Although you can realize some fairly significant gains in revenue from doing a conversion optimization audit just once on your website - if you stop after just one pass, you could be leaving some serious money on the table.
That's because conversion optimization is really a process that enables you to continually make improvements to your website - even on the improvements you've already done!
Think about it - is investing in the stock market a one-time endeavor? (I mean, it could be, but who does that?) Rather, you're supposed to reinvest your earnings so that they can grow even more.
It's no different when it comes to conversion optimization: Continually reinvesting in the gains that you've made can continue to pay off with even more gains.
But the sad truth is that so many people stop investing in their websites after just one conversion optimization pass: And they're losing so much money in the process.
If you can commit to doing this one thing, you'll be so much farther ahead than almost 90% of all other online businesses: Commit to scheduling regular conversion optimization audits and reviews - and make them part of your standard operating procedures.
We've covered more than a few approaches to optimizing conversions using our previous guides, including how to use session recordings for conversion rate optimization, how to use page insights for conversion rate optimization, and how to use funnels for conversion rate optimization, among others. (If you haven't yet, you should definitely check out those guides.)
Making the time to implement continuous conversion optimization as part of your standard operating procedures is actually very simple:
If you do nothing else we outline in this guide - seriously - get quarterly conversion optimization reviews scheduled and on your calendar.
That's because with a quarterly review - even if you skipped doing a review after your latest site update, marketing push, or scramble to find new customers - you can still get the benefits that you missed out on because you were too busy.
Quarterly reviews force you to put the time and attention to a site audit when it's easy to push it to the sidelines as you move onto the next thing.
As your site changes, and as your traffic sources ebb and flow, a quarterly conversion optimization audit can serve as a much-needed "reset point" to get your website conversions back on track despite all of the blindly fast internal and external changes, forces, and pressures beating down on you.
All you have to do is create four calendar reminders - one for each quarter - and follow our conversion optimization guides to uncover opportunities you might be missing.
Aside from scheduling a quarterly review, the next best thing you can do for you and your website is to perform a conversion optimization review after every major site update you do.
We do site udpates for a number of reasons - to introduce new features and products, as well as to "try to increase conversions".
What better time to do a site audit than when you're intentionally doing something that you expect to increase conversions?!
Getting in the habit of auditing your website during the following weeks of a new site update can pay off in spades: Not only will you find issues in the wild you might have missed in internal testing, but you'll also see if the changes you implemented are actually having the impact or effect you intended for them to have.
Next to scheduling conversion optimization reviews after you've made major changes to your website, you'll want to consider scheduling reviews as part of your efforts when launching a new marketing campaign.
It might make sense to schedule a review after you've made changes to your website because, you know, you changed your website. So it makes sense to want to measure those changes.
But (and this might blow your mind) when you engage in a new marketing campaign, you're still changing your website.
That's because you're bringing a whole new set of visitors to your website under completely different pretenses than the visitors that you currently get today.
We're talking all new people, all new behaviors, all new expectations, and all new conversion opportunities.
Needless to say, if you can see what an opportunity this poses for you, your website, and your conversion rates, you'll make the effort to schedule a review in conjunction with your new marketing campaigns.