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Website Optimisation FAQs

Some Frequently Asked Questions to do with website optimisation:


What is Website Optimisation?

Website Optimisation can be defined as "an approach to website marketing that will massively boost the performance of your website and the effectiveness of your online marketing efforts."

It's a framework that will help you:

Focus your efforts

Website Optimisation ensures you:

  1. Drive relevant traffic
  2. Convert visitors into customers
  3. Maximise customer value

These are the 3 Big Things you need to do to make sure your website succeeds in delivering results.

Website Optimisation pulls together a number of familiar (and some not so familiar) online marketing practises, tools and techniques. It considers them both individually and in relation to each other; in particular it looks at the role each can play in helping you to achieve your website goals.

Prioritise the "right stuff"

There is a lot to think about with online marketing, with new stuff cropping up all the time making the picture increasingly complex. Because of this we often end up losing sight of why we are doing what we are doing.

Search engine optimisation (SEO), for example, has got everyone obsessed with getting to the #1 spot on Google.

Very few people are asking what would happen if we did get you there (ok, so you may get a lot more traffic coming to your website - what are you going to do with more visitors? Hope they turn into customers?) SEO is fundamentally important, but it should be seen as a means not an end (read more about this). Website Optimisation also provides answers on how to turn visitors into customers.

Hype surrounding the latest online marketing mediums distracts us from real business goals. Website Optimisation provides a framework to keep you focused on the most important stuff you should be doing to achieve your online goals.


Why Website Optimisation?

It is very effective

It considers every step in your customer's online journey, from initial search through to successful conversion and beyond. It makes your website and your campaigns better at every step of this journey. More visitors, more customers, more profit!

It will have a massive impact

Website Optimisation combines powerful online practises to create massive impact. The cumulative effect of building many disciplines into your plan is far greater than if you isolate them and focus on them one at a time.

It is remarkably cost effective

Many of the tools needed for Website Optimisation are provided free by Google so you can start doing it for surprising little. Once you've 'dipped in' you'll see exactly how powerful Website Optimisation is - you can achieve massive ROI. No big budgets to get approved before you get started.

It is incredibly transparent

The tools and methods used by Website Optimisation are scientific and are as transparent as you will be able to find in the marketing world. Google AdWords means you get to manage exactly how much you spend based on the ROI you can get, Google Website Optimizer lets you see your exact conversion rate improvements in almost real time.

It is not as scary as it sounds

Website Optimisation may use scary sounding terms (like 'science' and 'optimisation') but it's actually very easy to get to grips with. The principals behind the approach are incredibly sound and logical. Effective campaigning takes effort and commitment but is really based on business "common sense", you certainly won't require a doctorate in quantum astro-physics to get cracking with Website Optimisation.


Is Moodia a Search Marketing Agency?

Yes and no. We have a fantastic, highly-qualified multilingual search marketing team here. We offer PPC and SEO services. We also believe that Analytics should be the heart (and the brain) of your online operation. But, and this is a big "but", search marketing is not all we do! The Moodia team is comprised of seasoned professionals who work across a range of online disciplines. All of our Services are designed to improve the performance of your website. To find out more see our About Us page.

What is a "Conversion"?

A conversion in the broadest terms can be defined as "every single instance of a visitor completing a desired action" on your website.

These 2 types of conversion should help to qualify the definition further:

Goal conversion

= Every time a visitor achieves a website goal.

If your goal is to sign up 1000 visitors to your mailing list, a "goal conversion" occurs every time a visitor successfully submits their contact details (through your 'sign-up-to-newsletter' form). A high level of goal conversions means your website is making a significant contribution to your organisation.

Page conversion

= Every time a visitor completes a desired action on a page.

Page conversions are only really valuable if they help to deliver goal conversions. Consider the visitor who clicks on the 'sign-up-to-newsletter' link on a landing page but does not the submit their details.

What is a "Conversion Rate"?

When people talk about "conversion rate" they usually mean the ratio of visitors who achieve a goal against the number of website visitors in total.
If 5 visitors out of every 100 sign-up for your newsletter you have a 5% conversion rate for your 'sign-up to newsletter' goal.

We're going to be pedantic here but this is important! When people talk about their "website conversion rate" they are actually talking about their website goals conversion rate. The concept of "conversion rate" can only be meaningfully applied to a single defined action (or goal) and a typical website usually has more than one goal.

The average website goals conversion rate (for paid conversions) across all industries is around 1-2% which is pitifully low. It's the equivalent of letting 98% of your visitors walk away empty-handed!

We don't sell online, is conversion rate still important to us?

Yes it most definitely is. Conversion rate is a calculation based on the number of visitors completing goals on your website. If you can attribute a monetary value to a successful goal conversion it makes it easier to track ROI but even if that proves tricky it's still incredibly important. Conversion rate is one of the key metrics that tells you how good your website is at doing its job.

You should work out what you want your visitors to do on every single page of your website. Key pages on your site will result in a goal conversion. You should then work hard to make sure your pages get better and better at ensuring your visitors do do what you want them to do.


What is Google Website Optimizer?

Google Website Optimizer is a revolutionary free software tool (provided by Google) that allows you to run and manage randomised testing experiments (previously reserved for the big boys who could afford it) on your website.
Read more about Google Website Optimizer

Do I need to be great at maths to use Google Website Optimizer?

A basic level of maths is useful but once you're set up you'll get the idea pretty quickly. Google Website Optimizer will tell you once your experiment has reached a statistically significant conclusion. We can explain how it does this if you like (but you might get lost).

Which other tools are used in Website Optimisation?

There are a number of great tools available that you can use to aid Website Optimisation. Some of them are free (those provided by Google) and others are paid-for but even these are mostly inexpensive.
For more see Our recommended software tools, platforms and resources


We are already doing Search Engine Optimisation, how is Website Optimisation different?

Search Engine Optimisation is very important, but it is just one part of Website Optimisation. Website Optimisation also includes other ways of increasing traffic, getting more of your traffic to do what you want and maximising the value you get from each customer. Make sure you don't do SEO in isolation.

We have little budget available for marketing. Why do Website Optimisation?

If your conversion rate is good enough, you will find that your marketing spend will be cost effective. And if your marketing spend is cost effective (which it always should be!) then you need to make a budget for it. Once our clients hit a certain conversion rate, they try to spend as much money as they can on PPC marketing (so long as they can handle the fulfilment).


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