Conversion rate optimisation is about converting users/visitors/ browsers into customers; or how many conversions can be done per amount of visitors to the site.

This is an important part of the website host’s marketing strategy. A lot of money is spent each year in developing a successful website and maintaining the look, feel and content of the site. The importance of a pleasant experience for each visitor is of utmost importance to the host as it is the experience, almost as much as the product that will convert a visitor into a customer.

There are several ways of managing the conversion rate optimisation strategy. First you have to decide whether you want to test the conversion rate by using a landing page. Another way of determining the conversion rate is by spending a considerable amount of time researching the target audience and then formulating headlines and content that will appeal to that audience.

Next is the process of conversion rate optimization. This entails the following steps:

• Data collection and processing. This is where the information from the landing site or the research is analysed and processed into information that can be used on the website to convert visitors.
• Optimization goals. As with any strategy, there have to be goals linked to the conversion rate optimization. These goals will keep the project on track and will inform you of the success or failure of the project.
• Business rules. This is where the strategy needs to understand the importance of each offer. Which offers are more important, which are less important, which are allowed to escalate in importance etc.
• Real-time decision-making. Here the target audience is segmented and decisions are immediately made on how to convert these different segments of the target market.
• Statistical learning. This is where the actual rate of conversion is analysed and it is determined whether the optimisation goals have been met.

Implemented with dedication and attention to the target market, conversion rate optimisation could be a successful way of gaining more customers and increasing sales.