First of all, we need to understand what conversion rate optimization is. The conversion rate is a systematic process of increasing the site visitors percentage who always take the desired action. This is done by filling out a form, becoming a customer, or otherwise. This process always involves understanding how customers move through your website platform, what things they are doing, and what is stopping them from completing your main aim.
What is meant by the word conversion?
A conversion is a basic term for any visitor who is completing a website goal and these goals come in many types of shapes and sizes. For example, if you have made your website sell some kind of products, then the initial goal will be for the user to make a purchase. You will find that some smaller conversions can happen before a person completes a macro-conversion then, like signing up to receive all the mails and these are categorized as micro-conversions.
Examples for macro-conversions
1. Purchasing anything from the website
2. Requesting for a quote
3. Last subscribing to any kind of service
Examples for micro-conversions
1. The time when you are signing in to get the email lists
2. Creating your account
3. Adding a new product to your cart
What is the conversion rate?
If we take a website example then its conversion rate depends upon the number of times a person completes a specific goal which is divided by your website traffic. So if a person can convert in each visit and divide the number of conversions by the number of sessions. And if you are selling your subscription then divide the number of conversions to the users there. And the optimization takes place when any user visits your site. And don’t forget that this is different from the conversion optimization of SEO because this focuses on who clicks through your website from the organic results.
Calculating the conversion rate
When a user can convert each time they visit your website and the user can make a new purchase each time they visit. Optimization is important as it can make more and more purchases. If a person visits your website 3 times then it will be three sessions and three different opportunities to convert.
In the first session where no conversion takes place, a user was familiarizing themselves with a particular site and then poke around. In the second session, the person can buy a new antenna and this is known as a conversion. In the last session the person came back to your site and then bought a new set of gears and a blinking light now this will be considered as another conversion. And every single product will be categorized as a single conversion. Now for taking down the rate of this conversion we need to calculate the number of unique purchase orders and then divide it by the total number of os sessions. Just take an example that a user has done 2 sessions from three.
Then the user has done 2 sessions divided by the total session which is 3 so the percentage will come to a 66% conversion rate. So if we take a figure of unique order = 500 and sessions= 5000 and by dividing we will get 10% of conversion rate.
And there can be a situation when a user can only convert once then the sessions will be followed:
In the first sessions, the person came to your site for the very first time to explore then there will be no conversion. In the second session, the user will be subscribed to the monthly and this will be your conversion and in the last session, the user will come back to see your blog articles and then poke around. In this situation the user can convert when they visit your site and looking at the number of sessions then you have to measure the conversion success by the number of visitors. And now calculating unique order= 500 divided by unique users= 2500. The conversion rate will come to 20%.
This will be the best example to calculate the conversion rate in two different ways when the user can convert the rate and when the user cannot.
What are the ways conversion optimization rate benefits SEO?
• Improving customer insights
The CRO can help you to understand in a better way your key audience. And also helps what language or messaging best speaks to their needs and CRO looks at finding the correct customers for your business. Many people don’t do the business any good as they will be not the correct user.
• For better ROI
If your conversion rate is higher than making the maximum number of resources and by studying all the things that how to get the most out of your acquisition in return you will be getting more conversions without bringing more potential customers.
• Give better scalability
While your potential customer’s size may not scale as your business gets more profit then the CRO helps you to grow without getting off of any type of resources and customer perspective. By giving more sites to buyers then you will grow your business without any interruption out of potential customers.
• For better user experience
When a person feels that your site is more interesting then they will stay at your site and CRO helps you to study what works on your site more. By understanding in a better way you can give your user a better experience and they will feel empowered by the site and will engage with it more.
• Enhanced trust in your site
When a person trusts your site they give all the personal information and your site will be your number one. Just like your internal sales team and your website should be professional, courteous, and ready to give all your answers to their customer’s queries.
Key for the successful optimization
Just keep in mind what you have to optimize, where to optimize, and who to optimize for which is important for optimizing your conversion rates. And this strategy is important and will be successful. If you don’t select data then you have to make any changes afterward and making decisions on just the gut feeling is not good. So rooting assumptions in data are more important for successful optimization.
First is the analytics method
Analytics method is also known as quantitative data analysis which gives you a hard number behind how users behave after visiting the sites. So first start with strong web analytics like Google Analytics and then add tracking for conversions. This method will help you to know how people engage with the website and quantitative analytics gives the following information:
• First that where users enter your website and that is which webpage they land on first.
• Which types of features users use that is where on-page or with which site they do spend more time.
• What are the channel and the referrer they bring that is where the user found and clicked on a specific link to the website.
• What devices they use for search results and browsers.
• Which type of customers are showing more interest in your sites like demographic and their interest.
• Where people abandon more conversion funnel that is where and what activity do all the people leave your website
This information is really important and focuses your efforts more and by doing this the pages will be most engaged and valuable to your people. You will also get to watch more impact by doing some strategic things.
The people method
After doing the first method if you have diverse content with the large site then it will help you to know from several perspectives. And with doing lots of effort you will understand how your users interact with your website and you can see the behavior behind this. This method is known as qualitative analysis which is more subjective and you have to see all the quantitative data to identify who you should be asking. You can’t optimize all the users and the ways to get this data are on-site surveys for better understanding, user testing, and last satisfaction surveys.
This method helps in providing information like:
• Why users get engaged and why do they decide to visit your specific site? What is the reason to visit and which product or service appealed to them?
• What your site offers them, your features, and services offered by your company?
Now the best 5 must-have conversion rate optimization tools you should try
• First is the user testing for human insights and feedback
This tool will help you to grab more relevant users’ insights from your target audience and with this panel on your side you can get quick feedback easily on your campaign or new product launch. Without slowing down the development you can get precise personas and target consumers in a few hours easily. This process helps in understanding your user interaction with your site more easily and you can get to know that if they are facing any type of problem on your site. With this tool, you can also check your competitive usability and test them, market intelligence, and selling disputes with stakeholders. And with this, you can make the right decisions that can convert your users. Brands like Subway use this amazing tool to find new things into what their people want.
• Second is they outgrow for interactive content on sites
If you have interesting content then you can easily fetch 30 to 40% of conversion rate as compared to other landing pages. Interactive content can be anything on your page like quick quizzes, some solid surveys, calculators if needed, and many things that have the capability of engaging your users in a better way. And through this, the person can provide their lead information to you and this will robust the lead generation by nurturing and segmentation.
• Third tool is SumoMe for building list
This tool will help you to get your customers to stay at your site lifelong. By creating new pop-ups, welcome mats, CTA, scroll boxes, smart bars, and many more interesting things. you can set your pop-up timings and also the level of engagement. And this simple to drag and drop interface will help you to generate your conversion rates without any type of hassle.
• Another tool is Optin monster for exit intent conversion
This tool helps you to convert your users, intending to abandon your site into more subscribers and visitors. Tracking and monitoring movements of users and then offers you the best opportunity to show a targeted message. This also helps you to get personalized offers through a simple pop-up right before they are gone. Many people around 70% come to your website and never visit again and your marketing efforts go to waste. With this amazing technology, you can easily make an environment to get an additional around 24% of the users by converting them into email subscribers and after that into paying visitors. You can test A/B elements with this tool and get a better understanding of what is working and what is not. And this will decrease cart abandonment problems and increase sales. The shockbyte also uses this tool and through this, they have experienced more sales and are very satisfied with the features.
• Last is mention for social media monitoring
You can easily see what people are experiencing through your site and what they are writing online about that. You can get to know dissatisfied users which end up converting into a bad influence for your site online. And this will affect your products and service. And if you use this tool you can engage your customers and then improve the experience of your customers online and this will boost your conversion rate. And one satisfied user will spread more positive reviews about your brand.
Currently serving as the Managing Director of SEO Discovery, Mandeep Singh is an ardent reader, learner, and writer. He embarked on a career in Digital Marketing decades ago. Since then, he has been providing solutions to many businesses. He also takes time to keep readers posted with what he learned while building his years of experience. That’s so because he believes in the concept of sharing his expertise.