In marketing, attracting visitors to your website is just the first step of the job. The final goal is to turn all those curious eyes into leads, and later into long-term customers. That being said: Are you sure you’re really taking advantage of the web traffic you already have?

There are many ways you can generate sales qualified leads (SQL) through your website, but one of our favorites is Conversion Rate Optimization (CRO).
Instead of worrying about having more traffic, the focus of CRO is enhancing your site to finally guide all of your passive casual lookers into taking the actions you want them to. Basically, it’s all about getting your target audience on board with what you have to offer.

Coming up with a CRO strategy doesn’t have to be overly complicated. Keep reading to find out everything you need to know before adding this valuable skill to your marketing arsenal.

But what exactly is the Conversion Rate and why does it matter?

To put it simply, the Conversion Rate is the percentage of users that have had any kind of favorable interaction with a campaign, such as clicking on an ad, signing up for a newsletter, etc.

Knowing your conversion power helps you to evaluate the performance of your campaigns and advertising channels. Optimizing it can help you increase your business’ profitability, generate more engagement opportunities with your customers, upgrade the client’s experience and, in turn, grow your web traffic in more effective ways than just creating a single-approach plan.

How Conversion Rate is calculated

If you want to know where your Conversion Rate stands, you’ll have to divide the number of conversions by the total number of visitors to your website. Then, multiply the result by 100 to get a percentage.

In order to get an accurate conversion rate for a specific campaign, you have to define which product or CTA you want to measure, the pages where those offers were placed in order to get the right number of visitors, in the timeframe you wish to evaluate. This formula works for anything and everything, so get to work!

“I don’t know what is a good conversion rate”

Whenever clients say this, they expect an exact percentage as an answer. However, what’s defined as ‘good’ will depend on factors such as your field, location, market goals, communication channels, audience, year, the state of the economy and more.

For example, according to Statista, e-commerce websites in the US had an average conversion rate of 2.3% during the second quarter of 2022, while in the UK the average was 4%. Check the most up to date information you can find online about your industry’s conversion rates, maybe even take a look at your competitors.

If you don’t like what you see, then it’s time to optimize.

Let’s look at some effective Conversion Rate Optimization strategies

1. Review your user journey 

What is your website’s hotspot? Where do users click first or where do they spend the most time?

This data will be useful for you to know where to place relevant lead generating information and ensure that it gets seen.

2. Audit your Web Design

Did it ever cross your mind that your website’s layout could be the reason why your leads are stagnant?

If customers find your site difficult to navigate or have a hard time finding what they came for, they will grow frustrated and leave. That’s why, instead of focusing on new traffic, do a deep audit into your current platforms and existing content to fix lead leaks.

3. Improve your Calls To Action

Users tend to dismiss CTAs that are shown in banner form or that seem too much like an ad. You will get better results if you add them as a natural part of your texts.

Let them think they are in control.

4. Make your conversion forms shorter and friendlier 

No one has time for a 40-minute survey. You’ll have plenty of time to get to know your customers better once they make their first approach.

5. A/B Testing 

In the end, you can’t be sure if something works unless you’ve tried it. Put your best ideas into practice and do an assessment after some time to measure out their success.

Use the data to craft a CRO strategy that is exclusive to your business’ audience and needs.

Remember: CRO is a continuous process

Maybe you won’t get it right the first time. Maybe your business doesn’t need to have a CRO strategy yet. What’s important is that you keep the journey going by doing what’s best for your clients.

If you need help figuring out CRO or anything marketing related, we’re your guys! Schedule a free consultation with our multi talented team, today!