Here are some key points worth including in your action plan. A high conversion rate is (just one of) the goals — and it's one that can evolve over time. Conversion should align with your current business objectives. A common mistake is assuming that conversion means just one specific action you want your users to take.
Taking a closer look at conversion, it helps to view it as an action — something dynamic and alive. It never happens in a controlled lab environment, but always within a broader context.
So let’s try — even for a moment — to step into our audience’s shoes. How can we do that? By asking ourselves the right questions:
- Instead of asking: "How can we optimize the sign-up form for our language course?"
Ask: "Why would someone want to fill it out in the first place? What would encourage them?" - Instead of asking: "Where should we promote our website?"
Ask: "In what situations is my audience likely to visit our site?" - Instead of asking: "How can we increase the number of downloads from our website?"
Ask: "Even if our downloadable resources are high-quality, are they actually easy for users to find? Have we taken care of the UX (user experience)? And does our call to action really speak to their need?"
These are just examples. It’s worth asking yourself many more questions — and remembering that everything starts with a clear business goal. To reach it, you’ll need an effective action plan. Without a strategy, you’ll end up acting on impulse. So where should you begin?
- Define your goal — and remember, it can evolve over time. That’s why it’s helpful to break it down into stages. For example: I want to build trust. I want to foster engagement. I want to drive sales.
- Set your metrics and define the conversion rate we mentioned earlier. After all, we want to know how our conversion changes over time (for example, a newsletter sign-up rate of 5% of website visitors in the first stage).
- Choose your tracking tools (e.g., Google Analytics, Google Tag Manager, Meta Pixel, Hotjar / Clarity). Analyzing user behavior provides insights — and remember, users’ needs and habits are constantly changing.
- Plan and prepare specific actions (e.g., producing video content available exclusively to newsletter subscribers).
- Implement the solutions, and consider running A/B tests to evaluate their effectiveness.
A website is a living organism — algorithms “like” sites that are regularly updated, treating them as “alive” and worth visiting.