Boost CRO: Turn Website Traffic into Real Customers
In the era of digital technology, online stores have become one of the most essential means of commerce and shopping, and the number of consumers who prefer to buy online is increasing. However, at the same time, many online store owners face challenges in converting website visitors into actual customers, so improving the conversion rate has become essential to the success of any online store.
Anyone who engages in a business requires an indicator to measure the extent of success achieved by this activity; This is to find an answer to all the questions that revolve in their mind, such as whether this activity is successful and achieves the desired return or not. Improving the conversion rate is one of the most critical metrics that reveal the success achieved by the brand’s marketing campaigns.
What is conversion rate optimization (Conversion Rate Optimization, CRO)?
Conversion rate optimisation is a set of practical steps that doubles the number of website visits. The goal is to convert all potential customers into a group of actual customers. This is done through a set of strategies that help achieve success and increase sales.
Based on best practices in business activities, strategies used to improve conversion rates are essential. This is because the development and success of a business is fundamentally linked to ensuring integration between marketing channels. Examples of such marketing channels include social media, search engine optimisation, paid advertising, and more.
What is the importance of improving conversion rate CRO?
Suppose you don’t rely on conversion rate optimisation strategies to improve your website design. In that case, you may miss a valuable opportunity to attract customers and encourage them to interact and make purchasing decisions, even before starting any direct communication with them.
Below are some points that support the importance of improving conversion rate and how this process can increase the effectiveness of your website
Activate financial flow
If your company doesn’t develop a well-thought-out strategy to improve its conversion rate, it’s likely contributing to lower revenue and missing out on opportunities to increase it significantly. You can generate more revenue by improving your website’s conversion rate, developing a strong strategy, and ensuring it’s implemented well.
Increase conversion rate and increase productivity.
Conversion rate measures the effectiveness of your website pages in achieving their specific goal, which is to convert visitors into actual customers. It represents the percentage of visitors who take the required actions on your website, such as purchasing a product or downloading a specific program. It represents an essential statistical number because it shows the effectiveness of your marketing strategy.
Conversion rate optimisations can increase sales by improving areas that will directly impact conversions, plus they help reduce marketing costs and increase profit margins by making only necessary changes to pages with low conversion rates.
Improve user experience
Improving conversion rate in turn enhances user experience on developed web pages because user experience (UX) is a measure of how easy a system is to use.
There are many user experience factors, such as error avoidance and prevention, quick response times, etc. All of these elements contribute to improving your conversion rate. The more positive the experience on your site, the more likely you are to make conversions.
The relationship between SEO and CRO?
There is a close relationship between SEO and CRO, but they are not the same; they are two different things. As for conversion rate, CRO helps you measure the interaction between visitors and your website. As for SEO, it is a part of the website and shows it on search results, Search Engine Results Pages.
Both SEO and CRO focus on the stages of the sales funnel, especially for businesses that are marketed through the Internet. Through the website, you can improve the appearance of words related to your business on search engines. As for the Conversion Rate, it helps build significant interaction for visitors who click on the online store link to get products.
When talking about conversion rate optimisation (CRO), it is considered the key that supports customers and encourages them to take various actions. Examples of this include encouraging the customer to purchase a product in addition to downloading the application, subscribing to newsletters, etc.
We know very well the overlap between SEO and CRO. SEO also needs to be developed by making the article readable and apparent to the visitor. CRO is also concerned with improving the user experience to achieve a higher return.
How to improve CRO conversion rate and its mechanisms?
We often get caught up in daily tasks without paying attention to the multiple aspects to consider when seeking to improve our conversion rate.
There are two ways to improve your conversion rate, which we mention as follows: The first method is a tactic called internal conversion rate optimisation (On-site CRO), which means using activities to improve the site’s content, design, ease of use, and user experience within your website.
The second method is external conversion rate optimisation (Off-Site CRO). This tactic is entirely concerned with search engine optimisation (SEO) strategies, which can range from paid advertising strategies, such as Google Ads, to using social media platforms such as LinkedIn to increase brand awareness and encourage visitors to view and try your product or service.
Furthermore, efforts to improve external conversion rate can include marketing through influencers (Influencer Marketing) who have large numbers of followers and audiences interacting with their posts, showcasing your products or services.
Steps to Improve Conversion Rate. We have identified some basic steps to improve your CRO conversion rate in the right way, which are as follows:
● First, focus on assessing your current situation by analysing what is currently successful, such as where people land during the conversion process.
● Second, monitor and analyse specific parts of your site that may be the reason for not converting potential customers into actual customers, such as those parts related to poor design, too much text, too few images or videos, difficulty navigating the site, etc. This way, you can see which parts need improvement to convert more leads into actual customers.
●Third, when you discover and identify these problems, you need to take appropriate measures to fix them. For example, let’s say you find out that most people do not take any action due to exhaustion from too much information, which affects the conversion rate.
An appropriate action in this case might be to add a “Quick View” option to your product page, so users can quickly navigate through the details and decide whether or not they want to learn more about your product.
No matter how good your current business model is, sooner or later, someone will emerge who delivers it best. So if you aspire to maintain your position at the forefront, continuous innovation and research must be among your primary priorities.
According to the methods followed in major companies, the success of your company is not based on a single element, but rather is the result of the integration of a group of factors simultaneously. Companies should strive to deeply understand the needs of their target audience while ensuring they deliver real value at every stage of the conversion journey.
How is the conversion rate measured in e-marketing?
Measuring the conversion rate in marketing is done through several main steps:
1. The goal of a marketing campaign should be determined whether it is to increase traffic to a website, achieve a certain number of sales, or collect contact data for potential customers.
2. After setting a goal, the actions of visitors or potential customers are tracked through web analysis tools such as Google Analytics.
3. The conversion rate is calculated by dividing the number of desired actions performed (such as purchasing or filling out a contact form) by the number of visits or clicks received by the page or ad and then doubling the result by 100 to get the percentage.
For example, if an advertising campaign achieves 100 sales out of 2,000 visits, the conversion rate is (100/2000) * 100 = 5%.
Improving conversion rates requires deep data analysis to understand visitor behaviour and enhance their experience in the target site or page to increase desired steps.
Tips to improve website conversion rates
To increase conversion rates on the website, it is recommended to implement a set of practical strategies that focus on improving the user experience and increasing the demand for purchases:
- User Data Analysis: Start collecting and analysing visitor data to understand their behaviours and preferences, which helps identify barriers to completing purchases.
- Improving User Experience (UX): Pay attention to designing the user interface in a way that simplifies site navigation and access to products while accelerating page loading time to improve the visitor experience.
- Provide accurate product descriptions: Focus on providing detailed and engaging product descriptions, with high-quality images and customer reviews to build trust and encourage the purchasing process.
- Simplify the purchasing process: Reduce the number of steps required to complete the purchase process, and provide various payment options to make the process easier for customers.
- Continuous Testing (A/B Testing): Perform A/B testing of various site elements, including titles, buttons, and images, to see what achieves the best conversion results.
- Use of testimonials and warranties: Displaying testimonials and opinions from actual customers, and providing product warranties, can increase the credibility of the website and encourage purchases.
- Email Marketing: Use email to connect with potential and existing customers, providing special offers, product updates, and valuable content that motivates them to come back and buy.
- SEO Strategy Optimisation: Optimising a website for search engines to attract high-quality traffic and increase conversion opportunities.
By applying these tips strategically and consistently, conversion rates can be significantly improved, effectively increasing store or website sales.
In the highly competitive world of e-commerce, attracting visitors to your site is no longer enough; converting those visitors into actual customers is the valid criterion for success. Conversion rate optimisation (CRO) is not just an additional option, but a strategic necessity to ensure your business continues and maximises your return on marketing resources.
Start today by analysing your data, testing, developing your user experience, and monitoring changes in your sales and customer loyalty.
Frequently Asked Questions (FAQ):
1. What is Conversion Rate?
Conversion rate is the percentage of visitors who take a specific action on your site, such as purchasing or filling out a form, and is calculated by dividing the number of conversions by the total number of visits × 100.
2. What is the difference between CRO and SEO?
SEO focuses on attracting visitors to your site by improving its search engine ranking, while CRO focuses on converting those visitors into customers by improving their on-site experience.
3. Do you need paid tools to improve your conversion rate?
Not all tools are paid; you can start with free tools like Google Analytics and Hotjar, but some advanced tools may require subscriptions.
4. When is the best time to apply A/B tests?
When you want to change sensitive elements of the site (such as titles or buttons), or if you notice a sudden drop in conversion rate. It is preferable to carry out tests after carefully analysing visitors’ behaviour.
