Understanding Conversion Path Optimisation in SEO

Conversion path optimization refers to the systematic improvement of conversion paths on a website to maximise the conversion of visitors into leads, customers and ambassadors for your brand.

In this article, we will explore in detail the process of optimising the conversion path in 10 key points.

1. Analysis of user behaviour

To fully understand the effectiveness of your current conversion pages, it's essential to examine the analytical data and study how users interact with your site. This will not only help you identify potential obstacles in their journey, but also uncover new opportunities to improve conversions.

Measuring key indicators

- Conversion rate : The percentage of visitors who carry out a desired action (purchase, registration, download, etc.) in relation to the total number of visitors.
- Bounce rate : The percentage of visitors who leave your site from the first page viewed without taking any action.
- Time spent on the site : The average time a user stays on your site after clicking on an organic or paid search engine result.
- Pages viewed per session : The average number of pages viewed during a single session.

2. Definition of conversion objectives

To optimise the conversion path effectively, it is crucial to define your conversion objectives. This may include :

Increase online sales or requests for quotes.
Generate more leads for your sales team.
Encourage more users to subscribe to your site newsletter or download content.

Setting up micro and macro conversions

It is also essential to differentiate between two types of conversion:

1. Micro-conversions : The small actions carried out by users on your site that precede the final conversion, such as adding a product to the shopping basket, subscribing to a newsletter or consulting key content.
2. Macro-conversions : The main action you want users to perform on your site, such as making a purchase, requesting a quote or submitting a contact form.

3. Customer journey mapping

Once you've analysed user behaviour and defined your conversion objectives, it's time to create an action plan to optimise the customer journey. This involves mapping out all the steps visitors need to take to reach their final goal.

Identify sticking points and opportunities for improvement

Identify potential friction points in the customer journey, then identify opportunities to minimise or eliminate them. This could involve speeding up page load times, streamlining navigation, or providing clearer and more relevant information to guide users to the desired action.

4. Designing persuasive elements

Persuasive elements are designed to positively influence user behaviour and increase conversion rates. Here are a few examples:

Testimonials and customer reviews : Highlight your customers' positive experiences to build trust and reassure visitors.
Calls to action (CTA) clear and persuasive: Use simple, engaging language to encourage users to take action.
Imaging : Use high-quality images to illustrate the benefits of the products or services you offer.

5. Setting up A/B tests

A/B testing consists of comparing two versions of the same element on your site (such as a CTA, a title or an image) to determine which version generates more conversions. This process is crucial for identifying best practice and continually optimising your conversion path.

How to carry out A/B tests

Choose an element to test, create two different versions (A and B), then divide your site traffic so that users are directed to one version or the other. Make sure you carry out these tests over a long enough period to obtain significant results.

6. Improving page load speed

La loading speed of the pages is essential to offer a user experience and minimise abandonment rates. Here are a few tips to improve speed:

Reduce the size of images and use a suitable format.
Minimising files CSS and JavaScript.
Caching static files.
Use a CDN (Content Delivery Network).

7. Optimisation for mobile devices

According to statistics, around 52% of global traffic comes from mobile devices. So it's crucial to optimise your site for different screen types and resolutions. Adopt a responsive design and ensure that all the elements work properly on mobile.

8. Simplification of forms

Forms play a crucial role in converting visitors into leads or customers. Here are a few tips for optimising your forms:

Reduce the number of fields required.
Include clear, easy-to-understand error messages.
Use descriptive field labels to guide users through the process.

9. Customised content

Personalisation involves adapting the user experience according to an individual's preferences and specific behaviour. Implementing a personalised content strategy can significantly increase conversion rates and improve customer loyalty.

Segment your audience based on criteria such as geographic location, interests and purchase history.
Create tailored content for each audience segment, such as targeted promotions or relevant blog posts.
Adapt your website and product recommendations based on past user interactions.

10. Measuring results and making adjustments

The process of optimising the conversion path does not end with the implementation of the above changes. It's crucial to continually measure your site's performance and adjust your approach accordingly. Use analytical tools and performance reports to assess the impact of the changes you've made and determine the next steps to further optimise the conversion path.