The convenience of online shopping has made it a popular choice for many. However, have you ever found yourself on a particular site that has what you are looking for, but since it feels almost impossible to sort through the inventory you end up frustrated and overwhelmed?
It happens more than a lot of companies realize, and your website’s conversion rates may be falling victim to this dilemma. Just because you have great product assortment, such as different sizes, different shapes, different colors, doesn’t mean your layout is making it easy for customers to navigate.
This is where conversion rate optimization (CRO) becomes necessary. CRO is all about helping visitors who have reached your site now take the next step and perform some kind of action. This could be signing up for a newsletter, creating an account with a login and password, downloading your app, or making a purchase.
Here is what conversion rate optimization is:
- Making the most of the traffic you currently have
- Improving the performance of your website using a structured approach
- Using analytics and user feedback to get informed insights
- Using key performance indicators (KPI’s) to define your website’s objectives and needs
Here is what conversion rate optimization is not:
- Based on what everyone else is doing, guesses, or hunches
- About getting quantity over quality of the engagement of users
- Driven by the highest-paid person’s thoughts or opinions
Let’s take a look at the difference between total visitors and unique visitors and why this is important to your conversion rate:
Your conversion rate is literally the percentage of visitors that do something on your website. But do you track that against the total visitors or the number of unique visitors? And does it matter?
When someone is shopping online, they may look around on your site for a bit, get distracted, and often leave the site to check out the competition. This can bring them to your site several times, but is only considered one unique visit rather than the several total visits they may have made.
When choosing whether to determine your conversion rate in total visitors or unique visitors, consistency is key. If you decide that the most accurate measure for your conversion rate is by using total visitors, make sure to use it routinely or your trends will be off. But if your website isn’t attracting visitors in the first place then you really have nothing to measure, right?
Here are some areas that are critically important to your conversion rate:
- To start with, is your call to action such as: ‘sign up’, ‘get started’, or ‘download here’ clear and easy to find?
- Do you have a lot of unnecessary or misplaced content? Do you have text that is messy or irrelevant?
- Do you have relevant, clean, and unique graphics? Or are they distracting and overwhelming in number?
- Is your navigation, registration, contact, and payment easy to find and operate? Or is it cluttered and distracting?
- Does your site make it easy for users to find what they are looking for?
- If you are e-commerce, is it easy to complete your checkout process? Usability can easily make or break your efforts.
- Is it clear to your visitors that security is of high priority to your site? Can they trust it?
- Are your search engine optimization efforts relevant? Do you have accurate titles, meta data, and keywords? Your images should have correct names and keywords should be used properly in your content. If these are not relevant people who seek your services may not be able to find you. Or you may get traffic from people looking for something that you don’t offer.
- Do you have proof that people are happy with your services through customer testimonials? Are you making those testimonials a natural part of your website?
- Are you relevant on social platforms? This is a powerful conversion rate driver.
Each site is unique and therefore comes with its own challenges. Depending on your goals, what works for one site may actually hurt another, but the list above is the base for improving your conversion rate. Some sites have found success in things as small as changing colors and fonts, but, with most things, you have to start with a good base.