Top Tips for Improving Conversion Rates (2021)

As a business, your website exists to make you money, but have you built a website that effectively turns interested users into paying customers? Conversion rate optimisation is key to ensuring your website isn’t driving business away by creating a clear and persuasive avenue to that coveted check-out screen.

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Below, our CRO experts have curated and explained some of the most effective ways you can improve the conversion rate for your website. But first, let’s start with the basics!

What is Conversion Rate Optimisation (CRO)?

Conversion rate optimisation refers to how effectively you convert your website visitors into paying customers, leads, or other metrics by the actions they take on your site. These actions can vary widely between industries. An eCommerce site, for example, will likely measure product purchases as conversions, while a landscaping services site might measure leads. A software as a service website, on the other hand, might measure sign-ups for a free trial.

Importantly, CRO is only one metric among many that can—and do—determine the success of your website, and a high conversion rate does not necessarily equal business success. After all, a website that has had only one visitor would have a conversion rate of 100% if that visitor converted, but a single conversion will not keep the doors open. Additionally, higher cost conversions will usually have lower conversion rates than lower cost conversions, but the higher cost conversions will obviously generate more overall revenue.

What influences your conversion rate?

  • Relevancy – Is the product or service you’re offering relevant to the people who visit your site?
  • Relationship – Do your visitors know and trust your brand?
  • Business vertical – How frequently will people need to purchase what you offer?
  • Cost of your product – Lower cost products tend to have higher conversion rates than higher cost products, as mentioned above.
  • Cost-to-value ratio – What is the perceived value of your offering compared to its cost?
  • Copywriting – How clear and effective is the language on your site encouraging the conversion?
  • User experience – Do the design, usability, and user experience of your website make converting easy?

Setting CRO goals

How you measure your conversion rate Namibia Phone Number is as important as how you gauge its level of success. Simply dividing your total traffic by your total sales will get you an average rate, but it won’t offer the insights needed to improve your business’s digital presence. You will want to rely on your analytics tools to provide performance measurements across segments, traffic sources, devices, countries, and more. This will help you take a more granular approach to honing your CRO efforts.

Hierarchy of conversions

First thing’s first; you need a website that works. The basic functionality of your website makes up the foundational layer of what we call the hierarchy of conversions. Best explained using Maslow’s hierarchy of needs, this means that only when the most basic needs are met can more specific aims be achieved. The hierarchy of conversions forms a path from the basic functionality of your site to the most specific CRO tweaks and adjustments, pictured below.

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  • Functional – Does your site work? Is it secure and free of technical errors?
  • Accessible – Can people find and access the site on all devices and browsers? At all skill levels? Are there any barriers preventing access to the site?
  • Usable – Is the site user-friendly? Is it fast and navigable enough for users to reach the final conversion pages of the site without struggle?
  • Intuitive – Does the site’s conversion process proceed as your users would expect it to? Does it anticipate user struggles and provide answers to the most likely questions?
  • Persuasive – Does your site make an effective argument in favour of conversion? Does it generate interest, provide social proof, and remove doubts?

When optimising your site for conversions, it’s important to start at the bottom of this pyramid and ensure that all bases are covered at that level before advancing. This will ensure you get the most out of your work.

Now that we’ve got the basics covered, below are our tips for smashing your website’s CRO!

1. Communicate an emotional response and value proposition

Value propositions are the promise of the value you will deliver. They should clearly communicate the benefit, or value, that the product or service in question will provide. You want to make your website visitors feel like they want what you offer.

Value propositions can take many forms, and you should try to include several. Use the authority principle—list recognisable brand names that have featured or worked with your business. Ensure that a clear CTA is visible as soon as people arrive on the page.

Users are more likely to convert if they relate to your brand on a human level. Most people make their buying decisions based on emotions, and your site should appeal to those emotions to entice them. Human value propositions such as nostalgia, family, comfort, or security create feelings your users can associate with your product or service.

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