Table of Contents
Website conversion rates average around 2 percent. For every 100 visitors, you can expect to only get 2 customers. And honestly, that’s a pretty good conversion rate. Many sites only have a 0.1 to 0.2% conversion rate. That takes 1000 visitors to get 1 customer. How to Optimize Conversion Rates so we can get more customers with the traffic we already have?
CRO is a digital marketing strategy aimed at increasing the amount of visitors who take a specific action on your website. It could be something as simple as clicking on a video or signing up to a mailing list. Alternatively, it could be a sale or subscription order. However, to fully understand it, we need to back up a bit and look at what a conversion rate, and therefore, a conversion, even is.
How to Optimize Conversion Rates
Perform competitor analysis
You need to know what your competitors’ strengths and weaknesses are if you want to beat them. You can then use that information to highlight your USPs and strengths over your competitors’ weaknesses.
Also, keep in mind that people do research before they buy something. They’re going to check out your competitors and how you measure up to them. By doing a competitor analysis, you can put yourself in the shoes of your customers and compare yourself to your competition the way your customers would. Then you can focus on making sure your site and product line are the best ones they’ll find.
Apply sales copy best practices
Improving conversion rate is often about making your website sales copy more persuasive. Case studies have shown over and over that even small changes or improvements to your copy can make a difference in how many people buy from you.
There are many parts of sales copy that you can and should test. The headline is the most important. The founder of the global marketing firm Ogilvy, David Ogilvy, was often quoted as saying,
Add proof from other people
Did you know that 89% of people who want to buy something first check online reviews? The Canvas8 study, which was paid for by Trustpilot, also found that 49% of people say positive reviews are one of the top three things that make them buy something.
Without a doubt, your online presence and reputation affect the number of people who buy from you. Because of this, your site should have social proof. You can link to your Yelp page or any other directory page where customers have left reviews.
Keep track of how people use your site
If you don’t know how people are using your site, it will be hard to increase your conversion rate. But how do you know where people are getting lost? With tools for analyzing websites, you can watch recordings of what people do on your site.
You’ll see what they click on, if they skip an offer, or if they stop filling out a form in the middle. Also, these tools should have heat maps of your site so you can see what stands out and what gets people’s attention.
Check out your deals
Sometimes it can feel like you’ve checked everything — you’ve written a strong copy, included social proof, and have optimized your forms … but you haven’t changed yet. When this happens, you should look at what your content offers.
Do they align with your audience? Are they interesting and original? Does the offer fit with the page it’s on? Think about the offers you already have and answer the questions. elements stand out and what draws the eye.
What is a good conversion rate?
A “good” conversion rate depends on a lot of things, such as your industry, niche, goals, traffic channel, and the age and gender of your audience. For example, in the third quarter of 2020, the average conversion rate of ecommerce sites around the world was 2.17 percent, which was down from 2.37 percent the year before. The US, on the other hand, had a higher rate of conversion, at 2.57%.
The average is different not only by year and country, but also by niche. For example, the average conversion rate of food and drink ecommerce sites is 5.5%, while the average conversion rate of hair care ecommerce sites is 3.5%. If your conversion rate is lower than you’d like—maybe it’s below average in your industry, lower than your top competitors, or just not meeting your own goals—time it’s to optimize.