When you have a website, you know that the simple fact that it exists is not enough. Having a website involves dedication, study and perseverance, especially if you are looking for it to be profitable. This is why it can be frustrating when the results are not what you expect.
When we talk about results, we mean the objective that the business has with the website. That is, to conversion. Conversion, more specifically speaking, is the action that we want users to take. This, as we said before, depends on the objective of the business. It can be completing a form, downloading an eBook, making a purchase or subscribing to a newsletter, among many other options.
When the lack of conversions (or the scarcity of them) is due to no traffic, it is directly related to the lack of marketing (SEO, SEM, social networks, email, etc.). On the other hand, if the site has a lot of traffic, but there are no conversions, it is because the problem is another. This is when the conversion rate becomes relevant.
The conversion rate is the one that indicates the percentage of navigators who carry out a specific action on the site, out of all those who visit it. That is, in front of all those who browse the site, it would be the part that does what we intend it to do (for example, make a purchase).
The conversion rate can be improved with CRO or Conversion Rate Optimization. This is the name of the optimization process of those elements and techniques involved in obtaining conversions. The purpose is to increase the volume of conversions by improving the rate.
Next, we are going to give you a series of tips so that you know how to improve the conversion rate (CRO) of your website.
1. Perform a site analysis
Many times, it focuses on advertising campaigns leaving aside the most important thing: the website. There are many technical factors that may be causing you not to get the conversions you want.
For example, a bad web hosting service can prevent sales from happening. Web hosting is what allows your site to be accessed through the internet. This is why selecting among the various web hosting plans can be essential for the CRO. If you choose a hosting that is not suitable either because of the capacity or because the provider is not the best, it can cause your site to be unavailable for part of the day.
To analyze the site you can use many tools available for free. The important thing is that you see the visits (this can be done through Analytics), to see bounce rates, for example. You should also see the loading time and organic positioning, among other factors.
2. In addition to the site, you must analyze factors external to it
When you analyze your site, external factors can also be noticed. For example, if you analyze in Analytics what the source of the traffic is, you may notice that many come from Google search or Instagram campaigns. You can also see that perhaps most of the traffic comes from other areas that you do not work with and that is why there are no conversions.
The important thing at this point is to thoroughly analyze where the traffic is coming from to focus on marketing campaigns. In this case, you may notice that, by way of example, even though the most traffic comes from a Facebook campaign, the conversions from that campaign are very low. Then you need to thoroughly analyze that campaign and the audience segmentation.
The answer to the lack of conversion may lie on our site, but it is also in the source of the page traffic. Optimizing campaigns should be a regular task.
3. Before carrying out any changes, you must do a test
After a thorough analysis of the site and external factors, it’s time to start testing. Outside of all the research that is done, there is nothing more determining than tests.
When carrying out tests (for example, an A / B test), it must be taken into account that we cannot modify more than one variable. That is, as much as you want to, you cannot change five things about the site and Whiteboard Animation Creators all your marketing campaigns because you will not know what causes the change in the conversion rate. You must go testing them individually.
4. Don’t modify everything together, do it progressively
Like tests, when you have a decisive result on something (for example, in a marketing campaign perhaps a certain ad format does not work as much as the new one you implemented), do not change everything at once. This can have many consequences for your site. If you are lucky, they will be positive. But if not, you might see the conversion rate keep dropping.