What is website optimization?
Simply put, website optimization is about improving your user experience so that people are more likely to convert on your site. Many companies try to optimize the knowledge of their users by completely redesigning their website from time to time, but let's face it, no matter how well you know your target audience, people are unpredictable.
As a result, true site optimization is a technical process. You come up with a change hypothesis that you think will improve your conversion rate and your testing. If you're right, then move on to designing your new and improved website. If you make a mistake, you keep the original design.
The best part of this website optimization process is that it educates you about your target audience, allowing you to generate even better hypotheses and tests in the future. Over time, Whitethorn ends up with a site that he would never have created on his own, but which is a perfect website for his traffic.
DO YOU REALLY NEED TO OPTIMIZE YOUR WEBSITE?
If you're wondering if your website is worth optimizing for, let me ask you this: If I told you that you could get twice as many conversions from your current traffic, would you be thrilled?
If the answer is yes, you absolutely must optimize your website.
The point is that driving more traffic to a website that isn't working for your potential customers is a waste of money. Traffic is good. Converting traffic is better.
Whether you pay someone to do SEO on your site or pay per click through an online advertising platform like AdWords, you're paying for people to visit your site. However, once they are there, it is up to you to make them change.
So if you can increase the percentage of people who visit your site and switch, you'll effectively increase conversions without increasing costs. Who doesn't want that?
WHAT SHOULD I OPTIMIZE?
OPTIMIZE
Chances are, if you've never done website optimization before, everything on your website probably needs an overhaul. However, most businesses don't have the time or the traffic to optimize every little aspect of their website.
To determine which areas of your site to test first, ask yourself the following questions:
Why do most people visit my site? What problem did they have to solve? (It can be as simple as “they want more information” or as complex as “they need a complete software solution that solves problems X, Y and Z”).
Once you know why people are on your site and what you want them to do, think about how a visitor gets from their "why" to their "what." Is it a simple and straightforward process? What are the alternative ways of approaching things? How could you make the switching process easier and more user-friendly?
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