Boost Your Conversion Rates: Build a Website that Turns Visitors Into Instant Customers

 

In the vast digital sea of media and e-commerce, websites sail like ships, navigating the uncertain waters of user integrations. Eager captains standing at their respective helms use Conversion Rate Optimization (CRO) to steer toward that coveted harbor of user conversions.   

It’s a pretty introduction for a topic that can otherwise sound dry and analytical. But CRO requires constant vigilance and can be an exciting adventure in learning how to best engage users and attract quality leads.  

A user conversion happens when a website visitor makes contact with your business or brand. There are many ways to do this, including:    

• Subscribing to a newsletter  

• Filling out a form  

• Clicking on a link  

• Adding items or services to a cart  

• Downloading a document  

• Making a purchase   

 

Depending on the type of business, certain conversions will matter more than others. It is wise to consider which conversions matter most to your business before making any attempt to improve conversion rates.  

The Conversion Rate is simply the number of conversions divided by the number of visitors your site receives. Whether or not your rate is “good” will depend on your business and industry, and though some businesses achieve rates much higher, the general average is typically between 2 and 4 percent. Conversion Rate Optimization involves evaluating and adjusting the various elements of a website to increase the probability of a visitor taking a desired action.  

Effective CRO is important. It can lower customer acquisition costs by getting more value from the visitors and users your site already has. Additionally, optimizing your conversion rate can help you acquire more customers, increase revenue per visitor, and grow your business.  

Once you’ve identified the conversions that matter most to your business, it’s time to implement improvements. The process is often trial and error, so be sure to collect data and analyze results to determine what works best for your business. The following are just a few ways businesses can improve their CRO.  

• Cosmetic and Design Improvements. Changing the fonts, colors, and layout of your site can improve your CRO. Using design and visuals to highlight value offerings, products and services, and any calls to action will help your users know where to go to learn more. As you switch things up, be sure to evaluate results to see what drives the best responses.   

• Switch Up the Offering and Calls to Action. If your offering is too generic (“click here to start a free trial”) or too similar to those of your competitors (“get a free consultation”) it’s unlikely to generate much interest. Create calls to action that entice visitors to learn more. Consider how else you might offer unique value to attract new interest and qualify leads.  

• Change the flow. This is especially important for eCommerce businesses. Requiring too many steps or asking for too much information in the early steps of a transaction will deter some users from moving forward. Make the process as easy and streamlined as possible, building as you go. For example, once someone has added an item to their cart, take them either directly to a check out page or to another suggesting similar or complementary offerings. The easier and more natural a process feels, the more likely your users will follow it through to the end.  

 

CRO is not a one-time voyage. Every new horizon you encounter on your journey holds opportunities for improvement. Just as a sailor is constantly readjusting his sails to harness the ever-changing wind, CRO requires ongoing evaluation and adjustments. Focusing your CRO efforts on the conversion channels that matter most to your business or those areas that present the greatest opportunities for growth will yield the best results.  

Good luck and happy sailing!