Conversion Rate Optimisation Techniques to Boost Website’s Performance

Summary: Driving users to your website is the first step – converting them to paying customers is the larger challenge. Conversion rate optimization or CRO is a strategic approach aimed at transforming every click on your website into a meaningful action, by using data to understand user behavior and refine CTA buttons, landing pages etc.

This article talks about the best practices when it comes to conversion rate optimization, the limitations to watch for and the best way to optimize your website’s product pages.

Conversion rate optimization or CRO is a process designed to increase the percentage of people performing a desired action on your website. This action is known as a conversion and can mean different things based on your campaign goals. It could mean adding products to your cart, purchasing a product or entering details in a website form. A successful CRO strategy aims at increasing conversion rates by optimizing the customer experience.

What is Conversion Rate Optimisation?

Your conversion rate reflects your website’s usability, trust customers have in your brand, your content’s relevance to incoming traffic and the type of visitors on your website, among other factors. To make sure you’re getting the greatest value from your digital marketing efforts, make sure you keep updating and optimizing your website and content to keep your conversion rate higher.

For a comprehensive approach to CRO strategies, consider integrating it with our Martech Services, designed to enhance every stage of your customer journey.

Importance of Conversion Rate Optimisation

There are several reasons to optimize your website’s conversion data. This includes:

• Higher revenue per website visitor
• Lower acquisition cost per customer
• Increased value from existing users or businesses

Consider this example. If your website’s home page has a 10% conversion rate and about 2000 visitors a month, your page will generate about 200 conversions each month. If you can increase the conversion rate of your website by optimizing other web elements, a 15% increase in conversion rate will increase your conversions by 15% to 300 a month. You can quickly estimate the potential impact of these optimizations using our Conversion Rate Calculator.

By combining CRO with tailored marketing automation, businesses can achieve even greater efficiency. Check out how our CRO services can help optimize user journeys across platforms.

Conversion Rate Optimization Techniques & Strategies

Digital marketing always leaves room to improve in the context of your website content and conversion rates. The best businesses are constantly improving and making their websites better and yours should too. Let’s talk about the best strategies to optimize your website.

1. Make your website navigation simple and seamless

Consumers landing on your website arrive with a purpose. As the site owner, you must ensure it is as simple as possible for them to find what they are looking for. This means your website navigation must be user-friendly and intuitive to ensure higher usability and convert visitors to customers.

The objective of any successful CRO strategy must be to remove any friction in the user experience, making it seamless for your audience to navigate and complete their purchase.

Image Source: Apple

Experts also recommend adding a navigation or search bar to increase website conversions. Website visitors using an internal search feature are known to have a higher conversion rate than the ones who don’t. This is because users who are searching for a specific product generally know exactly what they are looking for and have a greater purchase intent than others who are still browsing. These aren’t customers you should let bounce because of a small UI issue.

2. Make sure every CTA stands out

Every list on content optimisation will mention optimizing your CTA buttons everywhere on your website. A call-to-action button is the driving force that makes users finally take action anywhere on your website. Don’t let them be bland or expect visitors to intuitively know what to do. In 2023, the average website conversion rate was observed to be 3.68%. If all the CTAs were optimized, this number would be much higher.

Take a look at the case of real-estate business Morningstar. They wanted to increase inquiries from their mobile website form. They knew that tweaking their CTA copy would help them get better results. By changing the ‘Contact Us’ CTA on their site to ‘Inquire Now’, they saw about 44.11% more clicks on their forms. This new CTA was more direct, told users exactly what to do and also drove urgency.

3. Include high-quality images and videos

The internet has become a massive chasm of information today. Wherever you can replace a large block of text with an image or video, you’re creating a more engaging and memorable experience for your website visitors. Multimedia is more captivating, improves storytelling and breaks the monotony of black-and-white text blocks.

If you have an e-commerce website, a product page video showcasing the style and fitting of a product on a model can give customers a better idea of how the clothes will look on them. If you run a travel site, posting aesthetic pictures and videos shared by travelers can work as authentic reviews and give visitors an idea of what to look forward to on the tour.

4. Apply sales copy best practices

Making your website sales copy more lucrative and persuasive is Lead Conversion 101. Multiple case studies show that even the slightest improvements in copy can significantly increase conversion rates. There are several elements such as the headline, subheading or body copy that you can tweak slightly to see great results. According to marketing legend David Ogilvy, “I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” Therefore, test your headlines and CTAs and then see if they drive significant changes in your conversion rates.

5. Optimize your website for mobile

When you are optimizing your website, it is for every kind of device and not just for desktops. Optimizing content layouts and CTAs for tablets, mobiles and desktops is critical and not a one-size-fits-all. Mobile is the leading virtual experience to capture for businesses today, given that the majority of all inbound traffic comes from mobile devices. By employing responsive web design, you ensure your website delivers a consistent and user-friendly experience, regardless of the device used.

6. Optimize your website forms without fail

An online form that isn’t easy to understand or fill out can frustrate users and lead to a higher churn rate. Reducing the mandatory fields and number of questions, implementing inline form validation, showing positive error messages and allowing autofill are some known best practices that give measurably better results.

A finance company Qualicorp that manages healthcare plans noticed a significant drop in the number of people who filled out a form online while looking for healthcare plans. They conducted an A/B test. In one version they removed the repeated fields, but in the other, they made it mandatory to select a profession. The first version saw almost 17% more signups.

7. Improve your website’s page loading time

The attention spans of online users are much shorter today than ever before. When web pages take longer than 3-4 seconds to load, they are quickly abandoned by visitors. This simple behavior can impact your conversion rates significantly.

While experts say that a 3-4 second loading time for any page should be enough to make a user stay, the shorter you can keep the loading time, the better the experience will be for your website visitors. One way to keep your loading speeds high is by removing large images from your home page and leveraging AMPs.

CRO Audit and Metrics

Before you can improve things, you need to understand where and why people leave your website. A CRO audit looks at users’ behavior, where they come from, and how interested they are in finding problems in your conversion funnel.

Here are some of the most important numbers to watch:

• Conversion rate: the number of people who do what you want them to do, like sign up or buy something.
• Bounce rate: A high bounce rate could mean that something is hard to use or not useful.
• Average session length: This tells you how interested users are and how well the content works.
• Exit rate: shows the pages where people leave your site.
• Cart abandonment rate: The cart abandonment rate is very important for online stores because it tells them how often people leave before they finish their purchase.

A full CRO audit includes both numbers (analytics) and words (heatmaps and user feedback). This mix helps you find the areas that need the most work and makes sure that your optimization work gets results that can be measured.

Data-Driven Testing & Experimentation (A/B, Multivariate, Split Testing)

CRO thrives on experimentation. Rather than guessing what works, data-driven testing allows you to make evidence-based decisions.

1. A/B Testing:

Compares two versions of a webpage (Version A vs. Version B) to determine which performs better in terms of conversions.

Example: Testing two CTA button colors or headline variations.

2. Multivariate Testing:

Examines multiple elements simultaneously, such as headlines, images, and CTAs, to identify the best combination that drives conversions.

3. Split URL Testing:

Tests entirely different landing pages hosted on separate URLs to evaluate major design or layout changes.

Use reliable testing platforms like Optimizely, Google Optimize (sunset) alternatives such as VWO, or Adobe Target.

Consistent experimentation backed by statistical significance ensures every design or content change is justified by performance data.

CRO Expertise for e-Commerce Websites

Data-driven CRO strategies can show you exactly what you must do to increase sales from leads on your Shopify store. A Shopify CRO audit can pinpoint specific areas of your website that need optimization, helping to increase conversions and reduce cart abandonment. Let’s understand how to use CRO strategies to optimize your e-commerce site.

1. Use exit intent pop-ups

One way to discover barriers to a higher conversion rate is through an exit intent survey. This is a pop-up that appears just as a visitor is about to leave your site and asks them the reason for leaving without completing their purchase. Make sure it is simple, intuitive and catchy enough for visitors to stop and fill it out.

A single response won’t really give you too much insight into the real reason for user behavior. However, running this online survey over a long period can help you identify patterns, behavior trends and areas of friction on your website. For example, if relatively more people are complaining about the add to cart button, it means you have a bug to fix as soon as possible.

2. Optimize your product page content

If your CRO efforts aren’t paying off despite your efforts, you might need to radically change the way you present your products. This means changing the layout and design of your product pages based on visitor data and design UX best practices.

3. Look out for issues in the checkout process

There is no simulated replacement for real-world customer interactions. While you might know all the best practices and implement them as well as you know theoretically, the real-world experience might vary from what you imagined. Some necessary changes you might have to make are shortening the checkout process, allowing users to shop as a guest instead of logging in every time and adding more direct CTAs.

The connection between User Experience (UX) and CRO

CRO and UX are two sides of the same coin. CRO is all about getting people to buy something, while UX is all about making sure users have a good time along the way, which makes conversion the next logical step.

How UX affects CRO:

• Visual hierarchy: Users can easily find what they need if the layout is clean and easy to understand.
• Page speed: Pages that load faster have fewer people who leave and more people who buy.
• Mobile optimization: Interfaces that work well on mobile devices make it easier to use and get to things.
• Form simplicity: Making forms shorter can make a big difference in how many people finish them.
• Emotional design: Colors, fonts, and small interactions can make people trust you and be interested.

Making the user experience better doesn’t just lead to more sales; it also makes customers happier and more loyal over time.

The Role of Marketing in CRO

CRO and content marketing are linked closely in their shared objective of creating useful content to drive meaningful actions from potential leads. When you align your content marketing with your CRO goals, your content will not only attract attention but will guide visitors and navigate them through the different steps of the checkout process. This integration of the two channels provides a more streamlined approach to reaching your marketing goals. It ensures every bit of content has a measurable goal to meet within the lead conversion funnel, making it a powerful tool to help achieve your business objectives.

Where to Implement a CRO Strategy

You can apply a Conversion Rate Optimization (CRO) strategy in key areas of your website to increase sales and leads.

• Homepage – Make a strong first impression with clear messaging and easy navigation.
• Landing Pages – Use compelling headlines, strong calls-to-action (CTAs), and engaging visuals.
• Product Pages – Highlight benefits, add reviews, and simplify the buying process.
• Checkout Process – Remove unnecessary steps and offer multiple payment options.
• Forms & Sign-ups – Keep forms short and simple to increase submissions.

Optimizing these areas improves user experience and helps turn visitors into customers.

Tools and technologies for CRO

To make a data-driven CRO strategy work well, you need to use the right tools. Each tool shows you things in a different way, from analytics to how users behave.

The best tools for CRO to use are:

• Google Analytics 4 (GA4): Google Analytics 4 (GA4) tells you how many people come to your site, how they get there, and how interested they are.
• Contentsquare: It has tools for mapping the customer journey, heat maps, and visual behavior analytics.
• Hotjar / Crazy Egg: With Hotjar and Crazy Egg, you can see where people click, scroll, and leave your site.
• VWO (Visual Website Optimizer): With VWO (Visual Website Optimizer), you can do A/B testing, make your site more personal, and target users based on how they act.
• Optimizely: At Optimizely, you can do advanced testing and experiments with features.
• HubSpot: HubSpot keeps track of sales and does marketing automatically at the same time.

Using the right mix of tools can help teams learn more, do better on tests, and keep getting better.

Importance of Aligning CRO and Content Marketing Objectives:

• Targeted engagement: Creating content that is aligned with your audience’s interests and staged along the buyer journey keeps users focused on the next step, ultimately completing their purchase.
• Personalisation and relevance: Aligning your content marketing with CRO gives you content that resonates more personally and drives more conversions due to its relevance to the end user.
• Driving qualified traffic: Content optimized for both search engines and end users attracts traffic that is more likely to purchase than just browse.
• Informed strategy through data: Integrated content marketing and CRO strategies require the usage of analytics to interpret user behavior, thus creating strategies that are continuously improved and refined.
• Efficient usage of resources: When you focus on creating content that will drive more leads, you also see better usage of other resources, thus giving you a higher ROI.

Limitations of Conversion Rate Optimisation Strategies

Now that we have understood all the benefits of a CRO strategy, let’s not forget that there are also certain drawbacks of prioritizing CRO over everything else. Let’s take a look at some of these in detail.

1. CRO won’t provide a real or full picture

Conversion rates won’t tell you everything about your website’s performance or your customer interactions. When marketing teams focus only on fixing things that show a higher conversion rate or cater to CRO metrics alone, they can’t get to the real reason why something is or isn’t working. To get around this limitation, create a website that aims to meet customer needs as your top priority and keep that at the center of all your marketing efforts. This is true for when you’re adding a new feature, removing an old one or both, and will naturally boost lead conversion rates. This is not to say you shouldn’t observe CRO metrics, but rather that your analyses should not be limited to only CRO numbers when you’re trying to understand user behavior, thoughts, feelings and actions.

2. Increased conversion is not the same as increased revenue

Conversion rates don’t tell you the total number of conversions or how many people are visiting your website. It only tells you how many people are accomplishing the tasks that you want them to complete. This means that when your conversion rate increases, it won’t translate to an automatic revenue increase, especially if in the beginning relatively fewer people are visiting your landing pages. Effective Landing Page Optimization plays a key role in ensuring these visitors are more likely to complete the desired actions. When you’re analyzing conversion data, make sure you use the context of other user data like revenue, website visits and user feedback to get a more accurate picture of what drives your users to engage with your website or complete a purchase.

3. You cannot optimize your site for all users

No matter how similar your user demographics are, all users will respond differently to your CRO updates, so make sure you run enough tests, conduct audits and take feedback from users to better understand how customers experience these new changes. So while you can’t optimize your website for all users, you can optimize for those with the highest purchase intent and the most number of users.

4. Increased website traffic can actually lower conversion rates

If you spend too much time and all your resources on driving website traffic but still see a lower conversion rate, it can show a reduced conversion rate. This is not exactly a bad thing since it could still mean higher revenue even if your conversion rate isn’t as high. Take a more holistic approach when optimizing for conversion rate metrics and don’t forget the context of other analytical metrics.

CRO Best Practices for Your Business

When you’re creating your website for CRO, you can get great results only with purpose-driven actions and sufficient testing. Take a look at some highly successful CRO practices to get you started.

• Research your website’s target audience and traffic: Understand the pain points for your customers. Don’t rush visitors to take action, rather anticipate how close they are to completing the purchase and then ease them into the next step. Also, make sure you test enough CTAs.
• Optimize your content for mobile: Ensure all your functions and CTAs work on your website when viewed on all kinds of devices. Reduce your loading time for pages by removing heavy media files from the most popular pages. Also lead with positive customer reviews, case studies, social proofing, accolades etc.
• Personalize product and content recommendations: Make sure you optimize content feeds for users based on what they like looking at. Identify different parts of a page that have the highest or lowest engagement and improve content wherever required.

Explore Conversion Rate Optimisation Techniques with our Content Expertise

When you integrate your Conversion Rate Optimization (CRO) strategies with our content marketing services, your website becomes a powerful engine for attracting, engaging, and converting visitors. CRO not only enhances the user experience (UX) but also drives measurable revenue growth for your business. Our expert SEO services and content marketing team work together to understand your audience, craft high-value content, and boost lead generation through data-driven optimization.

Get in touch today to transform your website into a conversion powerhouse.