What is conversion rate optimization? Well let’s break that up, since you need to understand what a conversion is, as well as what the conversion rate is, before you can understand what optimizing for conversion rate even means.
- Conversion – When any visitor to the website, completes a website goal.
- Conversion Rate – The number of times a user completes a goal divided by the website traffic. For products divide the number of conversions by the number of sessions. For subscriptions, divide the number of conversions by the number of users.
- Conversion Rate Optimization – Is the act of improving a website normally from A / B testing to encourage more users to complete a goal, normally a call, click or purchase. Whatever the website goals are is normally the variable seeking to be improved upon.
User optimization is at the head of conversion rate optimization also known as CRO. Goals are the main reason a website exists and when that website lacks the amount of goals desired, then there could be a CRO problem. This is why SEO is never a set it and forget it concept. There is always some on page SEO to be optimized or that will perform better by adjustments.
Listen To Your Website Users
The only way to improve a website is to monitor how users are interacting with it. Both directly and indirectly user information gathered can vastly improve website functionality issues not seen before. By looking at user session recordings or heatmaps, information on aspects of the website that could be causing problems for users can be seen. Even talking directly to website users via surveys or questionnaires could provide very insightful. Anything that can shed light on how the website is being used and where issues preventing goal conversion is taking places.
Often a great place to ask about website improvements is when users turn into customers, asking them ” How can we improve the purchasing experience ” can often shed a lot of light on the issue. Even talking directly to website users via surveys or questionnaires could provide very insightful. Anything that can shed light on how the website is being used and where issues preventing goal conversion is taking places. Often a great place to ask about website improvements is when users turn into customers, asking them ” How can we improve the purchasing experience ” can often shed a lot of light on the issue.
Data Shows You The Users Journey
Optimizing conversion rate without using data is a recipe for disaster. Guesses and ” gut feelings ” have no place when optimizing a website for goal conversions. Data is needed from how users are even interacting with the website. Even if your competitor is doing it, unless there is a reason from user data behind that madness, it’s just madness. There is just no substitution for user data, if this is ever conveyed, it’s wrong flat out! There is a reason big data is a buzzword, because it’s akin to having foresight. You wouldn’t take a test without studying for it, so why optimize a website without the facts? This is why analytics management such as Google product management is important. If data isn’t correct the how reliable can it be?
The Easier Website Goals Are The Better
Just think about the last time you looked for a service or product online. Did you have hours to accomplish this task or were you most likely in between tasks with a few minutes of time to kill? If you’re anything like the millions of other internet users, you’re busy living a life as well as searching online. Well that time it takes to understand what it is you even want users to do is time that competitors are converting goals and making money.
Keyword research can assist with a clean and easy to understand website content. An easy to understand website, translates into a profitable website. When the message is clear that ” you sell this ” or ” you want to teach users that ” that understanding alone can be the selling point to entice a goal conversion. This is why clever CTA’s will use action words on buttons, explain what the button even does to garner more engagement.