Your homepage, pricing page, blog, and landing page are all designed to convert your site visitors into customers. These conversions can include anything from signing up for an email list, downloading resources, or requesting a demo.
Conversion rate optimization (CRO) is a process by which the proportion of website visitors who fill out a form increases towards inbound leads. Every element of your site affects conversion rates, from UI / UX to the ability to create compelling copies of the graphics of your choice. Optimizing your conversion rate means getting more conversions without bringing in more website traffic.
For example, if your site has 10,000 visitors a month that generates 100 leads, and 10 of those leads become customers, then the visitor-lead conversion rate is 1%. Imagine that your goal is to double the number of subscribers per month. You can try to drive twice as much traffic to your site – or optimize your page conversion rate. If you increase it by just 2%, your new potential customers (and new customers) will also double.
What is conversion?
Conversion is any desired action that visitors to your site fulfill their primary or secondary goals. Examples are e-commerce stores and subscription-based news portals.
Ecommerce store conversions are measured in terms of online sales. On the other hand, the change of the news portal depends on the paid subscription received. In digital marketing, conversions are tracked and evaluated to make significant changes to your site.
Conversion tracking helps site owners understand the target audience and modify the user experience, content, and target segment to get more conversions.
The broader concept of conversion rate optimization is a modification to suit the customer. Depending on the end goal of your business, optimizing your conversion rate can be divided into two micro-and macro-conversions.
What is Micro Conversion?
Micro conversion is a small step towards the maximum conversion goal set by your prospective customers. The final conversion goal, macro conversion, is usually achieved only when visitors rate different levels of marketing channels.
Microconversion can be further divided into two categories – milestones and secondary activities.
Category 1: A milestone in the process
A milestone goal in the process is the steps taken by the user to achieve macro conversion. For example, a potential buyer walks through a product page and adds it to their wish list.
Example of a milestone in the process:
- Add products or services to your wish list
- Spend time watching product videos on the service page
- Learn more about the product through live chat
Category 2: Secondary action
The secondary action is very closely related to the channel strategy because the user performs the desired action, which may or may not lead to a macro conversion.
For example, the target audience downloads a free ebook located in the center of the funnel. However, this does not guarantee that you will reach the end of the sales funnel, where you will achieve macro conversions.
Example of a secondary operation:
- Download ebook
- Discard comment
- Subscribe to a webinar
What is Macro Conversion?
As discussed earlier, macro conversions are usually attributed to the target user who completes the conversion funnel’s final stage.
Marco conversions can be anything from the purpose of a user to shopping for an e-commerce product, requesting a quote, or filling out a lead generation form.
What is Conversion Optimization?
Conversion Rate Optimization (CRO) is a digital marketing strategy to organize various elements within websites to encourage target users to perform micro or macro-level conversion operations.
The basic concept of conversion optimization is to increase the percentage of visitors and convert them into potential customers and customers. CRO is not a magic strategy, but a proven formula can help improve the user experience and ultimately achieve more significant results.
Web-users follow a specific browsing pattern, and if the page is different, there is little chance of conversion even if it is organic sticking. If you take a closer look at the structure of your site, your homepage, service, pricing, and landing page are designed with specific intent.
Methods for optimizing the conversion rate for these pages may vary depending on your end goal.
CRO strategies that are right for you may not work for your competitors because they are so different from the end goals.
In the case of an online news portal, the ultimate goal is to increase the number of subscribers, and if it is an e-commerce website, the goal is to increase the number of purchases.
How do I calculate the conversion rate of a site?
Your site’s conversion rate is the number of conversions (maximum goals achieved) divided by the total traffic generated by your site from your sources. Many times the same user can change in a while. This is generally true of e-commerce sites like Amazon.
In such cases, it is ideal for calculating the conversion rate based on the conversions that occurred during each session.
Suppose you have an online gift shop with 100 monthly visitors. If 24 of those 100 visitors buy a gift from your store in 24 months, the page conversion rate is 24%.
1- Refining messaging and user path design
Mapping user paths is the first step in understanding how to drive potential customers towards conversion. Understanding user paths, compelling copy, strong CTA, and thoughtful planning can all take action and increase conversions for your business.
The landing page must explicitly direct users to do so. If the user experience is confusing or unclear, the conversion rate will reach a hit. Allow the design to direct their interest through the site towards a stronger incentive for action.
Use the copy to indicate what value the user gets from filling the form. Introduce the direct, colorful CTA button to visitors for free demo registration. By constantly testing and optimizing, you can identify how messaging affects your audience and then use this insight to inform all of your marketing activities.
2. Take advantage of Analytics insights
The CRO process involves understanding how users navigate your site, their actions, and what prevents them from achieving their goals. Use analytics to base your optimization efforts on hard numbers and proven behavior, not emotions.
Choose the analytics platform of your choice and then add tracking to your conversions. This allows you to see how users are navigating your site. Get information on where people are coming to your site, what features they are taking, how they are spending time on the site, what channels and links they have brought, what tools and browsers they are using, And where users are leaving your site before conversion. Determine which content or landing page has a high conversion rate, and then drive the most qualified website traffic to those pages by optimizing for search or taking advantage of paid marketing efforts.
3. Reduce mold friction
Inbound marketing involves nurturing users through valuable content offers that provide a reason to convert. However, it is not uncommon for users to encounter forms – especially when they are over a mile long.
We recommend arranging the forms as much as possible by removing unnecessary fields or using progressive form fields that enter different information when one user fills out another form. This allows you to record less information in advance, but you can still get the information you need as the lead steps through the funnel.
Reducing friction can be an easy way to increase conversions. However, you want to make sure that you continue to gather important information about the lead. For example, we have recently added an “industry” field to each of our forms so that leads can easily qualify through a yes / no answer. Your needs may vary, so test different lengths and materials on the forms to determine which combinations drive the most qualified presentations.
4. Test continuously
CRO is synonymous with continuous use. It is about continuous testing of what works, what does not, and where it can be improved. For example, landing pages play an important role in your site and conversion funnel, making them the primary place for A / B testing of various variables, including the color of the button, the CTA text, the number of form fields the image on the page.
Testing (and the equipment needed to do so) is often quick and inexpensive and can produce fast measurable results. In addition to improving your page conversion rate, this process can also provide valuable data for other marketing efforts. The information obtained during the testing process often gives your customers more in-depth insight into what they are looking for and how to communicate with them more effectively.
5. Use the remarketing feature to re-engage your audience
Many users who visit your site do not visit on their first visit. By taking advantage of remarketing, which displays online advertising to visitors to your site on other sites on the Internet, you can re-engage them with targeted bids that take them back to your landing page.
Remarketing is most effective when it is part of a synergistic strategy that includes organic SEO, data-driven content creation, paid and organic community, and paid search. Since all of this directs users to tag landing pages, the remarketing audience grows while generating potential customers for users in the service market. From here, audiences can be used to determine the effectiveness of marketing messaging, provide unique content and offers to that audience, and increase the likelihood of conversions. These audiences provide similar people (explicit targeting) and data to inform you about similar content topics, as their search activity, on-site engagement.