课程: OMCA? Certification for Digital Marketers Test Prep

Understanding key concepts of conversion optimization

课程: OMCA? Certification for Digital Marketers Test Prep

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Understanding key concepts of conversion optimization

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- Consistently appearing throughout the OMCA content and test is the subject of conversion. This shouldn't be a surprise as conversions are the visitor actions that make your company money or lead to money. Conversion rate optimization, or CRO, is the discipline of increasing the percentage of visitors that become customers, which in turn creates more revenue. There are three persuasion principles in conversion optimization. First is the content presented to the user. Any campaign using a webpage, ad, post, or email has to make an impression and communicate value quickly. This is called the value proposition, or the USP, unique sales proposition. This is where you create the need or desire for your offer. It must be communicated quickly and effectively. Did you know that people look at a webpage for less than three seconds to determine if it will answer their question? Your value proposition must be able to be seen, read, and understood, and move the visitor to action. The second principle is the design. Again, this can be the website, email, app, anything that a person will see and use to accomplish a conversion. From the development of pages and interfaces, usability design is concerned with the person's experience. At some point, I'm sure you've been on a website and had a difficult time checking out. Sometimes, the next step or the button you need isn't visible, and maybe doesn't even work. One company that I worked with, we found out that their buy button was difficult to find. When they improved it, they improved their sales by thousands of dollars a week. The third principle is testing. Evaluating a website's design doesn't stop when the website is live. It's an ongoing process of testing and finding ways to make things easier for your users. Testing starts with the assumption that any process can be improved. The digital format allows anything to be easily tested. Another company tested a different homepage design, and sales increased by 400% over the next three months. Each of these persuasion principles focuses on usability. Anything the user sees should be intuitive, and easy to read, and understand. Conversion optimization reduces development time, improves existing websites, and increases the effectiveness of campaigns. So the obvious benefit is clear. For the two companies I mentioned earlier, the results were incredible increases in revenue from simple, small changes that improved the conversion process.

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