Your Guide To

Conversion Rate

Optimization

What is conversion? a visitor to your website takes a specific action you want to take

For example, as an owner of an online shop, you want your users to sign up and receive a weekly newsletter.

Another example, for live chat software the main goal is to make visitors install the app on their website. In this way, conversion means the installation process.

E-commerce aims at boosting sales so conversion most frequently refers to

converting visitors into paying customers.

What is conversion rate? It is the percentage of people visiting your website and taking a specific action you want them to take.

It enables you to see if your marketing strategies have been successful enough to encourage them to take the action.

What is conversion rate optimization? Known also as CRO, refers to a scientific approach to increasing the number of visitors converted to paying customers or subscribers.

There are systems based on detailed analytics and user feedback to achieve a better performance of a website.

Why is CRO valuable? Sales boosting with the same traffic

◦ CRO enables to boost sales with the exactly same amount of traffic you’ve had

◦ convert your current traffic more efficiently and turn visitors into potential customers

So, how to optimize the conversation rate to get positive results?

Start with Data Collection

We can learn about our users according to two types of data:

QuantitativeQualitative

Quantitative data refers to any sort of information that can be measured in numbers

Qualitative data is used to interpret the quantitative data.

You know that 10% of your customers browse pages with red leather shoes of a particular kind,

but no one has bought them (quantitative data).

You send a form to these specific users, asking about WHY they decided to never go back the cart (qualitative data).

The results give you a valuable feedback on your product.

Run A/B Tests What’s A/B testing? “A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better.

You compare two web pages by showing the two variants (let's call them A and B) to similar visitors at the same time.

The one that gives a better conversion rate, wins!” https://vwo.com/ab-testing/

What can you test? Headlines

Are the headlines in your forms consistent with the content? If not, you are not able to increase your AdWords score (which allows a website to discover the cost-per-click).

Make it consistent and appealing at the same time. It’s the very first thing that your visitors read so

don’t make them bored or annoyed, but intrigued to take a closer look.

Call to Action Buttons Are your buttons action-oriented? Instead of making your user bored to death with words like “submit”, “send”, attract their attention with “get”, “check”, “wow”. Whatever that makes them intrigued and curious.

“Get a 10% discount” „Save the money NOW” “Wow. Want more?”

Think about the shape of a button. There is no one single rule what kind of shapes work better. Maybe, you can go with a rounded one? Apply different ones and check your users’ reactions. What’s the “click ratio”?

Lead Capture Form

How effective is your form? What is the conversion rate so far? Test A/B would work perfectly here. Check different kinds of lead capture forms to check which one encourages more people to sign up.

A good form is the one that visitors don’t feel overwhelmed with the information they need to provide you with. It should be done easily and in a fast way.

A list of ideasYou can have brilliant ideas what and how to test. However, don’t forget to keep a track of the ideas.

You may want to check the reactions to your new headline, or try a new call-to-action button,

maybe a new widget of your live chat? Or maybe, you can also adjust the colors on your website

differently?

Awesome ideas, but if you run them at once,

the results will be lost - too much!

Just simply create a spreadsheet and in this way, start gathering ideas, which is an awesome starting point

to the conversion rate optimization.