Because your website's traffic is useless if no one converts (i.e., completes an action), you need to focus on generating traffic but also on converting that traffic into revenue.

Many business owners believe that getting people to their website is the end goal but really it’s only the start of the process of turning visitors into paying customers.

Although digital marketing articles are filled with information regarding how to identify search intent and what types of content formats to use, having your website listed as the top result in a search engine does not guarantee any type of business outcome.

Most companies that provide conversion optimization (CRO) help have similar types of resources and repeat the same basic message over and over again — determine a user’s intent; research their search results; determine what content should be created for each type of intent; and create at least one CTA.

What this means is you are missing a critical part of the process when it comes to improving conversion rates for your business.

Just because you know your user’s intent does not mean that you’ve delivered a seamless experience to fulfill their intent.

You have to take a data-driven and mechanical approach to your website design, user experience (UX), and user behavior psychology in order to provide your users with great experience.

Quick summary of Conversion Optimization (CRO)

If you want a simple summary of how to make the necessary changes to your website’s design in order to improve the performance of your website, follow these two key principles:

• Matching a user's intent with your website content is not enough. You must keep SEO and CRO as separate actions because just because your website has met the search engines’ requirements for ranking well does not mean it meets the needs of the user.
• Frustration kills conversions. Every additional form field, confusing navigation structure, or unclear price point will decrease the chance of a conversion.
• The CTA must reflect the appropriate context: If aggressive sales promotions are included within informational blogs, they will lead to users leaving the website immediately. On the other end, if the transactional landing page only provides weak CTAs, then it is also an opportunity for businesses to lose out on revenue.
• There should be a methodology for testing: Simply changing the color of a button on a website just because it looks better is a guess. For conversion rate optimization (CRO) to be successful, it needs to be performed systematically by using structured A/B testing, prioritizing audits, and using statistically relevant data.
• There needs to be trust before the ask: Users are not going to provide credit card information or email addresses if they don't feel comfortable with trust signals, social proof, or a clear return policy.

Relationship between search intent and CRO execution

Today's current view of how to optimize websites for traffic and conversions is overwhelmingly focused on SEO Principles.

It should go without saying that your website needs to have the same matching intent as your user, but just meeting that basic criterion will not lead to the greatest success when trying to optimize conversions.

Limitations of SEO traffic

SEO Tools give excellent insight into Keyword Volume, Backlink Profiles, and SERP Features, but they provide no insight into why a user dropped out of the Shopping Cart process from a mobile device.

A specific page may rank very highly for an informational search query due to the fact that it may have a large volume of content, accurately optimized headings, and authoritative backlinks.

However, if the primary purpose of that webpage is to generate leads but the lead capture form is at the bottom of the page, buried under 2,000 words of text, that particular website is not fulfilling its primary business purpose.

Ranking criteria and conversion criteria have some overlap but are not the same thing.

How intent mismatch affects conversions

One of the biggest mistakes that people make is assuming that all traffic to a specific webpage behaves the same way; therefore, when a specific page ranks for multiple mixed intents, the chances of that page converting drop drastically.

When a product page for e-commerce begins to gain traction on the first page of Google for "top of funnel" searches that have a lot of volume; users will leave their website fast because they do not want to buy the item yet.

The user is looking for information about a subject matter and the product page tells them they need to buy it now.

This disconnect causes a very high bounce rate due to a conflict between what the user is ready to purchase and the demand on the product page.

Changing the title tag alone does not solve this problem.

A fundamental change to the structure of the e-commerce product page is needed.

This could involve adding an educational "hero" section at the top of the page before displaying the products or providing a separate educational resource hub that provides users a path to the transaction pages.

The process for conducting a true conversion audit

Developing a conversion audit process that is effective requires an approach that is repeatable, operational, and free from guesswork.

In order to develop a good conversion optimisation strategy, you must conduct a performance audit of the current state of the landing pages, obtain the performance data, identify any bottlenecks in the design process, and test out the ideas you generate as a hypothesis.

Step 1: Review the SERP (Search Engine Results Pages)

Before you make any modifications to your landing pages, you need to fully understand the type of search result or 'SERP' that brings users to those pages.

Review the SERP that is generating the traffic for your website and see what other pages are being ranked as the main ones.

For example, are the other pages displaying long-form content like eBooks, short comparison tables, or straight to checkout pages?

If your page length is 5,000 words and all the other pages on that SERP are interactive calculator style websites, you have a huge disconnect between your page type and their page type.

When mapping page types to visitor intent, it is important to recognise what competitors have ranked and to have the right to use superior user experience (UX) design options to create a page that takes advantage of their limitations.

If you see that your competitors are ranked with a bunch of long-winded, cluttered, ad-heavy articles, then you have the ability to produce a nice clean, fast, easy-to-scan webpage to direct users toward the next logical step.

Step 2: Conducting an audit

Resistance refers to anything that creates an obstacle for the user to move through and causes their experience to have an increased perceived cognitive load (this can include slow loading times, confusing visual hierarchy of elements on a page, or distracting design elements that compete with the primary call to action).

A bottleneck audit is an intensive inspection of the page mechanics for your own site and is one of the best ways to identify everything that you can fix in order to improve your site.

We should also be mindful of the different types of mobile connectivity users have.

Testing for page load speeds on a 3G mobile connection is key to creating the best mobile experience possible.

You should always evaluate whether or not the visual hierarchy naturally directs the reader's eye toward your primary call to action or if there are competing design elements that compete for their attention.

One major source of friction lies in the cognitive load that users endure at specific points on your website.

If your pricing structure requires the user to read a long and complicated paragraph in order to understand it, chances are very high that user will not proceed with purchasing the product.

If a user has to click through several different pages to determine how much shipping will cost, that user will abandon their shopping cart.

Conducting an audit will highlight all points where the user has to stop and think before taking the next step.

Step 3: Prioritize your CTA test plan

Not all changes to your website will yield the same results.

A small typo may look nice but will not have significant economic impact.

Prioritizing your website A/B tests according to potential impact and level of ease to implement is essential.

You can follow the ICE (Impact, Confidence, Ease) framework to help you prioritize your website A/B tests.

For example, testing a new hero image and headline on a landing page that has the most visitors should be a high priority.

On the opposite side of the spectrum, changing the padding on a sidebar widget will be low priority.

Designing an A/B test rollout roadmap should involve prioritizing the biggest areas of friction to attack first, and each test should have a clear hypothesis.

For example, "We believe that shortening the lead form from nine fields to four fields will increase the submission rate by 15%."

Real world CRO scenarios / fixes

Theoretical knowledge is not enough.

Let's examine some examples of the specific and visible ways that websites lose out on sales, and how to fix those issues.

Ecommerce pages appearing for information-based searches

Diagnosis: The category page for the term "industrial coffee machines" has received a large number of organic visitors due to its well-optimized FAQ section located at the bottom of the page.

Despite this high level of traffic, the conversions from this traffic is stagnant.

Heat maps show that users are scrolling right past the products on this page, then read the FAQ, and leave.

Solution: The page is unclear in its intent.

There are two sides to the users: they are looking for education, but the page is focused on the transaction.

The FAQ must remain for the rankings, therefore, we need to optimize the page for micro-conversions.

Insert a soft call to action (CTA) within the FAQ. This could take the form of an email opt-in for a "Coffee Machine Buying Guide."

Or, we could reconfigure the layout of the page to integrate the FAQ with the products, perhaps even use comparison tables to help convert information-based users to commercial buyers.

Trust signals missing from service landing pages

Diagnosis: The B2B SaaS consulting service page is generating a high volume of highly-intent, bottom-of-funnel traffic.

The copy is very clear, and the layout is modern. However, the abandonment rate is extremely high.

Through session recordings we see that, upon arriving at the pricing tier, users linger on the copy, highlight information, and subsequently close the tab.

Solution: The page does not provide any proof to support the message, nor does it mitigate any risk for the user.

B2B buyers risk their careers by choosing the wrong vendor.

We need to add client logos just below the hero area. We also need to add short relevant testimonial quotes near the pricing tables.

Most importantly, we need to be clear on what occurs after the user submits their form.

Change "Submit" to "Book a 15-Minute Discovery Call" and add message indicating "No Credit Card Required".

High-traffic blog posts with overly aggressive CTC

Diagnostic: A top of funnel article titled "How to Fix a Leaky Faucet" receives thousands of unique visitors daily.

There is a large red "HIRE A PLUMBER NOW" CTA at the bottom of each paragraph of this article.

Zero conversions have occurred for anybody clicking this CTA.

The Reason: The intent of this workflow is purely informational.

The user is in a DIY mindset, not in a purchase mindset.

Because the user is at the top of the funnel and is seeking information, the aggressive hard-sell CTA creates immediate banner-blindness and distrust.

The Solution: Instead of an aggressive sales pitch, provide a logical next step.

Provide users with an easy to find downloadable checklist for plumbing maintenance or change the CTA to something relevant to them and less aggressive, such as, "Can't Find the Leak? Chat With Our Team for a Free Diagnostic."

Align the request with where the user is in their current stage of awareness of the product.

If they want to fix their leaky faucet and they aren't sure how, offering them the option to chat with someone for help is a much better next step than asking them to "Hire a Plumber Now."

Mobile users abandoning local business pages

Diagnostic: A local dental clinic has the #1 ranking for the search term "emergency dentist near me."

The conversion rate for the website from desktop traffic is 12%, while the conversion rate for mobile traffic is only 1%.

The Reason: Users who search for emergency services are experiencing high anxiety and low patience when they are looking for it on their mobile device.

They do not want to read about the dentist's biography. They want to make their pain stop.

As such, the current mobile page forces the user to scroll through very large hero images and a lot of dense text before they can find the contact form.

The contact form is also difficult for users to tap on when using a smartphone.

The Solution: Create and implement a sticky "Tap to Call" button anchored to the bottom of the mobile screen.

The first things to catch your eye as you scroll down the clinic's homepage should be the contact information and the ability to book appointments.

Pages that only have a side-by-side comparison of products or services do not compel visitors to act.

A case in point is the affiliate comparison page "Best CRM Software" that generates thousands of hits.

For a visitor who clicks through the page to see a comparison of the pros and cons of all the products, average time spent on the page is approximately five minutes, and the number of outbound clicks from that page to the affiliate site rates as disproportionately low.

Too much text, no clear direction for converting users causes the user to experience "choice fatigue."

When a user sees ten products or services that are essentially equal in value, he/she simply chooses to wait until there is a decisive winner, rather than continuing to make decisions.

Redesign the page to clearly identify the number one product or service as the most valuable.

As well as this, you can also develop a "sticky" summary box that contains three sections (Best Overall, Best for Small Business, Best for Enterprise) above the fold, to help identify the best option.

Visually separate the affiliate links from the other text as buttons, rather than as simple hyperlinks.

How to increase website conversions without playing a guessing game

Conversion Rate Optimization involves using the physical attributes of a user's experience with a website.

To be successful in this area, one must analyze and modify the individual elements of a website's pages that users interact with.

Length of form - Reason for checkout abandonment

The number of input fields required on a form is the physical barrier to completing a form.

A marketing department may want you to provide a lot of information in order to generate leads.

This information may include: your full name, the name of the company, your position, telephone number, and budget – anything that can help them convert you into a paying customer.

In contrast, a user only wants to provide as little as possible in order to get the service or product they are seeking.

If you have a lead generation form with eight or nine fields on it, run tests to reduce that number down to four fields (Name, Email, Company, Problem).

You will usually see an enormous increase in the overall number of leads generated compared to the number of leads generated from the initial data collected.

You will be able to collect additional data during your follow-up process.

For e-commerce checkouts, requiring users to create accounts is a significant barrier to completing transactions.

Always include a clearly visible "Guest Checkout" option in your checkout process.

Users should see a progress indicator so they know how many steps they have to complete before finishing the checkout process.

In addition, use an address auto-complete service to minimize the amount of text that needs to be typed on mobile devices.

Price transparency and comparison charts

Many online merchants believe that if they do not disclose pricing, potential customers will not be scared off by high prices.

However, today's consumers are highly skeptical, and if they cannot find pricing information, they assume they can't afford it and will leave your site for another retailer that provides pricing transparency.

If your services are customized, provide a range for each of your services or common project sizes.

A price comparison chart that clearly identifies and compares your different service offerings, provides an opportunity for potential customers to see the value of each of your service levels.

The well-designed pricing matrix encourages customers to select the middle service tier as the most logical and valuable choice due to the way it uses the decoy effect.

Building trust with customers before they purchase

The currency of the Internet is trust.

Before a potential customer clicks on a buy button, they are assessing the trustworthiness of your business.

Attaching a security badge to your checkout page is a good start toward building trust, but you must also provide other forms of establishing trust with your website visitors.

Publish your return policies in a clear, simple-to-understand format.

Upload pictures of your employees to your website rather than stock photos of models.

Make sure your website has a current SSL Certificate.

Address common customer objections within your copy.

If there are long shipping delays, mention them before the customer enters their credit card information.

Providing transparency will increase conversion rates, whereas perfection does not.

Measuring success beyond the click

If you aren't measuring it, then you can't optimize it.

To have an accurate understanding of your performance, you need to look beyond basic ranking tracking and evaluate the behavior of users to see how they interacted on your page.

Heat maps & session recording

Most standard analytics tools will give you an idea of what page visitors reached on your site.

A heat map or session recording will show you exactly what they did on that page.

Mouse tracking, scrolling depth, and click tracking will help you find bottlenecks within your website.

For example, if a heat map shows a substantial number of clicks on an image that isn't a link, you know that's a point of user frustration.

If scrolling analysis shows 80% of users are leaving the page before reaching the primary call to action, you should consider moving this offer further up the page.

Watching these session recordings can sometimes be a little cringe-worthy.

They show that visitors often come onto your website and navigates through it in totally different ways than you might expect.

They will highlight items that are confusing to navigate through due to how they are set up as well as broken mobile layouts that were missed by automated solutions.

Bounce rate vs. dwell time

Bounce rate is often misinterpreted; a high bounce rate is not always a bad metric.

For example, if someone types in "customer support phone number" into a search engine, clicks on your contact page, finds the phone number within three seconds, and Leaves to call; that is an interaction you would consider successful even though it will go down as a bounce.

By interpreting dwell time metrics with bounce rates, you will find out that someone who bounces away from a 3k word piece of content in two seconds either has an intent mismatch or a page upload delay - whereas someone who hangs around for four minutes and then exits, may have read the entire article but did not see any reason to act.

In these cases, it is necessary to conduct diagnostics specific to each case.

A conclusion of your CRO

Improving web conversion rates is not a single project, but rather an ongoing cycle of auditing, hypothesis creation, experimentation, and results collation.

High search engine placement is only the beginning.

The revenue potential of your website is solely dependent on what occurs following the click.

Organisations can convert busy web pages into highly successful revenue generators by ditching generic advice; performing effective audits; making page operations fit the psychology of visitors, and implementing observable visitor behaviour as a basis to inform all website decisions.

Don't think of traffic as your primary concern; instead, concentrate on understanding the visitor journey.

Frequently Asked Questions (FAQs)

When will results appear as a result of CRO efforts?

The timeframe for realising CRO result around the A/B testing process is determined entirely by the number of unique visitors to your website.

As such, high-volume websites can experience statistical significance within a few days; thus you can progress on with iterative testing.

For lower volume websites, testing needs to be conducted for several weeks to ensure data analysis is meaningful.

However, immediate overnight results can also be realised from resolving significant issues - including mobile layout issues, or overly complicated form structures.

What is the correct order of priority: A/B testing, or multivariate testing?

The first step is to conduct A/B testing.

Multivariate testing requires very high traffic levels to develop statistically considerable contributions.

Therefore, for many organisations, A/B testing one significant hypothesis against a control page is comparatively quicker, cleaner and clearer.

How do I manage mixed intent pages?

If a page has dual functionality to fulfil informational or transactional terms - the metrics for each can't be held independently - so make sure that the highest-priority function is structured through hierarchy, start with high-quality information content to fulfil informational intent, and make sure there is an easy transition toward the transactional angle and have more secondary and less aggressive CTAs for the informational group (newsletter opportunities) and the more aggressive types of CTAs for the transactional.

What are the main reasons for checkout abandonment?

Checkout abandonment has primarily resulted from unexpected costs.

When a visitor reaches the 'final' point in the buying funnel and finds exorbitantly-priced shipping, hidden taxes, and/or the requirement of an account creation to complete the transaction, trust has been compromised dramatically.

This implies the need for transparency.

Clearly illustrating shipping costs as soon as possible in the buying funnel and facilitating guest checkout will eliminate more abandoned transactions due to unexpected costs.