Conversion Rate Optimization: Your Way to Better Performance?

This post is also available in: PT ES

Is your landing page bringing in a lot of sales or is it more like a digital waiting room? If it’s not going so well, don’t worry because there are always ways to fix it and get the attention and sales you want.

Here you can learn some basic strategies that can boost your sales, sign-ups, or any other goal you have in mind.

---

What is conversion rate optimization (CRO) and why does It matter?

Imagine your landing page as a storefront. You’ve got eye-catching displays, helpful staff, and a fantastic offer. Customers are drawn in by what you have to offer but for some reason, many of them don’t buy anything. 

So what can push them into making that purchase? That’s where Conversion Rate Optimization (CRO) comes in. 

But what is conversion rate optimization?

It’s the art of turning window shoppers into loyal customers! CRO helps you understand why visitors might hesitate and provides strategies to address their concerns. Think of it as strategically placing helpful signs, offering irresistible deals, and ensuring a smooth checkout process to give potential customers the nudge in the right direction.

---

Understanding and calculating conversion rate (CR)

Your page’s conversion rate is kind of like its success score. It’s not just about how many people visit, but how many take the action you want them to. And to calculate your CR, you need to know this simple formula:

So let’s say 1000 people visit your online store, and 30 of them make a purchase. Your conversion rate would be (30/1000) x 100 = 3%. 

So why does your conversion rate matter? There are two main reasons. 

The first is because it identifies your page’s strengths and weaknesses. A high CR means your page, text and all other creatives resonate while a low one shows it’s time to investigate and optimize!

The second reason is that it allows you to measure your growth because, at the end of the day, CRO is all about improvements. Tracking your CR over time lets you see the results of your efforts.

---

Level up your conversions: top CRO strategies

Now that you understand what conversion rate is and why it’s so important, we need to talk about how you can improve it. Let’s go over some of the best tried and tested conversion rate optimization strategies, along with tips that will help you turn landing page visitors into loyal customers:

Have a user-focused design

Put yourself in your visitors’ shoes. Is your offer page easy to navigate? Are important buttons obvious and inviting? Can users quickly find the information they need? Try using it yourself and pretend that you see this page for the first time. Would you stay? Would you convert?

Write persuasive copy

Having a landing page means you can use the power of text to transform that “maybe” into a “yes”. This is why it’s important to write compelling headlines that grab attention, benefit-focused descriptions, and language that speaks directly to your audience’s problems and desires.

Come up with clear calls to action (CTAs)

Never leave your website visitors guessing – sometimes they need to be told what they need to do. Use clear, prominent calls to action that tell them exactly what you want them to do, such as “Download Now,” “Sign Up for Free,” or “Start Your Trial,” or “Continue”. Like here:

Buttons should be visible and clickable 

Don’t make your future buyers or subscribers wonder where to press the button – make it easy for them to find and click one. Make sure it is located somewhere where it’s logical: after the main salesy text, under the registration form, etc. Experiment with shapes and colors – believe it or not, but sometimes a green button instead of a blue one can change the game.

Use A/B testing

Data is your best friend when it comes to CRO. Nothing is ever perfect on the first try, which is why you need to experiment with different elements (headlines, button colors, layout) to see what resonates best with your audience. This is done through A/B testing and, over time, you’ll know which version works best.

Prioritize your CRO game plan

While all these strategies are valuable, some might have a bigger immediate impact on your offer page than others depending on its current state. If you’re not sure where to begin, you should first focus on improving your user experience and making your calls to action clear.

Include Social Proof

One thing every good business owner knows is that people will trust other customers that a product or service is good before they trust the business. In other words, people trust recommendations from others. 

Show potential customers that others love your brand by featuring testimonials, reviews, case studies, or even the number of satisfied customers you’ve served.

---

Use CRO tools to power your success

The right tools make all the difference when it comes to optimizing your conversions. Let’s look at some popular ones:

• Heatmap analysis. Visualize how visitors interact with your offer/landing page, pinpointing areas of high engagement and potential roadblocks.

Examples of tools: Hotjar, Mouseflow, Crazy Egg

• A/B Testing platforms. Test different versions of your on-page elements to make data-driven decisions about what works best.
  

Examples of tools: VWO, Unbounce, AB Tasty

• Customer feedback surveys. Gather direct insights from your visitors, identifying what they love and where they encounter friction.

Examples of tools: Typeform, UserReport, Survey Monkey

A good CRO toolkit will most likely include a combination of these tools to provide a well-rounded view of your landing page’s performance.

---

Final check-list

CRO isn’t a set-it-and-forget-it type of thing. The best results come from a continuous cycle of the best conversion rate optimization strategies. If you want to see consistent growth, here’s what you need to keep in mind: 

• Prioritize the customer journey. Put yourself in the shoes of your ideal visitor. Map out their steps on your offer page and identify any potential roadblocks or areas where they might abandon the process.
• Never stop testing. Optimization is an ongoing journey! Continuous A/B testing allows you to consistently find what performs best and refine your page over time.
• Data is your friend. Decisions based on analytics, heatmaps, and user feedback will lead to more successful CRO strategies.
• Address load speed. Slow load times hurt conversions. Optimize images, minimize unnecessary plugins, and consider a fast web host to keep visitors engaged.
• Build trust. Display security badges, clear refund policies, and contact information to reassure potential customers.
• Leverage urgency and scarcity. Limited-time offers or phrases like “Only a few left in stock” can create a sense of urgency, encouraging visitors to take action.

And good luck!