Investing in Conversion Optimization
YES! You have succeeded in significantly increasing the number of visitors to your website. But… the increase in the number of visitors is unfortunately not reflected in the number of sales or completed forms. That’s a bummer, because your goal has not yet been achieved. Plus, increasing the number of visitors initially cost time, energy and money. This is where Conversion Optimization (CRO) comes into play.
At ROXTAR, we have everything to turn the visitors to your website into real customers. How do we do that? Where does it go wrong? And what is the key to success? You can read about it on this page!
Free Strategy Session
Do you want to take your website to the next level? Request a free strategy session now.
Free Strategy Session
Do you want to take your website to the next level? Request a free strategy session now.
Conversion optimization in brief: The basis of CRO
Conversion optimization (CRO) is, in short, increasing the percentage of users who perform a desired action on your website. Desired actions can include purchasing a product, clicking ‘add to cart’, signing up for a service, filling out a form, or clicking on a link.
What is a conversion?
To begin with, it is useful to know – if this is not (yet) the case – what a conversion is exactly. A conversion is a specific action that you want visitors to take. Whether it’s buying a product or filling out a form. That is entirely up to you. A conversion is usually expressed in percentages, also known as the conversion rate. This is the ratio between the number of visitors to your website and the number of desired actions that have been performed (aka: conversions).
Macro and micro conversions
Within conversions, a distinction is made between macro conversions and micro conversions. In many cases, the focus is mainly on macro conversions, while measuring micro conversions can lead to interesting data.
Macro conversions
Also called hard conversions – are often directly related to increasing sales. For example, requesting a quote, ordering a product or purchasing a service.
Micro conversions
Also called soft conversions – have an indirect influence on increasing sales. This involves actions that increase the chance of an actual purchase. For example, signing up for the newsletter or creating an account.
Measuring macro conversions is important. This gives you insight into the percentage of visitors who actually make a purchase. The disadvantage is that you miss an important piece of information in this way. What steps do visitors take before making a purchase? How many visitors sign up for the newsletter but ultimately do not make a purchase? And how many visitors create an account without ever purchasing a product or service? By measuring micro conversions, you have more insight into the behavior of your visitors. Want to significantly increase conversion? We find out exactly where the pain points are and which aspects require optimization!
This often goes wrong..
You are satisfied with the number of visitors to your website. To achieve this, you have engaged an external marketing agency or an internal marketing team. However you managed to do it, it has cost time, effort and money. But without a significant increase in the number of sales, you naturally don’t get much out of those extra visitors. You would like to change this.
So, what now?
How are you going to tackle this? By increasing your advertising budgets? By hiring (even) more marketing staff? Or by adding extra products to the webshop? The answer to that is very simple: no, do NOT do that. In many cases, this – unfortunately – does not offer the right solution.
What many entrepreneurs do not know is that the basis of their website is often the culprit. Due to certain bottlenecks, visitors are simply not persuaded to take action. Maybe this is due to the fact that your call-to-action buttons are not noticeable enough or your product photos are not attractive enough. It is our job to figure this out for you. Want to know where your bottlenecks are? Contact us today to discuss the possibilities!
Your Unique Selling Point(s)
The reason your conversion is low could be that the competition has a better offer. Or maybe the competition doesn’t have a better offer at all, but the offer seems more attractive on their website. By finding out what your USP – or Unique Selling Point – is, you can better distinguish yourself from the competition. Do you have a shorter delivery time? Are the shipping costs considerably lower?
Do you offer return options? Can customers use stack discounts with you? Are you available all week for questions and comments? Together we will find out what your Unique Selling Point(s) are, communicate this clearly with your website visitors and persuade them to make their purchase from YOU. And not from the competition ;).
Frequently asked questions about conversion optimization
Wat is conversie optimalisatie (CRO)?
Waarom conversie optimalisatie belangrijk is?
Wat is een goed conversiepercentage?
Wat kan ik al zelf doen aan CRO?
Technical and functional obstacles
Technical and functional obstacles can prevent or hinder your website visitors from making a purchase. For example, a slow website, many unnecessary error messages, a search function without results, 404 pages and the absence of a mobile version. Just think to yourself when you are looking for a certain product or service online. Do you end up on a website where the pages load too slowly? In that case, you will most likely click away.
Does the website you visit have a lot of 404 pages? Then there is a good chance that you will leave the website. Do you end up on a website that keeps giving an error message when paying? In that case, you would have made a purchase, but the website simply does not make that possible. Just as you yourself choose to leave such a website with technical and functional obstacles, the visitors to your website will also do this.
High user-friendliness
The easier it is for visitors to navigate through your website, the more likely they will be to make a purchase. This has everything to do with user-friendliness. How smoothly does the entire purchasing process run? Can visitors buy a product or service in just a few clicks? Is it possible to contact you quickly? How easily can products/services be filtered and searched? The user-friendliness of your website is largely determined by the design.
These matters all fall under the conversion optimization tips. As an online marketing agency, ROXTAR has everything to realize optimal user-friendliness. Don’t have a website yet? Our experienced web developers are happy to help you create your online business card!
Colors, photos, videos, fonts, logos and layout. These can all influence how a visitor feels about your website and company. For example, the use of certain colors can evoke negative feelings in one person, while it leads to positive feelings in another person.
The same applies to the use of photos. Whether it concerns photos of people, animals or products. Want to know how best to respond to this? That naturally requires the necessary knowledge and experience. And let’s just happen to have that at ROXTAR!
Eliminate uncertainties
In addition to feelings about visual elements, questions often play in the minds of your potential customers. Is this website trustworthy? How quickly will I receive feedback when I contact you? What is the expected delivery time? How well do the photos of the product match reality? It is your – and our – task to remove as many uncertainties as possible from potential customers. The more certainty about your product/service and company, the greater the chance that a purchase will actually be made.
Testing and experimenting
Based on various tests and experiments, we find out what the wishes and needs of your potential customers are. What steps must a visitor take to achieve the goal of your website? How do visitors move through your site? Where do visitors get stuck? Which pages attract many visitors and which none at all? What do visitors click on when they visit a page? All questions whose answer brings us one step closer to a higher conversion rate. And that’s what we want to achieve. We do this based on:
- Call to action buttons (CTA): Tell your visitors exactly what to do. A striking design with clear instructions is of great importance here
- Setting up a conversion funnel: This is the series of steps someone must take on your site to achieve the primary goal of your site.
- A/B testing: We show two – or even more – versions of your website to visitors. We measure the number of conversions per version. This way we find out which version is the most effective.
- Multivariate testing (MVT): This version of an A/B test makes it possible to test multiple variables at the same time. In this way we test how different elements work best together.
- Customer development: We want to better understand your potential customers. We do this using our special tools. This way we can precisely determine which web design will convert a larger percentage of visitors.
- User registrations: With this tool we register users who move through your site. Where do users get stuck and where do they want to go? In this way we gain even more insight into which points can be addressed for more conversions.
- Heatmaps: This interesting tool (Hotjar) shows where people click on a page based on “warm” and “cold” colors. Ideal for coming up with creative ideas to realize even more conversions!
SEO and CRO: the ultimate combination
CRO (Conversion Optimization) and SEO (Search Engine Optimization) go hand in hand. You can spend hours per week on Conversion Optimization, but without good findability you will not get very far. The same applies the other way around.
Are you easily found on the internet, but your conversion rate is not worth writing home about? In that case, you have also been working (almost) for nothing. That is why an implementation of CRO and SEO is actually an indispensable combination.
With the help of the right SEO techniques, we ensure that your website appears high in the search results when potential customers type a relevant keyword into the Google search bar. This leads to more visitors to your website.
With the help of CRO, we will then ensure that a large proportion of these extra visitors are encouraged to make an actual purchase. Want to know more about this fantastic combination? Feel free to contact us for more information!
What is a good conversion rate?
You now have a lot of information about what conversions are, where it often goes wrong and what we can do to increase the number of conversions. We can already hear you thinking: but what is a good conversion rate? Honestly – and perhaps a little unfortunately for you – this question is not really answerable. A good conversion rate depends on a lot of different factors.
For example, it plays a role which products or services you sell, what the goal of your website is, in which industry your company is located, who your target group is and much more. What we can say is that the average conversion rate is approximately between 2% and 5%. And there is even a small percentage of advertisers who achieve a much higher ratio.
From website visitor to satisfied customer!
With a higher conversion rate, you ensure that the revenue per visitor is increased. Moreover, you save – a lot – of costs in the field of customer acquisition. Stop increasing advertising costs and hiring extra marketing staff. Save yourself time, effort and money and tackle the problem at its core. Get more value from the users and visitors you already have and ensure that new visitors are persuaded more quickly to take action.
Whether it concerns requesting a quote, ordering a product or purchasing a service. With years of experience and expertise in the field of online marketing, ROXTAR has everything to significantly increase the conversion rate of your website. Put an end to sky-high costs for customer acquisition and contact us today for more information!
Free Strategy Session
Do you want to take your online marketing to the next level? Request a free strategy session now.
Meet our team
Don
Online Strategist
Sherelle
Office Manager
Peter
Online Advertising Specialist
Seppe
Web Developer
Juliëtte
Project Manager
Bram
Online Advertising Specialist
Mucahid
Web Developer
Vazja
SEO Specialist
Juul
SEO Specialist
Sjoerd
Web Developer & Designer
Lilianne
Online Marketing Consultant