Conversion rate optimization strategies are an essential part of the comprehensive process of improving the performance of your website with the primary goal of achieving higher conversion rates, as well as an increase in sales, leads, or sign-up forms. To provide the visitors with the best user experience, and to encourage them to complete their purchase intent you need to implement these strategies on your conversion rate.
If you are wondering what conversion rate optimization means, as well as how, when, and where you should use these conversion rate optimization strategies, you are at the right place.
In this guide, you’ll see:
- What Is a Conversion Rate?
- What Is Conversion Rate Optimization (CRO)
- Where to Use Conversion Rate Optimization Strategies
- 10 Conversion Rate Optimization Strategies to Achieve Targets
- Frequently Asked Questions
What Is a Conversion Rate?
A conversion rate is a percentage calculated from how many site visitors have visited your website and taken actions, like purchasing your product or service, subscribing to your newsletter, or filling out a form. If you have a high conversion rate, it shows that your website is designed well, and is effectively formatted in a way to attract your target audiences.
In the same way, there can be various factors that cause a lower conversion rate, like the speed of your website, broken links, images, or forms, or website copy that failed to convey the value of the offer you have provided, which are some of the common reasons why you can have a low or bad conversion rate.
What Is Conversion Rate Optimization (CRO)
Conversion rate optimization is about optimizing your website to increase desired actions from visitors, like making a purchase or filling out a form. Running effective CRO campaigns can improve your chances of getting more conversions, saving you time, money, and effort, as well as providing you insight into customer behavior and enhancing website usability and user experience (UX).
Conversion Rate Optimization is an ongoing process of learning and optimization. It requires continuous evaluation and improvement for better results. Unfortunately, the ongoing nature of CRO is often overlooked.
Where to Use Conversion Rate Optimization Strategies
To increase conversions in your business, you need to constantly experiment and test every aspect of your website with web analytics tools or Google Analytics, and identify what needs to be improved in your conversion rate optimization strategies. You should calculate the conversion rate of your website and keep it as a benchmark, then implement these strategies to see the effects it has on your website.
Where can you use these strategies?
- Landing pages
- Product pages
- Checkout experience
- Category pages
10 Conversion Rate Optimization Strategies to Achieve Targets
Here are some of the best conversion rate optimization strategies that apply to your website to test and implement at your company.
1. Include Call-to-Action
Including a call-to-action (CTA) in your blog posts is considered to be one of the best conversion optimization techniques, but sometimes that fails to grab the attention of your target audience. The reason is because of a phenomenon called banner blindness, which is the selective attention of website visitors who ignore or fail to notice the information displayed on the banner.
Most users just glance at the blog post or content to gather just the overview of the information rather than fully reading it. In this case, conversion rate optimization strategies, like call to action should be put into use.
2. Add Lead Flowsa
A lead flow is an element of conversion rate optimization strategies that you should include on your site. Lead flows are pop-ups that are high-converting, offer value, and are designed to grab the attention of the users.
There are many types of lead flows, so you can choose from pop-ups, slide-in boxes, or drop-downs depending on what you have to offer. It works better at receiving submissions and higher click-through rates than just a CTA at the bottom of the blog.
3. Run Tests
A landing page is an essential part when it comes to a marketer’s toolkit, and is one of the very important conversion rate optimization strategies. This is because the landing page is where your website visitors become your potential leads, and you get the opportunity to convert visitors into customers. It is also where your existing customers interact and engage with your brand more deeply.
To optimize and design your landing page to drive conversions and get many website visitors, you need to run A/B tests and other multiple tests to see which page elements suit your business.
4. Reduce Distractions On Page
Popup ads, flashy banners, and cluttered websites annoy or distract the visitor, and can prevent them from taking your desired action. These distracting factors can mess with your target audience’s focus and even result in lower conversion rates.
If you aim to boost your conversions, you must take the essential measures to reduce on-page distractions, and you can do that by minimizing your website and getting rid of all the website elements that are not useful, so you can create a smooth user experience for your visitors. This helps the users to fully concentrate on your product or service, and find it easier to take their desired action.
5. Use High-Quality Videos
Having high-quality photos of your product is important for an effective website page. To accurately show how your products look and feel, it is essential to display them from various aspects. Additionally, including a video that demonstrates how your product can be used will add value to your users.
For example, if you sell t-shirts, a video showing a model walking around wearing one can give customers a better idea of how the shirts look in motion.
6. Give Accurate Product Details
Misleading customers is the worst thing you can do. Recent shopping cart abandonment statistics reveal that 69.99% of online shopping carts are abandoned, primarily due to high additional costs. It’s important to be transparent about pricing, delivery time, and product availability.
If you effectively showcase your products and communicate their value, customers become more understanding of additional shipping fees or longer delivery times. For Shopify store owners, using apps, like Back in Stock can allow customers to receive notifications when out-of-stock products become available again.
7. Use Intelligent Searches
Make it easy for customers to find products on your website by featuring a prominent search bar on your landing pages. This conversion rate optimization strategy can enhance the website’s functionality with apps like Smart Search & Instant Search, which offer quick and accurate results, spelling error correction, and alternate product name recognition.
8. Provide Product Reviews
Product reviews are important for easing doubts and providing social proof to improve conversions. Studies show that 90% of purchasing decisions are influenced by online reviews. Positive reviews have a significant impact on the decisions taken by shoppers and can help convince them that a product is effective and worth buying, while also providing helpful information about sizing and color options.
9. Increase the Website’s Speed
Remember, if your website is slow, visitors will not wait until it loads. Faster websites not only provide a better user experience but also benefit your store’s SEO. When visitors spend more time on your site, it lowers the bounce rate, showing search engines that your website is trustworthy and deserving of traffic.
You can try using Google’s PageSpeed Insights tool to check your online store’s loading speed. It provides a detailed report on your website’s speed and suggests improvements to enhance load times. Optimizing load times can be complex, but a couple of key things to remember are image size and its impact on loading speed.
10. Retarget Your Existing Audience
Retargeting is one of the best conversion rate optimization techniques that let you reconnect with people who have already shown interest in your website. Retargeting ads help you remind your existing target audience of your brand and encourage them to take action resulting in converting your potential customers to paying customers.
The reason why this strategy works well is because it allows you to reach out to target audiences who are already familiar with your brand and have shown interest. So, it is an effective way to re-engage these visitors and increase your conversion rate.
Frequently Asked Questions
1. What are conversion rate marketing strategies?
The conversion rate shows the percentage of users who respond to a call to action on your website when compared to the total number of visitors. A higher conversion rate means your website’s usability and performance are good.
2. What is an example of conversion rate optimization?
Conversion rate optimization (CRO) is about increasing the number of website users who perform a desired action on a website, like making a purchase or adding items to the online cart, filling out a form, or clicking on a link. The aim is to optimize the website to give a better user experience to make visitors take these desired actions.
3. What are the steps of conversion optimization?
Step 1: Create conversion rate optimization strategies.
Step 2: Gather customer reviews.
Step 3: Do continuous testing on your website.
Step 4: Find where your sales funnel needs improvement.
Step 5: Take steps to make the improvements.
The Bottom Line
If you are a marketer or business owner, and your ultimate goal is to get your target audience to click that call-to-action (CTA) button, it’s essential to include the website conversion rate, as well as page optimization in your online marketing and conversion rate optimization strategies.
By running various experiments and frequently optimizing your web pages, you can create better experiences for your visitors and motivate them to take the desired action, whether it’s signing up for emails, adding items to carts, or making purchases.
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Illustration – Storyset