When seeking wealth, there are many roads that lead to the destination. Some will tell you the path lies in purchasing and selling stock, others will say investments into foundations or companies.
Most people may say that working hard and saving is the way, while others will say that networking will help you make the connections towards the money. Now all these paths are true in some way or another, but there is one key aspect that binds them all together, one denominator that links them from the start. That aspect begins and ends with one word: business.
Yes, readers, business is the word to use when discussing wealth. Whatever path you choose towards wealth, it all begins and ends with making a business; a company that you either join or make yourself. But what are the keys to making a successful business? That lies in another aspect that binds all businesses together, namely: conversions.
What are Conversions?
Conversions are, as defined by the Oxford English Dictionary, “the processes of changing or causing something to change from one form to another”. In the business world, the term can be implied there as well, but it takes a somewhat different meaning. Conversion, in marketing terms, is when a person takes a desired action, specifically when it comes to purchasing or consuming a product. See more here on conversions.
How are They Done?
Conversions are measured and defined by a process called conversion optimization, or perhaps better known as its alternative name, conversion rate optimization (CRO). This term is defined in the marketing world as the method or method in which a creator, namely a website owner, improves traffic on their website and entices viewers to become customers. In simpler terms, conversion optimization helps to improve a website’s appeal to the viewer’s eye, which in turn encourages exploration, seeking information, and if possible, making a purchase on a product or service that the website provides.
Despite the simplicity of how it sounds, the process as to how it works is a bit more complicated than that. Conversions, and by extension conversion optimizations, encompass two methods of gaining viewer and customer traffic; namely, these are on-page and off-page optimizations.
On-page Optimizations- this refers to changes that are made to improve customer and viewer traffic on the actual website itself. These can involve simple changes such as making creative and effective titles or changing the font of the lettering of the website, or more intricate ones such as making the website more visually appealing or making headers that are easy to spot and read. Whatever the method, on-page optimization’s overall goal is to make the website as visually appealing and as easy as possible to navigate through.
Off-page Optimization- this refers to changes that are made to improve customer and viewer traffic off the website. This entails methods such as campaigning, advertising, marketing through email or social media outreach, SEO (search engine optimization), or creating landing pages. The goal of off-page optimization is the same as the former, to make a product or service as appealing and simplistic to the viewer as possible.
Different Methods of Conversions
Conversions and conversion optimization techniques come in the shape of many different formats. Each one, while different, serves a function that helps add to the benefit of consumer viewership and purchases. These can include:
Speed Optimization- improving the speed and functioning of a website. This makes the website easier for the user to use with as little time as possible. Improving a website’s speed involves steps such as updating its code, updating its imaging, and making load times faster. Faster websites help encourage a swifter and easier experience for a viewer looking at the owner’s website for the first time. And a swifter and easier process can encourage desired actions such as making purchases.
Usability Optimization- considering the needs and wants of the viewer when making the website. This involves a bit of brainstorming on the owner’s part, making them think about what the viewer would like and what they may be looking for.
Navigation Optimization- making the website easier to navigate for a viewer. When using this method, the website owner will want to make their website as easy to search through as possible, ensuring the viewer finds what they are looking for with little trouble involved. Navigation optimization in a sense is like making a map, one where the more detailed it is, the easier it is for the reader to find the treasure.
Human Optimization- the humanistic approach in optimizing conversion. This technique encompasses not only service but empathy, encouraging the website owner to consider the user’s needs and experience into the equation.
When all these techniques are used in tandem, they help to create a fulfilling, humanistic, directional, and swift process for the viewer. And when they are used successfully, they all but encourage increases in website viewership and even purchases.
Different Examples of Conversions
There are many examples of conversion and conversion optimization in the marketing sphere. A few examples are listed below, which include:
Coupons and Codes- discounts in the form of coupons and codes that give cheaper prices on products.
CTAs- also known as call-to-actions. This helps encourage the user to sign up for offers in the form of an email or application.
Landing Pages- web pages with conversion goals. These have offers on hand like sales or information on hand. The term is a bit more detailed than that, but more information can be found on other sites that detail landing page dimensions and their intricacies.
Where Can I Learn More?
If you want to learn more about conversions and conversion optimizations, it is as easy as picking up a phone or computer. With one search and click of the mouse or touch of a finger, you will find many sites that hold information on conversion and conversion optimization techniques. What this article describes, however detailed, is in truth only scratching the surface.
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Sofia
Debamalya Mukherjee
