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Running your own business in today’s demanding world full of competition requires a constant online presence. However, having your corporate website is not always sufficient – apart from providing basic information on your company, it should also be user-friendly and attractive to users. You have probably heard that any website should be well-optimized. What does this really mean? Can optimization boost the conversion rate?
The conversion rate is a total number of conversions divided by the total number of all website visitors. This means that if your site was visited by 1000 people and only one of them completed a desired goal (e.g. made a purchase), then the conversion rate is 0.1%. It is widely believed that a good conversion rate is about 2%. Of course, it depends on the type of business you run and a desired goal. In the case of online stores, the conversion rate is usually identified with successful purchases, while in case of other types of websites it may be by a completion of an online form, a click on a button with the telephone number or a visit on the contact page.
The conversion rate is a very convenient indicator of your website’s efficacy. It is easy to calculate and does not require any advanced tools for measurements. Raising your conversion rate may be done in many ways. Usually, the low CVR is caused by a mismatch between your offer and visitor’s expectations and needs or inefficient design of a landing page.
If you struggle with a low conversion rate, firstly, try to analyze your offer and compare it with your rivals. If the prices are way higher than others’, try to come up with the idea to convince your visitors to choose your products and services in some other way. Study quality, time and other important factors that are valued in your sector in detail. Work on the presentation of the content – make sure that all information needed for the buyer is included in your offer. Consider adding photos and graphics that will help your customers understand what you have to sell. Although some website elements, such as colors, spacings, headings and font types may seem to be irrelevant for you, the visual part sometimes determines the choice of a particular company.
Once you are sure that your offer is attractive to customers and well-presented, the problem of the low conversion rate must lie somewhere else. Your site may probably make a bad first impression or is simply poorly-optimized, meaning it does not show up to the targeted audience or is not functional enough. In such a case you will need to get a proper conversion rate optimization done.
The conversion rate optimization is hard to define in only one sentence. This is a set of practices that you can introduce to drive additional traffic to your website and make it valuable. The CRO includes the evaluation of your website sales funnel to introduce changes that can improve your site’s functionality. Its aim is to provide you with a bigger number of active users that generate conversion. To optimize your website, you can use numerous tools and strategies that turn visitors into leads and conversions.
As we have already mentioned, conversion rate optimization is a very complex process that requires extended technical knowledge and years of experience. Some of the most common ways to optimize conversion rate include:
The examples of conversion rate optimization include an open catalog of changes that may be introduced on the website. To control the efficacy of this process, you may use some basic and more advanced tools that will help you check if the conversion rate increases. These include:
The optimization is one of the quickest ways to instantly boost the conversion rate of the business. Even minor changes in colors, font sizes, and headings can sometimes increase the number of successful purchases. The optimization also allows some more complex problems within the website to be detected, e.g. technical errors that make placing an order impossible. Cart conversion optimization is one of the important elements of the CRO. In fact, conversion rate optimization is not a one-time action, but it should be carried out continuously. Consumers’ behaviors and expectations always change over time so your website should always be up-to-date with the latest trends.
Carrying out conversion rate optimization requires both technical knowledge and some psychological background. It does not only deal with evident bugs that may be found in the website interface or code, but also solves some functionality problems. If you want to conduct the CRO on your own, then you need to become familiar with all the possible elements that may lower your conversion rate. Although some of them may be evident, e.g. the captions being too small, others may turn out to be hidden deep in the website. For a person that does not evaluate and optimize sites on a daily basis, optimizing the conversion rate can turn out to be a long-term process that will not bring the desired results. For this reason, it is worth hiring a marketing agency that will instantly introduce all the necessary changes.
If you want your conversion rate to improve, you clearly need someone to make the website optimization for you. Choosing our agency, you may be sure that we will do everything to boost your business. The first step that we take in order to provide you with the best possible CRO, is to prepare an analysis of your website. We take all changes that should be done in order to make your site more user-friendly and functional into consideration. After the analysis is completed, we introduce all the necessary changes. These include both visual and technical adjustments. We know that optimization is a constant process and hence, we always follow the latest trends in SEO and website building to provide you with the best results.
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