The Complete Guide To Conversion Rate Optimization

February 1, 2023
The Complete Guide To Conversion Rate Optimization

Conversion Rate Optimization, or CRO, is the process of optimizing a website to boost its conversion rate, often through the use of data and experiments to figure out what drives conversions on specific landing pages.

A high conversion rate means a higher number of customers buying your product or service. So, if you have a lackluster conversion rate on your website, you’re losing out on potential sales – and money!

In this complete guide to best conversion rate optimization tips, we will show you how to optimize every aspect of your business, from A/B testing to negative copy – and much more.

Why is Conversion Rate Optimization Important?

Conversion rate optimization (CRO) is important for a number of reasons, including:

Increasing sales: Studies show that a 1% increase in conversion rate can lead to a 10-20% increase in sales. The right CRO campaign can help you optimize your site’s conversion rates and increase your overall revenue.

Increasing revenue: More sales means more money! If you’re not making as much money as you’d like from your website traffic, it could be time to invest in CRO. The best way to start this process is by hiring an experienced team that knows how to do CRO right.

Increasing conversion rate: A company’s conversion rate is the ratio between visitors who complete certain actions on their site and all visitors who came to the page where they completed those actions. For example, if 100 people visit a page on your site, but only 20 complete some sort of action (such as filling out a form), then your conversion rate would be 5%. You can use tools like Google Analytics’ real-time reporting feature to track this metric over time so that you can figure out when there are opportunities for improvement – and then make those improvements happen!

How to Calculate Your Conversion Rates

It’s important to define your problem before jumping into a solution. It’s also important to set goals before you start.

For example, let’s say that you have a fitness website and want more people to sign up for your email list. Your goal could be “increase subscribers by 10%”. But what does that mean? How many new subscribers do I need per week? Per month? How much time will it take me to run this test? What happens if my conversion rate goes down after running this test for a few weeks?

Don’t worry about what other people’s goals are or how they’re going to achieve them – be ambitious, but stay realistic as well!

It’s better if you set goals based on actions that are specific and measurable, like: “Run one 5K race during the next three months,” rather than “run faster than 6-minute miles”.

If you’re trying to make a decision about whether or not you should hire a conversion optimization consultant, or if you’re wondering how much of your budget it would take up, it’s important to know what your goals are. If you don’t have any specific goals in mind, then it will be difficult for anyone else to help you determine what the best course of action is.

Typically, there are two types of people: those who set measurable objectives for themselves and those who don’t. The latter group often finds themselves wandering aimlessly from one task to another without getting any closer to their goals – and they’ll be the first ones telling you they never stick with anything!

The former group takes a more methodical approach; they figure out exactly what they want before actually starting anything else. They also have concrete timelines in place so that they can track their progress effectively over time instead of getting overwhelmed by everything at once (a common problem).

Optimize Your Landing Page With The CRO Process

The CRO process requires you to define the problem before starting on a solution. This is a very important step because it will help you avoid spending time fixing problems that don’t exist. Here are some questions you should ask yourself when defining the problem:

  • What is my goal?
  • What do I want to achieve?

For example, if you want to increase your sales conversion rate on your landing page by 15% over 3 months, then here are some other questions that might come up during this step:

  • Why do we need more conversions?
  • How will our business be affected if we don’t get more conversions?
  • Are there any other ways of achieving this goal besides improving our landing page’s conversion rate?

Content Personalization

Content personalization is the process of delivering customized experiences to users based on their past behavior, preferences, and other information. The goal of content personalization is to create a better user experience by adapting content to suit your visitors’ specific needs and interests.

There are several ways you can use personalization on your site:

  • By providing content that is relevant to the user’s geographic region or language settings (e.g., showing a local news story in French when someone visits from France).
  • By offering different products or services based on the user’s demographic info (e.g., showing ads for toys in October during “back-to-school” month).
  • By targeting users with ads that are relevant to their interests (e.g., serving an ad for travel insurance when someone searches for flights).

A/B Testing

A/B testing is a way to compare two versions of a website in order to find out which one performs better. It’s also known as split or bucket testing. The goal of A/B testing is to determine which version of the site converts more visitors into customers.

You’ll want to start with an easy optimization, such as changing your button color, text copy, or even adding an image on your landing page. Then, create two versions of the page – one that uses what you planned and another that implements the change you just made – and send them out via email or PPC ads (depending on who has access).

After a certain amount of time has passed, check which version performed better, and implement whichever one won as your new control group for future A/B tests (unless there’s something else significant enough in comparison).

Implement Changes and Test Again

When you’ve made changes to your site and want to see if they have an impact on your conversion rate, test them for at least a month. If your website is large, test the changes for two months before implementing them. For small websites (fewer than 100 pages), three months is the minimum testing period. For very small sites (one page or less), four months of testing will give you enough time to get good results.

After you’ve implemented the changes and tested them for a month or more, compare their performance against how things were before the change took place. You may find that some of your tests performed better than others – this is normal! It just means that this particular tweak didn’t work as well as another one did when it comes down to increasing conversions on your website.

Use Live Chat

Live chat is another great way to improve your conversion rate. Live chat is a real-time conversation with customers. It’s like being on the phone but in a digital space on your website or mobile app.

Live chat is an effective way to engage with your customers, as it can help you solve complex problems that would otherwise cause them to leave the site without converting. It also reduces the likelihood of new visitors leaving before completing their purchase because they have questions about something they’re interested in buying from you.

Incentivize Your Visitors with a Free Trial, Download, or Gift

Offer a free trial, download, or gift. The idea here is they’ll come back and convert after they’ve used what you’re giving away.

For example, if you run an eCommerce site selling shoes, offer a free pair of socks with every order over $50 (and make sure it’s easy for customers to add the socks).

If you’re in the diet industry and sell meal plans through your website, offer one week of free access for any new sign-up that comes from an email link on social media.

And if you run an agency website offering marketing services for small businesses, then offer some useful resources such as how-to guides and checklists in exchange for an email address at the end of each post or page where these resources are offered up.

Use Negative Copy To Boost Conversion Rates

Negative copy can be a powerful tool when it comes to boosting your conversion rate. It can be used to persuade users to take action, but only if it’s done right.

Negative copy is something that’s been around for a while, but it’s only recently started getting the attention and research it deserves. In short, a negative copy is any text that uses negative words and phrases (i.e., “don’t,” “never,” etc.) in order to persuade people into taking some sort of action or changing their behavior or mindset. For example:

  • Don’t miss out on our amazing deals! Only available today!

Use “Hurry Up” Or Urgency Message On CTA Buttons

This is where you tell your customer that he should make a purchase NOW before it’s too late. Urgency is an effective way of harnessing the power of FOMO – the fear of missing out.

Urgency is a powerful tool for conversion optimization. Urgency can help you get people to act now, fast, immediately, and instantly.

You can use urgency in your copywriting by using words such as ‘act’ or ‘now’. For example:

► “Act now!” or “Take action NOW!” – Urgency increases when there is an impending deadline, such as “offer expires today.” Use this technique sparingly and carefully because it might sound too salesy if overused (not good).

► “Get 10% off today” – Here, you are encouraging your prospects to act fast in order to save money on their purchases (very effective).

Optimize For Mobile Devices

Mobile devices have become increasingly popular, with just over 56% of all web traffic now coming from mobile devices – more than desktop computers.

Not only are mobile users more likely to access your site via their phones, but they also expect the same level of functionality as desktop users. This means that you need to optimize your website for mobile devices if you want to keep them happy.

The number one thing you need to remember when optimizing your website for mobile users is that it’s different from optimizing for a desktop computer. Mobile devices come in all shapes and sizes, with different screen sizes and resolutions, different pixel densities (the amount of pixels available per inch), as well as varying capabilities such as touch screens or cameras.

In order for users on these devices to have an enjoyable experience using your site, make sure everything loads quickly so that there aren’t any frustrating loading times when scrolling through pages of content or tabs on the menu bar at the bottom of the screen. Also, make sure images don’t take up too much space; otherwise, this will slow down page loading speed even further since there won’t be any room left after all those images get added to each page load!

Use Videos To Explain The Product And Service

Videos are a powerful tool to help explain your product or service. Videos are more engaging than text and can be used to explain the product or service, as well as present testimonials from happy customers.

Video content is also more likely to get shared on social media and has a higher click-through rate.

Use videos for:

  • Explaining the benefits of a new product/service line
  • Introducing your brand by telling a story about how you came up with the idea for it
  • Showing off how easy it is for customers to use your products

Direct Your Traffic To Sales Pages Only

After you have a high-converting sales page, you need to send your traffic there. You can do this with PPC or SEO, but if you want the most bang for your buck, consider using both.

In general, it’s better to optimize for conversion than for search engine rankings.

When you optimize for conversions, your site will appear higher in search results because Google wants people to be happy with their experience on its platform. If someone clicks one of these ads and is immediately sent to a non-optimized page (or even worse – a 404 error page), they’ll be more likely to leave quickly and never come back again.

Write Convincing Customer Testimonials and Reviews

So what’s the best way to get customer reviews and testimonials? You could ask for them directly, as many companies do. But there are some simple steps you can take to increase your chances of getting a positive review from customers who have bought from you:

Ask for feedback during checkout or at the end of a transaction. This may sound like a no-brainer, but it’s amazing how few businesses actually do this! If someone has just purchased something from you and they’re leaving their contact details with you (whether that be email address or even just their phone number), then there is no reason not to ask them if they would mind writing an honest review. The worst they can say is “no thanks” – and even that shouldn’t deter you too much because…

Most people will say yes if asked nicely! It doesn’t matter how good your product or service is –  if nobody knows about it, nobody will buy anything from you! So by asking for feedback – which almost always results in positive reviews – you’re helping yourself out by increasing awareness about what your company does.


The importance of conversion rate optimization is clear. You can’t sell anything if you don’t have customers, and you can’t get customers without a high-converting website.

Conversion is the most important part of any business because it’s what keeps your company in business and allows you to grow your revenue over time. In other words: without conversions, there is no growth.

If your website involves affiliate marketing using the Amazon Associates scheme, then one way in which you can supercharge your conversion rate is by using the WordPress plugin used by many of the most successful affiliate marketers – AAWP. Transform your affiliate listings, control the data, automate the listings and engage with your visitors in a much more enticing way.

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