Depending on business goals and branch the entrepreneur operates in, conversion can refer to various actions performed by users within a given website. In the case of online shops, conversion is mainly about making a purchase, whereas when it comes to informational websites, it may refer to users signing for a newsletter, downloading an e-book, or sharing an article on social media.
Conversion Rate Optimization
What is conversion rate optimization?
Conversion Rate Optimization (or CRO for short) refers to a set of undertakings aiming at the improvement of the conversion rate that directly translates into business benefits for a website owner in terms of, for example, boosted sales. The first stage of the CRO process is to define conversions to be measured by, among others, goals set in Google Analytics.
Conversion itself can be treated as a measure of efficiency of the managed business undertaking. Said indicator informs what percentage of visitors of a given website have performed a desired action, so for example – added items to the cart or filled in the contact form. The higher the value, the better the results achieved by the website. A CRO strategy aims at improving individual elements of the website to boost the conversion rate that translates directly into real benefits for the site owner.
Complex approach to conversion optimization – how to increase the amount of online sales?
We understand the needs of online entrepreneurs, as well as their willingness to become successful online. We take a proper care for the performed online marketing undertakings to allow for the realization of key business goals of our clients. To make sure that the executed actions are successful, we have introduced a SEO+CO service (search engine optimization and conversion optimization) that is the amalgamation of a standard SEO service, online analytics, and user experience (UX).
Within the framework of the SEO+CO service, we can perform the following tasks:
- Increasing website traffic – by executing SEO-specific actions, we can increase the visibility of the website in search results. The higher the position of the website in Google, the higher the chance to win the interest of users determined to generate conversions,
- Analysis of user behavior within the website – online analytics helps to learn how users navigate the website, how much time they spend on subpages, and on what stage of the purchase process they are most likely to resign from finalizing transaction. Understanding user behavioral patterns helps introduce changes to the website that may facilitate generating more conversions,
- User experience (UX) website usability analysis – thanks to our experience, we can easily identify problematic spots and elements of the website that may discourage users from converting. We simplify contact forms, modify sales process, and optimize website content by adding information solving problems encountered by users to it.
Realization of the conversion rate optimization process, while combined with SEO undertakings, helps increase website efficiency. It can then acquire more users and encourage them to make a purchase, download an interesting e-book, or send an offer-related request, all of which are types of conversion.
Benefits of the conversion optimization service
A properly adjusted CRO strategy allows for increasing business efficiency and, at the same time, helps reaching set business goals easier. A reliable analysis of data on user behavior and implemented SEO solutions makes it possible to:
- Boost website traffic in the form of the number of sessions, views, and unique users,
- Lower bounce rate,
- Acquire new clients,
- Increase conversion rate,
- Improve sales-related revenue.
Even a small increase of conversion rate may lead to notable business benefits, which is proved by the example below:
| January | February | |
| Number of unique visits | 50 000 | 50 000 |
| Average transaction value | 100 PLN | 100 PLN |
| Number of transactions | 1000 | 1500 |
| Conversion rate | 2% | 3% |
| Sales-related revenue | 100 000 | 150 000 |
Even though the utilized CRO strategy allowed for increasing conversion rate by only 1 percent, income from sales increased by 500, so by 50%. Due to the said fact, it is worth investing in actions that may not only improve website’s visibility, but also – increase its usability.
How much does conversion rate optimization cost?
We approach every project and website in an individual manner. Before signing an agreement, we identify customers’ needs and propose most optimal cooperation terms. By specifying online entrepreneur’s business model, we check what is considered conversion on a given website. It may have the form of filling in the contact form, placing an order, or finalizing a purchase. Then, we provide a detailed valuation, taking into account the specificity of the branch of industry in which the owner of the site operates.
Conversion rate optimization also incorporates SEO actions the realization of which is included in service provision fee. It is typically a subscription-based payment that is not subject to any changes during the course of agreement validity. By adding conversion rate multiplied by the number of conversions generated to it, the entire conversion optimization service cost can be calculated.
Stages of the conversion rate optimization process
CRO strategy realization should be based on the following stages:
- Optimization goal specification – identification of actions that users visiting the website should be encouraged to perform. The aim of the optimization may be increasing the number of finalized orders or created accounts,
- Setting a target conversion rate – e.g. increasing conversion rate from 2% to 5%. While making estimations, it is vital to include not only expectations, but also – optimization-related capabilities,
- Analyzing the current traffic situation – gathering data on website traffic, examining the sales process, identifying problematic aspects (such as high delivery costs), performing competition analysis (different online shops may offer more competitive prices), and learning more about the target audience , especially about its needs and expectations, by means of polls,
- Tracking down problems and preparing solutions – a complicated, multi-level sales process may be simplified by combining several steps together (for example, the client may set payment and shipment form on one page). The more intuitive the sales path, the higher the likelihood of encouraging the user to finalize the order placement process,
- Testing new solutions and measuring effects achieved – at this stage, A/B tests of the target audience are especially helpful. They help to specify which of the proposed functionalities encourage users to convert,
- Implementing changes ensuring the achievement of the expected results – among all the tested individuals, the most efficacious ones have to be chosen. Their implementation may help increase conversion rate and achieve satisfying outcomes.
Nevertheless, conversion optimization process does not end with the implementation of tested solutions. Needs and expectations of users change in a dynamic manner, so there will always be sections of the website that make conversion more difficult or impossible. Trying to achieve perfection in terms of website functioning is one of the key assumptions of the CRO strategy.
What website elements can we optimize?
Basing on our perennial experience in adjusting websites to the requirements of search engines and users, we know what elements to focus on and where to search for problems while attempting to optimize conversion rate. Most commonly, changes have to be made to:
- Contact forms,
- Call-to-action buttons (e.g. newsletter subscription button),
- Steps of the sales process,
- Website content, descriptions of products and services, FAQ section,
- Images, graphic elements, video materials,
- Website design (layout and presentation),
- Website menu and navigation,
- Arrangement of individual website sections.
The basis for implementing far-reaching changes is the verification of user reactions. The CRO process is based predominantly on testing and checking the efficiency of the proposed solutions. Internet users may not always act in accordance with certain expectations. That is why an UX analysis is a multidimensional task that requires patience, diligence, and creativity. A reliable data analysis can complement conversion rate optimization strategy, allowing to draw useful conclusions connected with works on boosting websites’ usability.
Tools used to optimize conversion
As we approach conversion rate optimization in a comprehensive manner, we take advantage of professional tools, methods, and techniques that make it possible for us to understand the behavior of users better. While realizing a CRO, we utilize:
- Cognitive walkthrough method (ang. cognitive walkthrough) – during the test, we simulate the way users behave on the website. Before starting the analysis, we prepare a scenario of the walkthrough – we try to think like a client who wants to realize a set goal, for example – to place an order. In the case of this method, the main point of focus is put on examining the smoothness of navigation on the website and on all elements making it more problematic
- Google Analytics – thanks to this analytical tool, we can monitor website traffic, most commonly visited sections of the site, attribution models, and many other user behavioral patterns. We analyze the value of conversion rate and its changes during the course of cooperation with the client. We also check how users react to changes introduced to the optimized website,
- Sales funnel analysis – owe observe paths taken by specific groups of users on the website before making a conversion. We discover problematic spots and propose solutions to be implemented (e.g. call-to-action buttons) that can make the process shorter. We try to make as many users as possible to go through the funnel,
- HotJar – while optimizing conversion, we analyze heat maps, graphically presenting the behavior of users within the website. Thanks to the HotJar application, we examine click maps, cursor movement records, and the process of filling in the contact form by the user. Heat maps are also utilized to verify if the implemented solutions have turned out to be effective,
- Google Optimize – the tool allows to verify hypotheses formulated at the earlier stages of A/B website testing. By means of an editor, we create several versions of the website and then check which one of them ensures best results and to the greatest extent affects conversion generation,
- Tools testing the speed of website functioning – we use, among others PageSpeed Insights and Test My Site with Google to specify website loading time and propose ways of optimizing elements that seem to load too long. A better website performance is the chance to win the interest of users who use mobile devices or want to convert quickly.
Trust in our experience in conversion optimization!
For over 12 years of operation on the market, we have obtained a lot of experience and knowledge reffering to website optimization. Thanks to cooperation with clients from various branches of industry, we can observe specific patterns of behavior of individual groups of clients and advise most suitable solutions. We are a team of inquisitive experts who are passionate about online analytics and issues connected with website usability. We always attempt for our undertakings to help our clients achieve their business goals.
We would like to encourage you to start cooperation with us – we will gladly optimize the conversion rate of your website!