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 back rate.
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 can 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 many grammatical errors and poor writing can be seen as 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 and persuasive 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 take them to the next step in order to convert them to a customer or a follower, they are likely not going to ever convert. This is one of the most important aspects to consider, and it is vital to implement a call to action on a website.
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. It is also important to display customer testimonials, which show that you have satisfied readers or clients. This can help to build desire and confidence in potential customers.
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. Yahoo is known for implementing extensive testing in order to optimize their website for the ultimate user experience and to convert even more visitors into customers.
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