Conversion Rate Optimization
Conversion Rate Optimization (CRO) is a systematic process of increasing the percentage of website visitors who take the desired action – be it filling out a form, being a customer, or something else. The CRO process involves understanding how users navigate your site, what steps they are taking, and what is holding them back from accomplishing your goals.
What does conversion in this means?
Conversion is a common term in which a visitor completes a site purpose. Terms come in many forms and sizes. When you use your website to sell products, the main purpose (known as macro-conversion) is for the user to purchase. Some minor changes may occur before the user completes the major changes, such as subscribing to receive emails. This is called a small modification.
Examples of conversions
Purchase a product on site
Requesting a quotation
Registration for the service
Examples of small changes:
Email subscription list
Creating an account
Adding a product to the cart
What is the conversion rate?
The conversion rate of your site is the number of times a user completes a target separated by traffic to your site. If a user can convert on each visit (such as purchasing a product), divide the conversion rate by the number of times (the number of different times the user has visited your site). When selling a subscription, divide the conversion value by the number of users.
The conversion rate occurs after a visit to your site. This is different from using SEO conversions or paid ads that focus on who clicks on your site from organic search results, how many clicks you get, and which keywords drive traffic.
How to Calculate the Conversion Rate -
In case the viewer can change each time he or she visits:
Imagine we have an eCommerce site – Roger’s Robotic. The user can make new purchases for each session. We want to add so that they buy as much as possible. If a user visits the site three times, that can be three sessions – with three chances to convert.
Let’s get closer to our user’s three times and how they behave:
Session 1: No modification – the user was familiar with the site and navigated.
Session 2: The user purchased a new shiny antenna. This is a conversion!
Session 3: The user came back and bought a new set of gears and a flashing light – another modification! Or they buy two items, this is one separate order and thus counted as one conversion.
To find our conversion rate, we can take several different purchase orders and divide them by the total number of sessions.
5 CRO methods benefit SEO
While not directly related to attracting live website traffic or ranking on a search engine results page (SERP), conversion rate optimization has distinct SEO benefits. That includes:
- Improved customer understanding: The usefulness of the conversion rate can help you better understand your main audience and find out which language or messages best speak for their needs. The efficiency of the conversion rate depends on finding the right customers for your business. Gaining more people does not do good for your business if they are not good people!
- Better ROI: A higher conversion rate means making the most of the resources you have. By studying how to get the most out of your acquisition efforts, you will get a lot of conversions without bringing in potential customers.
- Better variation: While the size of your audience may not increase as your business grows, CRO allows you to grow without running out of resources and potential customers. The audience is endless. By converting other browsers into clients, you will be able to grow your business without losing customers.
- Better user experience: A person when feeling that he is comfortable and can use it easily he will stay there for a long time period. CRO basically researches on your own website through actions and improving each time for any kind of problem. The viewer who will feel more confident and surer upon your website is definitely going to be more on your website.
- Improved trust: If a user is sharing his personal details like a car, or personal information then it’s necessary for him to trust you. Your website is your number one marketing agent. As an internal marketing team, your site needs to be professional, respectful, and ready to answer all your customers’ questions.
The key to successful use
To improve conversion rates, you need to know where to grow, and who to do it for. This knowledge is the cornerstone of effective Conversion Rate Optimization strategies.
If you do not collect data, you will only be able to make changes based on your emotions. The intestines are amazing! But making decisions about the inner feelings of the stomach instead of thinking about data can be a waste of time and money.
This method, also known as data analysis, gives you difficult numbers after how people behave on your site. Start with a solid web analytics platform, like Google Analytics. Next, add tracking to your conversion.
Using CRO-based analytics can answer important questions about how users interact with your site. Price analysis provides details such as:
Where people access your site, that is, which web page they first visit
What features they engage with, that is, where they spend time on the page or within your site
Which channel and sender you have introduced, that is, where they find and click on your site link
What devices and browsers they use?
Who are your customers (age, demographics, and interests)?
Where users leave your conversion module, that is, anywhere or any action users leave your site
This information gives you an idea that where you have to work more by placing your effort on the most relevant and important pages for your users, you will see the greatest impact.
The way of the people
Doing your first evaluation analysis is very important if you have a large site with a variety of content as it informs you, by looking at the numbers, where you can focus your efforts. But now that you know how users interact with your site, you can look at the “why” behind their behavior.
This human-centered approach, known as quality data analysis, is highly dependent. You will need the measurement data mentioned above to identify who you should be asking. You cannot add to all users, so prepare your appropriate user – that is, the user is very important to him or her as a customer.
Ways to get this data:
The quality analysis helps improve conversions by providing information about users such as:
Why do they participate? Why did they initially decide to visit your site or navigate to a particular page? What about their favorite page or product?
What do they think your site offers that makes you different from your competitors? Is there a feature or service provided by your company that makes your purchase feel better?
What words do they use to describe your products, services, and pain points? How are they going to review your website among their friends and family? In fact, how do they talk about what you are doing?
There are some things only raw data can tell you about what brought the user to your site or how you can improve their information. But if you combine this information with your statistical data, you can get a better understanding of the pages on your site that offer the best opportunities to grow and make the audience come back to you again and again.
This comes in many forms. Other CRO ineffective methods include:
Guessing, hunting, and intestinal sensations
You do it because your competitors do it
Making changes based on the perspective of the highest paid person
All of these examples have one thing in common: they are not data-driven and maybe random shots in the dark. It is better to spend time collecting and analyzing data to build meaningful tests based on clear data. No one likes to use unsuccessful tests.
How to Benefit from Websites From CRO
Here are four areas of your website that have the potential to benefit the most from conversion rate performance.
Home pages can be pre-selected for the CRO. In addition to making a first impression on visitors, a homepage is also an opportunity to retain those visitors and lead them further on your website.
You can do this by highlighting product information links, providing a free registration button, or installing a chatbot asking questions to visitors at any time during their browsing.
2. Price List
A website price page can be a place to make or differentiate many visitors to a website. The CRO can help the pricing page convert visitors into customers by changing pricing times (e.g. price-per year versus price-per month), define product features associated with each price, and include a phone number that guests will call pricing.
A blog is a great opportunity for website conversion. This process usually involves adding a call to action (CTA) throughout the article or inviting readers to learn more about the topic by submitting their email address to change the eBooks or industry.
Landing pages are designed for people to take action. The landing page of the event, for example, can be made with a video of last year’s event to encourage visitors to sign up this year.
And if the landing page is used to share free services with visitors, it can be customized with preview content from that source to encourage visitors to download.
Now that you know where you can prepare for the conversion, you may be wondering how you know your business is ready to start the process.