Posted on 07/03/2022 by Melanie Comerford

What is CRO & How Your Business Can Benefit?

You’ve invested in a brand new website design. As part of the relaunch, you devote time from the entire team to create a detailed marketing strategy to match your new website. However, despite the new tactics, imagery, and content, you’re not driving leads. This doesn’t mean it’s time to panic, a low conversion rate is common and simple to fix – if you know how to improve conversions.

The average conversion rate for websites is between 2.35% and 5.31%, while for e-commerce websites it is 4.31%. However, you don’t want your business to be average. Keep reading to learn how to increase conversions with several quick and simple to implement tactics.

What is CRO?

Conversion rate optimisation is about compelling website visitors to take a specific action; whether this action is purchasing a product, filling in a form, or clicking through to another page. To increase conversions, you need dedicated conversion rate optimisation tactics that connect with your target audience and match their search intent. So, how do you improve conversions? 

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How to Calculate Your Conversion Rate

Conversions ÷ Website Sessions = (%) Website Conversion Rate

There is a straightforward way to calculate conversion rates. You just need to establish exactly what a conversion is to your business, this is your goal. The goal will differ from business to business, industry to industry, and potentially even page to page on your website. Once you know what a conversion is, divide the number of conversions by the number of website sessions. 

Of course, as conversions take many different forms, sometimes you will have more than one opportunity to convert a user on a single webpage. For example, on one webpage a user may be able to download an ebook, subscribe to an email list, and submit an enquiry. If this is the case, you can calculate your conversion rate using these two methods:

  1. For each conversion point, calculate the conversion rate separately using the original formula: Conversions divided by(÷) website sessions = (%) Website Conversion Rate.
  2. Work out the combined conversions based on sessions across the entire website.

Before you can begin implementing conversion rate optimisation tactics you need to measure your conversions. The metric helps you analyse whether your current tactics are effective or not, as well as highlight opportunities where you can increase sales. However, while it will tell you whether users are converting or not, it won’t tell you why.

It’s important to note that the calculation will only be relevant if your website is generating enough sessions. To yield an accurate metric, you need a large enough range of sample data. So, if your sessions are low, don’t focus on conversion rate optimisation yet, focus on increasing organic traffic and retaining users on your website.

Reasons Why Your Business May Need CRO 

Here are 5 of the most common reasons why your website may not have a high conversion rate.

  1. Not Attracting The Right Audience – If you’re seeing a high volume of traffic on your website but the sessions aren’t converting, you may not be attracting the right audience. To increase conversions, you need to attract your target audience to your website; the people who are interested in what you offer.
  2. No CTA – A call to action compels someone to convert. Using inspiring copy and relevant information, a CTA is an effective tool to increase conversions.
  3. Irrelevant Copy – When a user clicks onto your website and bounces straight off, there is a high chance the page isn’t relevant to them. The relevant information, whether this is copy or imagery, may also be hidden, so make sure this is front and centre for anyone clicking onto the page.
  4. No Engaging Imagery or Graphic – A block of text is boring. Vibrant images, videos if relevant, and graphics that utilise colour all capture a user’s attention. You should also separate text with headings and write digestible paragraphs too.
  5. Confusing User Experience – Sometimes, to increase conversions, you need to make things simple. When something is difficult to do, it’s human nature to put it off and in that time we may forget to return to the task. Make converting on your site straightforward and easy and you will improve the user experience while increasing conversions.
Responsive web design

The Best Conversion Rate Optimisation Tactics 

  1. Optimise High-Traffic Pages
  2. Add Live Chat
  3. Build In Trust Signals
  4. Improve The User Experience
  5. Conduct A/B Testing

Optimise High-Traffic Pages

Pages with a high number of sessions are the priority for any of your conversion rate optimisation tactics. When a page is attracting a high volume of traffic and they’re clicking through to other pages but not converting, the webpage is a potentially untapped goldmine. Reasons for a low CRO rate on high-traffic pages may be because of SEO, the goal you’re measuring, or the CTA.

Add Live Chat

No matter how relevant and engaging your content is, sometimes you may not answer everyone’s questions. Even if the user is part of your target audience and engages with the page they may not convert. One reason for this is they have a unique query that they can’t find an answer for. Adding a live chat gives them a direct line to you so you can nurture leads and increase conversions.

Build In Trust Signals

87% of people research brands and products online before committing to a purchase. Think about when you make a purchase online. You probably check out a few options, look at what they offer, and decide if you trust them. When someone sees trust signals on your website, they’re more likely to convert. Trust signals could be a money-back guarantee, testimonials, or a regularly updated blog that publishes relevant and informative content.

Improve The User Experience

The user experience is a massive factor in whether someone converts on a web page. When a page doesn’t load quickly, you’re more likely to close it down and move on to another website. If the site speed is fast and the user engages with your content, you need to make it simple for them to convert. Whatever the goal, making it straightforward to complete is essential to increase conversions.

Conduct A/B Testing

After implementing your conversion rate optimisation tactics, you need to check if they’re working. If a page isn’t performing how you hoped, you don’t have to change everything and start all over again. Sometimes a few subtle changes can have a big impact. Through A/B testing you can measure the performance of different designs on the same page to see which is more effective. This gives you a clear picture of which approach to take to get the best results. 

Measuring Success of CRO

Once you’ve implemented your CRO tactics, it’s time to sit back and watch the profits roll in. Well, almost time. You should continually measure the success of your CRO efforts. Digital marketing is constantly evolving; what works today may not increase conversions in six months. Calculate the conversion rate for your key pages regularly to monitor the performance of your website.

This metric will highlight the key performing pages on your website. Knowing where your conversions are coming from creates the opportunity to increase them further. If you keep optimising these pages, you can potentially increase conversions continually over time. Having access to the data ensures you’re not guessing but making smart decisions.

How Loop Digital Increase Lead Conversions on your Website

Is your business experiencing a fall in leads? At Loop Digital, our CRO services help you unlock the full potential of every page on your website. We help our clients not only increase conversions but exceed their goals. 

Call us today on 01604 806020 or visit our contact page to find out more.

Mel is our Partner Strategy & Delivery Manager and also a CIM Chartered Marketer, a testament to her commitment to excellence in the field. But Mel’s contributions don’t stop at the office door. Beyond her professional endeavours, she leads an active life as a qualified run leader and dedicated volunteer. Her experience in these roles has streamlined her leadership and teamwork skills, making her an invaluable asset when it comes to collaborating on projects and ensuring their success. Her sharp insights, strategic thinking, and knowledge have made her a backbone in our team’s ability to drive results for clients in this industry. Mel will make sure that we can approach marketing challenges from all angles and deliver outstanding results for our clients.

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