Why You Need a Comprehensive Conversion Plan

[fa icon="calendar"] Jan 30, 2017 9:05:00 AM

When marketers begin the process of improving their website’s conversion rate, they’re often excited to jump right in and start making changes to their site at once. They’ve heard about A/B testing, and they’re ready to take a risk and implement new tactics. 

While it’s great to be jazzed about helping your organization improve your conversion rate, established marketers realize that you need a comprehensive conversion plan before you begin experimenting with the color of your website’s buttons.   

The impetus behind conversion rate optimization is that people are arriving to your organization’s website, but they’re not moving further down the sales funnel. They aren’t joining your association, donating to your nonprofit, or purchasing your product. That’s not good.

Once you realize you have a conversion issue, it can be tempting to make adjustments right away. There are a why-you-need-a-comprehensive-conversion-plan.jpgvariety of tips and tricks that are supposed to help increase your conversion rate. But, it will benefit your organization in the long-run if you approach this situation with a complete, carefully-considered plan of attack. After all, an architect wouldn’t start building a house without blueprints, right? 

First, you need to delve into why your audience isn’t converting. Ask yourself who your company is trying to attract, and take a deep look at your target. Research your existing members or customers to learn both demographic and behavioral info. What sites do your users like to visit on the web? Where are they in the buyer’s journey?  Does your organization appeal to a certain age group or geographic location more than others?

These are important considerations that will tell you more about the people visiting your website and what problems they might experience. With an enhanced, nuanced view of their pain points, you can better set your website up to provide them with a solution to meet their needs.

Your next step is to perform a full website audit of all your site’s pages. Start by assessing analytical data on your site to track your current conversion rate and determine which pages are under-performing. Go through each page one-by-one and identify any potential issues that often plague poorly-designed sites. Is the text on a call-to-action too small to read? Maybe your website has a lot of banners, sidebars, and animations, and it’s confusing your visitors. 

Next, user-test your site on people who are not familiar with your organization, and see if they can figure out:             a) what you do and b) what you’re trying to get website visitors to do i.e. sign up for a webinar, download an eBook, renew membership, complete a purchase, etc. People who are less-knowledgeable about your service or product can identify complex problem areas of your site that you may have overlooked. 

Now that you’ve done your research, you can identify which sections of your website you want to isolate and adjust. After performing this exhaustive investigation, you should be able to tell which variables on your site are most in need of help. If you try to fix everything at once, you won’t be able to figure out which change was actually successful. Instead, consult with your marketing team and develop a thorough plan to pinpoint one specific modification to start with, identify other elements that need revisions later on, and set goals for your improved conversion rate.

With a plan moving forward, you will be more organized and poised to make a noticeable difference to your conversion rates. To make sure your organization is doing everything possible to improve your online marketing, download our free inbound marketing campaign checklist.

Inbound Marketing Campaign Checklist


Topics: website, Conversion, conversion rate optimization

Jessica Hirsch

Written by Jessica Hirsch