Video: Conversion Rate Optimization

Conversion Rate Optimization is extremely important. As an agency, we take this very seriously and I would say that sets us apart from most of our competition because we are really looking at driving more leads and more sales.

One of the primary ways we can do that is by increasing the percentage of people that make a purchase decision on any given landing page. The way we do that is through a simple A/B or multivariate testing. This is a simple test that tells us if a call-to-action, image, or headline, works better than the alternative or control set. Once we determine the winner, we implement the change and we start a new test.

This is incredibly powerful because it has the compounding interest of that. If we can make a 5% or 10% improvement on a monthly basis, overtime, that results in a powerful increase in the number of leads in a general area. One thing I would say about conversation rate optimization is that it’s an undervalued technique.

You don’t see a lot of SEOs truly practicing and the problem with most campaigns is not the paid search campaign or the SEO campaigns. It’s commonly the page isn’t converting a high enough percentage of visitors, particularly in competitive spaces that have a high cost-per-click.

The number of visitors that convert into a sales lead is the most critical element that we have control over.

That’s why we spend so much time and energy working on conversion rate optimization. I’d love to talk to you more about it.

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