Generating a hefty amounts of traffic on your website is only a part of a deal. The other part is encouraging the users to convert - buy your product, fill the form, etc.
Why do you need Conversion Rate Optimization
The moment you see a lot of page views that do not reflect in sales metrics, is the moment to look for conversion optimization. Large traffic means that your on-site and off-site elements are pretty much in a good enough shape to bring a lot of people to your website, but there is still something that needs to be changed in order to raise the selling factors.
This is the moment that we turn into detectives in search for the cause of insufficient sales.
You can make the first impression only once, and your website is how people see you and your product. Your on-page content is how you introduce yourself to the client. It starts in SERP, where they see your website among many others results. If they decided to click it and they came to your site, but still they didn’t buy, it means that there is something on site that scares them off or makes them think it’s not worth it to spend money here.
Not only that, but also Google algorithm has its own criteria of ranking pages. If your on-page content has low quality and utility, or you have no content at all, you will not be visible. Without visibility, there is nothing to convert off of.
Let’s face it - ugly layout will reduce the users’ experience dramatically. Unless they need your product really bad, and you are the only provider, they will not convert. We will tell you, if your website is good looking or not. Also, our graphics designer team will work on suggestions on how to fix it. For example, did you know that red “BUY” button can sometimes have a worse conversion rate than greeny one? Sure, red color is something that you notice immediately, but it connotes with a warning. And green? Green button is a green light for the purchase. Details
The fewer steps the client has to take to make a buy, the more likely they will do it. If the navigation on your site is clunky and unfriendly, if there is a lot of inconvenient scrolling back and forth, your conversion rate will drop. Everything has to be crystal clear. You client doesn’t have time to learn how to use your site, and where things are. They don’t care about you and your business. It’s their needs that you have to fill, not yours. You are there for them - not the opposite. Once you take care to make everything straightforward on your website, so that the client doesn’t struggle to make an order, you’re good to go. Customers will appreciate you handing your product to them on a silver plate.
The User Experience
In 2020, Google stated that they want to pay closer attention to user experience. Their algorithm will analyze the user’s behavior on your site and decide whether they were satisfied or not. We don’t have to tell you what happens, if the user is not happy.
Everything has to be perfect. The on-site perfection will not guarantee the automatic conversion rate increase, but it will guarantee that the user experience is not the cause of low ratings.
The work on user experience never stops. It’s constant.
What will we do to help you?
- Define the goal - it has to be reachable and measurable. Simple statement like: "I want to sell more" will not do.
- Settle the target conversion rate - it will tell us if our methods are working or not,
- Analyze the current situation - we will examine the traffic, the customer journey, trouble spots, competition research, social target analysis, etc.,
- Identify a problem, and prepare solutions - previous point will deliver issues that need fixing,
- Testing - we will have to monitor changes and determine, whether our actions are giving results or not,
- Implement the changes - the solutions that gave good results during test phase should become a standard in your company. The ineffective ones are redundant.
All about testing
In optimizing the conversion, it’s not like that we perform certain actions, and it will guarantee an improvement. Every small details has to be thought over well, as even small things like the location of “BUY” button can be crucial. 0.5% conversion rate may seem like not much, but it all depends on scale. If you have 10 visitors a month, it’s barely noticeable. If you have million unique visitors, suddenly it becomes a considerable number.
We have conducted A/B tests, that were supposed to give us the required data regarding which version of the service will guarantee the highest sales. Long story short, A/B test relies on comparing two versions of the same website aiming for ultimately choosing the one that’s better at achieving its goals.
During the test we have selected 2 selling subpages, with a hypothesis:
- The change in the placement of the elements on the website will increase the conversion.
To determine which version of the website is more effective, there was a measurable target chosen - the number of buying orders.
The results of the first subpage version
Original - the probability of scoring the highest results - 17%
New Variant - the probability of scoring the highest results - 83%
The results of the second subpage
Original - the probability of scoring the highest results - 26%
New Variant - the probability of scoring the highest results 74%
After conducting the tests the hypothesis that we made before running the test, confirmed itself. The simplification of the purchasing process and placing them in an organized order resulted in an improved conversion rate. In the original variant, there was a necessity to scroll down the webpage to make an order (back to step 3). The new variant guaranteed a fluent process of making an order without making it to the top of the website after step 3.
Every change has to be tested and determined if it brought a positive or negative result, or no result whatsoever. For small, starting companies it will not matter that much, but for established brands it’s a difference between life and death.