Once your website is live, collecting data from analytics, and receiving traffic from the search engines you may think you can just sit back and let the clients roll in, but there’s still more work to be done.
There is often more value making the most of your existing website visitors and turning them into clients than there is increasing traffic to your website. The number of visitors to your site that become clients determines your conversion rate.
Imagine that you have 100 visitors per day, and you convert 2.5% of those visitors into clients. Now consider that small changes to your site could change that 2.5% to 3% - that’s an extra 182 conversions every year! Depending on the value of each customer, and the amount of visitors you have this can be an astronomical difference.
There’s a number of different ways to optimize a site. It can be a technical optimisation (e.g. speeding the site up or fine tuning performance in different browsers) or tweaking the look and feel to make it visually more appealing or easier to use.
In the past making changes to a site used to be a “finger in the air” exercise, but I can use a variety of tools to try different things on your site combined with analytics tracking to get real time data to test variations of your website to better understand customer behaviour. Every client is different and there is no “one size fits all” approach - what works well for one website may be disastrous for another - the only real way to tell is to do A/B or multivariate testing.
By segmenting your traffic, all of these tests can be carried out live, without risking any major changes to your site.