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Website Optimisation

Website optimization includes both technological and marketing strategies used to attract traffic and engage visitors to meet business goals.

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Why Is Website Optimization Important?

Website optimization is important because it lets your website visitors be more effective with their website visits. Every visitor comes to your site hoping to answer a question, find a solution to their dilemma, or complete one or another mission. Through designing your website, you make these activities simpler for your website users.

 

For example, if you’re an ecommerce website selling shoes, you can optimise your website to maximise the amount of transactions made by visitors to your website. You can do so by optimising conversion rate, which focuses on regularly checking different parts of your website to increase so conversion rate.

 

By optimising your website, your site becomes more successful for your company. A more efficient website can improve revenue for your company through new sales or leads, lowering costs , increasing conversion levels on current marketing spending, or lowering customer service needs through clearer knowledge and transparency for visitors with questions.

Why should you optimize your site technically?

Google and other search engines want to show their search results to their users. Google’s robots crawl and evaluate web pages on multiple factors. Some factors are based on user experience, like how quickly a page loads. Other factors help search engine robots grasp your pages. Structured data, among others, does this. By enhancing technical aspects, you help search engines crawl and understand your site. If you do this well, you may receive higher rankings or even rich results.

 

It also works the other way around: if you make severe technical errors on your web, they can cost you. You wouldn’t be the first to completely stop search engines from browsing your site by inadvertently adding a trailing slash to your robots.txt file.

 

But it’s a misconception you should focus on website technical details just to please search engines. A website should work well — fast, clear , and easy to use — for your users first. Fortunately, creating a strong technical foundation often coincides with better user and search engine experience.

6 Essential Website Optimization Strategies

There are many different methods and techniques to enhance the website. Just one search for “develop your website” brings back over three billion search results: starting when there’s so much data out there can be daunting. Instead of overwhelming you with details, this guide will focus on the basics of optimising your website and help you get full ROI. Below, we outlined six critical techniques to help improve your website in all fields.

1. Optimizing the Mobile Experience

It’s not enough to have a website that looks fantastic on laptops and desktop computers. To excel in the online marketplace, you must also concentrate on your site’s mobile experience. Most traffic in 2018 (52.2 percent) was mobile. Most Google searches now happen on smartphones. In Q3 2019, 64% of Google searches[5] were on mobile. Google has now moved to mobile-first indexing, where they mainly index and rate the web sites. So any problems will cost you not only possible mobile conversions, but the chance to rank highly for specific search words. 

 

So, for example, Google’s Mobile-Friendly Test is the first thing you want to do. Fix any obvious problems the check appears. You can also check all pages on the most common phone models to make sure it fits each screen size. You can do this with the Chrome Developer Tools toolbar. You can view your website in different screen windows. Also, take action to address any future problems. You want easy time for mobile users on your app. You should make sure: you don’t have screen popups or interstitials. Site loads fast & correctly. Reading the text is simple. All contents are available. Scaled-down photos are still legible. The platform is conveniently navigable. When you cover these basics, both consumers and search engines will praise you.

2. Improving Page Speed

Users don’t like sitting and waiting while a site loads. A 5-second load leads to a bounce rate of 38%, and the longer it takes, the higher it becomes. Creating a fast-loading website is the first aspect of successful user experience. Page speed is also an official Google ranking factor, and can affect your SEO directly. You can use a free online tool like Pingdom Website Speed Test or Google’s Pagespeed Insights to find out how good your site is, and possible bottlenecks and issues. This will rate the website, count all HTTP requests, categorise them, and highlight what you should fix. 

 

Some popular issues are uncompressed JS and CSS files, no CDN, no CMS-powered site caching, and huge, unoptimized image files. Compression and caching problems, and lack of CDN, can be easily addressed for your CMS with plugins or extension. Accessible image compression software such as Smush, kraken.io, Cloudinary, or ImageKit can optimise images. It can take a substantial expenditure in time or resources, but it’s worth every millisecond you shave off. A low-cost , low-quality shared hosting plan can also cause slow page loading times. So, if your page still loads slowly after you’ve scored 90 + on page speed software, you need to update to a better programme.

3. Search Engine Optimization

Optimizing search engines is one of internet’s most effective marketing methods. 70% Marketers see SEO as more successful than PPC. It’s not about about cars. Users like organic search results rather than commercials. Google co-signs you to have quality content related to the user’s quest. The first step in enhancing your SEO is to ensure that Google indexes all your pages correctly and that you have no obvious SEO errors. Signing up for the Google Search Console is a perfect first move here. It will highlight fundamental issues, list your indexed pages, and track keywords they rank for. After learning the basics, it’s time to move on to more sophisticated third-party software and specialised techniques and strategies.

4. Tailoring Website Copy to Drive Conversion

Your website’s words matter more than you thought. Layout, photos, usability, page speed are all main factors, but words dominate your post. And while words are the simplest thing to alter, they can be the strongest. Case studies also show web copy power. In one case, adding one word to a headline increased conversions by 89.97%. So don’t rush your stuff. You want a clear guide to the conversion action you want them to take on every link. Not only do you understand simple copywriting methods, but also your customer base. 

 

When you don’t understand your visitors’ issues, wishes, and questions, you can’t build a path that will lead them to the destination you want. Analyze in-depth user data such as heatmaps to get to know the consumer experience and explore their reservations and what inspired them to buy. After you’ve found a poor copy area on your website, you can assess and check various copy variants based on what you know about your customers.

5. A/B & Multivariate Testing

If you’ve found a issue with your web, whether copy-related or not, A/B testing is the perfect way to bring the possible ideas to real-world testing. For example , let’s assume a landing page’s conversion rate is very small, and your team thinks the copy could be the problem. You will formulate and check fresh, better headlines and features in a head-to-head. If the new version gets a statistically significant conversion improvement, you know your hypothesis was correct and you’ve solved the problem. 

 

But even if your latest version loses, that doesn’t mean you haven’t found the right question. You may not have found the correct solution. That’s why multivariate testing — simultaneously testing multiple possible solutions — can be a good idea. When concurrently putting the initial among several iterations, you ‘re more likely to see substantial change. You can also use what you know from single-page assessments to enhance your website.

6. Optimizing User Experience

Sometimes, eCommerce and small business owners underestimate their website’s user interface. We seem to be concerned with SEO and CRO but don’t try to change how user-friendly their site is. A stronger, easier experience will make a difference. Each $1 invested in UX results in a $2-$100 ROI. Think about it: by providing a more accessible, improved experience for all users, you maintain a higher visitor percentage. We come back several times, and more follow the funnel automatically and become clients. 

 

Nonetheless, dwell time (how long a Google searcher spends on your site before returning) is an important factor in the SEO rating. You want to incorporate UX tests, evaluate user data such as user experience, session logs, exit pages, and heatmaps. It will help you discover possible UX and propose ideas. If you’ve created a new page version, you can either compare it against the original with an A/B check or do a usability test with a community of test users.

How to Optimize Your Website for Sales and Conversions?

Whether you’re using social media or digital ads to push traffic, SEO shouldn’t be your focus. How to maximise your traffic to get as many leads and sales as possible. If you already get a lot of organic traffic, but very few conversions, it’s the same storey. By focusing on converting as many visitors as possible, you’ll get the biggest return on investment. Look at the data and notice bottlenecks and underperforming sites.

 

From there, you can devise and create potential solutions, and finally test it against the original page. This method is called optimization of conversion rate (CRO) or landing page. Past research and case studies indicate you can increase the conversion rates by up to 125% by following this procedure and trying several solutions. To optimise your current traffic, follow the seven steps below.

1. Understand Your Target Market

Before implementing a digital selling process, you need to consider your target market. A successful starting point is answering the questions below. Who’s your customers? (Focus on key information such as roles, occupations, organisation sizes, individual hobbies, etc.) Why do they need your product? (Focus on actual, measurable issues like losing customers or wasting hours per week on inefficient publishing.) 

 

Are they currently using a competitor product? What’s their biggest suffering with their new solution? What’s your budget for items like yours? Which consumers pay for rival products? You should be able to answer these simple questions, and hopefully you’ve already developed detailed and realistic buyer personas. Knowing your future customer base is the foundation of a successful conversion funnel. It will help you recognise future content, site layout, and sales funnel issues.

2. Analyze Current User Behavior

If you understand who your ideal buyer is, you ‘re ready for the next move. Track how all visitors communicate with your website to identify hidden holes and failure points in your funnel. When using Google Analytics, make sure you review activity reports like “action movement” and exit pages. They will show you how people join your funnel and which pages, instead of converting or continuing, cause visitors to leave. But GA can’t give you a holistic picture of how your visitors communicate in real-time with individual site pages. You need to use other, more advanced devices. 

 

Using modern analytics software to monitor mouse movements and all page interactions using heatmaps. Not just what page they leave on, but what was the last headline and content item they communicated with. And, instead of trying to wonder what’s wrong with a website, you’ll have straightforward data showing mediocre elements and uncompromising copies. You can also exit polls, session records, and more to get a full picture of how people communicate with each page on your website. Together, these observations will give you the framework to start developing tests to enhance your web.

3. Improve Usability

After finding trouble areas on your website where visitors drop off, you need to find out how to fix the problem. It’s not even linked to bad design or copy. It can be a usability problem where the future customer is disappointed with the method and leaves. To find and fix fundamental UX issues, you can do usability reviews with real people. Essentially, on your website, test users seek to complete various tasks and report problems they encountered at each level. It gives your team an clear image of how your customers view your website in real-time, and the challenges they face. Until running site-wide evaluations, you can use these comments to benchmark possible solutions.

4. Use Copywriting Best Practices

You can set up terms and phrases on your website for success or catastrophic failure. One word ‘s influence can make or break an advertisement campaign, and it can do the same with your landing pages. Make sure you follow best practises with all your materials. Use a copywriting framework like PAS (Problem Agitate Solution) and learn from popular competitor and proven brand copywriting examples. Often cover these basics: use convincing headlines that answer the problems / wishes of your client. (Why would they care?) Insert a simple Call to Action (CTA) on all sites. (What will they do?) Highlight apps. (How does the company improve their lives?) 

 

Use bullet points to summarise main selling points. Write them, not your stuff. (Use “you” rather than “us” and “we.”) Edit as simple and succinct as possible. Your writers must also understand where the visitor is on each page. It helps them to edit page content for clarification and relevance. Top funnel content would need to clarify simple concepts and terminology while you can write to a more sophisticated audience for the bottom of the funnel material.

5. Use A/B and Multivariate Testing to Develop the Best Landing Pages

When you find problems and build a possible solution, you will run an A/B check comparing the current page to the first. For example , let’s say you found that very few users interacted with a CTA-button, scrolling past it on the web. You can check new colours, a larger scale, or different button copies. A multivariate check will easily show the best solution. Great last step to optimise a website. 

 

You may also build experiments based on your marketing or sales team’s ideas without initial detailed research. A fast-paced testing culture is important to continuously boost your conversion levels and Usability in the long term and can give your customers new perspectives into what makes them tick. Here are 23 A/B research ideas to start optimising your conversion levels and landing pages.

6. Implement Cart Abandonment & Remarketing Campaigns

No matter how much you automate your platform, cart abandonment is still a common problem. Overall findings from 41 separate studies indicate that the overall dropout rate is nearly 70%. On average, ecommerce stores lose seven of every ten potential customers before finalising the order. You’ll always encounter this issue with flawless copy and excellent UX. Before purchasing the products from rivals, you want to introduce cart abandonment strategies to meet those customers again. 

 

A cart abandonment campaign is a marketing campaign targeting users who abandoned a cart before checking out, and reminding them that the cart remains open with the things they selected. You may also deliver a discount to seal the deal. You can build these campaigns with a marketing automation tool integrated with your eCommerce platform. Like most vendors, famous solutions like Shopify, BigCommerce and WooCommerce integrate. The most popular medium used to be email, but now you can use new platforms like push and Facebook messenger.

7. Use Push Notifications or Messenger to Effectively Reach Engaged Users

Every website user is a potential customer. When they leave and never return, you’ve lost your opportunity to develop and sell a friendship with them. To ensure active clients and users keep coming back, you need a way to reach them. The most popular technique is email. But it’s a tired medium with an average open rate of 17.6% and 2.6% CTR in 2019. Internet push alerts have an average CTR of 6.3%, and over 10% on phones.

 

Because there is no cluttered inbox, most users communicate with specific push messages. Facebook Messenger campaigns have higher ratings, with CTRs up to 60%. Yet having tourists to sign up for updates can be harder than quick push notifications. For better results, use a chat, move, and email combination and let your visitors select their preferred channel. Omnichannel strategy is the only way to remain linked to most mainstream consumers. This was a short rundown of how to get more sales from your website. For more detail, see our Conversion Rate Optimization (CRO) Guide.

8 Crucial Website Optimization Tips

Optimizing your website can be a big undertaking, completing tens or even hundreds of working hours. Besides, if the future rewards are so big, you don’t want a mistake to hinder your efforts. Here are our eight top optimization tips to help you complete the cycle without problems.

1. Always Backup Your Site Before Implementing Changes

When you’ve noticed a problem and are able to check or introduce improvements, always backup your website. When you use a third-party research tool to adjust A/B testing, you don’t need to do so during the testing process. But if a check beats power, always complete a backup before making the changes live. When your site runs on WordPress, you can simply use a plugin like UpdraftPlus to back it up. If you built your CMS internally, you can still rely on third-party solutions like Drop My Site or Carbonite.

2. Optimize Your Images before Uploading

Photos appear to be the hardest component of any website, so your photos will greatly affect your loading speeds. To prevent problems, make sure you configure them before uploading. Using online solution like Kraken.io, reSmush. It, Cloudinary, or ImageKit to scale-up images. It’s also easier to batch background images into one linked image, instead of using individual small icons on your landing page. This method minimises the site’s number of different HTTP requests due to visual elements. CSS sprites can only view selected sections of the larger image on your page.

3. Use a CDN to Greatly Improve Page Speed

Another way to offset image load is by hosting all your media files and scripts through a Content Delivery Network ( CDN). A CDN is a regional network of data centres. It will send your file from the server nearest to your physical location. Using one will greatly speed up loading times, as the physical distance to travel would be much shorter. Cloudflare and Amazon CloudFront are the most common market choices.

4. Test Fast and Often

Rather of attempting to find the best solution at once, plan and set up single-element tests once you define specific problems. You can find and execute fast wins and get optimistic ROI from your short-term optimization efforts when working towards long-term goals. Plus, if you do an A / B test where variability in many places is different, even with good outcomes, you won’t know which person change made the effect. It’s harder to apply knowledge through the websites.

5. Write For People Too, Not Just Search Engines

When people start with SEO and use content analysis tools, a simple error is to concentrate only on SEO, not on their readers. Your content needs to serve a function and give people real meaning, not just a number of semantically-related words, and total word count. When you consider little match, both your Google rankings and conversion rates will suffer from high bounce rates.

6. Use Social Proof to Increase Trust

If visitors first come to your website, they might not know your business. Since the relationship starts from scratch, your content must earn your confidence. And in 2019, only 59% of consumers said they respected companies. And thinking about yourself won’t cut it. You need to show the real customer interactions. 84% Trust online reviews as much as their peers. Positive ratings, testimonials and other social proof are some of the most important marketing resources on your landing pages.

7. Always Keep Mobile in Mind

Many internet traffic shifted to smartphones. It’s a new generation. You will automate all aspects of your mobile app, including checkout and post-purchase activities, such as check-in or contacting customer service. Mobile-first, 2020 ‘s best design and growth approach. But failing that, keep mobile in mind and check your site on several platforms while designing and reviewing new pages and apps.

8. Optimize the Entire Customer Journey

A common mistake in A/B testing and CRO is concentrating only on one page or region of the web. Sure, product pages and landing pages are important, but not the only items contributing to your sales. Of example, if you could refine your search results to get 30% more people on product pages, that’s obviously a huge sales leap. Optimize every stage of the entire customer journey for long-term best performance.

Website Optimisation Services

Our website optimisation services accelerates slow websites, improves website traffic, boosts conversion rates, enhance website performance, lower bailout rates and boost search engine rankings.

Silo Structure

Silo is a key building block for SEO and is usually an advanced topic. The term siloing originated as a way to describe the concept of grouping information in different parts within a website. Like a chapter in a book, a silo represents a collection of topic-specific material on your website.

Meta Tags Optimisation

Meta tags are text fragments describing a page’s content; meta tags do not appear on the page itself, but only in the page’s source code. Meta tags are basically little descriptors of content that help tell search engines about a web page.

Keyword Density

Many SEO experts assume an optimal keyword density is around 1-2%. This means the target keyword appears about 1-2 times per 100 words. At this point, the keyword appears enough times to show search engines what the page is about without stuffing keywords.

Robots.txt

A robots.txt is a text file in your website’s root directory that gives crawlers a guidance on which pages they can crawl and index. One of the first things to test and improve when working on your professional SEO is robots.txt. A robots.txt problem or misconfiguration can cause important SEO problems that can impact your rankings and traffic.

301/404 Errors

A 404 error means that in future, the requested URL will be available again, but not necessarily with the same content. A 301 transferred permanently redirect is used when a requested resource has been permanently relocated to a new URL, and all subsequent references to this resource will use a restored URL.

Site Maps

A good XML sitemap serves as a website roadmap, directing Google to all your relevant web pages. XML sitemaps can be useful for SEO, as they allow Google to find your important website pages easily, even if your internal linknig isn’t great. An XML sitemap lists important pages of a website, ensuring that Google can find and crawl them all.

Linking & Anchor Text

Internal links also connect your content, giving Google an idea of your website’s structure. They can create a hierarchy on your web, allowing you to offer more importance to the most important pages and posts than other, less valuable pages. The right internal linking technique will improve your SEO.

Canonical URLs

A canonical tag is a way to inform search engines that a certain URL represents a page’s master copy. Using the canonical tag prevents problems on multiple URLs due to identical or “duplicate” content. The canonical tag tells search engines which version of a URL you want to appear in search results.

Title Tags For Links

Writing good page titles is important to anyone doing SEO. Why? Since the title tag is the first thing a consumer sees in search results, it’s also one of the most important factors Google uses to decide a page’s subject. This makes SEO titles very important.

Crawling is not a guarantee that your website is indexed in search engines

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    The Most Asked Question About Website Optimisation

    We’ve collated some of website optimisation’s most asked questions into a convenient, jargon-busting FAQs to help address popular search queries.

    Frequently Asked Questions

    • 1. What is website optimisation?

      Website optimization is the method of using tools, advanced techniques, and research to boost website performance, drive more traffic, increase conversions, and generate sales.

    • 2. What is a technical SEO?

      Technical SEO refers to enhancing a website's technological aspects to improve the search engine ranking of pages. Technical optimization elements are making a website load faster, easier to navigate and understandable for search engines.

    • 3. How do I optimize SEO for my website?

      Follow these five steps of good basic SEO: Identify important keywords with good search traffic potential. Build and customise pages for search engine and users. Make your website accessible to both bots and humans. Create links from other high-quality websites.

    • 4. Why Technical SEO is important?

      Technical SEO refers to enhancing a website's technological aspects to improve the search engine ranking. Technical optimization is to make a website faster, easier to crawl and understandable for search engines.

    • 5. What are two types of SEO?

      A well-rounded organic search strategy requires three types of SEO: on-page SEO, technical SEO, and off-page SEO. By breaking down your strategy and considering SEO as these three categories, organising and executing your website optimisation will be much easier.

    • 6. What is the most common fix for duplicate contents?

      There are four ways to solve the problem, preferably: not creating duplicate contents. Redirecting duplicate contents to canonical URL. Adding a canonical link feature to duplicate page. Adding an HTML link from duplicate page to canonical page.

    • 7. Which sort of sitemap is most important for SEO?

      For SEO, XML Sitemaps are important because they make it easier for Google to locate the website's pages — this is important because Google ranks pages not just websites. Having an XML sitemap can improve your SEO performance, so we highly recommend it.

    • 8. Does duplicate content really matter?

      Nevertheless, it removes similar content with the same impact as a penalty: a loss of rankings for your web pages. Duplicate content confuses Google and causes the search engine to select which pages to list in the top searches.

    • 9. Is sitemap necessary for SEO?

      A sitemap is vital to good SEO practises, and SEO is vital to website traffic and revenue. On the other side, sitemaps are important for search engines to crawl and index the website to rank contents within the search results.

    • 10. What is robots.txt in SEO?

      Robots.txt is a text file that instructs web robots (usually search engine robots) to crawl pages on their website. The robots.txt file is part of the Robots Exclusion Protocol (REP), a set of web standards that govern how robots crawl website content, access and index content, and serve it to users. The REP also provides guidelines such as meta robots and guidance for how search engines will handle links (such as "follow" or "nofollow").

    • 11. How many SEO sitemaps are there?

      Sitemaps are of two types: HTML and XML. Mostly, HTML sitemaps guide visitors. XML sitemaps guide search engine bots to ensure they find website index URLs. Understanding each's strengths and weaknesses can help optimise your search engine optimisation.

    • 12. What does a sitemap look like?

      A sitemap is a file containing all web pages accessible to crawlers or users. It may look like the table of contents of a book, except the sections are links. An HTML sitemap is a page which lists links. Typically these are links to the website's main sections and pages.

    • 13. Is robots.txt necessary?

      A robots.txt file tells web robots, also known as crawlers, which pages or files don't want them to crawl. Bots visit your website, then index (save) your web pages and files before listing them on the resulting search engine pages. If you don't want Google and other search engines to list those pages or files, block them using your robots.txt file. You can verify whether your website has robots.txt file by entering /robots.txt in the top address bar immediately after your domain name.

    • 14. How do I manually create a sitemap?

      If you're ready for search engines to index your website faster, just follow these five easy steps to create a sitemap. Step 1: Review your page structure. Step 2: Coding URLs. Step 3: Code validation. Step 4: Add your root and robots sitemap. Step 5: Submit your sitemap.

    • 15. How do I fix URL errors?

      Fix 404 errors by redirecting incorrect URLs or modifying internal links and sitemap entries. Aim to prevent server errors and ask your developer and server host for support. Address other types of errors and using Google's support tools. Expect an increase in crawl errors after your website migration.

    • 16. How do I fix my blocked URL?

      Enter the website's IP address in your browser's address field instead of the URL. Check your browser security settings. Make sure your anti-virus software has not blacklisted the URL & IP address. Check if network-installed web filtering software blocks the URL itself.

    • 17. Where do I put XML sitemap?

      It is highly recommended that you put your Sitemap in your HTML server's root directory, i.e. at http:/example.com/sitemap.xml

    • 18. What is the purpose of a sitemap?

      Sitemap is an XML file containing a full list of page URLs for a site along with additional information (metadata of each URL, last modified, etc.). It's primary purpose to tell search engines about pages available for crawling on your sites.

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