Conversion rate optimization - How to optimize your website

What is Conversion Rate Optimization (CRO)?

The conversion rate optimization (abbreviation: CRO) is an important part of online marketing and shows the effectiveness of a website. The conversion rate describes the percentage of website visitors who are performing a specific interaction (the so-called conversion) on a website. With Conversion rate optimization, marketers can more easily understand success and scale for the future.

The conversion rate can be calculated as follows:

The conversion rate measures the percentage of the success of a website for a specific goal.

With which tools can one measure or increase the conversion rate?

1) Analysis tools:

These tools let you measure the status quo and conversion rate after a conversion rate optimization.

Tools: Google Analytics, Google Tag Manager, Kissmetrics etc.

2) Heatmap & usability tools:

With these tools, you can measure the observation flow of visitors. You can also use these tools to see which objects are being seen.

Tools: Hotjar, Mousestats, Crazyegg, Overheat etc.

3) A/B-testing tools:

These tools allow you to place objects in different locations, customize the color and shape of the call-to-action, and test whether these objects are visible to visitors, and thus optimize conversion rates.

Tools: Optimizly, Unbounce, eTracker, A/B Tasty etc.

4) Feedback tools:

With these tools, you can get direct feedback in real-time from your visitors and use it to optimize your website.

Tools: Usertesting.com, Surveymonkey, Qualaroo etc.

How to start your conversion rate optimization in 4 steps

Step 1: Analysis

To increase a successful conversion rate optimization, start by analyzing the status quo. After that, you determine which key figures (conversions) should be optimized at all. This is done by checking where most users connect with your company. With test buyers conversion scenarios are played through and the visit recorded on video (via Hotjar, Mousestats etc.). With this first step you have a lot of data to optimize.

Step 2: Planning

In the second step, the results of the initial analysis are evaluated and from this, plans for optimizing the conversion rate are derived. More specifically, the planning of the content to be optimized begins. To do this, take the page that is in high interaction with your visitors and plan the next steps, such as: Optimizing the texts, moving elements (forms, text block, downloadable content), changing the color of the call-to-action and much more.

Step 3: Optimization and conception

There are three ways to increase the conversion rate of your website.

a) Usability optimization

Always ask yourself the following question: How easily does a visitor to my website find the product or service he / she wants to buy / take? This question should answer the conversion rate optimization in the area of usability. Usability tests identify possible optimization potentials that can be used to increase the conversion rate. The usability of a website can lead to better usability through structural adjustments.

Note: You can call your page "efficient" if the conversion was achieved with minimal effort. For example, submitting a contact form is efficient if the completion is accomplished in a few steps and the entry of unnecessary data is omitted.

b) Content optimization

Significant for missing conversions may e.g. also missing or poorly labeled call-to-action elements, about which the customer is not strongly enough to action asked. Likewise, poorly designed content and faulty texts (spelling, grammar, punctuation) can lead to a page jump by a user.

c) Color psychology

Knowledge of color psychology allows the conversion rate to be reduced by e.g. the color of the call-to-actions are increased. Simply by choosing colors, the chance of a conversion in a shop can be increased. Here are some color examples

Red

Red generates attention. What is designed in red, is an eye-catcher. Red elements want to attract attention.
Positive associations:
Strong, courageous, passionate, dynamic, active, seductive, warm, vital
Negative associations:
Dangerous, aggressive, dominant, arrogant, brutal, angry, loud, exciting

Orange

Orange stands for energy, joy and warmth. She looks friendly and advertised with her products usually cheaper (cheaper).
Positive associations:
Friendly, warm, inviting, vital, young, happy
Negative associations:
Cheap, frivolous, intrusive, loud, restless

Green

Green looks alive and natural. Nature, environment and health topics are often translated as green.
Positive associations:
natural, relaxing, calm, positive, harmonious, relaxing
Negative associations:
immature, sour, bitter, inexperienced

Step 4: Evaluation

In order to calculate the conversion rate of your campaign, you must have understood and used the previously discussed 3 points to implement all the points. Now complete these tests for 2 weeks to get relevant data to determine the new conversion rate. After completing the two weeks, the last point is up - and that's the interpretation of the results. In the best case, you have done everything well and conversion rate optimization has been successful and you have been able to increase your conversion rate.

Conclusion:
The Conversion Rate Optimization is a continuous process that should be maintained and re-established over and over again. Although one-off measures can increase conversion and thus sales in the short term, after a while you will always be weaker. In contrast, a sustainably oriented conversion rate optimization accompanies the website permanently and evaluates you at regular intervals again and again.