Conversion specific design – what’s it all about?

A client emailed me today and asked me if we did conversion specific design. I’m not sure this is an established practice in the SEO industry but I guess ‘conversion specific design’ could be a fancy way of saying designing a website to convert better. I always design sites to convert, doesn’t that go without saying? So yes, I guess we do conversion specific design! Converting is something that’s ignored by a lot of SEO companies who focus on getting your site seen, ignoring what happens once the visitor arrives at your site. But the whole point of your site is to convert so it’s a pretty big step to ignore, what good are visitors without leads and sales?

I’ve had some great results from looking at conversion as one aspect of my optimisation work. For one particular client, I restructured his contact form so it was shorter and visually more appealing. I created eye catching call to action buttons and dropped in a slick website design. His orders have gone up 150% from this work alone.

So back to my other client who has the interest in conversion specific design. What I guess he may be referring to ‘conversion rate optimisation’. This is a slightly sexier term in that it does mean something, something really significant that every SEO expert is really excited about at the moment. Conversion rate optimisation (CRO) is about realising that some things on your pages influence your visitors’ decisions to buy, positively and negatively.

By testing a whole host of combinations, you get to figure out which items impact those buying decisions. And you get to build the optimum converting page. So, I’ve written a whole article explaining this a little better and it’s here: http://www.angelseo.co.uk/services/cro-conversion-rate-optimisation.php. Enjoy – and if you have any questions on conversion rate optimisation (or indeed, conversion specific design!) don’t hesitate to fire them over!