{"id":26922,"date":"2021-12-01T08:13:18","date_gmt":"2021-12-01T08:13:18","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/2021\/12\/01\/conversion-rate-optimization\/"},"modified":"2025-12-31T13:06:01","modified_gmt":"2025-12-31T13:06:01","slug":"conversion-rate-optimization","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/conversion-rate-optimization\/","title":{"rendered":"Conversion Rate Optimization"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-26922'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_social_share  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><section  class='av_textblock_section av-ju1b8xks-71f9c87a33184b82f31a6cda9cb53486 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Conversion rate optimization or CRO is the activity where you try to increase the percentage of conversions on your website. As we look at what the conversion rate actually is, it\u2019s the ratio between how many visitors or sessions your website receives compared to the sessions that completed a desired goal or conversion like a purchase. The higher your conversion rate, the more successful your marketing and web design is. People are more likely to buy what you offer if the purchase flow on your website works as it should.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As told before, the higher your conversion rate the better. Whatever your goal is on your website, there are ways on how to improve it by running different tests. A low conversion rate could be caused by:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your site or landing page is slow or difficult to complete a goal. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">For example, your checkout is inefficient which leads to consumers dropping out while they\u2019re already interested in buying your product.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What you offer on your website is not valuable enough to your audience or too expensive.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As your conversion rate is a very important metric to analyse, we\u2019ve come up with multiple examples of how to optimize and improve it.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Optimize your website<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Start with running A\/B or multivariate tests on your website by changing different elements to see which variation drives most conversions. You should have enough traffic on your website to get statistical significance quick enough.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-38916\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG.png\" alt=\"\" width=\"1920\" height=\"966\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG.png 1920w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-300x151.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-1030x518.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-768x386.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-1536x773.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-1500x755.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Conversion-Rate-Optimization-ENG-705x355.png 705w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Start with multiple little tweaks on your website or a specific page like your pricing page, content page, homepage or pages that are more important to you based on traffic and exit pages to start optimizing first. From there get into more drastic changes. The most effective elements to test are:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call-to-action buttons on the homepage: Try different colours, sizes or texts like \u201cShop now\u201d, \u201cDiscover now\u201d, \u201cSee more\u201d, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test your homepage visuals: Does static work better than dynamic visuals for your homepage? Pictures of your products compared to storytelling visuals, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What should be placed above the fold and what can be below.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How does your landing page and website perform on mobile devices?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Try different layouts of your pop-up sign-up form.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You should not only think about SEO but there are also on-site optimizations that are very important. For example:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>Titles<\/em><span style=\"font-weight: 400;\"><em>:<\/em> Which copy helped generate the most sales? \u2014&gt; optimizing titles to convert<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>Bullet points in your copy<\/em><span style=\"font-weight: 400;\"> \u2014&gt; optimize through tweaking the copy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>Descriptions within your paragraphs<\/em><span style=\"font-weight: 400;\"> \u2014&gt; clearly articulate the benefits of the products<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em>Keywords<\/em><span style=\"font-weight: 400;\"> that you are using: do they appeal? \u2014&gt; use accurate keywords that are relevant to your products.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Analyse your tests with Hotjar<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Hotjar is an analytics tool that helps you collect qualitative data. These tools are heatmaps, funnel tracking, user polls, surveys and more. In this way, Hotjar gives you insight into the visitor behaviour on a website. As soon as you start running A\/B tests, you should install a Hotjar on your specific page. This way you\u2019ll be able to get a clear view of which optimizations are better and which are worse.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The collected data will contribute to improving your web design, lowering your bounce rate, fewer drop-offs at the purchase funnel and eventually a higher conversion rate. These optimizations will offer a better customer experience on your website.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You look at recordings of your visitors, make heatmaps or scroll maps to analyse the behaviour. Of course, this is all privacy proof! You have no idea who has been on your website, you can only track their behaviour.\u00a0<\/span><\/p>\n<p>Heatmaps:<\/p>\n<p><span style=\"font-weight: 400;\">Start by analysing your heatmaps. It shows the behaviour of your visitors on a specific webpage. Here you can see where your users mostly have clicked on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When your heatmap has collected enough traffic on your website, you can start analysing your heatmap. Here are some tips &amp; tricks on how to analyse this report:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure your CTA&#8217;s are being seen &amp; clicked on. Change placement &amp; copy if they don&#8217;t perform as expected.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Place content in the order of importance to your users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Track what\u2019s going on behind pop-up forms or login screens. Optimize the whole experience.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Scroll maps:<\/p>\n<p><span style=\"font-weight: 400;\">After analysing your heatmaps, take a look at your scroll maps. It shows the percentage of visitors that scroll all the way down the landing page. The point to which most of the passing eyes scroll is a perfect spot for a juicy call-to-action like a discount code, new collection, etc. You can analyse which aspects of the website distract the users from taking revenue-driving actions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind to communicate the most important information above the fold so visitors won\u2019t miss this information and also make sure there\u2019s enough clickable above the folder. If not, this might drive potential customers away.<\/span><\/p>\n<p><em>Left &#8211;&gt; Scrollmap\u00a0\u00a0 <\/em><\/p>\n<p><em>Right &#8211;&gt; Heatmap<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23330 size-entry_without_sidebar\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-12-01-om-08.35.05-1010x423.png\" alt=\"\" width=\"1010\" height=\"423\" \/><br \/>\n<b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Landing page optimizations\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The landing page can either make visitors look around or make them leave the website right away. It is therefore very important that it is appealing to the potential buyer. Below we have some recommendations for your landing page:\u00a0<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using high-quality images are not only beneficial for your SEO but also your conversion rate. Nothing more unattractive than bad quality pictures with a low pixel.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use testimonials of your customers. Your customers can sell your products the best.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Landing pages with videos are 50x more likely to show up on Google searches. People interact more with video content than written content.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Limited scroll length<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easily to navigate on mobile devices (!)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use dynamic recommendations: 35% of all amazon\u2019s revenue comes from dynamic upsells. Show products to your customers that they\u2019ll probably buy too.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Optimizing your conversion rate is a never-ending process of trial and error. Don\u2019t expect that every test will lead to a rise in your conversion rate. Keep testing and iterating and, normally, not every test will work as you expected.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To get started, we have the ideal CRO process:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Track correct data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Research and discover<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plan your tests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design and implement\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Refine and iterate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repeat the first step<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">As a marketer, if you are on your website every day, you overlook certain things that are less obvious to your visitors than to yourself. Therefore, make the process on your website as easy as possible on desktop and mobile. The simpler it is, the more conversions. Also, why not get a more unbiased opinion from some outsiders? Combine your own and their insights for the best results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have more questions regarding your conversion rate and how to optimize it, get in touch with the Dotters! Thank you for reading :)\u00a0<\/span><\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. 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