MICHAEL AAGAARD from ContentVerve gives his definition of Conversion Rate Optimization
Michael, what is your definition of optimization?
That’s a really good and interesting question. I’ve never been asked that before. I’m pretty happy you asked me, because it makes me think more about what it is that I do, actually. There’s got to be a million different definitions, depending on who you ask. I’d also say that there are a lot of different subcategories of optimization.
But I think what I do is all about getting more people to do what you want them to do once they get to your website. It’s kind of the process of when you get traffic, how do you make them do what you want them to do?
In my experience, that’s all about arranging the content on your website in such a way that it’s easy for your potential customers to get the answers, the info or the experience they need in order to be able to do whatever it is you want them to do.
So what we’re doing is not so much optimizing websites really, but we are optimizing actually decision-making processes. We’re trying to make more people say yes. Of course, that’s beneficial because then we can, on an e-commerce platform, make more money. If we are talking about a nonprofit organization – I’ve worked with Red Cross, for example – then it could be about getting more people to donate money to a charity cause.
I think sometimes, when I talk about what I do, people quickly assume that we’re into all this dark stuff, the dark side of the Force, that we’re trying to manipulate people and trick them into doing stuff. That’s not at all what it’s about, I don’t think. It’s really about trying to give your target audience a better experience, and actually be very, very upfront about what you’re doing and what you want them to do.
Give your target audience a better experience!
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