Optimization has become one of those buzz words that is used so frequently that we start to wonder if it actually means what we think it means. In general, to optimize something means to make it as effective as possible. That’s true when we’re talking about websites, but to really understand how to make a website effective, we need to look at the different factors that work together to do that. Here are three.
The first and most important function of optimization is getting visitors to your website. If they don’t land on your site, everything else is pointless. Since even regular customers aren’t likely to remember your web address, making your site more visible in search engines is key. Search Engine Optimization (SEO) is a set of tactics that improve ranking and ideally put you on the first page of results.
Website engagement is the visitor consuming or interacting with your content. A high level of engagement means that they are interested in what you have to say or sell. They stay on a page long enough to view the content. They navigate from one page or product to the next, click on the items to learn more about them, add items to their shopping cart, and continue looking around. There are many tactics for increasing customer engagement, but the basics are an appealing design, trustworthiness, great navigation, and meaningful content. There is no one-size-fits-all method here. Your site needs to be tailored to your target audience in order to capture and retain their interest.
Conversion is the point where the consumer takes action. They make a purchase, fill out your request for a quote form, or place a phone call to you. This is the ultimate goal, but you can’t get your visitor here without visibility and engagement. So, conversion tactics are in addition to others that ensure that shoppers don’t abandon their carts or leave your site without contacting you. Streamlining is one of the most important factors. Once the visitor makes the decision to take action, you need to make it as quick and easy as possible.
So, an optimized website brings more visitors to your site; it immediately captures their attention and keeps them interested; and, it supports the customer in taking action.