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Yes! You can optimize for your site’s conversion rate and “Guesswork” will not do the trick. We all want to sell our products or increase our email list but placing a button where it looks good is hardly the solution. Just like any other marketing strategy, converting your visitors requires work and every corner of your website matters. You need to research, analyze your audience and run tests to find out the optimum conversion optimization strategy which will ensure that your users are doing exactly what you want them to do.

But before moving on to the EPIC conversion optimization tips that I have compiled for you, let us try to understand the term conversion rate optimization (CRO) better. I have seen a lot of dilemmas going around and it only seems fit that I take some time to clear out a few pointers.

Conversion Rate Optimization – the true meaning

If a user fulfills your website’s purpose, only then can you consider it as a “conversion”. The meaning is very different from what it is used for in PPC where the rate is measured by the number of visitors coming to your site from organic results. In CRO, the count begins when a user is already on your website and does something that will benefit your business.

Take Amazon for example. The purpose of their website is to sell a product. So, if a user just scans through their pages and leaves without making a purchase, it is not a conversion. Similarly, if you run a blog and your aim is to grow your email list, you have a successful conversion only when someone signs up, not when she merely visits and leaves. So, optimizing for CRO is very different than tweaking your website for SEO or PPC.

Again, with CRO, you can intend to fulfill 2 types of conversion:

  1. Macro – wherein a user actually buys a product or requests a quote.
  2. Micro – where a user can add a product to the cart or subscribe to something.

A micro-conversion will ultimately lead to a macro-conversion and you must take care of both while framing your conversion rate optimization tactics. In short, identify why you are running your website and what is it that you actually want, and only then sit down to optimize your page for maximum conversion.

With that sorted, we are now ready for the promised conversion optimization tips that will help you not only to convert a lot of your users but also boost your rank. While many may argue that there’s hardly any connection between CRO and ranking, I believe that one strongly affects the other. Without any further delay, let us begin!

8 Epic Conversion Optimization Tips

1) Not everyone can be your target audience

target audience and demographics

This will require some subjective analysis from your part to understand which specific section of the audience you will be targeting. Not every visitor will convert and optimizing for all is a complete waste of your resources. Moz, being a software company, agrees that most of their audience is technically sound and they maintain their content to suit that standard. Similarly, if your site is intended for a very specific niche, your conversion rate optimization ideas shouldn’t include a design for the masses.

Think like your visitors and provide exactly what they want. No amount of data from analytics can give you an insight into human minds. You must take your time to perform qualitative research and have a website structure that is sure to convert.

2) Give something First, only then expect a return

girl using social media on laptop

To put it simply, a visitor to your website shouldn’t be greeted with a popup to enter her email or a button to buy your product. Will you like it if you are asked to provide your credit card details as soon as you enter a store? Save the conversion step for the last and allow your visitors to look around. Give them the option to choose an action, never ever force the issue.

If you are providing solid content through your blog, place the subscription tab at the end of each post. The headline should go like, “Liked this post? Subscribe to Get Regular Updates”. This way, you are guiding the users to the next step after they are done reading and have presented them with quality content before asking for their emails. Similarly, offer a free trial of your product to give them an awesome experience or show some testimonials before the “Request Quote” button.

3) Use Analytics to collect data

report of performance metrics

And no matter how many of these conversion optimization tips you employ, at the end of the day, you will have to use some analytics to see what all are working. The behavior section in Google Analytics can provide some valuable insights. Under “Site Content”, you can visit the “Landing Pages” section to see where users are arriving at your site and the “Exit Pages” give you an idea from the places they are leaving.

If a user lands at a page and leaves from the very same page, then it is a low performing page. You can compare them with the high performing ones to find out what all are wrong and how can you improve its performance. At times, users leave because they don’t know what to do at the end due to missing CTA and analytics can help you to identify such glitches.

4) Visuals and Images hold a Massive Key

bluehost website home page

The most obvious point among all the conversion rate optimization tips, but so very easy to go wrong. It’s not about stuffing your page with attractive pictures but using the right one to improve your CRO. I really like Bluehost’s welcome banner which almost always looks like this:

A clear image that tells you the whole story. Now imagine the same picture by replacing the girl with her laptop with a very common picture that you see daily. Say a suited man with his arms folded or a woman jumping in joy. It wouldn’t have had the same effect as it has now.

So, don’t go for any random picture just for the sake of having visuals. Really make it fit the surrounding purpose. Images can portray your thoughts stronger and the right ones can work wonders.

5) Slow websites will kill the whole purpose

website loading preloader

A study conducted by the Aberdeen Group brought out a statistic where they showed that if your website takes 1 second longer to load, you will lose 11% of your net page views, 16% of your customers will be dissatisfied and 7% less CRO. People wait for a maximum of 2-3 seconds for a website to load completely and if your page is taking 8, you can very well imagine the consequences.

Hence, while talking about conversion optimization tips, I simply cannot leave page speed out of the equation. Do everything in your power to make your site fast. Always assume that the internet is slow and design your page to fit that criterion. Reduce image sizes, turn off video auto play or eliminate a few JavaScript from your landing page. Your visitors are not patient and it’s about time you respect that.

6) Too much Color will spoil the Broth

variation of different colors

It’s somewhat similar to “too much going on” and a very important pointer in this list of conversion optimization tips. I agree that bright colors on your website make it look attractive but a random selection can make it appear highly unprofessional. To select the right match, understand your brand’s theme, the type of audience you attract and the psychology of every shade. Here is a color guide from Forbes that may help you to decide.

Then again, you may not want to put the same color everywhere. If your whole website is based on a blue theme, you can use a red or a green for your call-to-action button. Maintain a decent contrast that will be in sync with your audience and use the one that seems the most persuasive.

7) Keep things nice and clean

professional looking website page designs

Sometimes, when we become unnecessarily obsessed with converting our visitors, we tend to overstuff our landing page with everything we can think of. Texts, images, buttons, videos – anything that our audience may like, we tend to include them in our conversion rate optimization techniques. Trust me, it doesn’t work. The last thing you want your users to feel is that there’s too much going on in your website. They will simply leave never to come back again.

Strike a balance of all. Guide your users through the conversion process and display only those that are absolutely necessary. No one likes huge blocks of text and you should try not to say everything about the product or your brand. Short and crisp are the way to go and if your visitors feel comfortable staying on your site, chances of conversion will increase.

8) Develop Trust and really work for it

people shaking hands in a room

Going by Moz’s opinion on CRO, visitors will only give you their personal details when they can completely trust you. A website that doesn’t show “Secure” in the URL bar or the homepage playing shady ads are red flags for your audience and your overall conversion rate will take some big hits. If you want the users to convert, make them feel smart and safe.

Online Influencer John Rampton feels that a piece of great content goes a long way to build trust. AWeber believes that delivering what you promise will create trust. If you are offering something free, make sure that the quality is comparable to your paid product and only then can you expect a successful conversion.

And there you go!

I believe that you are now properly equipped to boost your rankings with these conversion optimization tips. Every strategy is unique to a particular website and you may have to tweak a few things to suit your needs. If visitors are turning up, make sure you find ways to make them convert and that will take your brand to new heights.

Feel free to share any tips you’d like to add in the comments section below. Tell us what all worked out for you. Good Luck!

Yes! You can optimize for your site’s conversion rate and “Guesswork” will not do the trick. We all want to sell our products or increase our email list but placing a button where it looks good is hardly the solution. Just like any other marketing strategy, converting your visitors requires work and every corner of your website matters. You need to research, analyze your audience and run tests to find out the optimum conversion optimization strategy which will ensure that your users are doing exactly what you want them to do.

But before moving on to the EPIC conversion optimization tips that I have compiled for you, let us try to understand the term conversion rate optimization (CRO) better. I have seen a lot of dilemmas going around and it only seems fit that I take some time to clear out a few pointers.

Conversion Rate Optimization – the true meaning

If a user fulfills your website’s purpose, only then can you consider it as a “conversion”. The meaning is very different from what it is used for in PPC where the rate is measured by the number of visitors coming to your site from organic results. In CRO, the count begins when a user is already on your website and does something that will benefit your business.

Take Amazon for example. The purpose of their website is to sell a product. So, if a user just scans through their pages and leaves without making a purchase, it is not a conversion. Similarly, if you run a blog and your aim is to grow your email list, you have a successful conversion only when someone signs up, not when she merely visits and leaves. So, optimizing for CRO is very different than tweaking your website for SEO or PPC.

Again, with CRO, you can intend to fulfill 2 types of conversion:

  1. Macro – wherein a user actually buys a product or requests a quote.
  2. Micro – where a user can add a product to the cart or subscribe to something.

A micro-conversion will ultimately lead to a macro-conversion and you must take care of both while framing your conversion rate optimization tactics. In short, identify why you are running your website and what is it that you actually want, and only then sit down to optimize your page for maximum conversion.

With that sorted, we are now ready for the promised conversion optimization tips that will help you not only to convert a lot of your users but also boost your rank. While many may argue that there’s hardly any connection between CRO and ranking, I believe that one strongly affects the other. Without any further delay, let us begin!

8 Epic Conversion Optimization Tips

1) Not everyone can be your target audience

target audience and demographics

This will require some subjective analysis from your part to understand which specific section of the audience you will be targeting. Not every visitor will convert and optimizing for all is a complete waste of your resources. Moz, being a software company, agrees that most of their audience is technically sound and they maintain their content to suit that standard. Similarly, if your site is intended for a very specific niche, your conversion rate optimization ideas shouldn’t include a design for the masses.

Think like your visitors and provide exactly what they want. No amount of data from analytics can give you an insight into human minds. You must take your time to perform qualitative research and have a website structure that is sure to convert.

2) Give something First, only then expect a return

girl using social media on laptop

To put it simply, a visitor to your website shouldn’t be greeted with a popup to enter her email or a button to buy your product. Will you like it if you are asked to provide your credit card details as soon as you enter a store? Save the conversion step for the last and allow your visitors to look around. Give them the option to choose an action, never ever force the issue.

If you are providing solid content through your blog, place the subscription tab at the end of each post. The headline should go like, “Liked this post? Subscribe to Get Regular Updates”. This way, you are guiding the users to the next step after they are done reading and have presented them with quality content before asking for their emails. Similarly, offer a free trial of your product to give them an awesome experience or show some testimonials before the “Request Quote” button.

3) Use Analytics to collect data

report of performance metrics

And no matter how many of these conversion optimization tips you employ, at the end of the day, you will have to use some analytics to see what all are working. The behavior section in Google Analytics can provide some valuable insights. Under “Site Content”, you can visit the “Landing Pages” section to see where users are arriving at your site and the “Exit Pages” give you an idea from the places they are leaving.

If a user lands at a page and leaves from the very same page, then it is a low performing page. You can compare them with the high performing ones to find out what all are wrong and how can you improve its performance. At times, users leave because they don’t know what to do at the end due to missing CTA and analytics can help you to identify such glitches.

4) Visuals and Images hold a Massive Key

bluehost website home page

The most obvious point among all the conversion rate optimization tips, but so very easy to go wrong. It’s not about stuffing your page with attractive pictures but using the right one to improve your CRO. I really like Bluehost’s welcome banner which almost always looks like this:

A clear image that tells you the whole story. Now imagine the same picture by replacing the girl with her laptop with a very common picture that you see daily. Say a suited man with his arms folded or a woman jumping in joy. It wouldn’t have had the same effect as it has now.

So, don’t go for any random picture just for the sake of having visuals. Really make it fit the surrounding purpose. Images can portray your thoughts stronger and the right ones can work wonders.

5) Slow websites will kill the whole purpose

website loading preloader

A study conducted by the Aberdeen Group brought out a statistic where they showed that if your website takes 1 second longer to load, you will lose 11% of your net page views, 16% of your customers will be dissatisfied and 7% less CRO. People wait for a maximum of 2-3 seconds for a website to load completely and if your page is taking 8, you can very well imagine the consequences.

Hence, while talking about conversion optimization tips, I simply cannot leave page speed out of the equation. Do everything in your power to make your site fast. Always assume that the internet is slow and design your page to fit that criterion. Reduce image sizes, turn off video auto play or eliminate a few JavaScript from your landing page. Your visitors are not patient and it’s about time you respect that.

6) Too much Color will spoil the Broth

variation of different colors

It’s somewhat similar to “too much going on” and a very important pointer in this list of conversion optimization tips. I agree that bright colors on your website make it look attractive but a random selection can make it appear highly unprofessional. To select the right match, understand your brand’s theme, the type of audience you attract and the psychology of every shade. Here is a color guide from Forbes that may help you to decide.

Then again, you may not want to put the same color everywhere. If your whole website is based on a blue theme, you can use a red or a green for your call-to-action button. Maintain a decent contrast that will be in sync with your audience and use the one that seems the most persuasive.

7) Keep things nice and clean

professional looking website page designs

Sometimes, when we become unnecessarily obsessed with converting our visitors, we tend to overstuff our landing page with everything we can think of. Texts, images, buttons, videos – anything that our audience may like, we tend to include them in our conversion rate optimization techniques. Trust me, it doesn’t work. The last thing you want your users to feel is that there’s too much going on in your website. They will simply leave never to come back again.

Strike a balance of all. Guide your users through the conversion process and display only those that are absolutely necessary. No one likes huge blocks of text and you should try not to say everything about the product or your brand. Short and crisp are the way to go and if your visitors feel comfortable staying on your site, chances of conversion will increase.

8) Develop Trust and really work for it

people shaking hands in a room

Going by Moz’s opinion on CRO, visitors will only give you their personal details when they can completely trust you. A website that doesn’t show “Secure” in the URL bar or the homepage playing shady ads are red flags for your audience and your overall conversion rate will take some big hits. If you want the users to convert, make them feel smart and safe.

Online Influencer John Rampton feels that a piece of great content goes a long way to build trust. AWeber believes that delivering what you promise will create trust. If you are offering something free, make sure that the quality is comparable to your paid product and only then can you expect a successful conversion.

And there you go!

I believe that you are now properly equipped to boost your rankings with these conversion optimization tips. Every strategy is unique to a particular website and you may have to tweak a few things to suit your needs. If visitors are turning up, make sure you find ways to make them convert and that will take your brand to new heights.

Feel free to share any tips you’d like to add in the comments section below. Tell us what all worked out for you. Good Luck!


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