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How Websites Benefit From CRO

Conversion
17 September 2021
Sam Pettiford
Sam Pettiford

A good conversion rate helps every business on the face of this earth (including sports teams), but building websites with CRO as a priority though, is an art form that great web developers and designers learn through numerous projects and client scope/feedback meetings.

First and foremost, lets take a look at what conversion means and explore how it works for websites;

What Is A Conversion Rate?
A conversion rate is the percentage of visitors who complete a call to action (CTA) on your website, like completing a web form, signing up for a service, or purchasing a product.

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

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total interactions/visitors that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

What Is Conversion Rate Optimisation?
Conversion rate optimisation is exactly what it sounds like, optimising your platform to increase the chance of conversion. This is achieved through content, pricing, design and speed changes.

Some of the most common pages you can optimise for conversion include;

Homepage
These are priority number one for CRO. In addition to making a first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them further into your website. Many websites place their main business content on a homepage.

You can do this by emphasizing links to product information, offering a free signup button, or even incorporating a chatbot that solicits questions from visitors at any point during their browsing experience.

Pricing
A website's pricing page can be the make-or-break point for many website visitors. CRO can help a pricing page convert visitors into customers by modifying the pricing intervals (e.g. price-per-year vs. price-per-month), describing the product features associated with each price, including a phone number for visitors to call for a price quote, or adding a simple pop-up form.

Hotjar, for example, added a simple email opt-in popup form on its pricing page and got over 400 new leads in just three weeks.

Blog/News
A blog is a massive conversion opportunity for a website. In addition to publishing thoughtful and helpful content about your industry, a blog can use CRO to convert readers into leads.

This process often includes adding calls-to-action (CTA) throughout an article or inviting readers to learn more about a topic by submitting their email address in exchange for an ebook or industry report.

Landing Pages
Since landing pages are inherently designed for people to take an action, it makes sense that they have the highest average conversion rate of all signup forms at 24%. An event landing page, for example, can be optimized with a video of last year's event to encourage visitors to register this year. A landing page that's offering a free resource can be optimized with preview content from that resource to encourage visitors to download it.

In reality, all pages on your website should be optimised for conversion depending on the desired conversion. For instance, a privacy policy page usually has no other goal other than to inform the user of policy details, so that particular page can probably be left alone in most cases, but most other web page have a desired outcome.

Blog > user to spend time reading and preferably move to another article (although bounce rates on blogs are particularly high)
Pricing page > user to visit the checkout page
Checkout page > to convert a sale
Contact page > user to send an email

MWB are a development agency specialising in Woocommerce and ecommerce stores. Our experienced team are specialists in delivering ecommerce solutions, bespoke web design and engaging, high converting Woocommerce websites that align with your business goals.

Check out our sister company MWB Digital, a digital agency focusing on maximising sales through your online shop via enhanced user experience, digital strategy, effective email campaigns, conversion rate optimisation and content-led marketing that powers your ecommerce platform.

Check out our other ecommerce articles to learn how to reduce your churn rate and the 2021 trends for WooCommerce, alternatively contact us to talk about your e-commerce ideas.

Photo by Chris Liverani on Unsplash

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