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Conversion rate – what is it and how to increase it?
In marketing and advertising, the conversion rate is a term that declined for all cases. It is on this that the evaluation of the effectiveness of activities in each online company is based. What does conversion rate basically mean? And how can you pick it up? We explain!
What is the conversion rate?
In a world of confusing marketing terms, the conversion rate can be considered a term with a fairly simple definition. It simply stands for the percentage of users who took a certain action on the website. What are these activities? Depending on the business profile, it may be, for example, purchasing a product, making an appointment, filling out a form, downloading an e-book, subscribing to a newsletter. If one of the 100 people who clicked on your ad and entered the page has converted (e.g., bought a product), the conversion rate will be 1/100 * 100% = 1%. So, the conversion rate (or rate) is expressed as a percentage and considers the total number of visits to your site and the total number of users who have completed a specific goal.
Why is your website not converting?
If the ratio is unsatisfactory, be sure to troubleshoot the problem. There are two key factors: website usability and reaching the right customer at the right time and place. A lot of elements can be responsible for low conversion rate, e.g.
- Inadequate quality of graphics and videos
- Unreadable, complicated page layout
- Errors (or complete lack) of the mobile version of the website
- Inappropriate forms
- Illegible CTA (call to action)
- No cyclic tests
Of course, we’ve only provided a few sample errors here. This list could be much longer. To find out why traffic does not translate into specific actions, the first thing to do is carefully track the user’s paths.
How to increase the conversion rate?
Once we have diagnosed what affects the low conversion rate, it is time to take specific actions. When focusing on conversion, we recommend that you ignore SEO optimization because the greater the organic traffic, the greater the chance of acquiring valuable users.
Increasing conversions always depends on the goal of the entrepreneur. It may help, for example, to conduct A / B tests, add several payment and delivery options, place and visualize CTA buttons, complete product cards, add precise keywords, change the layout. When introducing changes, it is worth focusing on the following areas:
- Taking care of the user experience
The more intuitive, readable, and simple your website is – the greater the chance that the user will take a specific action. If he has difficulty navigating the site, he will be annoyed by a pop-up, or the site will not display properly on the phone – most likely, most surfers will leave it within seconds. Therefore, the optimization of user experience (SXO – Search Experience Optimization) is crucial here.
- A clear shopping path
The user experience is greatly influenced by the design of the shopping path. Internet users are used to certain functions, and the appearance of e-shops, e.g., a shopping cart in the upper right corner, a search engine taking into account filters (e.g., prices, size, color), and they do not like changes that make them feel lost. Everything in the shopping path – from the product finder, through their description cards, to the payment options – must be transparent, intuitive, and hassle-free. If the customer feels confused or annoyed at any of these stages, the chances of conversion are automatically lowered. In the example given, we talked about the shopping path, but it really applies to every goal – if your goal is for the customer to sign up for the newsletter or fill out the contact form – you also need to do everything,
- Mobile version of the website
Traffic from mobile devices already accounts for more than half the time spent online *. More and more Internet users do their shopping and do their errands online using smartphones – even during a lunch break at work, on the bus, or at bedtime. If your site doesn’t have a mobile responsive version, no doubt your conversion rate will be disappointing. In this way, you also lose the funds you spend on advertising – customers reach your website, e.g., using Google Ads. Still, because navigating the site is inconvenient or impossible, they quickly leave it. Creating a modern, responsive mobile version is a point that you cannot miss if you care about conversion.
Many factors influence the conversion rate – analyzing and improving each of them without proper knowledge and analytical tools is an impossible task. We have had countless page optimizations behind us, which translated into an increase in the conversion rate. We are happy to help you turn your website visitors into customers.
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