Conversion optimization explained clearly
Conversion: everything and nothing
A conversion always happens when someone performs a desired action. It can be anything: subscribing to a newsletter, signing a rental contract, downloading a document, buying a car, etc.
In online marketing, a conversion is a click on an ad, a download, a "like" on social media, a newsletter subscription, etc. In online marketing, a conversion can also be (almost) anything - but only on the premise that it takes place digitally.
The more people perform the desired action, the better - and the higher your conversion rate. Companies can take different approaches to achieve this goal.
We will therefore show you how you can increase your conversions.
Note: To get the most out of our blog post, it is helpful if you are already familiar with the following terms. If not, simply click on the relevant links to find out more in our glossary. We wish you much success and enjoyment with your training!
The quick formula for the conversion rate
Yes, it really does exist: the formula for calculating your conversion rate! And it is:
Conversion rate = (buyers : visitors) x 100
So you divide the number of people who have bought from you by the number of your total website visitors and multiply this result by one hundred.
Conversion rate optimization (CRO) is then about increasing this figure as much as possible.
Our Tip: You can also obtain the relevant figures and data (total visitors & buyers) using appropriate tools (such as Google Analytics). You can track conversions in these tools if you have set this up. As you can see, data is also important for conversion rate optimization.
What the conversion rate & its optimization bring you
If you break it down very succinctly, you can say: The conversion rate (CR) shows you how much Success with your website (or another measure, such as SEO, SEA), so it makes your measures measurable.
And the goal of their optimization is always to increase your profit or Increase sales. This is also known as CRO, or conversion rate optimization.
Conversion optimization for websites: how it works
Unfortunately, there is no detailed step-by-step guide that you can always use for conversion optimization. Because how you optimize depends on what your goal is:
Should customers subscribe to the newsletter?
Do you want site visitors to buy from you?
Do you want Google users to click on your ad?
Nevertheless, marketers have some versatile measures for conversion optimization in their bag of tricks. We will now introduce you to these in more detail.
1. personas
So-called buyer personas are prototypical representatives of your target groupThey represent the needs of your customers, have their characteristics and have their features.
You usually create these in marketing to be sure that you are really targeting your customers and visitors. They give you tips on how to best design your site, what the navigation should look like, what content is desired, etc.
If your target group is older, for example, your website and your marketing must be structured differently than for a young target group (e.g. larger font, different approach, etc.).
2. design of your page
Of course, the design of your website should match your target group, so we can't tell you how your site should look down to the last detail.
However, if the goal is conversion optimization, it is always good if your site:
- inspires confidence: Z. E.g. through a clear and intuitive design, awards, reviews from other customers
- Modern appears: Outdated-looking websites often appear insecure
- A harmonious effect: If you use too many colors, your website will quickly look like it was made by a child. If the images don't match, the effect will also suffer.
- Clear & serious is: Users know what to expect after clicking on an element, you have transparent prices, product images are clearly understandable, shipping information is easy to find, etc.
3. a/b tests
The A/B testing allows you to find out which elements of your website are particularly popular with your users.
You will create two different versions of your page and test them against each other for a while.
It is important that they do not differ in too many elements, as you will then no longer be able to find out which specific change has led to more success.
For example, you'll end up knowing that to optimize your conversion rate, you should place your first CTA in the second paragraph and not in the first.
4. title tag & meta description
However, you can also start with conversion rate optimization outside of your website: Your title tag and meta description (the text parts of a page that users see when they have entered a search query on Google) can also make a big difference.
These are the title tag and meta description. ©KOMMA99
Do you do this more meaningful and more attractive through rich snippets, for example, they can also help to attract more Google users to your site. This also applies to the title tag and meta description of your Google ads (SEA).
This additional information is known as rich snippets. ©KOMMA99
5. eye-tracking
And last but not least, we come to another, more unusual method that helps you with conversion optimization: eye tracking.
The Human eye movements measuredwho look at your website. This way you can find out where they look first, which areas they miss completely and which ones attract particular attention.
For your conversion optimization, this means: Place all important website elements in the areas that receive the most attention.
6. optimize forms
Yes, you read that right. Even the Structure of your forms can lead to potential customers dropping out after all. Here is a small consideration:
Imagine you have a question for a company and have to fill out a form. Or you are in an online store and have to enter your details. And then there is a field asking for your telephone number. This is a mandatory field. What do you do?
Most respond with: 1) giving a wrong phone number or 2) first checking what the competition is doing and whether they also want a phone number.
It can also help your conversion optimization if you simply make this field optional.
Conversion optimization for SEA
Companies can also increase their conversion rate with regard to SEA (Google Advertising/Google Ads).
This works, for example, by customized ad texts, titles and meta descriptions - just like the website in general.
In addition, the Landing pageto which the ad leads. Conversion optimization works here through similar measures as for the general website.
Conversion optimization for online stores
Now let's move on to online stores. Here, too, companies can take a wide variety of measures to drive conversion rate optimization (CRO):
1. optimize shopping cart
The ordering process, i.e. the moment when users really become customers, is always a delicate moment. This is because there are many small adjustments that, if turned incorrectly, can lead to abandonment.
Reasons for termination of the purchase process can be:
- the ordering process is too complicated
- Users must register in order to order
- your store seems unsafe
- the desired payment method is not available
For conversion optimization the following tips will help:
- Design the store clearly
- Enable guest orders
- Integrate seal of approval & positive reviews
- make many payment options possible
If a visitor adds products to the shopping cart but does not purchase them, pop-ups can also be helpful to remind visitors to continue with their purchase.
2. pay attention to usability
Are products easy to find? Does the store look good on mobile? Can I find all the (product) information I need?
These questions should be answered in the affirmative at the end of your conversion optimization.
In addition, it is always helpful to inform the user at an early stage about the steps required to complete a purchase (keyword: transparency).
3. customize design
Design ... is also a big issue for online stores. You can increase conversion optimization with well-shot product photos and harmonious colors alone.
Because even if it sounds unusual at first: The choice of colors, for example, can also influence whether a user buys or not.
Interim conclusion: You can use conversion optimization here
The As mentioned at the beginning, conversion optimization or conversion rate optimization (CRO) can be used in almost all online marketing areas:
- SEA/Google Ads
- Website
- Online Shop
You can take different measures to ultimately convert users into buyers.
Conversion optimization & SEO
It is important not to forget the topic of SEO when it comes to conversion rate optimization. Because you can optimize as much as you want: If customers simply can't find your site or store because it's only on page 5 of Google, even the best measures to increase conversions won't help you.
You should therefore always focus on search engine optimization (SEO) at the same time as all your optimization measures.
And here another SEO-relevant point plays a role: If you optimize your conversions, this shows the search engines that your store, website, etc. was really helpful for the users. The User interactions are therefore positive - and this is very important both for Google and in terms of SEO.
A few final thoughts on conversion optimization
As you can see, conversion optimization or conversion rate optimization (CRO) plays an important role in marketing.
Here are a few more thoughts and tips to help you with your optimization measures:
- Your goal for the measures does not always have to be a direct increase in sales. You can also divide this major conversion goal into smaller sub-goals in order to achieve your goal step by step.
- Some websites also recommend conversion optimization by simply bringing more visitors to your website. Here, however, we question whether the plan will work in its entirety. After all, more visitors won't help you if they are all put off again by the various weak points. A good mix (more visitors + CRO) can be the solution here.
- Don't neglect SEO in your optimization measures.
- Keep one thing in mind in everything you do: the benefits of your product must outweigh the costs of it.
Do you still have questions or want to have your conversions improved by professionals? Then get in touch with us!
