Four-step optimization plan to improve website conversion rate

Four-step optimization plan to improve website conversion rate

After the website development is completed, the most critical issue when we optimize the website is how to improve the overall conversion rate. This is also one of the most important aspects of the marketing strategy, and It is also the result of comprehensive operation examples of the website. The article shares four major optimization strategies: investigation, research, optimization, and evaluation. These four strategies can well help users design efficient optimization plans.

The most critical and tricky thing about optimizing a website developed by PHP is how to improve the overall conversion rate. This is one of the most important aspects of any marketing strategy, and improving the website conversion rate is the result of the comprehensive operational strength of the website. Today, I will share a simple and effective four-step optimization plan model that can be used to build a successful conversion optimization plan.

What is conversion rate? Conversion rate refers to the proportion of visitors who convert to all visitors who visit a website. The "conversion" mentioned here can be the behavior of changing from simply visiting your website to becoming a member of your website (i.e. registered member), it can be the behavior of members of your website changing from zero purchasing experience to members with purchasing experience, it can be It is the behavior of changing from a simple website visitor to a visitor who participates in your website activities. It can be the behavior of transforming your potential customers into formal customers of your products.

This optimization solution can implement personalized conversion optimization for all types of enterprises, including large enterprises and industry leading enterprises, as well as other types of medium-sized industry enterprises (such as retail, tourism, insurance, games, media, etc.). In fact, creating a successful conversion optimization plan is a difficult and complicated process, but it is not difficult to achieve this goal through methodical steps using the following strategies.

Four-step optimization plan to improve website conversion rate

Four-step conversion optimization method chart

This chart provides a bird's-eye view of the entire optimization method. A unique color is used at each step of the process. The x-axis represents the time elapsed between the steps of the process, and each circle represents the amount of work involved in a specific aspect of the process. Of course, in reality, different people have different abilities, and the workload may change. Relatively speaking, how to conduct online marketing may be a more complex task.

Step 1: Investigation

This step has a clear and direct goal: to obtain high-level support through network data analysis. Generally speaking, this process is divided into two parts:

Data collection - Find out the crux of the problem through data analysis, and set up different channels and labels in Google Analytics to ensure that the collected user data is complete. In this step, You should be able to find quite a few actual errors, missing data, or pages with missing markup, etc.

Data filtering - Once you have completed the initial data collection work, in order to make the data more readable and in-depth analysis, the data needs to be processed and filtered. There are many different ways to filter out noise data from Google Analytics data. It is recommended to start with filtering duplicate data (such as repeated URLs in reports), filtering internal IP addresses, automatic crawling or spider access, robots and Known spiders, automatically called URLs, etc.

Step 2: Research

Now, when you have analyzed the real data and clearly defined your goals, it is time for the next step to study the online activities of as many businesses as possible.

Business Goal - The main question is, why does this website exist and what is its goal?

Website Goals - Next, we need to figure out what the goals of the website are and what kind of expected results it can help us achieve. In other words: find out what our desired business goals are. For example: the goal of a retail website is to sell products, then developing business and increasing revenue is the final result. Therefore the goal of this website is to increase online sales.

Website KPI- Once the goal meaning is determined, it is time to determine the specific evaluation criteria for the success or failure of the website goal. For example: If a website that publishes news information aims to increase reader loyalty, then possible key performance indicators are: (1) Reduce bounce rate. (2) Increase the average pages per visit. (3) Increase interaction within the article page. (4) Increase the average website residence time. (5) Increase the percentage of return visits to the website.

Data Analysis and Mining - At this step, you are already familiar with the website purpose, goals and key performance indicators. Additionally, you are very familiar with data structures and filtering valid data. Now, it’s time to do a deeper level of data mining and data analysis to segment your audience and find user pain points and opportunities to improve key performance indicators. Here are some basic examples: (1) Device type: Set the device type the user accesses - desktop and mobile. (2) Category directory: Set up a category directory page to analyze the traffic of each category. (3) Access sources: Set traffic access sources to analyze the effects of different online marketing activities. (4) Customer type: Set up analysis by customer category to understand the impact of different customer interactions on the business.

Step 3: Optimize

Now, it’s time to put the results of your analysis into practice:

Integration Testing - The optimization process starts with integration testing, where certain modifications to the website may (hopefully) lead to Positive results are what we would expect, but some may not be. Do not confuse the results of these test data, these tests are only the results obtained based on data analysis, it is only a starting point for the optimization process.

Develop an optimization plan - Based on your settings, an optimization plan is created. It should be noted that you need to back up the original data and settings, and then observe the specific changes after performing optimization.

Execution - Now put all your ideas into action on the website. The time and effort required for this entire step will depend on the ease of use and availability of your marketing optimization software. After setting up, remember to configure different variables for different content and goals of the website, and if the website uses personalization software, the personalized content must also be configured.

Step 4: Evaluate

Once you have enough data samples, it’s time to analyze the results and draw conclusions:

Report Analysis - View the optimization report and find obvious changes in it. Determine the reason for the difference change and whether the method is defective to see if the optimization is successful. Don’t be afraid to see failure data. This data will also help you understand the thinking of your target users.

Optimization adjustments - If necessary, modify optimization measures for different goals. Be sure to double-check yourself and your optimization results to avoid any mistakes. Adjust patiently and obtain more reliable data based on access traffic that lasts for a period of time.

Final Thoughts

Conversion optimization is not a linear process, but a cyclical process. It includes research, testing and analysis. Once you've completed the last step, it's a good idea to go back to step three, specify a new optimization plan, and see if you can do better.

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