attracting large quantities of fresh traffic but by focusing management efforts on initiatives that would reduce visitor bounce rates. Conversion optimisation works by observing conversion rates of existing traffic, creating a prediction model to see how changes to the website structure and design would affect the way traffic behaved in terms of conversion into productive transactions and optimising the website to ensure better conversion rates. All the effort at website promotion, search engine optimisation and traffic attraction would not make much business and economic sense unless customers who visited the site cared to put their money where their clicks were. Business is all about returns on investment, and there may not be much return unless Conversion optimisation came into play.
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