Table of Contents
How to Drive More Conversions with Advanced Optimization Tactics
Understanding Key Conversion Metrics
Driving conversions is the key goal of any marketing campaign or website. Conversion rate optimization (CRO) aims to systematically increase the percentage of visitors that take a desired action on your site, such as making a purchase, signing up for a trial, or requesting a quote.
Before exploring advanced tactics, it’s important to have a solid understanding of the key conversion metrics you should be tracking for your business.
What is Conversion Rate?
Your conversion rate is the percentage of total site visitors that complete a target goal or conversion. It is calculated by dividing the number of conversions by the total number of visitors.
- You had 1,000 visitors to your site last month
- 100 visitors filled out a contact form
- Your conversion rate is 100/1,000 = 10%
A higher conversion rate indicates you are effectively persuading more visitors to drive revenue through conversions.
Why Conversion Metrics Matter
Understanding your conversion metrics, like your click-through rate (CTR) and bounce rate, is crucial for identifying areas for optimization. If your rates are low compared to competitors, it likely means there are issues preventing visitors from engaging and converting.
Optimizing to improve conversion metrics has a direct positive impact on your key business goals:
Essentially, driving more qualified conversions ultimately generates more revenue for your business.
Key Conversion Metrics to Track
Here are some of the most important conversion metrics to track continuously:
- Click-Through-Rate (CTR): Percentage of users that clicked on calls-to-action, like buttons or banner ads on a page. A low CTR signals issues with your CTAs or page targeting.
- Bounce Rate: Percentage of visitors that enter and exit from a single page without any other site interaction. High bounce rates indicate content problems.
- Session Duration: The average time visitors spend actively navigating your site. Longer durations signal engaged visitors.
- Pages/Session: The average number of pages viewed per session. More pages per session means visitors are interested in your content.
Closely monitoring these metrics helps uncover UX issues limiting conversions as well as opportunities for optimization testing. Now let’s explore some advanced tactics for boosting conversions.
Researching Your Audience for Insights
To optimize conversion rates, you need to intimately understand your target audience and buyers. Creating detailed buyer personas and mapping your visitors’ journey are key to identifying friction points and optimization opportunities.
Creating Detailed Buyer Personas
Buyer personas are semi-fictional representations of your ideal target customers. They help humanize your audience and clarify their behaviors, pain points, motivations, and objections.
To build accurate conversion-focused personas:
- Conduct customer interviews and surveys
- Analyze your audience demographics like age, gender, income level, location
- Research common questions and objections
- Map out their buyer’s journey from awareness to purchase
Some key details to include for each persona:
- Bio details: Like job title, company size, age bracket
- Pain points: Biggest problems they experience
- Key objections: Why they don’t buy certain products
- Purchasing role: Are they an influencer, decision maker, end user, etc.
For example, a CRO optimization consultant persona could have these attributes:
Bio: Marketing managers at mid-sized eCommerce companies focused on growing revenue. 25-45 years old.
Pain points: Missing conversion and sales targets each month. Limited resources and time to run extensive tests.
Objections: Concerned optimization efforts could disrupt existing operations or negatively impact revenue short-term. Unsure what tests to prioritize.
Purchasing role: Decision maker on optimization budgets and initiatives.
These insights should directly inform content messaging, offers, and conversion flows you develop for each persona.
Identifying Pain Points Across Buyer Journey Stages
Look at behavioral data and feedback to uncover pain points your personas experience in different stages of their journey, like:
- Awareness: Finding your brand and understanding your value proposition
- Research: Consuming educational content to gauge fit
- Comparison: Assessing how you stack against competitors
- Purchase: Navigating your checkout process and conversion flows
Common pain points could include:
- Struggling to grasp key product differentiators from the homepage message
- Bouncing from key landing pages due to irrelevant or unconvincing content
- Abandoning orders due to too much friction in the checkout flow
Understanding pain points then informs UX improvements and content upgrades across each journey stage. This drives more qualified conversions over time.
For example, you may rewrite product descriptions for clarity or reduce form fields on longer checkouts based on identified visitor pain points.
Improving On-Site Experience from Start to Finish
Beyond understanding your audience, you need to identify and resolve friction points in your on-site experience limiting conversions. This involves optimizing every aspect of your site, from page load speed to checkout usability.
Pinpointing On-Site Friction Areas
Use visitor recordings and heatmaps in Hotjar to isolate friction points causing visitors to struggle or exit prematurely.
Common on-site friction areas include:
- Slow page speed: Page load times over 3 seconds lead many visitors to abandon a site. This negatively impacts conversions.
- Confusing navigation: Visitors should intuitively find key pages and content without hassle.
- Low-quality content: Typos, outdated information and thin content makes businesses seem unreliable.
- Overwhelming homepages: Too many navigation links, offers, graphics causing distraction.
- Generic CTAs: Calls-to-action should clearly communicate next steps based on context.
Look for friction patterns across key funnels and site pages to guide optimization priorities.
Optimizing Page Load Speed
With 53% of mobile site visitors abandoning pages that take over 3 seconds to load, improving speed is crucial for mobile conversion rates.
Tactics to improve speed:
- Enable compression, caching, CDNs through hosting
- Resize and optimize images
- Defer non-critical file loading
- Streamline page architecture
Ideally target load times under 2 seconds on mobile and desktop. Significant business and revenue impact from speed optimizations.
Strengthening Above-the-Fold Content
The content users see without having to scroll down on a page is crucial for convincing visitors to further engage and convert.
- Lead with a strong, benefit-driven headline
- Use intro paragraph to establish page purpose
- Ensure effective calls-to-action are prominently visible
- Personalize messaging for identified personas
- Use trust building social proof like testimonials and review stars
Run A/B tests of different headlines, descriptions and CTAs on key landing pages to determine what resonates most with your audience above the fold.
Creating More Effective CTAs
Calls-to-action encourage visitors to continue engaging further down the conversion funnel. Make sure your CTAs adhere to best practices:
Clarity: Use strong action verbs that communicate the next step clearly like “Start free trial”.
Context: CTAs should be relevant to the corresponding page focus and visitor intent.
Prominence: Place primary CTAs in sticky menu bars, footer, and multiple times throughout long-from page content when applicable. Don’t hide important CTAs below the fold.
Landing Page Optimization Best Practices
Beyond general site optimizations, taking a strategic approach to landing page design and conversion can significantly impact results.
Well-optimized landing pages can deliver up to 400% more leads and improve quality metrics like lower bounce rates.
Here are advanced tactics for creating high-converting landing pages:
Crafting an Effective Layout
Adhere to core landing page design best practices:
- Single Purpose: Every page element focuses visitors on one desired conversion goal
- Target Audience: Speak directly to visitor personas in all copy and visuals
- Minimal Distraction: Strictly limit links and ads so users focus on primary CTA
- Prominent CTA: Call-to-action stands out with color, size and placement
Additionally, use layout patterns that facilitate natural eye flow down to your CTA:
- F Pattern Flow: Visitors tend to scan pages in an F pattern. Place important elements along this path accordingly.
- Scroll-Friendliness: Break up long-form content into digestible sections to encourage scrolling.
- Whitespace: Don’t overcrowd page with dense copy. Allow breathing room between sections.
Crafting an intentional page architecture ensures visitors quickly grasp your offer and call-to-action without distraction.
Personalizing Content Dynamically
Serve tailored content to visitors from different sources, like social campaigns, that speaks directly to their persona pain points.
Personalization tactics include:
- Showing UTM-specific landing pages
- Displaying contextually relevant testimonials
- Featuring dynamic offers/messaging matching intent
- Crafting customized CTAs
According to Statista, 95% of visitors entering personalized landing pages engaged further compared to just 45% from generic pages.
Urgency and Scarcity Triggers
When used judiciously, urgency and scarcity triggers motivate quicker conversions by instilling FOMO (fear of missing out). Tests show limited-time messaging can increase conversion rates from 20% to 185%.
Some best practices around scarcity and urgency include:
- Clearly define expiration dates for offers or steep discounted pricing
- Use pressure tactics like limited quantity count-down timers
- Display low stock warnings when inventory is truly running out
- Offer exclusive early access to new products for quicker conversions
While effective, avoid overly aggressive tactics that damage user experience. Find the right balance for your audience through testing.
Creating Better Site Search and Filters
An ineffective site search function causes visitors to struggle finding relevant information or products. This directly limits conversions.
Optimizing search and filters lifts conversion rates by helping visitors efficiently self-serve the answers and items they need.
Improving Relevancy with Auto-Suggestions
As visitors type into on-site search bars, display a drop-down list of predictive search term suggestions. This exposes them to the most relevant pages and products as they’re typing to improve discoverability.
Other search relevancy tactics include:
- Optimized page titles and meta descriptions so results appear enticing
- Adding synonyms and colloquial phrasing to expand matching
- Updating site architecture so associated pages/products surface easier
Google Analytics shows 12% of searches result in no matching pages. Confirm important pages get crawled properly through sitemaps.
Intuitive Filtering Options
On database-driven sites like product catalogs or listings, filtering helps users narrow down massive inventories to matches meeting their criteria.
- Display primary facets prominently so users know how best to slice the inventory
- Choose intuitive default sort orders based on what most users prefer
- Include secondary sort options within each filter to account for exceptions
- Show number of results associated with each filter option
According to CAP Ventures, effective filtering and faceted navigation leads to ~30% increase in conversion rates.
Prioritizing search relevancy and filters is imperative to guide visitors to the right destinations.
Optimizing Search Page UX
Beyond the searching/filtering functionality, ensure your dedicated search landing pages make it easy for visitors to find what they need through strong information architecture.
Best practices include:
- Optimized title tags and page descriptions
- Filters in left sidebar navigation for easy access
- Number of results displayed
- Logical result sorts (date, price, etc)
- Associated suggestions in side panel
- Compelling product/content descriptions
Confirm your search landing pages offer a stellar experience guiding users to conversions.
Conclusion: Key Takeaways for Improving Conversions
There are clearly many steps you can take to optimize different elements across the visitor journey to drive more high quality conversions.
However, pinpointing the areas delivering the biggest ROI on your optimization efforts and team’s time is crucial.
Prioritizing Optimization Efforts
Consider focusing first on optimization opportunities with potential to deliver the highest revenue impact:
- Site speed upgrades – Site speed has massive impact on user experience and conversions across devices. Identify and resolve page slowdowns can lead to immediate lifts.
- Landing page messaging – Given landing pages have the highest commercial intent visitors entering conversion funnels, ensuring your value prop, copy and layout stays compelling should be an ongoing effort, evolving based on tests.
- Mobile optimization – With over 50% of traffic now from mobile, flaws in responsive designs that increase bounce rates severely hurt conversion potential. Pursue seamless mobile sites relentlessly.
- Checkout and payments – When you’ve guided visitors deep into your conversion funnel, any barriers or speed bumps through checkout is detrimental. Isolate points of failure through session recordings and take corrective actions. Minor tweaks can yield big conversion wins.
After evaluating potential revenue impact, also assess effort level and resources required to help guide optimization roadmaps. Quicker wins can validate return on optimization investment and garner internal buy-in for more advanced initiatives.
Next Steps for Improving Site Conversions
The most effective next steps for validating and improving conversion rates on an ongoing basis include:
- Complete conversion tracking setup – Confirm you can accurately measure micro and macro conversion performance across devices. Understand where visits originate from.
- Analyze metrics to isolate issues – With tracking established, closely monitor hot and cold conversion funnels. Vertically slice your traffic sources, campaigns, referring channels, landing pages, offers and more to pinpoint problem areas limiting performance.
- Map your visitor journeys – Use session recordings to understand actual customer journeys, identify recurring drop-off points, and locate UX friction areas for improvement opportunities.
- Develop test hypotheses – Based on research and data analysis around bottlenecks, develop hypotheses for changes that could lift conversions based on visitor behavior insights.
- Launch targeted A/B tests – Using dedicated CRO tools, launch A/B tests to validate proposed changes you hypothesize will better persuade visitors.
- Rinse and repeat – Continuously monitor performance, uncover areas for testing, develop new hypotheses, launch quick experiments, double down on winners, and phase out losers. Creating a data-driven optimization culture dramatically lifts results over relying on assumptions.
Doubling down on core site experiences generating revenue ultimately pays dividends through increased customer acquisition and repeat business.
Frequently Asked Questions
Still have some lingering questions around conversion rate optimization (CRO)? Here are answers to the top 30 frequently asked questions:
What are some quick wins to improve conversion rates?
Some easier quick win tactics include:
- Testing different headlines and calls to action
- Optimizing page speed
- Strengthening onsite search
- Adding social proof elements like testimonials
- Creating urgency with limited-time offers
What tools do you need for conversion rate optimization?
The essential tools are:
- Google Analytics for conversion tracking
- Heat mapping software like Hotjar for finding issues
- A/B testing tool like Optimizely to test changes
- Website page speed tools
- Landing page builder/editor
How much do conversion rates typically increase from testing?
It depends on your business model and industry, but typically conversion rate optimization drives:
- 20-100% increase in sign-up rates
- 30-200% lift in lead generation conversions
- 10-30% increase in sales conversions
Top companies see 200-500% optimization gains after rigorous testing.
What has the biggest impact on conversion rates?
The elements with most impact are:
- Page load speed optimizations
- Strengthening your calls to action
- Streamlining checkout/payment flows
- Improving relevance with personalization
- Crafting tailored landing page messaging
How do you calculate conversion rate?
The formula is simply:
(Total Conversions / Number of Visitors) x 100 = Conversion Rate %
If you get 25 sales from 500 site visitors in a month, your conversion rate is 25/500 = 5%
What should you optimize first to lift conversions?
Focus first on optimizing:
- Site speed and performance
- Quality of traffic
- Landing page messaging and layout
- Form and checkout completion ease
- Stickiness of content
What is a good ecommerce conversion rate?
The average 2020 ecommerce conversion rate benchmark is:
- 8% for travel sites
- 2.35% for retail sites
- 5.31% for apparel sites
Aim for at least 2%+ conversion rates in ecommerce initially.
How do you increase time on site?
Tactics to lift time on site include:
- High quality long-form content
- Intuitive site navigation
- Personalized recommendations
- Email list sign-up popups
- Engaging visuals/interactive elements
Increasing engagement metrics like time on site improves conversion likelihood.
What is a good landing page conversion rate?
Here are benchmarks from Unbounce on average landing page conversion rates by sector:
- 11.5% for ecommerce
- 13.3% for lead generation
- 19.6% for applications
- 21.3% for promotions
Shoot for at least 10-15%, testing higher from there.
How is CTR calculated?
Click-through rate is calculated with:
(Clicks / Impressions) x 100 = CTR %
If your banner ad got 225 clicks from 15,000 impressions, your CTR is 225/15,000 = 1.5%
How do you increase CTR?
Top tactics to lift click-through rates:
- More specific display/search ad targeting
- Testing ad variations
- Improving ad relevance
- Using emotional triggers
- Contrasting colors/buttons
What are micro conversions?
Micro conversions track smaller site actions leading up to end goal conversion like:
- Newsletter sign-ups
- Downloading content
- Clicking CTAs
- Product demo sign-ups
Why are micro conversions important?
Because micro conversions show interest levels and help you isolate pain points limiting end conversions. Optimize them to fuel macro conversions.
What is a good click through rate?
Average CTR benchmarks by industry:
- 0.35% for search ads
- 0.9% for Facebook/Instagram ads
- 0.63% for banner ads
- Around 2%+ for excellent display/social ads
What should your bounce rate be?
Ideal bounce rates by site type:
- Blog sites < 55%
- eCommerce sites < 40%
- Business sites < 35%
- Landing pages < 40%
How do you reduce bounce rates?
Common ways that effectively reduce bounce rates include:
- Improving page load speeds
- Using more targeted CTAs
- Strengthening page messaging
- Adding forms/content further down pages
- Collecting partial data in popups
What are best practices for optimizing landing pages?
Core best practices include:
- Single value proposition focus
- One primary CTA button/form
- Minimal page distractions
- Relevance to referring campaign
- Quality headline and messaging matched to audience
How can you lift email click-through rates?
Top tactics for improving email CTR:
- More targeted email lists and segments
- Optimized subject lines
- Strong calls-to-action
- Personalized content/offers
- Improved list hygiene
What are the stages in conversion rate optimization?
The core optimization stages are:
- Establish Conversion Tracking
- Understand Your Audience
- Identify Weak Points & Opportunities
- Develop Test Hypotheses
- Prioritize Tests
- Run Controlled Experiments
- Analyze Results and Iterate