Conversion Rate is an integral element for any website owner to consider. The conversion rate of the website is the amount of visitors to a website who actually take action, whether they subscribe to a blog, request a quote, add their email to a list, or contact a business.
Conversion Rate Optimization (CRO) is the process by which a website is optimized in order to increase the number of conversions. While fine-tuning a website to achieve this, another goal that should be considered is to decrease the bounce rate of the website.
The list below includes 8 factors that are important to look at when analyzing the changes that a website could make in order to improve its conversion rate. These factors help to determine the likelihood of a website visitor converting by taking the next available step.
Understand Your Goals
The first step is to understand your website’s goals. Once a website has clearly identified its goals, it can then begin to optimize the website in order to achieve those goals for the best of the website visitor.
Optimize for the Visitor
Whether or not a website is created in the best interests of the website visitor can affect many things, including search engine ranking and the likelihood of the viewer staying on a website long enough to convert. If a website is optimized only for the search engine instead of for the visitor, it can be penalized not just by search engines, but also by experiencing a higher bounce rate. The viewers lack of interest in your page will in turn affect your Search Engine standings, so it is best to prioritize user, vs bot.
Clean, Organized Website with Easy Navigation
If a website is hard to navigate visitors could easily get frustrated and leave. It is important to remember there are other businesses like you, and if they have websites with better usability and organization, they could be stealing your potential customers. In addition, a website with a slow load time is much more likely to experience a higher bounce back rate. Website visitors may simply leave the site if the load time is too slow.
Good Content That is Free of Errors
Whether a website visitor will trust the content of your website or not will depend on whether the website’s content is of good quality to the visitor, and also if it is free of grammatical and spelling errors. Website visitors could use this factor to determine whether or not they will give their information to you; websites with grammatical errors and poor writing are unreliable. If a website has spelling errors and shallow content, visitors will probably not give their personal information to convert to a customer.
Call To Action
Whether or not there is one or more clear calls to action on each page of the website is an enormous factor for conversion rate optimization. If a website visitor has no call to action to convert them to a customer, they are likely not going to continue down your conversion funnel. This is one of the most important aspects to consider, and it is vital to implement a call to action on a website. CTA’s can be anything from email sign-ups to “buy it now” buttons. Generally you want to make them a contrasting and eye catching color in order to help the user along. Your CTA’s should be a childlike process creating the most simple way for your users to convert.
Trust Signals and Testimonials
Trust signals, including seals of approval, security graphics, etc, are essential for conversion. Again, website visitors need to know that they can trust the website with their information. These signals tell visitors that the site is dependable and accredited (when applicable). If your website is security verified, it is important to display the logos for this purpose. This can help to build desire and confidence in potential customers. Another important trust signal for users are testimonials. Display the testimonials given by former buyers. Placing these for people to see is an obvious signal that your business can be trusted.
It is best to have the contact information for a website readily available to its visitors. It is especially helpful if contact information is displayed on each page, even just in the footer. For a business’ website, it is important to display a phone number prominently on each page. The contact information shows that visitors can trust the company with their information, and that the company is available for communication.
Testing is important to perform when changes to a website are made. Although it is important to test, it is also important to know when to stop testing when the results have been accomplished. Anything on a website can be tested, from colors to layouts and more, but data and analytics are most important for this process. Base your tweaks on conversions, traffic, bounce rate, etc. This data will give you insight if you are heading in the right direction.
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