Site optimization

As with any optimization, one must set a goal and strive towards it by making constant periodical improvements. Website Optimization is no different. At the end of the day, the end goal is always the same, positive ROI. However, getting there varies significantly from business to business.

Some websites concentrate on driving Leads by engaging the customer from start on their Landing Pages, others want to sell outright and push people into their Sales Funnels. Either way, it’s all about optimizing your website to convert your web visitors to the desired goal you set.

Before getting the visitor to convert to the desired business goal, one must understand whether the goal is achievable to the audience for which it is set. A business cannot expect to simply drive random visitors to the site and expect them to purchase products or convert into leads. This means that the business owner must first understand the visitor persona that they are trying to engage and only then set appropriate goals.

Asking an “IT guy” to go click the “Easy Button” might not make sense, because the “IT guy” is a “Learn more > Buy More” type of a persona. Whereas, busy small business owner may not have time to “Learn More” and rather call the “Contact Us” phone number and get to the answer within minutes, or fill a quick form and have your business reach out to him at his earliest convenience.

Your website must create the right experience for the right prospect before you can start fine-tuning it, but once you get there – it becomes all about testing. You can get a significant improvement in performance, by finding a good balance between Calls to Action and Content in order to get your lead. You achieve that my making the necessary changes and utilizing the right tools to be able to verify and monitor the improvement results.