What is conversion rate optimization?

Conversion rate optimization is a process that aims to improve your website to increase the number of leads. To stay up to date, we make numerous changes to our websites daily. It may be the introduction of new functionality, algorithms, or redesign. According to statistics, only 25 percent of these changes impact our goals. It suggests that these changes are not enough for the company's growth. That is why there is a need to study conversion rate optimization in detail.

CRO is a way of working, a systematic approach for expanding your websites and collecting information about customers.

You will understand what changes are needed to achieve a high result for your business by conducting research and using experiments. Quick response and constant personal connection with clients also give a good result.

What is CRO in detail? And how does it work?

Leading companies are moving away from the term SEO in their reports and using the term CRO. This metric is more important than the number of attracted visitors. The main goal of CRO is to increase sales and meet the needs of potential customers. Conversion rate optimization is user data, scientific research, and methods for analyzing and processing information that shows what needs to be changed to maximize business success and increase conversions on the website.

What is a conversion?

Conversion is the percentage of website visits during which visitors completed the target action (put the product in the basket, visited a specific site page, filled out the feedback form, etc.)

Main stages of CRO:

1. Stage of research. It is an essential step in the process. Thanks to data research, we have a starting point to work on CRO. You'll discover which parts of the conversion funnel need to be tweaked at this stage.
2. Hypothesis stage. A hypothesis is an assumption or conjecture to test an action's empirical and logical consequences. In this step, you form a working hypothesis based on previous metrics and researchers.
3. Stage of prioritization. Prioritizing ideas and hypotheses helps avoid a lot of chaos in your business workflow. It is based on three main aspects: influence, credibility, and complexity. At this stage, you decide where to start the optimization.
4. Development. It implies making changes constructed on the previous steps. Based on the priority task, programmers create new functionality and improve the elements of your site.
5. Testing stage. Testing helps to determine the increase or decrease in conversion. We understand the effectiveness of introducing new software (improvements) at this stage.
6. Stage of training and optimization. This stage includes collecting and analyzing the results of all hypotheses, implementing the best results, and repeating the optimization process.

Of course, we all would like to immediately find several working solutions that make conversions skyrocket right away. But CRO must be based on something, have a starting point, a foundation. That's why we must clearly understand where we are with our website right now.



Before starting the optimization, take these few steps:

Check the technical condition of the site

Does the site display correctly on all devices and browsers? How fast do pages load? Check for broken images, links, and 404 errors. Are all security protocols installed? Did search engines index all pages?

Search bar

It is critical for online stores. Add different search options, set up autocomplete features, and offer filters. The easier it is for a person to find the right product, the higher the chance of a purchase.

Check keyword relevance

Create a Google Analytics Click Map. Using a heat map is an essential tool that can help improve the content and usability of the site, increase conversions and identify shortcomings.

Website adaptation on mobile devices

Check if the information is displayed correctly on mobile devices. Perhaps your customers are straining their eyes to view an order due to bland text. In this case, this is an important signal about the problems of the adaptive layout of the site. And there is a critical need to work on optimization. Only a huge part of the possible audience will stay with you in this case.

Content marketing

The current content strategy has a well-thought-out algorithm and development. Have your website relevant and helpful content for your target audience? Keep in mind that this work must be done systematically. Using high-quality, engaging content is the top way to increase the number of natural visits to your site.

Reviews

Do you have a review section? How do you react to negative reviews? This section increases the credibility of the business. Client reviews expand the amount of information about the product and improve the reputation of the company's presence on the Internet. A potential customer cannot feel the product, so they make a purchase mainly after reading customer reviews. In this way, the customer will better understand what to expect from the purchase.



CRO and SEO work great together

Conversion rate optimization is not necessarily directly related to attracting organic website traffic or rankings. But when used correctly and strategically, they can increase each other's effectiveness and strength and will inevitably bring you more sales from your site! These two tools work great together because SEO drives traffic to your site, and CRO closes the deal and helps you make conversions.

Conversion rate optimization has clear benefits for SEO

• Improved understanding of customers. Since the main task of a business is to attract not just a massive number of people but to work with them, to convert them into potential buyers. Conversion rate optimization helps business better understand their key audience. CRO focuses on finding the right clients for your business.
• Good ROI. A high conversion rate means using more of the resources you have. CRO helps to use resources to achieve the highest conversion result rationally.
• Better User Experience. Potential buyers usually buy goods in online stores if they like the website's look. Users who feel comfortable on your website will interact more with it, and some of them may even advertise and share information about your brand with other people.
• Increased trust. For users to share their credit card, email, phone, or other personal information, they must genuinely trust the website. Therefore, your site should be professional, polite, and ready to answer all your customers' questions.

Sum up!

Optimization and growth are the basis of work; it is a client-oriented approach.

Conversion rate optimization

A systematic approach to:

• increasing site conversions;
• improving your products;
• testing hypotheses and ideas;
• collecting information about your customer behavior.

Here you will find useful articles about SEO.

• How to do SEO for Magento 2 website in 2021?
• How to do SEO for Magento 2 website? Visual component of the website. Part 2

The business should be involved in the CRO optimization process. It is essential to understand that CRO has limitless possibilities. You can always do better. Look for ways to find what you and your project need. Good luck!