A Guide on How to Optimise Your Business’ Conversion Rate

25 April 2022
Mark Tuxford
Mark Tuxford

Customer satisfaction optimisation, or CSO, is the process of enhancing your website to increase customer satisfaction. CSO is achieved through content enhancements, split testing, great SEO, and workflow improvements. Customer satisfaction optimisation results in highly-qualified leads, increased revenue, and lower acquisition costs.

A customer satisfaction rate is the percentage of visitors satisfied with their experience on your website.

A high customer satisfaction rate means your website is well-designed, formatted effectively, and appealing to your target audience. A low customer satisfaction rate could result from a variety of factors related to either website performance or design. Slow load times, a broken form, or a copy that doesn’t convey the offer's value are common reasons for a poor customer satisfaction rate.

What Does a “Good” Conversion Rate Mean?

Defining a "good" conversion rate depends on your industry, niche, goals, traffic sources, and audience demographics, among other factors. For example, the average conversion rate for e-commerce marketing campaigns was 2.17 per cent globally in the third quarter of 2020 and 2.37 per cent in the US. In the food and beverage sector, the average conversion rate was 5.5 per cent, whereas it was 3.5 per cent in hair care.

If your conversion rate is below average for your industry or your own goals — then it's time to optimise.

Conversions can happen all over a website: on its homepage, pricing page, SEO blog posts and landing pages, and more. If you want to improve the conversion potential of your website visitors into paying customers, you should optimise each location.

How to Optimise Conversion Rates

Here are some tactics to test and implement at your company:

  • Add a CTA in SEO Articles: More specifically, add links to the page you want clients to visit at the CTA portion. That way, they are visually enticed to click and are sent to the page to make a purchase.

  • Add Lead Flows: You can try using lead flows, a conversion rate optimisation element, to get more conversions. Lead flows are high-converting popups that give you valuable information. Select from a slide-in box, pop-up, or drop-down banner depending on your offer.

  • Always Test Landing Pages: Landing pages are a valuable marketing tool because they convert visitors into leads and help existing leads engage with your brand. You can run A/B tests with landing pages to find your audience's best design and content features.

    For example, you might test different versions of your website copy, content offers, images, form questions, and web pages to determine what resonates best with your target audience and leads, resulting in better SEO.

  • Assist Your Leads: Sometimes, potential customers want to get right down to business and skip parts of the typical buyer's journey. They want to speak with a sales rep as soon as possible to start making plans with them.

You should encourage these high-intent visitors to complete specific actions to become marketing qualified leads (MQLs) quickly. To do this, you can use thoughtfully designed web pages and compelling and clear copy that carefully explains the steps they need to take. A combination of smart CTAs and a well-crafted copy can also entice more people to take action by giving them clear directions for becoming marketing qualified leads.

Admittedly, this depends on your product and sales process. The key, however, is finding ways to remove friction from the sales process.

This guide not only improves your SEO visibility but converts them from leads to sales, leading to increased sales and profits. Be sure to follow these tips, whichever applies best to your industry, to meet your customer’s needs every time they visit your website.

Photo by Cova Software on Unsplash

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