Before we begin, we need to understand what Conversion Rate Optimization (CRO) actually is. CRO is basically when you are trying to increase the number of your website visitors to take a specific action, such as opting into your list, buying your products or services, or anything else.
To be effective at CRO you really need to understand who your visitors are, how they move through your site, what actions they take, and what it is that is stopping them from completing your goals.
What is a conversion?
A conversion is the general term for a visitor completing a site goal and these goals come in many shapes and sizes.
What is a conversion rate?
Your site’s conversion rate is the number of times a visitor completes a goal divided by your site traffic.
Conversion Rate Optimization is part of the sales funnel strategy that’s increasingly being embraced by modern marketers.
One of the issues are all the distractions that are present in the life of a potential customer. An average shopper might start browsing on their desktop, stop to make a cup of tea, continue searching on their mobile, lose their signal while on the go and revisit the page later in the day.
Important Conversion Rate Optimization Metrics
Conversion rate optimization only works if you’re tracking specific key metrics.
The key metrics you need to be monitoring and analysing are:
• Bounce rate
• Average time on page
• Unique visitors
• User experience (UX)
• Number of Customers
• Page load time
The key to successful CRO is to be constantly testing BUT only change one element at a time. Split-testing is the key to successful CRO
The good thing about many of the newer page builders such as Click Funnels, Convertri and OptimizePress 2 is that they do have some built-in split-testing functionality so you can quickly change an element and clone a page and run traffic to both versions to see which is converting better.
If you want to dive a bit deeper into split-testing you can use tools such as Split-Test Monkey which is really easy to use but very powerful, and then you can do all your split-testing from a single dashboard, rather than possibly jumping from one page builder to another.
Ok, so now you understand what CRO is and how important it is, let’s look at 4 ways to increase the conversion rate on your website.
1—Eliminate Unnecessary Choices
An important part of high converting landing pages is being crystal clear on your objective for that page.
Your page shouldn’t try to get people to do more than 3 different functions…
2—Eliminate Unnecessary Distractions
After you have decided on the 1–3 (hopefully 1) conversions you’re looking for on this page, you have to understand what’s going on while the visitor is on that page.
What’s currently acting as a distraction and taking away attention from your ideal conversions?
Part of the reason why people might miss important information on your website is that the design of your website is too busy. It should be said, that it is much better to have an understated, fresh, modern and minimalist design especially on sales pages.
4—Streamline Your Message
Once again, less is more. One of the mistakes that novice business owners make is to create pages and marketing assets that are not well organized The sections don’t usually have clear functions and this leads to confusion and a lost (potential) purchase.
This goes all the way back to point one where you need to ensure that every element on the page directly supports your specific conversion(s)?goal and if it doesn’t, you should remove it.
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