Optimize Conversion Rates – The Proof is in the Pudding
Simply put, a conversion rate is defined by the number of people who engage in a marketing campaign and perform a specific, intended action. Campaigns can be online or offline. An example of an online conversion would be to have a consumer visit your online profile in our Interactive Online Catalogue and have that consumer email or call you. An example of an offline conversion would be to have a consumer pick up the phone and call you after reading a press release published in a local newspaper or periodical.
Obviously, the goal is to optimize conversion rates by creating clear, concise marketing messages with clear, concise calls-to-action. Giving consumers too many options creates confusion and typically results in fewer prospects converting to actual clients. Placement of all the various elements of your marketing messages; such as images, headlines and calls-to-action (such as a button) are just as important as the message itself.
Testing is essential when it comes to evaluating best practices for optimizing conversion rates. Not all elements work for every type of campaign. We have done significant research, analysis and testing to determine how to best optimize conversion rates for visitors to our Interactive Online Catalogue. We have also done substantial work related to optimizing website architecture to ensure we maximize conversion rates for our clients.
The most important aspect of conversions is measuring their effectiveness. If you don’t have insight into what works then you don’t know how to make improvements. We recognize the importance of measuring conversions which is why we rely heavily on analytics as an integral part of many of our service offerings.
