What is Conversion Rate Optimization (CRO): “Conversion rate optimization is crucial for any digital marketing strategy and it represents the process of optimizing your website or your app in a way that your potential customers take as fewer actions as possible to convert or take a significant action on the website / app (purchase, complete a form, make a phone call, etc).”
It’s a known fact that if your website loads in more than 3 seconds, most of the users are very likely to leave your website and continue to visit faster websites; now imagine how patient they are with your entire conversion journey 🙂
But first things first. Therefore, it’s mandatory to have a very fast-loading & secure website so that users can further browse on it and discover your products and services.
Impact of a mobile-friendly website on conversion rate
Also, a responsive design website or a dedicated version of your website for mobile devices is a must. The majority of users are also much more likely to convert on mobile friendly websites than on non-mobile friendly websites. But not only the responsive design matters, but also the design itself. In order to shorten the conversion journey and make it easy for users to take actions on your website, make sure that important elements like call-to-action buttons, secure payment icons and info, product/service details, shipping policy, rating elements are all present and instantly visible to the user.
Impact of landing pages on conversion rate
Shortly put, the impact is huge. Landing pages are crucial as well as the entire conversion journey path (for example, how easy is for users to navigate and take actions while landing on the homepage all the way through category pages and final landing pages). If it takes too long for people to find what they’re looking for, you’ll end up with a very low conversion rate.
At the same time, if you’re preparing a PPC campaign with a dedicated landing page for your offer, make sure you provide users with a non-navigable landing page. Such landing pages are much more likely to convert as users can’t further navigate on the website due to the lack of menu or other links that may take them away from the landing page.
In this case, the same rules above apply: provide the user with as many details about your product or service as possible so that he won’t be determined to search for additional information anywhere on the internet or simply opening your website.
What is a good conversion rate
A good conversion rate is around 2% (ecommerce websites, globally), but of course this varies with industry, products and services you’re activating in and offering, regions, prices, etc. Businesses like Travel, Training and Business Consulting tend to generate better conversion rates, while Real Estate, Health and Home Improvement lower rates.
Conclusion: in order to be sure about how your website performs in terms of conversion rate, it’s highly recommended that you do as many A/B testings as possible on as many elements on the website as possible. Here are some ideas on how to optimize the conversion rate:
- use contrasting color call-to-action buttons;
- provide many details about the product/service on the ultimate landing pages;
- build a quick and mobile-friendly website;
- use payment secure elements that are instantly visible and permanently displayed before the users’ eyes;
- provide customer support (either by phone or chat popups) as many users need more information before taking purchase decisions;
- build an easy-to-navigate website and provide well-structured menu so that users can more rapidly find what they’re looking for.