Conversion Rate Optimization - Basics

When it comes to tracking conversions, a few things need to be remembered. Let's elaborate it with an example. You operate a business of selling upholstery. A customer comes to you to check for the products. The shopkeeper behaves gently and he finds the product quality good as well as the price. Still the customer wants to ride the market to avail more options. The customer visits you time and again without buys.

In such cases, the businessperson or the quality or its cost could not be said responsible for no conversion. We can't predict customer behavior. However, we need to keep in mind to choose a unique customer when it comes to conversion optimization. Remember, the primary aspect should be ‘consistency’.

Conversion rate optimization is not a strategy of chances or luck. It is a process of Diagnosis, Hypothesis and Testing.

Put yourself into the customer’s cloak and look at your site minutely. Point out those issues that blocks a conversion. This is where you need to work on.

Checklist −

  • Call-to-action
  • Graphics
  • Usability
  • Security of payment gateways, etc.
  • SEO
  • Client’s feedback, etc.

Components of CRO

There are basically four components of CRO.

  • Message − What message your platform is attempting to convey should be relevant in terms of context. Your content, style option, color schemes should be appealing, informative and meaningful.

  • Usability − You have to make sure a customer converts without any hassle. Achieving goals should be easy and just have to be few clicks away. The layout, links and buttons should be tap-friendly and enabled.

  • Flow − The path to achieve goal should be easy to traverse. There should be flow in navigation and checkouts.

  • Context − It is about providing your client a tailored experience. Like their geography, languages, history of purchases, their device, operating systems, etc. You can offer advancements on the basis of it.

Best Practices

When it comes to conversion rate optimization, intuitions and gut feelings play a imperative role, but they should be put to test regularly to see the effect of the changes applied.

Conversion optimization isn't about optimizing web pages but optimizing choices. You need to choose well what may help the clients to convert.

  • Reduce form fields − Eliminate unnecessary fields. Clients usually get irritated on filling lengthy sign-up pages. Decide 2-3 things you need them to fill.

  • Shining Call-to-action button − Make your CTA button visible and in-focus. Generally, people tend to look at the form page in the F-style. Initially, the upper slot of the page, then smaller strip of ‘F’ (beneath the top slot in the right corner) then the left sidebar. Keep it in the first fold of the page. Test your Call-to-action buttons on various areas. Use contrasting colors, for example, a red CTA button on a white background.

  • Delete automatic sliders − Automatic sliders tends to force the user to look at a particular section of the site which may not be appealing to all. This may decrease conversions at large.

  • Try adding videos − Videos attract customers at large. Make sure to keep it short but informative and sweet.

  • Work on your headlines − Titles ought to be specially worked upon. Attractive titles compel users to see what you have to offer.

  • Add urgency creating keywords − Give your users a reason to purchase. Add keywords like ‘free for limited period’ or ‘last two items left’. They should feel the need to have it urgently.

  • Handy contacts − Display contact details on the front page itself. This encourages the customer to ask for help when they are unable to follow you on the landing page.

  • Add testimonials − Add real testimonials with names and pictures of your clients. This builds trust.

  • Add your badges − Adding awards make you honored and esteemed. They are mouth advertising for you.

  • Add security seals − Security seals assure the clients of security of their payment details, etc. This confirmation may increase your sales by 15%.

  • Speaking Pictures − Add clear and important Pictures possibly clicked on a white background. Pictures add meaning to content and make it catchy.

  • Add Live Chat − Live chat is a beneficial feature. Chat support gives a high boost to transformation. It encourages confused customers to convert problem-free.

The above mentioned pointers increase the conversion rate to an extent by creating relevancy, clarity, distraction-free site, lessening customer’s stress. When these factors are taken care of, conversion rate is probably going to improve.

Data Gathering

Data Gathering is a cycle of collecting and measuring information on any particular variable dependent on interest in a strategic way. This empowers us to draw some conclusions on the basis of relevancy, carry hypothesis testing and conclude any result.

Data is commonly collected in various ways, some of which are −

  • Surveys − A survey is a research technique for gathering information from a selected group of people sharing similar attributes using standardized questionnaires or interviews or phone calls.

  • Interviews − In interviews, information is gathered through inquiries and recordings carried by enumerators. It encourages in-depth information about perceptions, insights, beliefs and experiences. They might be structured or unstructured.

  • Heatmaps − A Heatmap breaks down or segregates Big Data to give you a segment that is significant for you. A Heatmap features the underused areas to help you learn how to provide a tailored layout to your visitors.

  • User Testing − It assists to record real users finishing different tasks. We can get a clear idea about users’ understanding and the capacity to perform on your site.

  • Workshop − A Workshop helps one to gain understanding of the user behavior and business understanding from each other’s point of view. It can help you in formulating USPs, learn the lagging factors and what you can offer to overcome them.

  • Analytics − It helps you realize how a client is engaging with your site. You can learn what deters your customers by studying abandoning forms.

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