Website optimization is the process of making strategic adjustments to a website or webpage to increase traffic, conversions, and user engagement.
For businesses with an ecommerce presence, a website is not a set-it-and-forget-it effort. Instead, it requires constant optimization to keep up with a changing market and shifting consumer demands.
Optimizing a website generally involves addressing three main areas: search engine optimization (SEO), content, and site design. For SEO, the business might identify high-performing keywords and integrate those keywords throughout the site to drive awareness and traffic.
In terms of content, a business might audit existing product information, blog content, or other writing to ensure it aligns with brand guidelines. For site design, the business might focus on increasing page loading speed, refining the mobile experience, and enhancing the user experience.
The goal of optimizing a website is to ensure it’s as engaging as possible to encourage users to explore the site and, ultimately, make a purchase.