Conversion Rate Optimization
Having a website for your small business is good. Working on its SEO to increase chances of searchers finding your business is even better. Having a landing page that converts well is the greatest thing ever.
The whole point of optimizing your website is so that you can benefit from the massive, organic traffic that search engines can provide for you. However, if you do not optimize your landing pages to convert just as well, you are leaving a lot on the table.
Business-wise, it does not matter how many people visit your website, but how many of them find your website convincing enough that they visit your business location.
Therefore, it is important to have your landing page optimized to convert your website visitors.
What is Conversion Rate Optimization?
According to Wikipedia,
conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
It simply means that using CRO techniques, you can increase the number of your website visitors from being passive into active. Being “active” depends on what exactly is your conversion goal.
Many bloggers will focus on email subscribers, while affiliate bloggers are more concerned with making a commission. For a small business, it is likely that your goal is to schedule a call, a meeting, or a visit.
In other words, you want them to move smoothly along this customer journey:
Online searcher → Website visitor → Potential Lead → Customer → Repeat Customer.
How to Calculate Conversion?
Calculating your current conversion rate is relatively simple, especially if you have your analytics well set-up. You just need to define your goal of conversion and how many times one visitor can convert.
There are usually only two scenarios: a visitor can convert once or a visitor can convert multiple times.
To calculate the conversion rate when your goal is for a website visitor to convert once, you will need to calculate the number of visitors who completed the goal divided by the total number of your website visitors and multiply by 100.
It looks like this:
(300 Unique Goals ÷ 1000 visitors) × 100 = 30% conversion rate.
To calculate the conversion rate when your goal is a for a website visitor to convert each time they visit your website (ie each session), you will need to look at the number of sessions where the goal was completed divided by the total number of sessions multiplied by 100.
It looks like this:
(250 unique goals ÷ 3000 unique sessions ) × 100 = 8.33% conversion rate.
What Does Conversion Rate Optimization Include?
There are many aspects to CRO. They all depend on how well your current page is set up and what the end goals are.
In general, you want to make sure your page converts the largest number possible. There are a few techniques used by they mostly focus on improving the following aspects of your page:
- Design of your page.
- Content copy
- and user experience.
Any good CRO expert knows that there is no secret formula, but there is a not-so-secret ingredient although widely unused. This ingredient is Split Testing or A/B Testing.
Because we do not know which of the already-tested tactics will work best for your business, we are obliged to test them all out and fine-tune them to fit your business needs.
You can have as much traffic as you want using SEO techniques, but if you are not using CRO techniques, you will lose many opportunities to grow your business.