Conversion Rate Optimization, or CRO for short, is a way to increase the number of visitors to your website dramatically.
The process that increases the conversion rate percentage in different parts of a website or an application is called conversion rate optimization or CRO. This article will first explain conversion rate optimization and then examine the importance of its place in the business.
Concept of conversion rate optimization (CRO)
CRO is one of the most important KPIs for the success of a business and the return on investment in a company. In CRO, you examine your website’s strengths and weaknesses by examining the Sales Funnel and business goals. By doing this, you can also encourage a higher percentage of visitors (Leads) to register or buy your product.
According to other definitions, conversion rate optimization, or conversion rate, is the ratio of customers to the total number of visitors to a site. For example, if a store site has 200 visits per month and 50 people buy from that site, its conversion rate will be 50/200 (i.e., 25%).
Perhaps the question arises in your mind: What does the word conversion mean in this area !? By definition, conversion means any action or action that you want site visitors to take. It can be a simple click on the site, filling out a form, or buying a product. Each business usually selects several different goals and tries to optimize the conversion rate for each goal.
The conversion rate means that the actions of the visitors in the website environment are as you want. In other words, by implementing marketing strategies and timely injection of appropriate content, you lead visitors to the buying stage.
This strategy varies from site to site. For example, you might ask visitors to sign up for an email newsletter or create a personal account on your website in a business. In addition, a website may ask visitors to download the app version as well. Your most important task is to set goals for each section of your site and ask visitors to take specific action according to that goal.
Seven main steps of conversion rate optimization (CRO)
Conversion rate optimization is a perceptual process that is performed in several steps. In fact, by deeply analyzing the data, performing various tests, and changing the content, the number of visits to a website can significantly increase. In general, digital marketers are faced with seven main steps to perform conversion rate optimization, each of which we will examine in the following.
1. Landing Pages Design
The first step in increasing the sales of a website is to design beautiful landing pages to introduce products or services. It means that the more beautiful the site’s pages, the more visitors it will attract.
For example, if you go to the Amazon website, you will see that the features of each product are explained, in addition to adding the product to the cart, simply by clicking on the Orange Add to Cart option. Using white for the background of the site, orange for more important options, beautiful photos to introduce the products, and complete product information all help the user make a decision.
2. Website Content
Although beautiful design increases traffic and popularity, high quality and engaging content also increase potential customers’ conversion rate to actual buyers. The site’s content is divided into two categories, each of which we will examine in the following.
Headlines
A headline is the first thing a user encounters that represents your products and business. If the headline of the landing pages you have created is not attractive, the visitor will not read the rest of your content and will skip the purchase from the beginning. To write a good headline, you should pay attention to the following points:
- Font type
- Font color
- Writing style
- Use of numbers
- Use statistics
Body Content
The content published on the website should answer all the questions and needs of the users in a way that describes your business persona well. As soon as the user encounters quality content, he will follow it to the end. To produce good and appropriate content, you should consider the following points:
- Divide the text into appropriate paragraphs
- Use punctuation and numbering correctly
- Writing style appropriate to the topic
- Proper use of literary arrays
3. Call-to-Action
In this step, you ask the user to perform a specific action. This special action can be subscribing to the newsletter, adding the product to the cart, or other actions. The stronger the call, the more users your site will attract.
4. Site map and structure (Navigation and Structure)
The website should be structured so that users can easily understand how to work with it. In other words, the interaction of different pages and categories of a website with each other should be clear, and the user can reach their main goal (finding a product or article) with a few clicks. Of course, websites have different structures depending on the application type, but most of them almost follow the following model.
5. Audience attraction forms
Forms are a very important element for some companies. Especially if these forms are also part of the sales funnel of that company, there has been a lot of research on forms on web pages, and they have all come to the same conclusion that the more information you get from the user, the lower your conversion rate.
When a user encounters a form on a website, they first think about what it takes to fill in each section, so avoid creating multiple fields and try to summarize all the information you need from the customer. Get. Therefore, update the old forms of your website as soon as possible because, through it, your website’s conversion rate will increase significantly.
6. Website speed
The loading speed of a website increases user satisfaction and thus increases the conversion rate. A one-second delay in loading web pages reduces the conversion rate by about 7%! So if your website earns about 1,000,000 Tomans per day, this one-second delay will cost your business about 70,000 Tomans per day. If there is a continuous delay in loading your web pages, your customer loss will be much greater.
The importance of conversion rate optimization in Internet businesses
1. General understanding of the Buyer Persona
Web admins try to get the most out of a customer’s motivation to come to the website and buy a product. It is possible by providing a customer persona, which includes collecting demographic information such as wages, area, housing and cars, and so on.
The most important benefit of providing a customer persona is familiarity with leads, prospects, and real customers. Using conversion rate optimization analytics tools, you record your customers’ activities and characteristics like a camcorder.
2. Boost Sales
By optimizing your website conversion rate, you are paving the way for more and more products to be sold, so that Leads customers will have less time to become Real Customers, which means an increase. Increase the performance and efficiency of your website.
If all the components and structure of the site are used for a single purpose, you will see a significant increase in sales. Using the techniques, we will see below. You can get more real customers from your current site visitors:
- Use A / b testing and keep your site design up to date.
- Optimize audience engagement forms and reduce requested fields.
- Improve your site content.
- Optimize the sitemap and its structure.
3. Stealing the ball from rivals
No matter what area your business is in, there is always one or more strong competitors in that area that have attracted a lot of customers. If your business website has the necessary quality in terms of graphics and content, your number of customers will be more than your competitors. The CRO makes your audience prefer to buy from your site to older competitors.
4. Reduce the cost of Leads
Attracting leads customers requires staggering costs for extensive advertising. But by optimizing your website conversion rate, you are attracting more leads to your brand and business. In other words, doubling the conversion rate means halving the cost of attracting customers because you will not be looking for a new customer, and of course, you will not pay extra for advertising.
5. Incremental Business Returns
The main benefit of conversion rate optimization is that by making small changes to the website, the profitability of your business will increase. Over time, a 1% increase in website conversion rate becomes much larger numbers. E-commerce company WalkMonkeys, for example, has reported a 550% increase in its website conversion rate in one year.
6. SEO Boost
By optimizing conversion rates and optimizing headlines, more and more visitors visit your website on a daily and continuous basis, which makes search engines more interested in your website. In other words, if a user searches for keywords related to your business, your website name will be at the top of search engine results like Google.
7. Improve audience user experience (Boost UX)
If the videos, images, and text content are all tailored to the customer’s needs, your website will bring a pleasurable user experience (UX). Sometimes this experience is so exciting for users that they share your site content on other websites and social networks.
8. Repetitive Clients
While conversion rate optimization (CRO) attracts new customers, it also persuades old customers to repeat purchases from your website. CRO strengthens customers’ sense of loyalty to prefer to buy your products from competitors. Research has shown that about 30% of customers use the same website they bought before, for the second time.
last word
If you are in the field of internet business, you must have heard of conversion rate optimization. In fact, by applying some strategies such as creating new landing pages, changing the site design and producing quality content, and then performing A / B tests and comparing different versions of the website, you will increase your visitors dramatically. Therefore, conversion rate optimization is one of the essential elements for developing your internet business. If you want to increase your profitability and reduce your marketing efforts, you must pay special attention to it.