How to Improve Your Website’s Conversion Rate?

Are you struggling to get visitors to take the desired action on your website? Are you experiencing reduced profitability?

As a general rule of thumb, a conversion rate between 2% to 5% is considered pretty desirable. Unfortunately, for most websites, it is only 0.1% to 0.2%. It means you get only 1 to 2 customers among 1000 visitors. It is indeed a pretty bad score after you have put a lot of effort into optimizing your website!

Driving traffic to your website is cardinal, but if you are unable to convert them into customers, all your marketing strategies are a waste of time and money.

Your website is your online hub where visitors learn about your business, products, and services. So, you must encourage visitors to stay and explore your website. The longer they spend time on your website, the better the chances of conversions. And with a higher conversion rate, you receive an increased return on investment (ROI).

Statistics reveal that nearly 48% of visitors leave the primary landing page without delving deeper. What should you do in such a scenario? You require optimizing your conversion rate to receive highly qualified leads, boost revenue, and lower acquisition costs. In other words, conversion rate optimization (CRO) increases the percentage of website visitors taking desired actions.

In this blog, we will discuss the various strategies that can get you more customers with the traffic you already have. We will share with you the best tips for optimizing the conversion rate:

Read on to learn about the various marketing efforts. 

Define Your Conversion Goals

Before you begin optimizing your conversion rate, you have to recognize your conversion goal. Conversion goals help you to dispose of your conversion actions for easy optimization of your campaign objectives. In simple words, what do you want your visitors to do on your website? Do you want them to sign up for a newsletter, download a white paper or make a purchase?

The actions that you want your visitors to take are categorized together, which contributes to your conversion goals. For example, if your conversion goal is “purchase”, then all your conversion actions will focus on the “purchase” category, like purchase through select apps or online purchases.

Why is it important to define your conversion goals?

  1. Well-structured grouping for advanced optimization- Your conversion actions are automatically grouped into appropriate conversion goals that are most profitable for your business. You can unlock optimization and bidding opportunities.
  2. Streamline conversion management- You can refine your conversion goals whenever creating a campaign to get the most out of it. Thus, it effectively helps in accomplishing your business objectives.
  3. Boost campaign performance- When you set account-default goals, your search engine gathers data from the valuable conversions, helping you in smart bidding. It improves your overall campaign performance.

Therefore, defining your conversion goals must be your primary focus for effective conversion rate optimization. It lets you plan the strategy that will work best for attaining your business objectives.

Boost Understand Your Target Audience

Recognizing and understanding your target audience is crucial to maximize the results of CRO. Target audience refers to the group of people who are more likely interested in your products or services. Thus, they are the potential leads leading to conversions.

When you understand the needs and preferences of your target audience, you can customize your website and marketing campaigns accordingly, increasing the chances of conversions. For example, if you sell energy drinks, your target audience includes people between 30 to 45 years old who are more likely sportspersons, gym-goers, and athletes. Therefore, your efforts must focus on reaching these audiences and addressing their distinctive needs. You have a better chance of receiving new customers.

Now, the target audience is not restricted to gender and age. Factors like interests, income, buying habits, and location also define the target audience. Precisely, the more specific is your target audience, the more impactful will be your CRO efforts.  

Boost Remove Distractions

How long do you expect your audiences to stay on your website if it pulls them in too many directions? Nothing can be worse than a bad user experience! For a compelling user experience, you must optimize your website for easy use and navigation. A great user experience is essential to engage your audience deeper into marketing collateral. In other words, remove unnecessary elements from your website.

According to statistics, 65% of website visitors refuse to fill a form with too many fields.

It means that even if anyone is willing to fill out a form, he will leave it right away when required to fill too many fields! Isn’t it one of the easiest ways to slaughter the conversion rate?

So, how do you make your website engaging?

  • Make your website responsive and mobile-friendly.
  • Avoid adding too many fields in the forms.
  • Keep your content crisp and informative.
  • Create an eye-catching landing page.
  • Use clear and striking call-to-action (CTA) buttons.
  • Provide clear contact information.
  • Set a pop-up cookie so that it appears only once per visitor.
  • Offer a seamless checkout process.

Once you encourage optimal audience engagement through a gripping user experience, you have reached halfway to achieving your conversion goal!

Test Different Strategies

Test and tweak! Optimizing conversion rate is a continuous process of fine-tuning your website and marketing strategies. So, testing is the key to comprehending what works best for your target audience, which will significantly increase your conversion rate.

After creating a new campaign or adding some changes to your website, you can perform A/B testing to compare the two versions of a similar campaign or website to recognize which performs better. You can finalize the creative based on the results.

Testing helps in advanced customization based on your target audience’s culture and language while providing insight into their preferences. Hence, you have a better approach to optimizing web pages and marketing campaigns.

A/B testing is a prevalent method, while there are other ways to test various strategies for lead conversion:

  1. Explore different call-to-action buttons.
  2. Try different placements for promotional messages and ads.
  3. Use multiple content formats, including infographics, videos, and e-books.
  4. Examine audience response to different features.
  5. Conduct usability tests to understand user experience.

Experimenting with multiple variables only improves your conversion rate. So, keep testing and tweaking!

Track Your Results

You can only make improvements in our performance when you track the results. To enhance your CRO efforts, you must assess and monitor it. For better comprehension of how successful is your conversion rate optimization, calculating it is obligatory.

By evaluating the data, you can identify the strengths and weaknesses and make relative modifications. It boosts your scope for improvements that considerably affect the conversion rate. When you upgrade your website and marketing campaigns as per the performance data, you get closer to accomplishing your desired results.

We have shared the tips that will help you calculate CRO:

  • Monitor the key performance indicators (KPIs) like click-through rate, bounce rate, and conversion rate.
  • Track customer feedback to recognize the areas of improvement.
  • Examine the conversion data regularly to track trends and patterns.
  • Keep testing various approaches and track performance.

Now, you are all set to boost your website’s conversion rate!

Wrapping It Up!

To build a successful online business, increasing the conversion rate of your website is a prerequisite. Your marketing efforts are futile unless you generate a pretty impressive conversion rate. Nonetheless, it is not about hard work but smart work. When you define your conversion goals and target audience, you can create and optimize your website and campaign content as per the requirements. And do not stop experimenting! Keep upgrading because it is the sure shot key to success!

Undoubtedly, you will initially experience failures! But do not give up. You are never out of ideas and following the above tips, we are sure no sooner will you witness positive outcomes. Just keep testing and tweaking!  

Was this a helpful read? Do you want to receive more such valuable insights? Sign up for your email list at Black Marlin Technologies. Download the free CRO checklist and learn how to transform your visitors into customers.

Frequently Asked Questions (FAQs)

Q. What does conversion mean in digital marketing?

Ans. Conversion is the action taken by a website visitor in response to a call to action. It typically includes subscribing to a newsletter, signing up for a webinar, downloading a free e-book, and purchasing a product or service.

Q. Why is conversion rate optimization necessary?

Ans. Conversion rate optimization is essential to acquire more customers and generate higher revenue. In other words, it helps in business growth by increasing the percentage of website visitors taking the desired actions. It lowers the cost of acquisition and improves the return on investment.

Q. How do I calculate the conversion rate?

Ans. Conversion rate is calculated by the number of visitors and the number of actions taken. For example, if you have 1000 visitors and 20 of them take action, then your conversion rate is 20/1000 or 2%.

Q. What are the elements I should test for CRO?A.

Ans. The elements you must test for CRO are content (headings, subheadings, captions, bullets, and call-to-action), images (size, type, and quality), videos (duration, type, auto play or not), search boxes, email signup forms (number of fields, field labels, and form validation), and navigation structure.