Continue Optimizing Your Customer Experience After The Conversion
You have a conversion. Great! That means you’re all done and can focus on other projects, right? Not so much. Digital experience optimization doesn’t end when a website visitor converts into a qualified lead. Realistically, that’s only the beginning.
Once you start generating conversions at a regular cadence, the real optimization work can begin. From there, you can start to optimize not only your website but even your audience targeting. You can also use those conversions to learn how your business and services or products resonate with that audience.
Digital experience optimization means taking the long way round, improving your website and marketing over time, not for the quick win. You can still experience some short-term benefits along the way, but the real growth happens after repeated testing.
Learn how to continue optimizing your website after the conversion––it’s only the start!
Start Testing Against Your Conversion Baseline
The real work begins after you start tracking conversions, which can be a win if your website is not built on a trusted platform. Conversion rate optimization is the practice of making tweaks to the user experience on your website and measuring their impact on your conversions. If changes improve your conversion rate, that’s a win.
Often it’s a matter of simplifying the user path on your site to make it easier for conversions to happen. For online sales, shortening the length of your checkout funnel could increase the number of completed checkouts. Reducing the number of required fields on a contact form could also increase the number of conversions on your site.
Optimize Your Audience Along With Your Website
Once you’ve generated conversions with your ad campaign or conversion rate optimization strategy, you can then build your audience based on those conversions. Retargeting campaigns or lookalike audiences can mimic those customers that have already converted to find more similar customers.
Facebook and LinkedIn retargeting campaigns can offer another marketing channel to build your awareness funnel. Once you’ve optimized your PPC ad campaigns, these social remarketing channels can build larger audiences and find people where they spend the most time. Now is also the time to cut out segments of your audience that haven’t shown any interest in converting, saving your budget for those that might convert instead.
Learn More About Customers After the Conversion
Conversion data can be a goldmine of information for your business. You can use those customers to create marketing personas to understand your target audience better. You can also reach out to those customers that converted for a survey or series of questions to learn more.
Ask those customers what drove them to convert, why they chose your business over a competitor, and what would make them convert on your website again. From simple surveys to longer customer interviews, the more information you can learn from one converting customer can help you find others that are likely to convert.
Use the Conversion as Your Starting Point
Many businesses regard the conversion as the finish line, but really, it’s only the starting point along the journey of digital experience optimization. Digital experience optimization doesn’t end when a website visitor converts into a qualified lead.
Start to optimize your website and your audience targeting to learn more about how your business and services or products resonate. Working these tests over a long period of time generates more learnings than short-term strategies.