Conversion Architecture

Conversion architecture is the process of defining your website´s targets and goals then working towards achieving them. At WSI Huddersfield we believe that conversion architecture should be at the heart of all internet marketing activities, from web design to search engine optimisation and from email marketing to pay per click advertising. The aim of conversion architecture is to achieve the maximum return on investment. Here´s how we do it.

Define your target audience

One of the first steps in offline marketing is defining your target demographic. Although demographic targeting is an avenue that can be explored in internet marketing, the first step is defining your target keywords. These are the keywords that potential customers will type into search engines such as Google, Bing and Yahoo to find your products or services. Search engine optimisation and pay per click advertising are keyword focused and both require a well research keyword strategy. When your keyword list is defined, so is your target audience. You can then focus in on demographics with pay per click using advertisers such as Facebook and by using the Google Content network to target websites with a shared demographic.

Outline your business goals

Online business goals vary from business to business as does the value of achieving a conversion of a goal. Online business goals include:

• Online Sales 
• Newsletter signups 
• Customer registration 
• Quote Requests 
• Brochure Downloads 
• Appointment Bookings

Having defined your websites goals, the next step is to attribute a value to them in pounds sterling (or for simplicity whichever currency your business trades). By valuing each of the goals it is possible to determine key performance metrics and revise your website design to maximise return on investment.

Conversion Architecture Optimisation

Having defined your target audience, goals and conversion values it´s time to implement conversion tracking. We recommend Google Analytics because it is a free, versatile tracking that can track actions including online purchases, quote requests and brochure downloads.

The information gained from conversion tracking can then be harnessed to optimise conversion architecture. Opportunities for conversion architecture optimisation include:

• Focusing on high converting keywords 
• A/B split testing different web page designs 
• Refining the conversion path i.e. Shopping Cart payment process 
• Investing the marketing budget in higher performing marketing channels

Optimise your Conversion Architecture