Website Optimization – The What, Why and How

Website optimization is a strategy used to improve the performance of a website. By improving website optimization you increase the likelihood of a visitor completing a certain task – like filling out a form, downloading a PDF, signing up for a newsletter, or purchasing a product – and in turn, the likelihood of converting. This strategy is a no-brainer for any company operating in the digital world. In today’s blog, we’ll cover everything you need to know about website optimization: what it is, why it’s important, and different ways to implement it.

What is website optimization?

In its simplest terms, website optimization refers to the process of ameliorating a site to drive business goals. It often involves controlled experimentation, like A/B testing, to mine the best results. All this is done with the intention of increasing conversion rates.

Each optimization effort is like a mini science experiment that tests a hypothesis based on an educated guess. Good data about your customer base is crucial, as it helps determine what the audience wants. After all, optimization is of little use unless it is done with the target audience in mind.

How do I optimize my site?

The list of ways to optimize a website could go on forever. There are a few areas; however, that are of particular importance:

Landing Pages

The landing page is often the first point of contact a user has with your brand. Consider the following questions when optimizing these types of pages:
– Does the landing page have a clear, strong headline?
– Does the landing page contain a form, and if so, is it easy to navigate?
– Is the copy on this page easy to read and formatted in paragraphs?
– Is there a clear call-to-action button somewhere on the page?

Checkout Page
If you are an e-commerce site, the check-out page is one of the most important. A customer has decided “yes, I want to buy this product.” They are at the last step and are eager to buy! Don’t let a clunky page be the reason for a lost sale. When optimizing, consider the following:
– Does this page offer a “guest checkout” option?
– Are multiple payment options available?
– Are customers able to see an “overview” of what they are purchasing?
– Is payment the final step in the process?

Mobile Accessibility
Most people access the internet through smart phones. A mobile-first approach is essential for anyone wanting to keep visitors satisfied and happy. Here are a few things to ask yourself to ensure a site is mobile friendly:
– Are images scaled using a responsive design?
– Does the site look the same on desktop, tablet, and mobile?
– Does the page use short, easy-to-read meta titles?
– Is content short enough to be scrolled through on mobile?

Why should I bother?

Website optimization is important for one simple reason: it increases the likelihood of a visitor being successful on the site. Each person arrives with a goal in mind – to learn more about a product, service, or topic, to find a solution to a problem, or to purchase something. By optimizing a website, you make it as easy as possible for the user to find what they’re looking for. This results in a positive experience more likely to be recommended to other users. By consistently optimizing the website, you will increase the quality and frequency of conversions.

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