A website can be well findable in the search engines thanks to a good SEO strategy or the use of advertisements (SEA), but still not get enough return from the number of visitors. In other words, the conversion rate is too low.
Fortunately, this problem can be solved thanks to conversion optimization. In this blog, we explain to you what a conversion is and how conversion optimization works. In other words, how to get the most out of your website.
What is a conversion?
A conversion is a particular action that the visitor performs on your website. This includes a variety of actions. Consider, for example, signing up for a newsletter, clicking on a link, requesting a quote or making an online purchase.
So a conversion is actually the execution of a certain goal by the visitor on your website. In the case of ads, you want the goal to be achieved even before reaching your website, namely, clicking on the ad itself. This is then the first conversion.
Conversions are measured by conversion rate. The conversion rate is calculated as follows: number of conversions / number of sessions per page.
What is conversion rate optimization (CRO)
The acronym CRO stands for Conversion Rate Optimization, or conversion rate optimization. Conversion optimization aims to get the maximum results from a website’s visitors.
To achieve the goal of maximum conversions, you want visitors to perform certain actions on a Web site. For this, the website must be optimized. So conversion optimization can also be thought of as website optimization.
When a website is not optimized, visitors run into problems that prevent them from performing the desired action. In the case of an optimized website, this will result in higher conversions.
Conversion optimization (CRO), how does it work?
With conversion optimization, you want to make it as easy as possible for Web site visitors to take certain actions. To do this, it is important to think about barriers that visitors encounter. You can do this your using a number of steps:
1. Collect and analyze data
First, it is important to know how website is doing. What are the barriers that visitors encounter? What is the current conversion rate? What does the relevant analytics data look like?
In terms of analytics data, you can think about the number of visitors per page, average time on pages and bounce rates.
In addition, data in the form of heat, scroll and clickmaps also provides useful information. What are visitors looking at? How far do they scroll on a page and what do they click on?
2. Optimize click frequency.
Besides clicking behavior on a website, click-through to your website also plays a big role for conversion optimization.
Click frequency, also called click through rate (CTR), indicates how often someone clicks on an ad after viewing it. So a higher click frequency means more traffic to your website and therefore higher conversions.
To increase the click rate, look for the disappointing ads. Why are these disappointing? Check title tags and meta descriptions. Does the ad display properly? Is the content and language correct? Is there a clear call-to-action (CTA)?
Another option is to look at the high-scoring ads. Why do these score well and how do they differ from the ads that do not score well? Take ads with a high click rate as an example to improve the disappointing ads. Of course, you can also apply this trick to the disappointing pages on your website.
3. Know your visitors
Conversion optimization is all about the visitors. Therefore, it is important to know well who your visitors are, how they behave and what they are looking for on your website. Ultimately, visitors should find what they come for with minimal effort. You could compare this to the good service of a store.
The behavior of your visitors, which you find out from the data, can provide relevant information. For example, when you see visitors clicking on content without a link, you know this is attracting attention.
Another example might be that visitors do not scroll all the way down a page even though the call-to-action button is at the bottom of the page. For example, you can then add an additional button in the middle of the page.
4. Optimize the User Experience (UX).
A good User Experience (UX) is crucial to ensuring that visitors find what they are looking for quickly and easily on a Web site. When the User Experience (UX) of your website is in order, you will definitely see this reflected in the number of conversions.
Optimize the User Experience (UX) by removing distracting edge cases from your pages. In other words, remove all annoying pop-up notifications.
In addition, it is important to have a clear menu structure in your website that visitors can easily navigate. The easier it is for someone to get to a searched page, the better.
Moreover, when optimizing the User Experience (UX), make sure your website’s Core Web Vitals are in order.
5. Test and evaluate your results
Finally, you want to know if your website conversion optimization has been successful. Therefore, an important final step is to test and evaluate the results.
Testing and evaluation comes down to collecting data after your adjustments. Are there any improvements? What works and what doesn’t? For example, use A/B testing or multivariate testing.
Conversion optimization basically comes down to analyzing, adjusting and testing your website. As both your website and visitors continue to evolve, conversion optimization will always need to play an important role in any online strategy.
A higher conversion rate: conversion optimization for your website
Is the SEO of your website in order and are you being found well in the search engines? Do the ads also appear to be working for the most part, but your website conversions are low?
Brthrs Agency is happy to help you with the conversion optimization of your website. Feel free to contact us with no obligation and we will look at the possibilities with you.
