Conversion Rate Optimization is a set of techniques used to determine what users are looking for when they arrive at an online eCommerce site and to ensure that passive visitors are turned into valuable conversions. At its fundamental it tries to improve the performance of the site using analytics and user feedback and to create convenient steps for customers to make a purchase for example by creating Call-to-Actions.

Macro & Micro Conversions

There are generally two types of conversions, macro conversion and micro conversion. Macro conversions are when someone converts on a primary offer on your website, for example a completed sale on an eCommerce site or a completed lead generation form or subscription to a service.

A micro conversion refers to smaller engagements and means that prospect customer has engaged with the brand (for example by signing up for newsletter, watching a product service video or following your brand on social media).

Micro conversions often lead to macro conversions , in general one or two actions as macro conversions is ideal as your sale and marketing team can focus on what matters on your product. The macro conversion(s) usually reflects the desired business outcome of when visitors come to your site website.

Why is Conversion Rate Optimization Important?

You should care about CRO for a couple of reasons, first and foremost businesses wants to measure their ROI (Return on Investment) on paying for driving traffic to their site, as a high conversion rate means a better return on that investment. Second, it is much more cost-effective to convert a higher percentage of the visitors you already have than to attract new visitors.

What is an acceptable conversion rate?

Conversion is a key element in every paid marketing strategy; but how do you measure conversion and what is an acceptable conversion rate? Well, this is a question every online business owner will have at some point.

The answer is not quite simple, the fact is that it varies across industries and unfortunately there could not be a magic number. The average landing page conversion is 2.35%, yet the top 25% of landing pages are converting little over 5.00%. Ideally experience marketers and SEO experts want to break over the 10.00%. It is hard to believe but there is not much standing between what you have and a double or triple conversion rates.

How conversion rates are measured?

A/B testing is the most popular form of CRO, with 56% of marketers using this method. It is used to determine if a given change positively or negatively impacts a site’s performance and which recommended changes should be fully implemented on the website. Testing involves using a control page (page without the change) and a variant page (page with the change). Using software techniques the traffic is split evenly between these two pages and the conversion rate is then tracked. An A/B test can be concluded and implemented once it reaches statistical significance.

Tracking and analyzing the Conversion rate optimization key metrics and adjusting your website and conversion funnels should provide your business with a robust foundation to know the consumer behavior, sales, lead generation, and more. Some of the key metrics that are measured include

Bounce rate
Average time spend on page
Page load time
Page views
Return on Investment (ROI)
Number of Unique visitors
Number of Customers

How to optimize conversion rate?

There are various techniques used for increasing Conversion rate, usually a combinations of these techniques are defined in form of a plan or strategy and implemented across the business websites. These techniques include:

Call to action (CTA)
As the name implies it ask your customers exactly what you want them to do with a attention-grabbing call for an action, such as filling a form, etc.
Forms
Usually this include capturing user information from leads in form of various fill-in forms, surveys, ebook download, etc. These information is than later used to market to market the products via email or other methods.
Conversion Funnel
This includes developing a workflow based on target audience behaviors and touch points that takes the consumer through a journey on the site until that finally converts to a sale.
A/B testing
In a simple A/B test, the website traffic is splited between two variations of content by changing just one variable. Test two versions of an asset by changing just one variable.
Split URL/Multi-Page
Split URL testing (also known as “multi-page” or “multi-URL”) is quite similar to a standard A/B testing but allows to do experiments based on separate URLs of each variation which is especially useful when serving dynamic content.
Multivariate testing (MVT)
Multivariate tests (also known as “multi-variant”) is an enhanced version of A/B testing and allows to experiment with multiple sections/variables on a single page, for example by replace an image with a contact form or etc..
Search Engine Optimization
The process of increasing the quality and quantity of website traffic and improving search engine rankings to ensure prospects and potential consumers can find the website the offered products or services.
Website Usability
Website Usability can be defined as improving user experience (UX) by not only making it easy to navigate, no matter what device the customer is using but also proving original content
- Useful: Original and useful content that fulfills a need
- Usable: Interaction Design (IxD), easy to use and navigate by creating engaging interactive systems with well thought out behaviors .
- Desirable: evoking emotion and appreciation using business identity, brand, and other audio visual design elements
- Accessible: People with disabilities should be able to easily navigate the site
- Credible: Credibility and industry authority of the content on the site

How we can help?

Improving conversion rates isn’t guesswork, doubling or tripling your marketing spending does not necessarily increase your leads. We can help your business by carefully analyzing your capabilities, products and your target market and devise a plan and strategy to increase the conversion rate of your site. This strategy ensures your digital investments are driving sustainable growth and maximizes the value of your site by turning existing traffic into leads and sales. Contact us to have a talk with our conversion rates consultants in Toronto and GTA.

Related Information

CONVERSION RATE OPTIMIZATION (CRO)
Conversion Rate Optimization is a set of techniques used to determine what users are looking for when they arrive at an online eCommerce site and to ensure that passive visitors are turned into valuable conversions.
LOCAL SEO OPTIMIZATION
Local search engine optimization is the method used for to make businesses with physical locations more visible on the search engines. It is applied for departmental stores, clinics, salons, flower shops, doctors office, dentists, lawyers office or any other local stores.
SEO PLANS AND PRICING
We believe we understand how to invest your hard-earned money into improving the quality, reputation of your business online presence. We have developed affordable SEO packages & plans, proven to rank you high on your keywords….

SEARCH ENGINE OPTIMIZATION (SEO)
The process of increasing the quality and quantity of website traffic and improving search engine rankings to ensure prospects and potential consumers can find the website the offered products or services.
PAY-PER-CLICK MANAGEMENT (PPC)
Pay-per-click (PPC), sometimes also known as Cost-per-click (CPC), is an internet advertising model for the purpose of attracting visitors and driving traffic to websites.
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