SEOs (Search Engine Optimizers) like to talk about “Conversion Optimization.”
In short, increasing the percentage of visitors to the website who become customers (online stores) or otherwise take action.
Of course calling it “conversion optimization” makes it sound like SEO whereas this is a completely different subject.
But, more people these days recognize that it is not enough to get a visitor to your website. What happens when they get there? And SEOs are jumping on the bandwagon.
Used to be the subject was LPO (Landing Page Optimization) which only dealt with the one page your visitors arrived on.
I have a fundamental beef with these terms. Oh yes, I appreciate the idea built-in to them that these are measurable. Higher percentages = better.
But I still think it is missing the elephant in the room.
Which is that the subject is really “The Visitor Experience.”
That is an organic whole of everything the visitor sees, thinks and experiences as they go through your website – which ideally adds up to sales.
Think in terms of improving the visitor’s experience of your website. You’ll get rising numbers AND you will avoid a lot of stupid errors.
Put yourself in the visitors’ shoes, look at your bounce rates and you can SEE what the problem is. Bad experience = visitors jumping overboard.
You see my point?