CONVERSION OPTIMISATION
Here at 3B we are often approached by prospective clients in the first instance not so much for web development per se so much as off-site Search Engine Optimisation itself - an ongoing and potentially never-ending exercise in Content Marketing, link-building, Blog Outreach and the like. But what is more often that not the case is that these new clients actually need a rigorous and thorough analysis of their on-site Conversion Paths with a view to building a strategy to drive those that do visit the site towards agreed goals.
This might seem very obvious; we all understand the need for a site to generate client leads or to achieve some other defined goal, but it is astonishing how few times that path to conversion, and the goals themselves, have been properly defined - our assertion is that these user journeys need to be properly articulated and optimised before any effort should be spent driving more traffic to a site.
As an agency we like little more than data crunching; our SEO team pore over spreadsheets of page loads and journeys looking to simplify and shorten the paths to a site’s goals; if a conversion relies on a clear understanding of a proposition then there is a clear case for re-writing and optimising those pages in terms of text and images to better tell that story.
Another hugely satisfying discipline in Conversion Optimisation is split-testing and testing layouts, images, language and even colours; very often these tests confirm our original design ideas but it’s important to be able to deliver clear reasoning and results to a client. The breadth & number of these tests depends on the available budget and the will to run analysis, but where both exist the results are satisfying and fruitful.
Combine these fruits over a matter of years and the benefits of conversion rate optimisation can begin to compound. A page that converted 1% of the time might begin to push 5 or 6%, amounting to a healthy change to the bottom line.