Semalt Explains How To Proceed Conversion Rate Optimization
Conversion rate optimization (CRO) is a method of moving visitors to the desired action.
As online businesses and platforms become more prevalent, competition in this space is also increasing. Therefore, e-commerce and other online businesses are using various highly effective SEO methods and tools like the Dedicated SEO Dashboard to convert more visitors into customers.
Indeed, conversion rate optimization is also one of the preferred ways to get visitors to the desired action. To understand this concept, it is important to first answer to the question of what the conversion rate really is. Then you can turn to the question of what conversion optimization is and how to achieve it.
What does conversion rate mean?
According to Google's definition, a conversion rate is a key number that indicates how many visitors to a website have shown the desired behavior. Desired behavior is defined as an interaction. If, for example, 35 out of 1000 visitors perform the desired behavior defined in advance, the conversion rate displayed is 3.5%.
With the conversion rate, it is important that the desired behavior, i.e. the interaction, is correctly determined. The interaction can be buying a product, subscribing to the e-newsletter, or downloading brochures. The interaction to be defined is crucial to determining the conversion rate.
If you have understood the concept of conversion rate, let's find out what conversion rate optimization is.
What is conversion rate optimization?
Conversion rate optimization aims to ensure that website visitors have the greatest possible interaction. The goal of the optimization process is to ensure that visitors behave as they should.
Increasing the conversion percentage rate can be considered the main objective of this application. To this end, it is crucial to ensure that everything works exactly as desired.
How are the conversion goals defined?
The conversion rate optimization process must first be defined for conversion purposes. Conversion goals vary by industry and business segment.
In many cases, e-commerce websites define product purchase as a conversion intent. This can also be defined as a key conversion goal to move visitors down the sales funnel.
On the other hand, information-related websites may define e-newsletter subscription as a conversion goal. At this point, it's helpful to consider the company's goals and create a conversion plan accordingly. Also, it's important to remember that different businesses have different expectations.
As you can understand, the conversion goal differs from one company to another. Therefore, you have to make sure that you define it correctly by taking into account the context.
Now let's talk about the next step in the conversion rate optimization process.
How to get conversion metrics?
The next step in the conversion rate optimization (CRO) process is to get the required metrics. Especially in digital marketing, it's not possible to assess the situation without metrics. Metrics can be used to identify areas that are useful for determining and improving website performance.
Conversion metrics can be examined in several subcategories. The main purpose of these metrics is to determine current conversion rates and identify areas where improvements can be made. In this context, some metrics that can be used for CRO or conversion rate optimization can be sorted:
- Conversion rate: This is the most important metric you will use to optimize the conversion rate. In many cases, however, the conversion rate alone is not enough. This metric must be supported by other metrics.
- Click-through rate: The click-through rate indicates the number of users who click on your ad or website without an ad. It is, therefore, useful to understand and interpret the results of the conversion rate.
- Cost per acquisition: this is the cost that visitors incur when they click on ads and return to your website.
- Time on site: The more time a visitor spends on your website, the more likely they are to engage in the desired behavior.
- Number of interactions per visit: The fact that the visitor clicks on different pages of the website shows his/her interest in the elements shown on the website and increases the conversion rate.
- Value per visit: Measuring your earnings from public website traffic also helps identify areas that can be optimized.
These metrics can be used to review the current conversion rate performance of the site. This allows you to identify viable areas to create a proper optimization strategy.
How do you identify areas of improvement?
The above metrics can be used to identify areas for improvement. First, the conversion rate of the website should be calculated. If the conversion rate is not at the desired level, you should take a closer look at visitor behavior. This is where disconnection rates and visitor interactions with the pages should be taken into account.
It is also important when an action such as filling out a form is required to know when the action ends. Very long forms can cause visitors to abandon the form and the website. In addition, asking for specific information that is not required is perceived as a negative experience by visitors. All this negatively affects the conversion rate.
What are the steps of conversion rate optimization?
A well-defined conversion strategy is necessary for conversion rate optimization. The conversion rate optimization strategy is planned according to the current performance of the company, its goals, and the desired conversion rates. It is also possible to check the desired action and create different conversion conditions.
A successful conversion optimization process is accomplished with a few basic steps that can be followed in many cases.
When it comes to conversion rate optimization, the most important thing is to have a user-centric structure. Improved conversion rates are often closely linked to a good user experience.
Indeed, a complex shopping page or a hard-to-reach e-newsletter subscription section will harm conversion rates. In today's hectic world, visitors don't want to spend their minutes doing actions they find unnecessary. Therefore, companies need to make the desired action visible. The ideal solution can be found with methods such as A / B testing.
Data-driven solution and optimization
In addition to user experience and user-oriented structure, data is a crucial part of the conversion rate optimization process. An optimization strategy based on predictions and estimates is bound to fail.
Instead, the conversion rate optimization strategy should be based on website data. Thus, based on the data from various user tests, an active optimization strategy can be designed. You can use strategies such as:
- using a CTA that stands out in this context;
- choosing words that support the sale or using shorter form fields.
The data-driven strategy you choose and implement depends on the data you receive and your business goals.
Use optimization tools to improve conversion rates
To implement data-driven solutions, it is necessary to use a variety of optimization tools. In this regard, the Dedicated SEO Dashboard will be the first tool you need. This tool that collects and analyzes data contains all the details you need for optimization, from conversion rates to click-through rates.
On the other hand, you can use website heatmaps to see how visitors interact with your website. For example, if your target behavior is to download the email newsletter, you can use a heatmap to track visitors' movements in that area. If the heatmap indicates that there is no movement there, you may need to restructure some parts of the web page.
Indeed, SEO tools are of paramount importance in the process of optimizing the conversion rate of your site.
Is it possible to increase sales with conversion rate optimization?
The goal of all optimization procedures is to maximize revenue while minimizing expenses. Conversion rate optimization can make a big difference, especially when it comes to Internet advertising.
Therefore, you need to keep a close eye on how your visitors interact with your website and use every method to improve that interaction. Since CRO or Conversion Rate Optimization also improves the user experience, your chances of acquiring a new customer also increase significantly.
In the field of SEO, there are several aspects and elements to consider in order to reach the desired goal quickly. In this article, we have just discovered that conversion rate optimization is a key step to boosting your success and the reputation of your website. It is therefore important to take care of it on a daily basis.
So, to make sure you implement useful actions, using a better SEO tool like the Dedicated SEO Dashboard is your best option. Now that you are aware, don't waste time since time is money.
On the other hand, if you don't know how to check or proceed to optimize the conversion rate of your website, you can turn to SEO experts to avoid any offenders. Semalt is an internationally recognized agency that is valued by many website owners who have succeeded in bringing their business to the top of the internet marketing world. You can hire one of our SEO experts who will be happy to help you achieve the desired result in record time.