If your website doesn’t generate conversions, maybe it’s time to start thinking about conversion rate optimization. Discover the benefits and the tactics you can use to optimize your website conversion rate.
What is a Conversion Rate and how to calculate it?
Conversion rate is the percentage of time that customers convert on your offer. This can be sales, email signups, contact forms, webinar registrations, etc.
You calculate the conversion rate by dividing your total conversions by your total visitors, then multiplying the result by 100.
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the process of optimizing your strategies in order to increase the conversion rate.
Benefits of Conversion Rate Optimization
> Learn more about your target audience
In order to optimize your conversion rate, you need to understand your buyer persona behavior. For this you will run tests and use, for example, heat maps, watch recorded user sessions, or other CRO tools. Then you can analyze the results and learn more about your target audience.
> Get more customers and lower your cost per acquisition
Conversion Rate Optimization is about helping visitors find what they’re looking for. The more you understand your customers, the more you can tailor the customer experience and lead users towards making what you want them to do: purchase, email signup, fill out forms, etc. CRO will help you leverage your traffic and lead to more conversions. Thus, you will get more customers and lower your cost per acquisition.
> Make your paid advertising campaigns more profitable
If you are using paid advertising, clicks on your ads that do not convert can be really annoying. After all, you are wasting money with advertising and it isn’t driving any revenue. With Conversion Rate Optimization you will leverage your paid traffic, generate more conversions and, thus, lower your customer acquisition costs, making your paid advertising more profitable.
> Increase your customer lifetime value
Through the Conversion Rate Optimization process you will get important insights into your customers’ behavior. This information will help you create tailored customer experiences for new visitors to your website and loyal customers. You will be able to optimize your customer journey and turn one-off purchasers into loyal customers by anticipating what they want and making them feel special, increasing your customer lifetime value.
Tactics to Optimize your Website Conversion Rate
1. Optimize your site speed
A simple, but effective tactic for CRO is to improve the page load time. If your site takes too long to load, visitors get impatient and leave the website, which means no conversions.
2. Simplify your website navigation
Your website navigation should be user-friendly. This means that it should be easy for visitors to find what they are looking for. Moreover, you should also simplify your website navigation to make it easy for users to accept your offer. For example, by making the processes intuitive, creating forms that are simple and quick to fill out, making checkout processes simpler and faster, etc.
3. Offer personalized experiences
Your customers want personalized experiences! You should collect and analyze data about your audience to predict their preferences and likes. Then you can create personalized experiences that will delight your customers and improve your conversion rate.
4. Create a clear headline
The headline is the first thing users read. If it doesn’t move them to act, then you are losing a potential customer. Make sure you create clear headlines so your customers know exactly what you are offering and also make them catchy so customers are more likely to convert.
5. Create a relevant copy
Now that you’ve got your visitor’s attention through the headline, it’s time to create a relevant, appealing, and compelling copy that will explain the value of your product or service and make them convert.
6. Add a call to action (CTA)
Adding a call to action is essential to incentivize your visitors to make what you want them to do. So make sure that you always add a call to action. Furthermore, you should test calls to action so you can understand which ones generate a higher conversion rate.
7. Create a sense of scarcity and urgency
Scarcity and urgency are two emotional drivers that are known to boost conversions.
By highlighting that the offer is scarce, you immediately attract buyers’ attention and get them more willing to convert because they don’t want to lose the offer.
By creating a sense of urgency, your visitors will also be more likely to convert immediately to benefit from the offer.
8. Use pop-ups
Pop-ups can be very successful if they show the visitors something that they really need or if they contain an offer that is too good to pass up. But you need to create a catchy design so you grab the visitors’ attention before they close the pop-up.
With a good pop-up strategy, you can leverage your website traffic and increase conversions. But don’t forget that pop-ups can be annoying, so make sure that you use them wisely!
9. Leverage the power of social proof
Social proof is a powerful motivator in human psychology. This means that your visitors are more likely to convert if they see recommendations for your products and services. You can, for example, add the option for people to add their reviews and then make the reviews visible on your website.
10. Add trust badges to your website
Another type of social proof can be adding trust badges to your website. So, if you have a trust badge make sure it is visible on your website.
To sum up…
Conversion Rate Optimization is an essential part of your digital strategy! It will help you leverage your website traffic and it will also turn your paid advertising more profitable. There are several things you can do to optimize your conversion rate, from more simple tactics to more challenging ones.