Website optimisation is the process of using controlled experimentation to improve a website’s ability to drive business goals.

To improve the performance of their website, website owners implement A/B testing to experiment with variations on pages of their website to determine which changes will ultimately result in more conversions (eg. demo requests, increases in organic search results, more purchases, reduced customer service time, etc.).

In this article we look at :

What Are the Goals of Website Optimisation?

The goals of a website will vary depending upon the type of business, the business’ target customers, and the desired action of that audience: a purchase, filling out a form, or reading an article. The desired action of a website visitor can also be conversions, or the number of audience members who complete a certain action.

For instance:

What Are The Elements of Website Optimisation?

Depending on the company’s goal, website optimisation could include testing:

Landing pages for marketing campaigns are also often an area of a website that can be optimised, because of the high-quality traffic that is being sent there by ads, email, or social media.

Website owners can also conduct website optimisation on multi-page processes on their websites, like a free trial signup, a checkout funnel, or any multi-page form.

Search Engine Optimisation vs Website Optimisation

Website optimisation is also sometimes used to describe the practice of improving the discoverability of a website for search engines, with the ultimate goal of improving search result rankings for key search terms.

The key ranking factors to consider when doing search engine optimisation (SEO) include: changing page titles, decreasing page load speeds, minimising poor user experience, using the right keywords, and producing well-written content.

How to Optimise for Conversion Rates?

Optimising conversion rates covers everything you do to give visitors to your site a better browsing and interaction experience. This is a crucial aspect for any e-commerce site.

If you improve the user experience, you will naturally also improve your site’s conversion rate, users are reassured more quickly and gain a better understanding of your added value.

As well as improving your conversion rate, a good user experience (UX) will also increase customer loyalty – your users will be more likely to return and make other purchases.

To improve your UX, you should start by identifying problems by analysing your data. Tools like Google Analytics will help you gain crucial insights into:

Of course, there are other data you can use to understand all the UX mechanisms at play on your site, but these four will help you make a start on targeting the biggest obstacles.

When seeking to optimise a site, people will often focus on a single type of optimisation (SEO or UX, for example): this is a common mistake which will not help you to substantially boost your revenues.

If you are not sure about how to optimise your website or if your website needs optimisation, consult us today for a free website audit.

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