Conversion specialist (Conversie specialist)
Information on this skill...
A conversion specialist is a person who specializes in optimizing and monitoring conversion. This involves increasing the chance that an online visitor performs an action, such as buying a product, downloading information or requesting a quote. There are therefore a large number of types of conversions to distinguish and a conversion specialist keeps an eye on the statistics and makes improvements. One of the tasks is to review and analyze the current conversion process in order to make improvements to increase the conversion rate. There are several tools available to increase conversion. For example, a conversion specialist uses so-called A B tests to check whether an improvement made is successful. With A B testing, for example, there are two versions of a page that come online at the same time. The test then shows which of the pages yields a higher conversion rate. A subtle difference such as the color of a button can already make a lot of difference, as it also applies to the structure of a page or a specific call to action. A conversion specialist has a broad knowledge in the field of marketing, user-friendliness and customer needs. Usually, the work starts with an opportunity study, after which a proposal for making improvements follows. Drawing up a CRO advisory report is also one of the tasks. On the basis of the advisory report, improvements are then made with concrete implementation of the changes on, for example, a website. Often it is a long-term process, in which a conversion specialist provides monthly guidance. The ultimate goal is to obtain the highest possible return on investment.
A conversion specialist can therefore be regarded as a web analyst who focuses on the ROI of an organization. This may include increasing conversion for companies that want to recoup the investment in search engine advertising. In that case, a conversion specialist usually works together with a SEA specialist. When it comes to changing the color of a button that encourages purchase, there is often a collaboration with a web designer. When optimizing a newsletter to increase conversion, a conversion specialist also works together with an email marketer. It is also conceivable that a conversion specialist consults a lot with a marketing manager or sales manager and submits reports for this. In the context of performing A/B tests, a comparison with the profession of software tester can be made. In that respect, there are all kinds of functions to make a link. For example, also with that of webshop expert who wants to sell more products and therefore engages a conversion specialist to emphasize call to action. Incidentally, the specific tasks can also be part of a broader function, such as that of an online marketer. In the context of analyzing information, a comparison can be made with the profession of data analyst. A conversion specialist also works together with all kinds of parties, such as a webmaster who manages a website. In a broader context, there is a connection with the position of account manager ICT where it is important to meet the customer's needs.
HOW IMPORTANT IS CONVERSION
Conversion is of great importance for any company or organization with a commercial point of view, because that is where the turnover stands or falls. That is why conversion specialists have an important task to do to optimize the conversion process. In large companies, this is even a daily and ongoing process. Just think of all kinds of internet entrepreneurs who depend on online turnover, such as webshops, but also contractors who bring in online jobs. With conversion optimization, the action does not have to be directly focused on the turnover. It can also be about optimizing a part of the customer journey. Of course, ultimately with the intention of increasing the turnover. An example of conversion optimization of a part of the customer journey is successfully inducing to download an e-book. For example, the customer journey will be followed up by offering a paid course. A quotation request also does not lead to a direct increase in turnover, but it is important for the further process. A conversion specialist then has the task of ensuring that more quotes are requested online. Another name for conversion specialist can also be lead generator.
HOW TO INCREASE CONVERSION
There are several ways to increase conversion, such as by making improvements to the website. Just think of the position of a call to action button or its color. In addition, there are possibilities to work conversion-oriented outside the website. For example, by giving the advice to do more link building, such as what a link builder is doing. By combining link building with guest blogging, it is possible to reach the target group on external channels. That also contributes to optimizing conversion. So it goes beyond just improving a website.
WHAT DOES A CONVERSION SPECIALIST DO:
- Research customer journey
- Analyze conversion funnel
- Determining customer needs
- Identifying problems
- Suggest improvements
- Perform A/B testing
- Monitoring conversion process
- Optimize conversion
- Analyzing data
- Effect immediately
WHAT DOES A CONVERSION SPECIALIST DO:
TRAINING TO BECOME A CONVERSION SPECIALIST
There is no specific training to be named as a conversion specialist, because there are various courses suitable to work as a conversion specialist. In any case, it is important to be a good all-round data analyst and experience also plays a role. You can be hired as a kind of troubleshooter to find problems and eliminate them by making improvements.
COMPANIES WHERE A CONVERSION SPECIALIST CAN BE EMPLOYED
As a conversion specialist, it is possible to work for all kinds of companies. Think, among other things, of large small and medium-sized businesses, but also of opinion agencies, banks and insurers. The position is also common at online marketing companies as well as at ICT companies. Furthermore, it is possible to have your own company as a conversion specialist and to work as an entrepreneur within online marketing.
COMPETENCES CONVERSION SPECIALIST
One of the most important competencies of a conversion specialist is to have analytical skills. An inquisitive attitude with a critical eye comes in handy. Certainly also in the context of carrying out and assessing tests. It is a function in which collaboration and consultation with different parties is important. A conversion specialist must therefore be able to work together, but of course also operate independently. It also comes in handy to have an open and creative attitude when it comes to implementing innovations.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS A CONVERSION SPECIALIST
There is a very high demand for conversion specialists and the labour market perspective can be described as particularly favorable in that respect. It is possible to climb higher from this position and, for example, to grow into a marketing analyst.
TERMS OF EMPLOYMENT AND SALARY CONVERSION SPECIALIST
The salary of a conversion specialist is on average between 3,500 euros and 4,500 euros in paid employment, although there is at least hbo level.
The content on this page has been automatically translated from the Dutch language. For this reason, texts and videos on this page may contain small errors.
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