It’s a deceptively simple question: What is website optimization? Is it basically just SEO where the objective is to boost online sales via higher quality and quantity of traffic? Or is site optimization more akin to website split testing where the objective is to test headlines, bullet points, and offer details to find the best converting combination? Perhaps we are actually talking about conversion rate optimization where the objective is simply to increase website conversions by changing on-page factors like web design and copywriting while basically ignoring the traffic altogether.
Don’t feel bad. Some of the world’s most experienced Internet Marketing Guru’s also struggle to come up with a concrete answer to the question “What is website optimization” and for good reason:
There is no simple answer because website optimization itself is a very complex and involved process that most Internet Marketers are just unfamiliar with.
So What is Website Optimization?
Well, it’s a series of processes that include:
- Comprehensive Website Traffic Analysis: Some Internet Marketing experts will try to tell you that they can simply “eyeball” or look over a website and tell you why it’s not converting—they are either lying to you or they are lying to themselves by making this claim. The simple fact is that two websites can be completely identical in terms of their content, website design, and programming—and yet convert completely differently based upon the actual traffic making to each respective site. Website traffic analysis is vital to identifying the conversion rate problems on a website and creating the optimization blueprint that will ultimately be used to solve those issues. Conversion rate experts employ web analytics software like Google Analytics, Optimizely, and MOZ to complete the website traffic analysis as quickly and efficiently as possible.
- Design Optimization Blueprint:In the ideal world, we could address and fix every conversion problem all in one fell swoop. However, we work with live websites that often employ dozens of people whose livelihoods would be jeopardized if we attempted to shut everything down and fix all the problems at once. Instead, we often must optimize a web site in phases thus addressing the biggest conversion problems first and saving other conversion rate issues for later phases. This is a very delicate balancing act and a properly designed optimization blueprint prioritizes the optimization process and divides it into distinct phases that can be implemented without dramatic disruptions to normal site operations or revenue generation. In a sense, “what is website optimization” will vary dramatically from site to site meaning that every optimization blueprint will be 100% unique.
- Optimize Web Site for Conversions: Here, “what is website optimization” will depend upon the number and type of on-site conversion rate problems affecting the site. The only objective here is to improve conversion rate by addressing these “on-site” factors, which may include:
- Direct Response Copywriting
- Website Design and Layout
- Sales Funnels
- Website Programming Issues (slow load times, W3C compliance issues, poor functionality, etc.)
Again, we do not typically fix all conversion rate problems at once but design the optimization blueprint to first address the problems that will have the biggest impact on your conversions. So in this phase, we create the solutions that will actually improve website performance like new copy, new web design, etc.
- Website Split Testing: FullTiltPitch.com is a results-oriented website optimization company so we don’t just “talk” about how to increase website conversion rates—we walk the walk and back it up with bona-fide results provided during split testing. In fact, no website optimization phase is complete until the split-testing results conclude that we have reached or exceeded our goals over the agreed upon testing sample size.
- Website Traffic Optimization:It is vital to first improve website conversions before optimizing website traffic because one way or the other, traffic costs money. There is no point in sending good, valuable traffic to a website that doesn’t convert so once we improve website conversions and verify with split testing, we move on to optimizing both the quantity and quality of traffic. And because most of our clients have multiple traffic channels (including ppc, seo, social media marketing, and more), we also optimize website traffic in phases and carefully track results to verify progress.
- Implement Improvements Across Other Marketing Channels: The lessons learned about your target audience, sales funnels, etc. during a website optimization can quickly be implemented across television, print, and other offline marketing platforms for improved conversions all throughout your business.
As you can see, there really is no simple answer to “What is website optimization”. And because there are so many different website business models, niches, and nuances specific to each site, there is no “cookie-cutter” formula that would tell you exactly what is website optimization down to a level that you could actually implement on a live site and hope for success.
So rather than attempt to provide a simple answer to the question of “what is website optimization”, perhaps it would be better to take a quick look at the benefits, which include:
- Improve Conversion Rate by 100% or More on Average
- Boost Online Traffic Volume and Quality
- Reduce Customer Acquisition Costs
- Improve Marketing-to-Sales Ratio
- Build Your Marketing List Faster and With Higher Quality Prospects
- Dramatically Lower PPC and Other Paid Marketing Costs
- Enhance Market Research Capabilities and Build More Comprehensive Customer Profiles
Unlike magical link-building seo programs or buying 10,000 “likes”, website optimization is not a fad or something that can be distilled down into some $99 program. So what is website optimization?
It’s hard work. But unlike those magical programs and “pie in the sky” traffic generating schemes, website optimization CAN increase website sales and conversions by 100, 200, or even 300%.
Massive high-tech companies like Google, Apple, Crazy Egg, and SEO Moz all hire website optimization experts to enhance their own sites!
Just think about that for a second: Why would high-tech giants like Google and Apple actually have to hire outside website optimization specialists when they are staffed by hundreds of the world’s top programmers, web designers, etc?
Because It Works. But, There isn’t a Single University on the Planet Teaching It.
There is only one way to become a website optimization expert: Work on 100’s of different websites across 100’s of different niches with one objective in mind: Increasing website conversions.
But companies like Google don’t build 100’s of different websites—they build one website. They choose one business model and while it may be altered through time, the fact remains that no internal staff can be objective about website optimization. After all, if that same staff built the website to begin with—how can they honestly optimize a website and identify all of the conversion problems when they were the ones who created those very problems.
Despite the best of intentions no website owner or even department manager can objectively optimize a website they helped to create. And the sheer lack of experience with other business models and niches blinds those same managers and website owners from new possibilities and strategies that could completely change the game and increase conversions by 100% or more.
However, with the right training and severe discipline, you can learn how to optimize a website objectively and see fantastic, eye-popping results. Now let’s recap.
So what is website optimization?
- 6-Part Systematic Process That Varies According to Business Model, Niche, and Product/Service Being Promoted
- Can Increase Website Conversion Rate by Over 100% On Average
- Used by the World’s Leading Tech Companies to Boost Online Conversions
Seriously, website optimization isn’t some magic solution where you can start it today and double your conversion rate tomorrow. Most web site optimization projects require around 4 weeks to complete including initial site evaluation, implementing the optimization blueprint, and final testing to confirm results.
So what is website optimization and how can it specifically help your site improve online conversions? The answer will always depend upon your site, it’s design, and your specific objectives.