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A Guide to Conversion Rate Optimization

A Guide to Conversion Rate Optimization
January 23, 2018

A Guide to Conversion Rate Optimization

Jan 23, 2018
Reshma Mandal

Conversion Rate Optimization (CRO) helps you to improve the performance of your website by optimizing the landing pages, user experience and will provide you with tools to be successful in building and testing plan. Most marketers are now focusing on improving their site performance to get more traffic and then converting them into leads where exactly conversion rate optimization comes into play. You will get through the basics of conversion rate optimization, why it matters and how you can execute it. This article would be helpful for entrepreneurs, bloggers, marketers, founders, and anyone else who want to learn about conversion rate optimization and how to get started and get possible results with their testing and building programs.

What is a conversion?

A conversion is a user’s journey starting from website visitors to complete your website goal. A goal can be anything. If your website is a shopping site then your goal is for the user to make a purchase. There are micro and macro conversions depending on your goal size. Purchasing a product from your website, subscribing to a service or requesting a quote, are all called as Macro-Conversions. Micro-Conversions are like creating an account, adding products to cart, or signing up for email lists.

Conversion Rate Optimization

What is Conversion Rate Optimization?

Conversion rate optimization is the process of increasing website visitors or traffic to your website, who take desired action like filling out a form or becoming a customer or etc. Conversion rate optimization process helps you understand how users move through your site, what actions they do and where they got stuck on your site which is not letting them to complete your goals. It lets you know your positive and negative points both. CRO is used to improve all the metrics of your website that’s you feel are important to your business i.e, improving your KPIs. CRO provides significant opportunities for any businesses of any size as it is providing businesses to convert the visitors into customers by optimizing their websites. With the help of CRO, you are evaluating your website’s sales funnel to identify ways that can improve your website’s performance to get a higher percentage of traffics. With the process of CRO you keep on testing a new version of a web page or the landing page with the current version to see the effective results and by the end, you get a web page that convinces the higher percentage of people to visit or buy from your site. Now let’s discuss why CRO is so helpful?

Why is Conversion Rate Optimization Valuable?

Conversion Rate Optimization is valuable because it is generating more sales for you from the same amount of traffic that you are getting from your website. CRO is important because High conversion rate means a better return on investment (ROI) and it’s beneficial to convert the higher percentage of visitors that you already have to attract more customers. In addition to improving your ROI, CRO helps to defend against limited patience of visitors by giving them their need before they look for it. Instead of spending money on PPC ads and other digital marketing strategies, you can rely on CRO to convert your current traffic efficiently to leads or sales and to increase your revenue. With CRO you are getting more out of your increased marketing efforts. You can see an increase in your sales percentage for the same number of visitors once you started making your conversion funnel more effective. If you double your conversion rates then, you are cutting down your Cost-Per-Acquisition by half. So if you want to increase your sales and revenue, then go for CRO.

Conversion Rate Optimization Strategies

1. Testing Landing Pages

A/B Testing

Landing pages are the most important part of your website. It’s where a user can become a lead for you. These pages play an important role for your website so you should run A/B testing to get the most effective results out of it. So what exactly is A/B testing? A/B testing or split/bucket testing is a method of comparing two versions of a webpage against each other to determine the efficiency of the website pages. So you can select the results depending on which is performing best between both of them. A/B testing compares a variation against the current one and then collect data about the impact of the changes done to get better performance. You can easily test your website copies, page designs, images etc. with A/B testing.

2. Using Lead Capture forms

Lead capture forms are a key part impacting the conversion rate funnel of your website. Lead capture forms are the final interaction that separates your leads from non-leads. Leadformly tool will make it easier for you to create high-converting lead capture forms. Lead capture forms have a high impact in terms of their ability to convert. Start with experimenting it to analyze user behaviors then use it as a benchmark to build out the total conversion optimization plan.

Lead capture form Leadformly

3. Create Text-Based CTAs within Blog Posts

Call-to-action Button

Keeping Call-to-action (CTA) in your blog post is a good practice. But keeping CTA always at the bottom of your blog post is not a good idea as the fact is that website visitors don’t often reach the bottom of the blog post. So it’s time implement a new approach altogether. Text-based CTA is the standalone line of text styled as H3 or H4 linked to a landing page on your website. It helps in converting more traffic into leads in comparison to the regular CTAs that are kept at the bottom of a web page.

4. Use videos to Engage Users and Explain your Business

Use of videos to engage users and to explain your business

Videos are a great way to communicate your brand story and build a relationship with your customers and the prospects in your marketing funnel. Ads in video format can increase purchase intent by 97%. Using videos to tell your brand story is a great way to interact with your customers and website viewers.It will not only help the users to learn about your product and business but it also let them make a purchase on your site. A video can increase your conversion rate by 80% if implemented correctly on your landing page.

5. Include Lead Flows on your Blog

Lead flows on your blog are defined as the high converting pop-ups that are designed to attract attention and any offer any value. You can select a drop-down banner, pop-up box, or slide-in-box depending on your offer.

Lead Flow Types

It always results in good terms when compared with regular CTA included at the bottom of your blog post. Lead flows can dramatically result in the increase of conversions on your website.

6. Reducing Bounce Rates and Exit Rates

Reducing your bounce rates and exit rates is a very important strategy. When a visitor exits immediately after landing to your page without visiting any other pages of your website, then it is called bounce rate. Every page of your website has an exit rate based on the number of visitors that leave your websites through that particular page. A high bounce or exit rate means a lack of engagement of your visitors towards your products and your website. So understanding and analysis of the bounce and exit rates are very important in order to increase conversion rates.

Effects of Bounce rates and Exit rates

7. Adding Real-Time Chats with Visitors

Real-Time Chats with Users

You can add messaging tools that will let you chat in real-time with your visitors. It not only helps in answering all the queries that a user have and making a clear understanding of your business, it also increases conversion rate and leads get converts rather. This tool can turn to be a powerful tool for increasing our conversion rate.


Conversion rate optimization is the process of A/B testing of different variations of your web pages and the landing pages to find the high performing results and to convert more traffic to customers. It is valuable because it increases revenue and lowers your cost acquisition and doubles your rate conversion rate. Every business should measure their final conversion goals. Every business carries their own tests. It’s better to do your test and not let any other industry to do the test for you as it needs a high level of accuracy. CRO is good for converting traffic to valuable customers so it's an obvious value for your business.

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