No matter your current conversion rate, there’s almost always a way to make it better. All it takes is a little curiosity, testing, and paying attention to what works for your unique audience.
In essence, “conversion” is just a measure of how well you can convince your users to take a specific action. Are you convincing them to input their information for your lead magnet? Have you closed the sale and encouraged them to make the purchase?
So how do you improve conversion rate? You better understand what’s going on in the mind of your customers.
Before you can increase your conversion rate, you need to start with an analysis of your current conversion rate. You want to look at all of the variables that are influencing your CRO. Some metrics to keep track of:
How do you find these metrics? Start by checking out Google Analytics. If you use Leadpages, we also have advanced tracking and analysis to help you understand where your conversion rate is coming from.
You have the quantitative data. But what do these metrics actually mean for your audience? You especially want to understand why your visitors are leaving as opposed to converting.
So go to your customers directly. Ask some of the following questions to get a better idea of where your visitor is coming from:
(Don’t ask questions that you already know the answer to through quantitative data, like “where were you directed from?” if you already know that traffic is coming through Google AdWords. You can look directly on your Adwords conversion rate to get this number, so don’t waste the question.)
How do you actually get this information? User testing and satisfaction surveys are the simplest way. If a visitor is about to click away, you can have a survey pop up to ask them about their experience. If you notice a lead didn’t convert, you can send a follow-up email inquiring why.
Don’t be afraid to ask where you’re failing. Customers want to give you their input, so you can provide them with an improved experience in the future. Make it a conversation.
You’ve got the data about what’s going wrong—now make the changes! You’ve also got the data with what’s going right, so focus your efforts there. This is easily the best way to improve conversion rate.
For example, your metrics show that a lot of your visitors land on your blog content, but they leave right after reading your blog. The qualitative data from surveys says that these visitors like your content, but they didn’t notice any other way to engage with the brand.
You can conclude from this that your call to action requesting they subscribe to your blog is too subtle. You might want to try placing more “subscribe” moments throughout the blog or redesigning the button to be bigger and bolder.
When you collect data, take note of the entire picture. You want to understand where the traffic is coming from, what they’re looking for, what will make them convert, and where their resistances could come in.
Don’t be afraid to test out different things to take an average conversion rate to an incredible one. You won’t know how to boost your conversion rate until you make a change and try something new. If the change doesn’t work, you can always switch it back!
Change one small variable at a time. You might swap the color of your CTA button or rewrite the headline or add in a picture of your product or offering. Make one change, and then see how it impacts your conversion rate. If your conversion goes up, stick with the new variable. If it’s not moving or goes down, it’s time to run a different test.
You don’t want to guess. That won’t get you anywhere. But you want to consider the full picture of quantitative and qualitative data in order to run different tests.
Guess what? Leadpages makes it super easy to run tests. We give you testing tools for your templates, so you don’t even have to keep track of it yourself. Let us handle it for you, so you can focus on engaging customers and boosting your conversion rate—not on the nitty-gritty technical stuff.
If your conversion rate isn’t where you want it to be, it’s time to find out why--and fix it!