It is not enough to only improve your natural or paid referencing when you want to increase the traffic of your website, you must also optimize its conversion rate. There would be no point if your website had a large number of visitors but your traffic did not turn into conversions!
The conversion rate of a website is the percentage of visitors making a purchase or a desired action while visiting a website, or after a certain period of time following the visit, depending on your marketing strategy.
What is conversion rate optimization?
Conversion Rate Optimization (CRO) is the process of increasing the percentage of users performing a desired action on a website, such as making a purchase or clicking on a link.
To calculate the conversion rate, you can simply divide the number of the conversions by the total number of people visiting your site during a given time frame, and then multiply it by 100. Next, you can to start to implement an optimization strategy for your website.
If you plan to increase the conversion rate, you have to focus on pursuing your existing customers, not on acquiring new ones. Doing this costs less and the investment is more advantageous.
How can you optimize your site in the long term?
Before you start, you must define the goals you want to achieve. These may be different depending on the nature of your site, for instance increase in sales, in website traffic and others.
You also need to define your KPIs (Key Performance Indicators). These indicators are varied but the most commonly used ones are the conversion and bounce rate.
Once defined, you can begin to optimize the conversion rate. First, analyze the pages that convert the least using specialized applications, such as Google Analytics.
Once this is done, identify the other problems on these same pages. Ask yourself why the conversion rate is poorer than the other pages. Is it because of a lack in links or the misplacement of CTAs? There are many applications that exist which allow you to know where exactly on the page the user clicks the most. Thanks to this, you can better analyze the page’s issues and therefore increase your conversion rate.
Next, you can start to test different optimization strategies and analyze the results by focusing on one single approach at a time.
How can you stabilize your conversion rate?
Be sure to constantly monitor the page conversion rate. Make sure to check other variables in order to rule out problems that may reduce your conversion rate, such as the loading rate of the pages that convert the most poorly.
Optimizing the conversion rate of a website is a task that requires thoroughness and perseverance, just like organic SEO. It’s not enough to just put content online, you have to improve and optimize it as you go along to get more and more conversions.
Today’s web is evolving faster and faster, and with it are its analysis tools as well. We know more and more variables to optimize website conversions, and this will continue to evolve over time. So be patient and persevere! This way you will be able to reach your goals.
Now you know all you need to optimize your conversion rate!
Article written by Laura Fix.
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