Search engine optimization strategy brings increased traffic to your website – but what happens after those visitors arrive? Conversion rate optimization is a natural partner to SEO efforts. By identifying the main action your company wants its website visitors to complete, you can build features into your website that encourage this process.
It’s essential to create websites that are optimized not only to attract visitors but to convert them into customers effectively. While the conversion process may look different for every business, a professional conversion rate optimization plan can increase business revenue and deliver a high return on investment.
While a conversion is often associated with a sale online, conversions don’t have to include the exchange of money or goods. Depending on business and marketing goals, website conversions may include:
A conversion rate optimization consultant will help to establish the most useful conversions for a business to track. Consultants can then build the necessary funnels to make these conversions happen. They’ll look at data from website analytics and current SEO efforts to identify where potential customers are engaging well – or leaving the site entirely.
Your CRO services company will develop a strategy to improve, or optimize, the likelihood of website visitors completing the actions to meet your goals.
A conversion rate optimization plan may involve:
Conversion rate optimization services are an excellent way to make sure that your website pages are working effectively to convert visitors into paying customers.
Usability testing provides insight into how users navigate a website. The goal of these tests is to help us identify what users like and dislike about the site, specifically regarding the navigation of the site to find specific products/information, and the checkout experience. Our results will help us to further increase the user-friendliness of our site and improve user experience.
Different usability tests that will be conducted on your website is as follows with each serving a slightly different purpose:
You and your internet marketer will setup a time to discuss our CRO setup process. This is where your internet marketer will be able to answer any questions you may have about our process and the types of usability tests our expert internet marketers will be performing on your website.
A 5-second test is a website usability test in which participants are shown a page of a website for five seconds. This test is intended to test first impressions as well as to determine if the key elements of a site, such as brand names, product types offered and calls-to-action, are having the intended impact on users. Our team has the ability to evaluate key areas of your website’s home page by providing a number of questions to ask participating users by a certain level of annual income. These results help us evaluate users’ first impressions and make recommendations to optimize these types of pages to improve first impressions, which can affect conversion rate. Some example questions can include:
First click testing is a method for measuring the usability of a website, app, or design by finding out how easy it is to complete a given task. The aim of first click testing is to verify that the first click a user makes on an interface to carry out a given task is clear and easy. Visualizing exactly where people are clicking gives great insight into the design. Clicks that occur in unexpected places can highlight confusing parts of an interface and are useful for informing future design choices. First click testing gives you information about user expectations, particularly for common interface elements such as menus, buttons, and form elements.
A design survey is a straightforward test which helps you get feedback about specific parts of a design. The participant is simply shown an image and asked questions about it. Importantly, the image doesn’t go away like in a five second test. It’s visible until participants finish answering the questions. Some of those questions may include something like:
The Heatmap is a visual overview of where your visitors are clicking. The brighter the area, the more popular it is; the darker the area, the less popular it is. As a specific area of your page gets more clicks, the color on the heatmap will change. The main value of a Heatmap is to quickly identify the areas on your site that see the most visitor traffic so that you can position your calls to action and important information.
The Scrollmap shows sections of the page that have been viewed the most. The brightest sections have been viewed the most number of times and the darker sections have been viewed the least.
Impressions are used to show the sections of the page that are viewed the most. A section of the page will only receive an impression if a visitor stops scrolling and the section is in the viewable area of the browser. If a visitor scrolls past the body of the page and stops at the footer, the body of the page will not receive any impressions but the footer will receive an impression.
The Average Fold shows what visitors see on average in their browser without having to scroll. The Average Fold is accompanied by the exact pixel value. For example, if it says “791px,” this is an indicator of the information that is immediately shown to visitors on your site before they need to scroll to see more.
User testing videos provide insight into how users navigate the site to find specific information or complete certain actions. After finishing the interactive video questions, users provided answers to a series of written questions. Some of these questions may include:
BlendIM is able to laser target an audience for user feedback based on the questions being asked. For example we can target:
“Conversion Rate” refers to how often the desired action happens on a website. The definition of a successful conversion will be different for every business based on its goals, industry, audience and size. It is essential to consider the conversion rate in addition to search engine optimization factors.
A successful SEO or SEM campaign will bring more visitors to a company’s website. Conversion rate optimization ensures that web traffic is appropriately utilized in ways that benefit business. It is important to consider what your company wants to do with its web traffic. Is the goal to convert visitors to customers, collect their information, sell a product, get affiliate traffic, or a combination?
Conversion rate optimization companies will focus on improving the frequency with which conversions happen, increasing business access to customer information, revenue, and more. As business grows, primary conversion goals may change.
For example, a new company may decide their first conversion goal is collecting newsletter subscribers and building an email list. After some time, the business may begin focusing on converting those subscribers into paying customers.
A conversion rate optimization consultant can adapt your company’s overall conversion strategy to meet evolving business goals and audiences.
There may be multiple small conversions leading up to a more significant conversion. A reputable website conversion rate optimization company can help to identify each step in a business’ funnel and track the small conversions that lead to the largest action.
“Macro Conversions” are the primary, or most important, actions that a business seeks to achieve. For e-commerce companies, this is likely to be the purchase of a product or subscription service. Other companies may consider their macro conversion to be a phone call, in-person visit, or another metric that is essential to successful customer acquisition.
Website visitors often complete several smaller actions called “micro conversions” before executing the primary goal. These smaller conversions can take several forms depending on individual business models and the kind of content available online. Micro conversions include:
Each of these actions is likely to happen in the lead-up to a purchase or other macro conversion. The micro and macro conversion may occur in one browsing session, or on a second visit. The data gleaned from micro conversions can be useful for retargeting efforts.
Calculate the conversion rate by dividing the total number of conversions completed by the number of individual, or unique, visitors to your website. For example:
As discussed above, many business websites will have opportunities for several micro conversions leading up to a primary macro conversion. Depending on different business models, unique website visitors may be able to carry out more than one conversion over multiple visits – such as buying two products on different days. A website conversion rate optimization service company can help you track and understand what this data means for your business.
Conversion rate optimization has many immediate and long-term benefits:
Without conversion rate optimization, companies may find themselves spending too much time and money on marketing efforts that don’t work well and result in a low ROI.
BlendIM’s CRO services experts work closely with SEO and website design professionals to ensure that client websites are providing maximum return on investment. Our nationally recognized team of CRO experts works with clients in a variety of industries across the United States. Contact us for more information about conversion rate optimization pricing and available services.