5 Tactics to Improve Your Website's Conversion Rate

Conversion Confusion: Today's post is the Digital Marketer's Simplified Guide to improving ROI through Conversion Rate Optimization. Say goodbye to tactics that don't deliver results! 

So you want to learn how to improve your conversion rate? Great! Here are 5 tips to work smarter, not harder to turn new leads into new customers. But first, let's get back to basics and define what a Conversion is, how to calculate Conversion Rate, and how to properly execute Conversion Rate Optimization (CRO).

What is Conversion?

A conversion occurs when a website visitor completes the desired action based on your business type and objectives (Wordstream, 2021). These actions can include:
  • Making a purchase
  • Joining your email list
  • Booking a call
  • Submitting a form
  • Following a Link
A business's Conversion Rate quantifies the number of people (as a percentage) who are completing the desired action (Andrus, 2020).

So how do we calculate it? 

Calculating Conversion Rate:



It is important to note that the significance of this number is relative to the total number of site visitors and your industry. For instance a site with 100% conversion rate with 1 visitor is not as successful as a site with 10,000 visitors and a 5% conversion rate. But again, success can only truly be measured against your organization's goals.

If you find that your website is not converting as you would like, that's okay. Keep reading to learn more about Conversion Rate Optimization.

What is Conversion Rate Optimization:

Conversion Rate Optimization (CRO), simply put, is the process of improving your Conversion Rate (Wordstream, 2021). But before you start, you must first identify what obstacles are keeping you from that desired number. 

With any site, there are bound to be elements within your site that are individually and collectively impacting your Conversion Rate. To best articulate this concept, the image below illustrates the questions you should ask while exploring your website data. 


Understanding the functional and human behavioral components of your website will help you identify where you can improve and what changes need to be made. 


5 Simple Tactics to Optimize Conversion For Your Website With Your Existing Audience:

1. Remove Distractions

We have all visited websites that are so full of images, videos, chat boxes, and popups that it starts to feel so overwhelming, we immediately exit. Simplify your landing page to the essentials that make it clear and easy to navigate.

2. Make it Easy

A successful web design maps out the customer journey from the landing page and makes it easy for the customer to complete the desired action. The easier you make the initial step, the greater chance there is of your visitors taking action and following through to the end (Hotjar, 2021).

3. Strengthen Your Copy

Gone are the days that generic copy for CTAs will do--now, you should ensure that they are engaging and specific. A good formula for this is "Yes, I want [your offer]" because the psychology of starting with 'Yes' positions the offer in a positive light (Daily Egg, 2020). 

4. Try Another Offer

It's easy to get lost in fixing all the other components of your website in the hopes of improving your conversion rate, only to overlook the fact that your offer may just not be resonating with visitors. Experimenting with this allows you to gauge what offers excite your audience, and which offers fall flat.

5. A/B Testing or Multivariate Testing

A/B and Multivariate testing allow you to test your web changes and the impact those changes by sending a predetermined percentage of your traffic to the original and modified landing pages. Doing so quantifies the results of the separate pages so you can ensure that any permanent changes yield positive results. 


 

References:

Andrus, A. (15 April 2020). What is Conversion Rate? How to Calculate and Improve Your Conversion Rate. Retrieved on March 28, 2021, from https://www.disruptiveadvertising.com/conversion-rate-optimization/conversion-rate/

Daily Egg (22 April 2020). The 13 Most Effective Ways to Increase your Conversion Rate. Retrieved on March 28, 2021, from https://www.crazyegg.com/blog/increase-your-conversion-rate/

Hotjar (25 March 2021). The user-centric approach to Conversion Rate Optimization (CRO). Retrieved on March 28, 2021, from https://www.hotjar.com/conversion-rate-optimization/

Optimizely (2021) Conversion Rate Optimization. Retrieved on March 28, 2021, from https://www.optimizely.com/optimization-glossary/conversion-rate-optimization/#:~:text=Conversion%20rate%20optimization%20is%20important,customers%2C%20and%20grow%20your%20business.

Wordstream (2021). Conversion: What is a Conversion? Retrieved on March 28, 2021, from https://www.wordstream.com/conversion


 


Comments

  1. David CorbettApril 7, 2021 at 8:03 PM

    Hi Maggie,
    Nice blog design. Your 5 simple tactics to optimize conversions was enlightening. I think Try Another Offer was very useful because I can see a digital marketing analyst getting caught up in making adjustments to the website to how convert someone and not realizing that maybe customers are not attracted or motivated by your product offer. Digital marketing tactics cannot take the place of a good product, proper pricing, and timing. Distractions are another that will cause me to simply leave a website. If I have a hard time finding what I am looking for I move on. I think you might find this useful from my blog on the topic: "A summary of many industries finds the average landing page conversion rate about 2.5% with top performers coming in at over 5.3%. The top 10% in conversion rate are average 11.45 and above (What’s a Good Conversion Rate? (It’s Higher Than You Think), 2020)."

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