Achieve your goals with conversion rate optimisation

Conversion rate is a crucial metric for any business with an online presence. It measures the proportion of visitors who take a specific action, such as making a purchase, signing up to a newsletter, completing a form, or downloading an app, document or e-book, compared to the total number of visitors over a given period.

What is conversion rate optimisation?

Conversion rate optimisation (CRO) is a set of techniques aimed at helping businesses improve their performance and achieve better results by increasing their conversion rates. The target conversion rate will vary depending on your sector, average order value, or profit margin, so what’s considered ‘good’ for one business may be very different for another. There’s no universal benchmark for an optimised conversion rate, but if your website navigation could be smoother, your content more engaging, or your commercial offer more compelling, there’s room for improvement. In other words, your conversion rate optimisation journey is ongoing.

Why is it important to improve your conversion rate?

The SEO conversion rate provides a clear measure of the revenue generated by organic traffic. This allows decision-makers to see exactly what return they’re getting from their SEO investment. More fundamentally, it’s a direct lever for increasing business revenue. Depending on how well your site is optimised, improving your conversion rate could be the most effective strategy to prioritise. Beyond boosting sales, it can also enhance your brand’s reputation. Improving the user experience has a positive knock-on effect on other key metrics, such as engagement, sharing, and customer loyalty. To sum up, here are the main benefits of focusing on conversion rate optimisation:

• Higher sales and increased revenue
• Deeper understanding of your target audience
• Enhanced user experience
• Stronger customer loyalty
• Reduced advertising costs
• Improved customer retention
• Broader marketing channels
• Greater website traffic

How can you optimise your conversion rate?

Conversion rate optimisation is closely linked to user experience. If visitors enjoy their time on your site, they’re far more likely to convert. To maximise this, there are three key areas to focus on:

Quality content

High-quality content is essential for capturing users’ interest. This includes not just well-written copy, but also engaging visuals such as photos and videos. Quality content reduces bounce rates and, when optimised for SEO with carefully chosen keywords and targeted search intent, helps your site rank higher in search results. This brings more relevant traffic to your site, increasing your chances of conversion.

To support businesses with conversion rate optimisation, Incremys offers innovative modules such as Personalised AI and the content production module. These solutions help you create more relevant and effective content, driving sustainable improvements in your site’s conversion rate.

Technical performance

Security

If visitors don’t feel confident entering their payment details, they won’t complete their purchase. It’s vital to have HTTPS in your address bar and to do everything possible to build trust, including a professional design and flawless spelling.

Loading speed

Slow-loading pages are a major turn-off for users. Research shows that if a page takes more than three seconds to load, most visitors will leave. This is also a key SEO issue, as Google penalises slow sites.

Design and usability

Your website’s design, especially the landing page, is your business’s shop window. It should reflect your professionalism and inspire confidence. Smooth, logical navigation is also essential for a positive user experience.

Mobile compatibility

Mobile browsing has been growing for years, especially in e-commerce. As far back as 2018, over a third of online purchases were made on smartphones. That’s more than enough reason to ensure your site offers an excellent mobile experience.

The importance of A/B testing

A/B testing is a data-driven approach that involves trialling different versions of a web page to see which performs best. You can test two or more pages, or even the entire customer journey, especially during a site redesign.

Measuring progress with the right tools

Using Google Analytics or the performance reporting module from Incremys is one of the most effective ways to track your conversion rate optimisation and overall site performance. These reports make it easy to monitor conversion rates and understand how visitors interact with your site. Intuitive dashboards help you quickly see whether changes have a positive or negative impact. With UTM codes and URL tracking in Google Analytics, your marketing team can assess the real impact of specific campaigns. The Content Drilldown Report in GA also helps site owners understand how different content affects overall performance and conversion rates.

Conclusion

Conversion rate optimisation is essential for any business aiming to succeed online. Analysing visitor behaviour and implementing tailored strategies will help you improve your website’s overall performance. The right analytics tools allow you to measure your results accurately and continually optimise your conversion rate.

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