Conversion Rate Optimization: The Bottom Line of Your Marketing Campaign



What is Conversion Rate Optimization?

How Your Digital Marketing Strategy Impacts Your Conversion Rate

Your Website Job is to Convert

Micro Conversions Lead to the Final Conversion

Understand What Your Potential Customers Need From You

Speak Your Customer’s Language

Sales Funnel

Understand and Use AIDA

Hit Where It Matters

Find Things That Stop the Sale or Affect Price

Help is Defined By Your Customer

The Testing Imperative


It’s easy to think when you put up a website that customers will roll in. But it takes much more than just having a website to convert site visitors—the people who come to your website—to take action. And the most important action for your business is a purchase.

Whether your business involves products or services or both, making conversions is the ultimate goal of having an online presence.

What is Conversion Rate Optimization?

Conversion Rate Optimization (CRO) consists of optimizing your site and page experience to improve the probability of your visitor taking a desired action (conversion). You measure the rate based on the behavior of the site visitor.

You calculate the conversion rate with a simple formula. The search engine Google explains how the formula works in advertising, but the formula works for any web page:

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

The goal of each page is to convert as many visitors as possible. The goal is the same for business to consumer (B2C) and business to business (B2B). Whatever your target audience, your digital business goal is to create consistent conversions for revenue.

young lady typing on laptop

How Your Digital Marketing Strategy Impacts Your Conversion Rate

A strong and efficient digital marketing strategy leads your site visitor to take action (convert). All the components of your digital presence lead toward that one goal.

Search engine optimization (SEO) and paid advertising (PPC) get people who may not know about your business to your website. For that reason your website needs to engage your visitor and lead them to action.

Website design and content engage your site visitor telling them exactly how your business is the solution they need. How the website feels and how that feeling reflects your business send a message. It’s the user interface (UI) that makes your visitor feel like they are in the right place.

The visual elements like your logo, icons, buttons, and navigation arrangement make it easy to understand and move through your site. This user experience (UX) needs to be simple to understand and easy to use.

Content like text, graphics, and video all work in the same way with clarity and ease of understanding to encourage your visitor to take action.

Your social media strategy works like SEO and advertising to get people to take action either by guiding visitors to your website or directly on the social media platform.

Each small step leads to the ultimate result of conversion.

Your Website’s Job is to Convert

Don’t put the cart before the horse. Before you start building traffic to your site, you want to know that the site is converting.

If your web page does not convert, the sending traffic is not an effective use of your time, energy, and budget.

More traffic does not necessarily mean more conversions.

Focus first on giving visitors to your site answers that lead them to ask more questions. Then lead them to more answers on your site. When a site visitor understands that your business product or service meets a need they have right now, then you are more likely to convert a site visitor into a customer.

Think of every page as an opportunity to convert. Create a call to action (CTA) on each page. Invite your visitor to take action. Examples of customer actions that indicate interest that lead to conversions are:

contacting your business by your preferred method (phone, email, or filling out a contact form)
Signing up for your email newsletter
Purchasing your product

Pouring money into paid advertising doesn’t guarantee conversions. Creating a website that converts is your first step to a strong conversion rate.

colorful notes

Micro Conversions Lead to the Final Conversion

While getting a customer to buy from you is your goal, it’s rare to have a visitor land on your page and make a purchase on the first visit. Converting customers and clients is a process. That process involves many steps along the way.

Each time a potential customer visits a web page, you lead them closer to converting to purchase from your business.

Think about all the little steps and all the decision concepts you need. The zero moment of truth is the one instance when something either works or doesn’t work. But, there is an instance for each part for converting or not.

Before booking, it may be necessary for your client to have a conversation with their spouse. So you need to plan to help that consumer by giving them all the information they need to convince their spouse. And, how do you improve that? How do you influence that consumer? How do you make sure that the husband has the information to get his wife’s questions answered?

Converting a commercial enterprise can be even more complicated. Your website needs to provide answers. Answers for a team of people.

The original site visitor may understand your solution and want it. But before their business makes a purchase, other people who make decisions may need answers because that individual may not be the sole decision-maker. Would you have to make a presentation to his colleagues or his boss? And how will he be helping you make the case that yours is the right choice over competitors?

All the steps along the way to the final decision are micro conversions you want to maximize.

If you focus only on the big picture, you might miss some of the small details that lead to conversion. The micro-moments together form the vast ecosystem of all the different conversion moments you need to lead to the final conversion. One small detail can serve as the tipping point to conversion.

Understand What Your Potential Customers Need From You

Define your ideal customer in terms of what they need from you. In other words, how does your service or product meet their need?

Understanding your customer is key to creating conversions. However brilliant your solution, what you need to stress are the benefits your customer receives from using your product or service.
You may have designed a superior retail banking system or created a unique IT product but tooting your own horn won’t serve you as well as clearly listing all the benefits your potential customer will get from doing business with you.

Turn every feature into a benefit. And that means all the features, not just the new unique one. Paint a picture for your customer of how they will use it in their life and the beneficial changes your product or service will make to make their life easier.

Those benefits are what your customer needs. Help them understand how your business will work in their life.

You may have brilliant backroom service, but unless your customer understands how that benefits them, you are unlikely to make a conversion.

Speak Your Customer’s Language

Speak your customer’s language, so you don’t get in the way of your conversions.

Use natural language as though you were speaking to them face to face. Avoid industry jargon when you state the features and stress the benefits in terms your customer understands.

The idea of using plain language is to write so your readers know what to do. Rather than using technical or industry language, you explain what your reader needs to know in natural language.

Rather than trying to dazzle a reader with terminology they don’t understand, you explain how your product or service works for them in their language.

two sales people in a meeting

Sales Funnel

The standard thing that we talked about is a sales funnel. And that’s because we get narrower and narrower. And also we’re eliminating more and more people that didn’t convert as we come down that funnel.

People who first hear of you are at the top of the funnel. The next step is finding people who actually engage and can work with you.

You want to get as many people as possible down through that funnel to the end. So you want to make sure that you are looking at the whole funnel, smoothing out every single part of it and making it as efficient as possible.

Be clear about what your area is, who you serve, and where you set your boundaries for customers or clients. You want the people who identify with the problem you solve at your price point.

This is where that rubber meets the road. If you’re not converting, everything else is a waste of time. So, you want your conversions to be up there before you worry about advertising and before you worry about getting thousands of people to your site. You want a site where if you send 10 people there, one of them has to buy.

At lower numbers of conversions, getting one additional conversion creates substantial growth for your business. When you can do that immediately, then throughout the whole process, everything compounds in terms of the benefits or not having to go through the loss function.

Understand and Use AIDA – Attention, Interest, Desire, Action

AIDA is a classic marketing acronym. AIDA stands for attention, interest, desire, and action. These are the four stages that somebody has to go through before they’re going to take action.

You need to get their attention first, as they aren’t going to hear anything if they are not paying attention. Once you have their attention, it’s easy for someone to look at you, and if it isn’t for them, look away. You want the people who are interested.

You need to get them to act before you can get their money. Desire is more important than need. Desire is always more important than need. People will put off things they need, they’ll wait. But they’ll do whatever it is they want to do.

It works like the reason you need conversion optimization before you have traffic. It may seem like you need traffic, but what you want are conversions. If you can double your conversion rate now, then everything else will be twice as efficient. You’ll get double the bang for your buck in everything else you do to send people to your business.

Hit Where It Matters

Understand how people’s mindsets work.

For example, if somebody is in a hurry, then what matters is speed and getting it now. And it changes all the rest of their decision-making because they’re interested in getting it now.

Availability becomes key. They may turn down a better service because they can’t get it when they want it.

The challenge for your business is to understand what somebody wants from you. With this understanding, you can frame everything within their context and help them see that what you offer meets what they want.

man writing on a whiteboard

Find Things That Stop the Sale or Affect Price

Sometimes we’re our own worst enemies in business. We’re stopping the sale because of what we’re doing and who we are.

You need to get super clear about what your customers really need. Find the things that will stop a sale or affect the price that matters to them.

You’ll help your customers make informed, wise decisions that fit their needs as you are clear about meeting their wants.

Review your web pages. Find the places where people stop reading or back out. Refine those places with clear, detailed information and instructions.

Help is Defined By Your Customer

You aren’t the only business solution. Online sellers often fail their customers by behaving completely differently to the way they behave as a customer. The customer shops around. They look at many options. But when you are trying to run your business, you imagine yours is the only business that your customer is going to see.

Be reallistic. Address those “shopping around” needs by being specific. Define and illustrate how your business excels at solving their problem and meeting the customer’s need.

As a business, you want to help. But while you intend to help, whether or not it is help is the customer’s decision. We need to understand that all the way through. You need to understand what it is your customer needs, not to dictate it, but to be facilitative.

What makes you think that your solution is more important to them? They’re not wrong. They’re doing what they want. You have to work to make sure you work toward their understanding. Otherwise, you’re really in the way.

coworking space

The Testing Imperative

Because conversion rate is so important for your website, optimizing involves measuring and testing. Each step of the process requires discernment and critical thinking in order to gain knowledge on how to optimize for the best results.

Testing group VWO suggests five steps for testing conversion rate optimization.

1. Research where you need to improve conversion rates.
2. Create a strategy for better results
3. Prioritize what you want to test
4. Choose testing methods and run experiments
5. Analyze the test results

Once you analyze the results, you need to decide on the changes to implement to improve conversions.

The tactics and techniques are beyond the scope of this article, but unless you measure, analyze, and test, your conversion rate will not be optimized.

Use online tools like Google Analytics, Google Search Console, and Data Studio to discover and monitor how visitors react to your website.

While these quantitative assessments give you important data, gathering qualitative data from customers and clients will give you better insight into how customers for your business make decisions. Don’t overlook this information as you consider making changes to optimize for conversions.

Connect With Customers to Optimize for Conversions

Understanding your customers is the key to converting them as you send web traffic to your landing page or any page on your website. Think of every page as a landing page that can lead to a micro conversion.

Optimizing for conversions employs various technical actions that may be outside your business range of activities. Hiring a digital marketing agency to measure, analyze, and test for better conversions can improve your conversions resulting in a greater return on investment from your online presence.

At Erfolk, we set our sights on achieving higher rankings, increased traffic, conversions, and an improved ROI for our clients. It’s like having an internal team without the headaches of management.

We’d love to hear from you. Tell us what you need. We’ll explain our agency offering. Remove the worry and contact us to discuss your marketing needs. Let us show you how we can work for you.

We look forward to hearing about your next marketing project. Schedule your call with us now.