Conversion Rate Optimization Tips

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Conversion optimization, also known as conversion rate optimization, or CRO, is one of the most important sub-disciplines of online marketing. It is mainly concerned with the observation, analysis, and improvement of the conversion rate, constituting one of the Key Performance Indicators.

Also, it helps measure the success of web pages, especially those intended for eCommerce. Ultimately, the goal of conversion optimization is to increase sales by adapting various components such as usability, design, or content.

To understand what website conversion optimization means, one must first begin by defining what conversion is. When we talk about conversion, we are referring to the process in which the visitor to a website takes an action that is desired.

This may include subscribing to an email newsletter, creating an account with a username and password, making a purchase, downloading an application, or something else entirely. Whatever action you want your visitors or potential customers to take, this action is what is going to be measured and what you are looking to optimize.

Why Conversion Rate Optimization is Important

Advertising is still a lucrative and very valuable source of income on the World Wide Web, but today it is secondary. Much of the current web offer is linked to commercial interests that prioritize the sale of products and services or the subscription of users to their newsletters. Often, the mere subscription of users to the newsletter is more important than the sale of advertising space.

The conversion rate is expressed in percentages and is calculated as follows:

Conversion rate (%) = Number of conversions * 100 / Number of visits to the web

Regardless of the conversion objective of the website, the determining factor is the average number of users reached. An online store with 100,000 visitors per month logically promises a higher volume of sales than one that is only visited by 10,000 potential customers in the same period. However, if the store with less traffic can better encourage the purchase, it may happen that the advantage that the business with the highest traffic had (necessarily linked to a greater amount of resources) is not profitable. The same goes for newsletter campaigns, only with a balanced conversion rate can the desired success be achieved.

The conversion rate optimization strategies Since web pages differ so much in structure and appearance, it is not possible to formulate a universal solution for conversion optimization. The problems presented by web pages can be very varied: some will require optimization in terms of navigation, while in others the problem may be due to the lack of specific instructions (calls to action)that transform users into buyers, subscribers, and others.

In other cases, the aforementioned components might be included, but the buttons to meet the conversion objective are not well placed. Therefore, it is important to decide on a case-by-case basis which components of the web page need to be optimized to improve the conversion rate. Otherwise, the error of modifying the elements that work well could be incurred, generating new problems.

What is Good Conversion Rate

To achieve satisfactory results on your website, it makes sense to base the conversion rate optimization process on the following five fundamentals:

1. Analysis of The Status Quo

What is the business goal of conversion optimization?

What elements of the website are relevant to the desired conversion or conversions?

What are the expectations and motivations of the visitors?

What is the bounce rate of users and when do they leave the site?

2. Assumptions and Planning for Conversion Optimization

What are the weak points of the conversion process?

What effects do weaknesses have on visitor motivation to act?

How can user interaction be improved?

Design of a work plan to optimize the conversion rate

3. Design and Creation of Alternatives

Making alternative pages, interactive elements, designs or content

Both simple adaptations and complete restructuring can be done

The publicly available online version will remain unchanged in the meantime (optimizations must be implemented separately).

4. Do a Trial Run of the Optimized Components

At what point test (the longer, more meaningful data will be collected) you must be done?

The implementation of the desired test components will be carried out according to various procedures, such as A / B tests or multivariate testing.

Monitoring of ongoing conversion optimization tools such as Google Analytics and conversion rate optimization services

Interpretation of test data and selection of the most promising variants to optimize conversion.

5. Commissioning

Incorporation of the optical components in the online version.

Performance control of the new variants introduced so that, if necessary (due to technical problems or deterioration of the conversion rate), revert to the original version.

Documentation of the practical knowledge acquired. Use of the data collected on the functionality of your website for future optimizations of the conversion rate.

What Methods Are There To Optimize Conversions?

Depending on the type of website in question, there will be different aspects that promote or impede the success of the conversion. The user’s actions are influenced by the usage characteristics, the content, and the visual or structural properties of the web page. We have compiled the most important methods to optimize the conversion rate. These can be used alone or in combination with each other to ensure desired progress.

Usability Optimization

The usability is not only one of the most important criteria for ranking search engines, but it is also crucial to the conversion rate and conversion rate optimization techniques. No matter if the website is an online store, a news portal, or the home page of a company, usability refers to the intuition with which a visitor can move around the web and capture information. Therefore, the structure of the pages, the visual hierarchy of the web page, and the interactive elements used must be checked during the optimization of the conversion rate to detect what are the weak points.

What type of conversion would apply to your business?

Every business must take into account the type of conversion it wants.

What Is Good Conversion Rate

But, for a consulting agency or company, the generation of leads or prospects is the most important conversion and, therefore, they will measure the conversion rate user – prospect.

A third case could be a mobile application whose objective is to increase the payment user-subscriber conversion rate.

The more harmony there is in coordinating the various components of a web page with each other, the more likely the desired conversions will be achieved. The key components to be verified in the usability analysis are, for example, The navigation menu presents the different themes of the website to visitors and links them to each other.

Interactive elements such as buttons or forms in which the visitor, on his way to the defined conversion, must make or fill in the required information.

The readability of integrated texts and text elements (emphasis, contrast, style, etc.)

The international search function

Content Optimization

Often, elements of website optimization include the content of a web page that has great potential in terms of optimization, starting with the content of snippets (also called Meta tags). It is easy to attract the user to your web page with keywords like “free” or “cheap” through Google results. However, these keywords create an expectation that must be met, since if not, the user quickly leaves the web and the opportunity for conversion varnishes.

The quality of the content on the website is of vital importance because if the content is offered that meets the expectations of visitors, the chances of conversion will increase. It makes sense to use different types of content (text, images, video, etc.) to offer visitors the optimum degree of variety. About conversion optimization play a special role in the calls to action (call-to-action) that have already been well made as to its formulation and deft placement. You can hire a conversion rate optimization agency

How Do You Increase The Conversion Rate?

Implementation of personalized content linked to user behavior, for example, product or article suggestions.

The keyword density should keep a balance, especially in those sections that are of great relevance for the desired conversion.

Integration of video tutorials that help visitors explore the website and explain, for example, the ordering process or the internal search function.

Use of design elements such as headings, bold, or lists to liven up the text.

Design And Layout Optimization

The appearance of a web page is as important as its content and usability. Layout and design have been shown to influence user behavior, making them elements that should not be ignored in the conversion rate optimization process. In this context, the so-called neuromarketing, which deals with the processes of choice and purchase decisions in the human brain, has become increasingly important in recent years. It doesn’t matter if it’s about dividing, placing, or coloring certain items – optical adjustments can help optimize the number of conversions. You can get amazing conversion rate optimization jobs

Possible Optimization Options For Layout and Design Would Be:

• Testing and using different color patterns
• Provide multiple selectable layouts for the website
• Specific designs for each season of the year, for example at Christmas

Mobile Optimization

Since a large part of today’s Internet traffic comes from mobile devices, the same rule applies to the optimization of conversion rate as for optimization of search engines: the mobile version of the website should receive as much attention as the desktop version. Mobile optimization combines all the methods introduced so far, ranging from optimization of the shopping cart and usability to optimization of content and design.

In principle, there is no difference between the desktop version and the mobile version, however, in some cases, it would be recommended. Above all, when it comes to the use of interactive and multimedia elements, it should not be forgotten that mobile device users often access the Web while on the go and therefore operate with limited bandwidth. For this reason, having a lightweight and fast-loading web code is much more important to open the page on mobile than for the desktop version. 

Consequently, The Following Measures Are Useful For Conversion Optimization AdWords:

Image compression including adaptation to smaller screens.

Restriction of the number of multimedia elements.

Outsourcing of CSS and JavaScript (compressed) codes in separate files.

Development of mobile applications that accurately assign the web service to the respective mobile devices.

Use of accelerated mobile pages (AMP), as long as they are suitable for the web project.

SEA Conversion Optimization

Conversion rate optimization also plays an important role in search engine advertising (SEA) because anyone who places ads on Google display networks at the same time wants to be clicked on naturally. Possible optimization steps are as follows:

Redesign of The Advertising Texts Used

Modification of the active offer strategy (redistribution of the available campaign budget)

Individual selection of ad placement instead of automatic assignment by respective search engine service

Optimize SEA ads, particularly for major conversions, such as top-selling products.

It is also important to clarify that the optimization of the conversion rate should not be carried out based on assumptions, hunches or what others are doing

That is the number of people who did what is defined as a conversion. To obtain the conversion rate, the total number of conversions above must be divided by the number of visitors to the site. For example, a site with 5,000 visitors and 50 conversions has a conversion rate of 1%.

You should also take into account the amount of time people spend on the site, the exit rate, as well as the average page views.

Conclusion

The optimization of these advertising banners is worth it because this way, you can gain visitors for your website that later, perhaps, will provide you with the desired conversions. On the one hand, the objective is to make the advertising text as interesting and emotional as possible, but being careful not to create false expectations. On the other hand, it is necessary to find the appropriate location for each of the display networks and choose them as the desired advertising locations for your campaign.