Get to know the Conversion Rate, Important Factors, and How to Optimization
After successfully making a website for online businesses, you begin to see increased traffic. But, is just enough traffic? Certainly not. Traffic is indeed important, but in an online business, there is a more important metric: Conversion Rate or conversion ratio.
In this article, you will learn about Conversion Rate, what it uses for online businesses, and the best methods to optimize conversion rate optimization (CRO).
To start the article, let’s get a little acquainted with the Conversion Rate.
What is the Conversion Rate?
Conversion rate is a percentage of the number of visitors who carry out certain activities of the total number of visitors on a website. High Conversion Rate is one of the indications of successful marketing strategies and website design.
Conversion rate measurements vary greatly from one industry to another and from one stage of marketing to other stages.
The social media website in general measures the level of conversion from the percentage of the number of visitors to create an account, while online stores usually measure the conversion ratio with the percentage of accounts and the number of sales.
Each business model has various levels and types of conversion rates. But there is one of the same things: the higher the conversion rate on a website, the more successful the website is in marketing a product, so the more leads are obtained.
One concrete conversion example is when you visit a Marketplace website like Tokopedia, you are required to register to start shopping. At that point, you have become part of Conversion (Change) from Tokopedia visitors to the Tokopedia account owner.
After you create an account, you will shop using Tokopedia services. Here, you have also been converted from passive account owners to be active buyers in Tokopedia.
Well, after a little understanding of the conversion rate, let’s discuss why the conversion rate optimization rate (conversion rate optimization) is one of the most important things in developing an online business.
Why is the Conversion Rate Optimization Important?
Conversion rate optimization is important to do to reduce customer acquisition costs (Customer Acquisition Cost) by increasing the interest of website visitors to the company along with the products or services offered.
Imagine if a landing page on your website has 3,000 visitors each month with a 5% conversion rate.
From that number, you will get 150 new conversions without the need to do anything actively! In short, by optimizing the Conversion Rate, the opportunity to obtain new clients or customers will increase.
Of course, achieving a good conversion rate requires a lot of research, experiments, and course failure. Here are the factors that affect the conversion rate.
Factors Affecting Conversion Rate
Various factors can play a role in increasing or reducing the conversion rate of a website page. Here are some of them:
1. Proposition value for visitors
Value proposition, or value proposition, is a function offer that visitors will get if they do an action on your website. The purpose of this value proposition is to show visitors that you not only offer a product or service but also benefit them.
The benefits in question here can be in the form of bids, free content, templates, or other things that can be useful for your website’s ideal visitors. Some examples of the most used value propositions are:
- “Get the latest news about social media by subscribing to our email newsletter”
- “Make your business more profit with our software”
- “Increase 15% sales in 30 days with our best digital marketing strategy”
- “Download this free ebook to become a social media expert”
2. Relevance with the target market
Remember, you have to make a value proposition to draw the attention of visitors with the ideal profile to become a client or customer. By offering value that matches the ideal customer, the possibility of conversion will be much higher.
For example, you sell skincare products, you can offer ebooks about healthy skincare routines.
Check out the sample proposition of the value of the HubSpot below. Here, they offer a blog post template that can be used by visitors to write efficient articles. Instead, you need to enter your email to download the template.
This is because Hubspot targets its products to the Content Marketer, Digital Marketer, and the profession related to digital content which of course can take advantage of the blog post templates for their work.
3. Clarity of offers
In CRO, the offer you make must be very clear and detailed. This is to help convince website visitors to take action as you want.
Make sure the message on Landing Page is very clear about what is offered.
Here, backlinks offer exclusive SEO tips that are only given to customer email newsletters.
Q: What will visitors get?
A: SEO Tips
Q: Why do visitors have to register their email?
A: Because these SEO tips are exclusive for Email Newsletter customers
Make sure your landing page offers a clear offer so that the website visitors also know for sure about what you want.
6. Quality of Content
The quality of your website content will certainly be one parameter for visitors to determine their views on your brand. If the quality of the content on your website is bad, then the possibility of conversion is also small.
Therefore, make sure you only make quality content, both in terms of information, a compilation of words, spelling, and readability or ease of reading.
7. Website Design
Website design is one of the elements that play an important role in optimizing the Conversion Rate. Color combinations, arrangement of elements, font choices, Call-to-Action (CTA) laying, and other visual factors have a significant impact on how visitors interact with your website.
Of course, website design is one creative decision that requires trial and error to find which is the most effective. You can do A / B testing to find the best website design with accurate data.
How to Increase Conversion Rate
1. Use pop-ups for websites
Research from Sumo shows that the average conversion rate of pop-up elements is 3.09%. But if done with the right steps, the pop-up conversion rate can reach 9.28%.
Pop-up on the community interrupts your visitors with field columns. However, several tips can increase the conversion rate from your pop-up drastically:
- Offer Premium Content for free (ebook, infographic, template, and other free products)
- Make sure the pop-up appears at least 30 seconds after visitors enter the website
- Make sure the button to close the pop-up is clearly and easily accessible
- Set cookies so that pop-ups only appear once for each visitor
- Don’t ask for too much information, just email enough
If you use pop-ups and apply the 5 tips above, your conversion will increase quickly.
2. Add testimonials
If you see a product that has never been purchased or reviewed by someone else, will you buy it?
Most likely, no.
Therefore, install testimonials on the pages that you want to increase the conversion. In addition to testimonials for services or products, you can also use client logos that have used your product on the website of the website.
3. Eliminate the distributor elements
Too many elements on a page can be a distraction for visitors so that the main elements that become conversion towers are ineffective.
The page that is the conversion center point must be clean, clear, and easy to read. If there are elements that are not essential or only decorative, delete them from the landing page.
Ideally, the element of a landing page is as follows:
- Value proposition
- Visual and written offer
Again, Landing Page Backlinko is a good example of a clean and focused page.
4. Test headlines
Good headlines can determine the success of a landing page. If the headline used conveys the wrong message, then many visitors will leave your website without returning.
But, when you do the conversion rate optimization, chances are you find the right headline in once trying very small.
Therefore, you need to do a / b testing to find headlines with the best results. When testing, several variables can be tested:
- Long headline
- Products offered
- Tone (serious / relaxed / funny / sad)
- Use of statistics
- Use of numbers
5. add urgency with countdown
The use of a countdown to get one offer is a marketing method using FOMO (FEAR of Missing Out – aka, fear of missing).
This is one of the very very popular marketing strategies used in Indonesia (for example flash sale; new year promo, Christmas promo, etc.).
Use this method on the offer in your landing page as one of the Conversion Rate Optimization methods.
6. Strengthen Call to Action Writing
Using a Call to Generic Action Writing like “Buy now” or “Register Now” Surely will not produce a good conversion rate for your website.
Use the CTA that is specific to every offer like “Yes, I want to get a discount” or “Yes, get special product offers” so when visitors read it, they are reminded back about what will be obtained.
7. Apply an easy initial process
To begin the process of increasing the conversion on your website, make the first conversion step as easy as possible.
Don’t ask visitors to fill in too many columns like the first name, last name, telephone number, and so on. Just ask for an email address.
Too many field columns will make customers discourage their intention to accept your offer. Maybe they also don’t want to submit excessive personal information to unknown parties.
Remember, this is for the initial process of conversion and development of trust in your brand. You can request more data in the next steps.
Tools to test and optimize CROs
We will group tools that can be used for Conversion Rate Optimization based on their usefulness. We divide it into three categories below:
The most basic and important tools that need to have to increase the conversion rate are analytics. Here are some Analytics Tools that can provide accurate data to help you plan Conversion Rate Optimization:
- Google Analytics.
User Survey Tools.
With the data obtained from analytics tools, you can pursue the cause of increasing or decreasing conversion rate by surveying users to find out what they like or don’t like about your website.
Here are some tools that can use to conduct surveys:
- Monkey Survey
User Behavior Testing Tools
A last category is a tool that can provide more in-depth analysis results. These tools can be used to analyze how visitors interact with your website.
Apart from being an analytics tool, Crazyegg also has eye-tracking technology that allows you to visualize how users come and interact with your website through Heat Map, Scroll Map, Overlay, and Confetti Tools.
ClickTale is a technology that can provide analysis results in the form of videos. This video will describe the travel flow of your website visitors, making it easier to digest because it uses a visual element.
Balsamiq is a wireframing and mockup tool that allows you to create “friendly” wireframe scripts and can prepare hypotheses for testing your website.
Cacoo can help you arrange various diagrams based on analysis reports in the form of sitemap, flow diagrams, mind maps, image skeletons, UML diagrams, and network diagrams.
Browsershoots are online tools that can be used to take screenshots of websites and test them on several computer devices to find out how the website user experience while visiting and providing input for further analysis.
Hotjar is a tool that recording user interaction on your website pages. You can see the visual marker of click, scroll, movement, and downloads done by the visitor. In addition, you can also record the interaction of some visitors on your website.
Indeed increasing the Conversion Rate of a website requires a lot of time investment, energy, and even funds. But by optimizing the Conversion Rate Website, you will get a business increase from the website without the need to act actively.
Surely there are many ways to increase the conversion rate other than what we mentioned above, but the 7 methods are already proven effective.
In addition to the factors, methods, and tools discussed here, the quality of your website server can also be a factor that affects the confidence of visitors. For your business to grow and increase the number of customers you don’t forget to advertise through the Froggy Ads service, you can start by advertising your product, so that later you can improve visitors in your online business portal. FROGGY ADS is an online advertising service that can help you control all your product campaigns. Helps you target the targeting target you want and give you many choices to market your product.