Why does conversion rate optimization matter?

April 27, 2023
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Delivering best experiences is the key for every business and conversion rate optimization (CRO) is the best strategy to align everything for customers.

Conversion rate optimization (CRO) is a form of strategy that makes everything line up for your customers to take desired action, such as completing a purchase.

It can increase a percentage of people who take desired action on a website by:

  • Completing a purchase
  • Signing up for a newsletter
  • Engaging with content
  • Registering for a webinar
  • Scheduling a call with sales
  • Downloading an application

We need to understand user behavior and optimize website elements to increase user experience and drive conversions.

What is conversion rate optimization?

Conversion rate is a percentage of people who complete desired action.

You can calculate it by using this simple formula:

Conversion rate = (Number of conversions / Number of visitors) x 100%

For example, if your website had 1,000 visitors and 50 of them made a purchase, your conversion rate would be (50 / 1,000) x 100% = 5%.

In other words, it's all about taking action. So, we need to understand customers' behaviors and preferences by gathering all data and conducting user research.

For example, if customers don't scroll down the page we either need to condense a number of information or move CTA higher up on the page, etc. We can also conduct a number of tests to make sure we're making the right choice.

Why conversion rate optimization matter for your business

Because it is more than just a tactic. It helps you enhance user experience and business goals. 

It’s a never ending process of improving your website to continue getting best results, therefore it’s a worth investment.

Here is why it’s indispensable for businesses:

  • Helps you miximize return on investment (ROI)
  • Helps you better understand your audience
  • Enhances user experience
  • Keeps you competitive
  • Helps you make data-driven decisions

Many things on your website can affect how successful your conversion rate will be, from pushing content more towards the top of the page, to changing copy on a button.

Here is a list of things you can do to test and improve it:

  1. A/B testing - Involve testing two different versions of web pages to see which one performs better. Tools like Optimizely are great for that purpose.

  2. User feedback - You can do various tests from the feedback you gather from tools like Hotjar. Tests can be in the form of surveys, forms, etc. to enhance customers’ journey.

  3. User analytics - We can track users on our website and identify patterns by using tools like Google Analytics. This gives us insight on behavior, bounce rate, and traffic.We can even set up conversion goals to track performance over time and measure our ROI.

  4. Mobile optimization - Many people are using their mobile devices to browse the internet, so it’s crucial that our website is optimized for them.

How can Webflow help with all of that?

Webflow is a no-code, visual development platform that helps you fine-tune every detail on your website. It lets you build powerful pages that are fast, modern and optimized.

It saves you development time since you don’t need to spend too much resources on the development team when your marketing team can do it themselves.

If you need help with website development in Webflow, you can always reach out to their partners.