With the increasing amount of information online these days and thousands of pieces of content published per minute, it’s easy for your website and its contents to get lost.
According to recent studies, three-quarters of internet users are only interested in the first page of search engine results.
Website optimization strategies are a number of techniques to enhance the website experience.
These strategies help to make your content more visible, increase traffic to your sites and engagement there, and make your site more useful.
If you want to drive more traffic to your site and boost your conversion rates then you need to create a better experience for people who visit your website.
This post presents you with an overview of website optimisation strategies.
These strategies, if practiced, are sure to drive more traffic to your site and skyrocket your conversion rates.
Website optimisation strategies include:
1. Identifying your target audience hence target keywords
2. creating your buyer’s persona
4. Reviewing your website design
5. Website speed and image optimisation
3. Keeping up with your buyers’ journey
1. Identify your target audience
You need to know your target audience as millions of people use the internet daily.
Targeting your audience is a marketing segmentation process. This process helps to make informed decisions. Garnering information about a specific category of people you think might be interested in your services.
This information might include, behavior, age group, interests, location or demographics. Target audience is the foundation on which key marketing strategies are built. As they help to plan marketing ads, muse for more content creation. Budgeting.
A target audience gives more specific details compared to a target audience.
an illustration of target audience could be: Young male, young males between ages 19-25 living in Lagos.
Target audience might be subdivided into:
Purchase intention– what the customers want to buy.
Area of interest- what the customer might be interested in, hobbies inclined.
Regardless of what your target audience category is, your could research using tools such as:
–Google Analytics: this gives you coloured and well-detailed information on how your content is interacted with. As it is broken into different sections, age, location and all
These insights enable you to find out how your contents are fairing. Who interacts more, and what are their interests? Bonus point, it is very understandable.
–Social media analytics: Apps such as Facebook Give insights for free just like google insight. If you have a page on Facebook you can easily get access to it by clicking on the People’s columns, unlocking a variety of information you might find important.
Also, other apps such as Twitter and Instagram might offer interaction-based information.
Say you made two reels on Instagram one on shoes and another on bags with some different patterns and you see the interaction you get from your audience, this information helps you know their interests in the business with the reels raking more likes or engagement.
Analytics gives you detailed information about how people engage with your profile on these social media platforms.
2.Create your ideal buyer’s persona
A buyers persona is a representation of your ideal target audience. it is a very specific detailed target audience,created by the marketer through thorough research and data analysis.
To help channel Time and resources to produce the right content for the right audience, you must create a buyers persona
The buyer’s persona gives a better understanding of your audience. Their needs are easily met by you before they even ask, why because you created them– their personas– which in turn represent the real-life Target audience.
How do you obtain data to create a buyer’s persona?
1. Though google insights
2. Market Insights
3. Direct interviews and surveys carried out by the marketer.
The buyer’s persona differs from business to business. There isn’t a standard we must all follow.
Creating your buyer’s persona helps you create specified content for a segmented group of people. A list within a list.
How can this help optimize your website you might ask?
rather than creating random unrelated content, your buyers persona gives you a clearer picture of what your buyer might look like.
this would enable you to create contents that are not only related but show relevance to your business, aiding search engines to locate your page.
Also, of posting the same type of content on all your social media platforms, you understand the type of content that suits a specific medium.
For example, Twitter is more youthful as compared to Facebook, so if you understand that more fun and interesting content should make its way to Twitter than your Facebook account. This might also be subject to your engagements on the app.
3.keep up with your buyer‘s journey.
Having a specified content for a particular stage of the buyer’s journey, soothes their arching pain at that point and eventually makes them come back for more.
The buyers journey is the series of processes it takes a buyer before actuating a purchase. From thoughts to actions.
Having an understanding of what point the buyer is at every given time enables the marketer to attend to the exact need at that point.
To keep up with the buyer’s journey, you must first understand the stages. This can be categorized into three main stages:
1. Awareness stage– at this stage the buyer is aware of a problem and requires a fix for it.
For example, a person hoping to get into the digital marketing world but has no idea how to go about it. You could tailor your content like “Digital marketing: an overview” or ” all you need to know about the digital world” These contents help alleviate his current problems.
2. Consideration stage: at this stage, the buyer Has an idea of what their goal or problem is. Now they are looking for solutions to evaluate the problems.
Tailor content to maximize the consideration stage might include ” steps to Harnessing your digital marketing journey” contents like this would enable your buyer to move a step closer to their goal which is becoming a digital marketer.
3. Decision stage– this is the final stage of the buyer’s journey. At this stage, the buyer has already figured out a solution and now is taking steps toward it. This is a very critical stage as this is where your buyer makes that key decision as to whether to purchase your services or not.
A decision stage contents might have any of the following headlines
1. Digital marketing courses
2. Learn digital marketing in 3 weeks
3. 5 quick steps to achieving your digital marketing dreams.
4.Evaluating website designs: A/B testing.
Your website design might not be user-friendly, which might be preventing your users from gaining optimal experience and consequently poor or reduced sales. These splitting test techniques help to eliminate guesswork by producing fact-driven results on what’s working and what isn’t.
42% of people will leave a website because of poor functionality
Carrying out A/B tests in improving your website designs which in turn aims to optimize your website page is a huge step in achieving website optimisation as these tests enable you to know what your users want.
A/B testing is a website optimisation testing process that allows users to take a front-roll seat in your website design procedure. It lets you ask focus-based questions. Users’ engagement with the experience is measured and analyzed utilizing statistically significant data collection engines. Results obtained from such experiments aid in determining the user’s experience on your page.
A/B tests includes the following process:
1.Setting a clearly defined goal
2.Collection of data
4.Creation of variants
5.Running the experiment
6.Collection and analysis of results obtained
5.Website speed and image optimisation.
Higher Click through rates, lower bounce rates and more conversation rates are very dear to every online content creator, and a slow website is a key inhibitor of these.
How do you go about optimizing your website for speed?
A study by portent shows that a B2B site that loads in 1 second has a conversion rate that’s three times higher than a site that loads in 5 seconds.
Website speed optimisation is the process or series of processes followed to achieve a faster and better user experience when on a page.
A fast website, as earlier stated, provides lower bounce rates and higher click-through rates and as well conversion rates.
One key process involved in a site’s speed optimisation is image optimisation. Optimisation within an optimisation? Yeah.
Optimizing images is very effective, 20 percent of the US web searches happen on flock images according to 2018 data from JumpStart
This begins with choosing your best file type.
-JPEG loses picture quality. During upload, but could still work. That’s if you’re open but not so clear images.
-PNG has great quality but this comes at the cost of size. And remember you don’t want your pages taking time to load because of large image files so you should also consider this.
Or better you could go for a better option: use PNG for great quality, then Compress images. You would not get the same great quality but a closer one at less file size.
There are varieties of tools online that can be used to compress your image files.
Other optimizing image options include:
*Creating original images, makes your contents original
*Seeking to use an image you found online? Don’t forget the copyright.
*Customize image file names to enable search engines to discover them
*SEO-friendly alt text makes it easier while the page still loads. (Google search central recommends)
*Make the image relevant to the page. Your content should not be about dogs, and your images should portray cats (yes, we all love cat photos).
Rome wasn’t built in a day and neither was any other highly trafficked site. The best way to start any website optimization effort is with a complete audit of site performance and pain points. Here at Prime Mash, striving for excellence is our number one priority, allow us put these strategies to work and start optimizing your website for better performance. Contact us now.