Conversion optimization is the process of adapting your site into a slick sales conversion machine versus having a nicely designed website. A conversion optimized site is designed to attract more high-quality traffic, convert visitors into subscribers or customers and increase customer retention and spends.
The industry generally refers to your primary conversion rate (or how many of your visitors become enquiries or leads) and a secondary conversion rate (the number of enquiries that become sales.) Conversion rates are expressed as a percentage. i.e. if you had 2,000 visits to your site last month and you received 20 enquiries then your primary conversion rate would be 1%. If you managed to make 5 sales then your secondary conversion rate would be 25%. Conversion optimization is concerned with improving your primary and secondary conversion rates. Conversion rates can also extend to other goals within your site. i.e. downloads, newsletter signups, registrations and clicks.
Traffic is one thing. But sales are another. A site’s conversion rate is an important indicator of a site’s ability to generate sales.
Conversion optimization is delivered by suggesting improvements in your user flow, architecture, design, site structure and content.
Conversion optimization is a highly specialised field. As such, Hamilton Buchanan partners with highly-experienced partners who will deliver conversion research, wireframes and design.
Typical Conversion Optimization deliverables include:
- Persuasive & Navigation Architecture
- Persuasive copywriting
- Conversion Funnelling
- Colour Palette Research
- Call-To-Action, Colour & Placement Research
- Price Elasticity
- Landing Page Optimization
- A/B Testing
- Multivariate Testing
Please bear in mind that Conversion Optimization can often be quite extensive and as such our quote is based on detailed client requirements.