Digital marketing without data is like determining the weather without a weather satellite and measuring instruments. What do we mean by this? Without the right data, your chances of success in your decisions are very low. Obviously, you want this chance of success to be as high as possible. A little bit of wet-finger work won't get you very far. In fact, you can determine the feel of wind direction and wind force by raising a moistened finger but it is not an accurate measurement. Nor does it offer a long-term measurement. With the right data and insights, you have gold in your hands as an organization. With that gold in holding, you can create a more effective data-driven approach to conversion optimization.

What is a conversion?

A conversion is the achievement of a goal. This could be an order, payment or registration, for example. These goals can vary on your Web site and your online marketing channels. We distinguish between micro and macro conversions here.

• A macro conversion contributes directly to increase sales by, for example, an order.
• A micro conversion does not directly generate revenue, but it is a small step toward a macro conversion. For example, consider a newsletter subscription or downloading a white paper.

Making these conversions measurable offers many insights into visitor behavior. With these insights, you can get to work optimizing your website, content or online marketing channels.

How do you optimize conversions? In 5 steps!

Conversion optimization is the process of testing hypotheses based on the elements of your website. This is done with the ultimate goal of increasing the percentage of visitors who take the desired action. Optimizing your conversions is done in 5 steps:
1. Determine your goal
2. Make a baseline measurement
3. Form a hypothesis
4. Design your test
5. Analyze your data

Actually, we add a final step, which is: improve. You should think of this as a continuously turning circle.

Why is conversion optimization important?

Companies that are experiment-driven grow faster and are future-proof. Why is this important? Because customer needs and customer behavior are constantly changing. Based on those developments, it is essential to keep an eye on the following:

• Advancing your product or service;
• Adapting your online marketing strategy;
• Optimizing your website/social media.

The example given in the introduction about determining the weather is also an important factor about why conversion optimization is important. Thus, decisions are made less on gut feeling and more on facts.

Tips and tricks: conversion optimization

You can measure a lot of data with Google Analytics. But it is also wise to investigate the actual behavior of your visitors. This can be done, for example, by creating heatmaps. This allows you to map which elements on your website attract attention and which do not. With these insights, you can optimize conversions on your website. Furthermore, you need to run conversion optimization experiments. These should run for an average of 4 weeks. In the case of the website, you can change the way content is displayed or a key button to test important information.

A handy tool for testing this quickly is Google Optimize. It offers A/B testing, website testing and redirection testing for the content on your website. This allows you to test what works best for your visitors. In addition, it is integrated with Google Analytics by default, so you can quickly see how to improve your website.

Conversion optimization benefits

• Optimizing your Web site's user experience ensures more satisfied online visitors.
• It helps you make strategic choices by deploying targeted actions for your website and social media channels.
• You can measurably improve results as a result.
• It contributes to a more effective data-driven approach with higher returns.

Do you also want an effective data-driven approach through conversion optimization? Then get in touch with us.