How a Conversion Optimization Specialist Helps Boost Transactions
5.00/5Increasing online profitability depends largely on conversion optimization because if you don’t convert your visitors’ traffic into revenue, the time, and money you spend bringing them to your site is meaningless.
Even today, a majority of websites have no conversion goals. In reality, many companies view their websites as mere presentation pages, often overlooking important business opportunities.
When your visitors visit your site, it is essential to know what action you want them to take. Simply filling out a contact form, requesting a quote, or making a purchase can all be done here.
What Is Conversion Optimization?
CRO stands for “Conversion Rate Optimization.”
A conversion rate optimization campaign aims to increase the number of visitors to a website who become customers.
Conversions are desired actions that your visitors perform:
- they may register on your site
- make a purchase
- click on a link
- subscribe to a newsletter
On your website, they are directly influenced by the experience you offer your visitors. 💡
The chances of conversion are higher if the value of your website is clear, the content is of high quality, and the call-to-action is attractive to your users.
If not, you need to make improvements. Conversion optimization is all about identifying the downsides and conducting tests to determine what is more effective.
What Is the Goal of Conversion Optimization?
In CRO, the goal is to increase conversions on a website, a mobile application, or other marketing applications.
An important part of any marketing strategy on the web or through a physical activity is optimizing the conversion rate.
The success of a digital marketing strategy is quite compromised without a technique that converts Internet users into real customers. It is common to spend more on lead acquisition (e.g. Facebook Ads…), without optimizing the sales funnel that converts prospects into customers.
What Examples Exist in Everyday Life?
Many businesses focus on how to get more visitors rather than making sure their sales pitch, offer, or product is compelling (e.g., that most people subscribe to a newsletter, click on an online payment link, fill a shopping cart, etc.).
👉🏾 Besides classic forms of marketing such as SEO or PPC (pay-per-click), CRO operations are of utmost importance nowadays.
👉🏾 A typical CRO process involves setting goals, looking for ideas to increase conversions, selecting the best hypotheses, testing those ideas, reporting on the results, and continuing the process to improve over time.
Typically, conversion rate optimization (CRO) involves A/B testing or split testing (testing different alternatives for a landing page, for a sales pitch, etc. to see which performs best).
How Does Conversion Optimization Work?
Conversion optimization is a series of actions that help you improve the conversion rate when someone visits your website. Below are several steps to optimize a conversion:
🎯 Step 1: Analyze the data
Using the quantitative approach
The user behavior of a website can be measured objectively with this method. If you want to use the quantitative CRO, you will need to start collecting data using web analytics tools.
With this method you can collect data such as:
- How did they find your site?
- Who are your visitors (demographics and interests)?
- What devices and browsers are they using?
- How do visitors get to your site?
- What is the conversion rate?
- What pages are they spending the most time on?
- Which of your website’s pages are visited the most and the least?
- What is the bounce rate in general or on specific pages?
Identifying key users helps prioritize which pages should be optimized based on their value.
Qualitative approach
While they give you valuable insights into what is and isn’t working on your site, quantitative data doesn’t give you information about why users aren’t converting or how they perceive your brand.
Qualitative analysis on the contrary gives you that information. To do this, you can use user testing, interviews, surveys, feedback, and polls.
This will answer the following answers:
- Customers visit your website for many reasons. What are the most common ones?
- How do your products or services help them solve their problems?
- Do they compare your products with those of your competitors, what do they think? What are their specific needs (features, price, support, etc.)?
- After purchasing your product or service, how did they like the experience?
- What would they tell a friend about you? What would they say about your product?
- The data must be analyzed and conclusions drawn from it after it is collected.
This process is relatively easy with quantitative testing (such as A/B testing) because you only need to use the best performing test version. Qualitative testing can be tricky because opinions can be subjective. Depending on how you interpret the situation, you have to make a decision.
🎯 Step 2: Identify the most important elements of optimization
Website content.
An effective tone, and well-written content that is easy for your audience to understand…all of these factors, when applied properly, help increase conversions.
It can be as simple as how the CTAs are placed or the font size. You can influence the user’s interaction with your site by simply changing the colors on your page.
The design of the forms
Increasing conversion can be done by making it easy for users to take action. Forms can be used to request a quote, download resources, or subscribe to an email newsletter.
Consider these factors when designing your form:
- Does the form have a clear purpose?
- Are you creating a form that inspires trust?
- Too many “required” fields can make it impossible for the user to fill them out?
- Can users use special characters on the form?
- The text in the form should be clear and concise. Does it contain an intelligent call to action?
Call to Actions
A “call to action” is wording that urges your website visitor to do something. CTAs are usually on buttons (such as our personal example below), which can be found in various places on your site. Incidentally, one way to optimize CTAs is to experiment with the text, the color of the button, or its placement on the website.
Navigation
Finally, make sure your site is easy for customers to navigate. This can make all the difference when it comes to conversions.
Your website should be easy to navigate through so customers can find what they are looking for. You can also gain insight into this with user testing: ask users to perform certain tasks on your website, and then let you know what their experience was and what problems they encountered.
The conversion funnel can be improved by detecting broken links, unclear instructions, and other obstacles.
Don’t forget to pay attention to the technical aspects of your site as well. A slow-loading site can negatively affect the visitor’s experience and can even affect search engine optimization. Use a page speed plugin, compress videos and images, and remove unnecessary redirects to boost your site’s speed.
🎯 Step 3: Implement conversion optimization best practices.
After you’ve made the changes to your website, it’s essential to check whether they’ve produced the results you expected. It is important to maintain a positive trend over time if this is the case.
Make sure you use a sufficiently large sample: it is tempting to ask only a few users for their opinion. The smaller your sample size becomes, the less likely it is that the results will be statistically significant.
💡 Optimize constantly: It is vital to note that conversion rate optimization is an ongoing process. Across your business, industry, and customer base, you need to make continuous efforts.
Don’t rely on subjective opinions but on concrete data. You need to ask yourself why a certain version of your landing page, newsletter, or ad is working better than your preferred version if this is the case.
Conversion Optimizing Tips!
The following tips will help you optimize your conversion rate:
- You can create engaging content by using familiar copywriting formulas, such as PAS (problem-agitate-solution) or AIDA (attention-interest-desire-action).
- By using readability checkers, you can ensure that your content is readable.
- You can run A/B tests on your content to see how it performs.
- The design of your page can play an important role in conversion. The customer’s experience is greatly influenced by good design.
Who is a Conversion Optimization Specialist?
Optimizing lead generation and conversion strategies is the responsibility of a conversion optimization specialist. This is one of the key roles in marketing teams, especially with the emerging digital marketing trends.
Conversion optimization agency
Increasing conversion rates can be a challenge, especially if you don’t know where to start. You might be wondering where to start and what’s best for you if you don’t have much experience with online marketing like an optimization specialist. Should you start with emails? How about Google Analytics or Google Optimize? Would Facebook work? Could they all work together?
The good news is that you can find some great conversion optimization specialists in specialized digital marketing agencies that can guide you with a good collaboration.
Why Should You Work With a Conversion Specialist?
You’re spending a lot of money to attract leads to your site, but how much energy are you putting into optimizing them? How do you identify which pages are dropping your conversion rate when you analyze your ROI and look at your conversion rate? This is where conversion optimization specialists come in.
A conversion optimization specialist is committed to helping you expand your business. By applying the best digital marketing techniques and strategies, they ensure that your site is generating the most conversions.
Conclusion: Is It Best to Hire a Conversion Optimization Specialist?
A conversion optimization specialists are experienced digital marketing practitioners who are responsible for improving sales conversions through inbound marketing. It is possible to do it yourself, but a conversion optimization specialist will take your sales percentage to the next level.
By analyzing, detecting, and articulating conversion problems, they help digital, online marketing by converting leads into sales. Tests are conducted, advice is given, and strategies are developed to improve conversions. Clearly, a conversion specialist will be sought after if you don’t have the necessary experience.
