What exactly is Conversion Rate Optimization? Is it any crucial?
And if yes, then why? Irrespective of what business you carry online, we are confident you must have stumbled upon this marketing jargon before. And well… don’t worry about it, you will have all your questions answered by the end of this article.
Nowadays, any online marketing campaign out there seeks to achieve one primary goal, that is, driving more traffic to one’s website. But little do most people know that their main focus should be on converting most of these limited clicks into, depending on their goal, customers or leads.
So let’s first begin with what Conversion Rate Optimization (CRO) means:
It is the systematic process of expanding the percentage of website visitors who do take a desired action. In other words, conversion happens when a visitor of your website does something desirable, when for instance, he or she evolves from being just a visitor to a potential customer.
The CRO process revolves around understanding how these users operate through your site, what actions they take and what is stopping them from letting you complete your goals.
Your visitors could convert on a great many things that you can track conversion rates for. For example, lead magnets, webinars registrations, sales and much more. However, you cannot track just about everything. You cannot track the number of people who actually pull off a conversion. But if you think these numbers aren’t worth tracking, then you’d better think again.
Let us demonstrate it further. What is regarded as conversion can be can be defined when setting the goals of a website. You could ask a few questions like:
Did you provide the requested information? Did you leave or did you finish shopping? Has the purchase been made? Did you subscribe to our newsletter?
In order to optimize your conversion rate, you first have to study it. How much is it? And what marketing strategies should you be enhancing? Therefore, yes, we will tell you how to calculate your conversion rate.
Calculating Your Conversion Rate
For websites, it is quite simple to calculate how many people complete desired actions. All there is to do is divide the number of conversions by the total number of visitors to your website. Meaning, if you had, let’s say a hundred people stopping by your site, and only thirty of them completed a sale, your conversion rate would be 30%. Yet, that is not the case for email marketing campaigns. It is essential to know your email conversion rate when measuring the success of your campaign. All you have to do is thing about your conversion goal. Is your goal the number of sign-ups for example? It is to spread your brand identity? Perhaps even enlarge the number of your loyal customers? Once you have set what that goal is, the next step would be to follow this formula:
Conversion rate (%) = The number of conversion goals divided by the number of successfully delivered emails * 100
Now let’s cut to the chase and deliver these 13 must-haves to help increase your website’s conversion rate:
Optimize your conversion rate using a data-based strategy
If you have a tool like Google Analytics, then you’re ready to go. You will find pages that encourage people to view more of your content and you will also find pages that people do not really enjoy. So what you need to do is provide more appealing content, things that would have your visitors stick around on the page and spend more time on it. Make sure to keep fresh content coming, update old references or perhaps even consider giving a new look to your site.
Decide whether or not what you are offering is the perfect choice for your audience
Do not create one lead magnet and settle for it. Not all visitors have the time to attend a webinar, though it could be for free for example. Give them other options to dwell on and choose from.
Examine what is and what is not working
There are a few ways to figure out what’s working out for you. One of which would be by using Heatmaps. It will help you see exactly how visitors interact with a page on your site. Once you have the results in hand, optimize the pages that don’t receive much attention, redesign them, change their content, etc.
Research the latest web design trends
Innovative web designs act as a magnet, the better they look, the greater your visitors are, the more profit you will be making. Based on collected data, Google have come to find that complex looking sites are seen as less beautiful.
Form styles differ, choose a good one!
Try to exclude any unnecessary form fields. The more organized a form looks, the better to the customer. One of way of organizing a form or having it look visually comforting is by turning fields into checkboxes or perhaps even enabling autofill.
Leave your visitors a call-to-action
You could create a call to action that begins with the word “Yes.” It’s been observed that it is highly effective psychologically because it paints the offer in a positive light.
Offer a satisfaction guarantee
Customers love to buy products and services with an implied guarantee. They want to make sure that their purchase will be backed and guaranteed to give them what they expected. These guarantees communicate your commitment to stand behind the product or service you provide.
Delete any landing pages’ distractions and increase conversions
You should know that distractions are conversion killers. Instead of letting the visitors focus on the conversion goal, they get distracted. Since the landing page is created for a single conversion objective, thus you should not give your customers a lot of choice on one single landing page.
Optimize your website’s load speed
There are a great many advantages of lowering your website’s loading time but most important of all is the fact that it will help in improving the experience of your visitors. It will keep them coming and interested. Additionally, it will improve your rankings in the SERPs.
Include Images and Videos
The visitors will be attracted immediately if your website has appealing images. Instead of writing lengthy paragraphs describing the features and benefits of your product/service, you can use images that corresponds well them. Keep a few things into consideration while using pictures on your landing page: Make sure the pictures are large enough, clear and of high-quality. Also, the picture should be relevant to what your product/service is about.