Conversion Rate Optimization (CRO): How to Optimize Conversion Rates

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In this article, we will examine the concept of site conversion rate optimization and the factors affecting it. We will also explain how to increase the site conversion rate.

Imagine that you want to provide SEO services to the sales manager of a site, but he is a little skeptical and hesitant to pay for SEO . With sufficient knowledge of the potential for SEO to generate traffic to the site, he or she may ask you the question of how to get the right traffic to the site. It may also ask you how we know this traffic is turning into revenue.

The sales manager does not care about increasing site traffic . What is important for him is to increase the income from the sale of products. SEO is full of speculation in making predictions and what we need here is a scientific process.

If you have ever had such a discussion with a manager, a customer, or your boss, I have to say that the answer to these questions is conversion rate optimization. While SEO increases site traffic, conversion rate optimization converts more of that traffic into product sales and increases revenue. Conversion rate optimization is not feasible and requires a scientific method that guarantees sales growth to some extent.

Conversion rate optimization, or CRO for short, is the science and art of turning a user into a customer when they first log in. This science includes components such as visual design of the site, copyright, user experience, psychology, testing different versions of the site and sales psychology to have the most positive impact on the user.

If you’ve ever heard of changing the color of website buttons or testing different versions of site templates, then you probably know something about conversion rate optimization. The kind of information you probably have, like the information you have about driving a car, and you can not claim to be completely familiar with the car industry because you are a driver.

In this article, we will explain the conversion rate in more detail and make all its aspects as simple as possible, such as the color of the buttons. Conversion rate optimization is the science of influencing all aspects of the site on the user, and at the same time, the issues are very complex. The reason for its complexity is the complexity of human beings and the optimization of the conversion rate also seeks a positive effect on these human beings.

In this article, we will examine the twelve factors that are effective in the science of conversion rate optimization and even talk about the issues that are involved before designing a website.

User personality analysis

Every user who enters the site has a private personality. For example, John, as a user of a jewelry sales site living in Nevada, may have the following personality traits:

“John is a 26-year-old man. He lives in Nevada and is single. He has a bachelor’s degree in journalism from University of Nevada, Reno and a master’s degree in management from the University of Nevada, Las Vegas and works in a private company. He spends forty minutes a day on the subway to get to work. He is a healthy person, loves sports and enjoys cooking vegetarian food. “He is going to meet someone in the next three days, so he intends to use beautiful jewelry in his appointment.”

Understanding the personality of users helps to understand them and their needs as much as possible and takes their cognitive process out of complexity. Nowadays, knowing the character of users during the purchase process is very important and causes products to be offered to suit their personality.

Understanding the personality traits of users is very important in optimizing conversion rates, as this affects the design of the website, its content and the keywords we use for SEO.

User scenario

We return to our hypothetical user, Mary. Here are some questions, such as how John and other users find websites selling the above jewelry? Given the character we know of John, what does she do after entering the website? What information is he looking for? What products is he probably clicking on? What pages does he visit on the website to get to the shopping stage?

Asking and answering such questions creates a user buying scenario. Understanding the purchase scenario of users is essential and helps a lot in understanding the cognition of users and their needs. Awareness of this scenario helps us to notice the necessary changes in the site and, of course, improve the exchange rate of the site.

Testing Hypotheses

Many questions and hypotheses may arise as users learn about the buying process. By creating specialized groups and testing different hypotheses, valuable results can be obtained and used in conversion rate optimization. Qualitative studies and creating various questions are the techniques used in this section.

Survey of users

When the social networking site Buffer decided to redesign the site’s home page, it first started polling users. In various polls, they found that “saving time” and “allowing users to spend more time on their work” were key factors in their interest in the social network.

The social network did not base its redesign work on these two factors, but considered maintaining these factors to keep conversion rates high during site design. After the new look of the site was unveiled, the social network buffer faced a 16% increase in the site conversion rate.

Targeting and demographic analysis

It is quite clear how demographics affect conversion rate optimization. Certainly the marketing method in a country like Iran is different from another country like the UK. A different message should be used for each population to sell products. Psychology can also be very effective in discussing sales. According to Wikipedia, psychology is the science of recognizing human characteristics, values, opinions, interests, and lifestyles.

While demography explains who uses our products, psychology explains why customers buy products. Information about customer psychology can be gathered in the following ways:

  • Analysis of marketing data
  • Support and sales teams
  • Polls
  • Social Networks
  • Testing Hypotheses

The better you use these methods to understand why customers buy products, the more successful you will be in optimizing your conversion rate and offering them the products your customers want.

Web Psychology

The science was first introduced in 2011 by Natalie Nahay. The knowledge of web psychology examines the factors affecting human choices in the Internet environment and at the level of mental activity. Many rules and factors affect the type of human choice in the web environment and shape human behavior in this environment. The three main secrets in online marketing from Natalie Naha’s perspective are:

  • Know your target customers
  • Interact with customers bilaterally
  • Offer your products with confidence

Studying the psychology of online contacts will help you get to know your customers better and learn how to communicate effectively with them and optimize your site conversion rate.

A / B split test

Select one of your site pages and make a copy of it. Leave the home screen alone. But make changes on the second page. These changes can include changing the page title, button colors, or the location of a photo. Randomly transfer half of the traffic to the first page and the other half to the second page. Let this test last long enough. Once this test has been sufficiently completed and a citationable sample has been obtained, hold down the page with the highest performance and sales and discard the latter.

This is called A / B Split Testing. The purpose of this experiment is to identify the page with the highest conversion rate. The further the test goes, the more realistic and accurate the result will be. There are always speculations in making hypotheses. But in choosing the best hypothesis, one cannot proceed with speculation.

This experiment is very easy to understand and its value is not hidden from anyone. This test is a good way to increase the conversion rate, but it also has its limitations. For large sites that also have a lot of variables, doing this experiment with a lot of variables is a little expensive, but the results are very rewarding.

Multivariate experiment

Many scientific experiments require the change of several variables simultaneously. Multivariate testing is a response to this need to simultaneously examine the effect of several changes together. A simple example is to change the background image of the home screen and gauge its effect. In another experiment, you might make the text on the background thicker and thicker. You may apply the A / B split test and notice that the conversion rate has increased in both tests. But when you do this experiment together by changing both the background image and the text, you will see that the conversion rate decreases. In this case, multivariate testing will help you avoid such mistakes.

Multivariate testing requires a lot of information and samples. This test is not recommended for conversions below 100. The more samples and conversions, the more accurate the test result.

User testing

Have you ever watched a user’s activity on your site? What looks simple and straightforward to you may not be so complicated to the user. You can do the user test yourself or leave it to experts. The type of site user experience is very effective in optimizing the conversion rate.

Efficiency test

This test and the previous test may look a bit similar, but they are two separate tests. User testing is when ordinary people are working with the site, but performance testing deals with how the user and the site interact when the user is an expert in the job and certainly has higher expectations. The two experiments may overlap slightly, but one should not be overlooked because of one.

Visual analysis of the site

Tools to help you understand what users are paying attention to and clicking on after entering the site. The result of these analyzes provides very useful information to site owners so that they can optimize the site conversion rate.

Site analysis

Using SEO tools such as Google Analytics, valuable information about conversion rate optimization can be extracted. You can identify the visits that lead to the purchase and the so-called conversion and check where the user has reached the purchase page. Also, identify visits that did not lead to a purchase, and if there are any problems, fix the problem and make the necessary changes.

Each of these twelve parts is related to conversion rate optimization, but none of them alone can have a significant effect on the conversion rate. Conversion rate optimization is feasible with all of these in mind and should not be overlooked. Finding a starting point for conversion rate optimization depends on many factors, including time and money. The key is to start optimizing and learning SEO. The sooner you make changes to the site to optimize the conversion rate, the sooner you will reach your goal of more sales.

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