preface: Conversion Rate and impact on SEO
In this article, we will consider the concept of site conversion rate optimization and its influencing factors. We will also explain how to increase site conversion rates.
Imagine you want to offer SEO services to a site sales manager, but he is a little skeptical and hesitant to pay for SEO. He may ask you a question about how the right traffic enters the site, with enough knowledge of SEO’s potential to generate traffic to the site. It may also ask you how to understand, this traffic will turn into revenue.
The sales manager does not care about increasing site traffic. What is important to him is the increase in sales revenue. SEO is full of speculation, and what we need here is a scientific process.
If you’ve ever had such a discussion with a manager, a customer, or with your boss, I’d suggest answering these questions is Conversion Rate Optimization. While SEO increases site traffic, conversion rate optimization will drive more traffic to product sales and increase revenue. Conversion rate optimization is not workable with speculation and requires a scientific approach that partially guarantees sales growth.
what is conversion rate optimization?
Optimizing the conversion rate or abbreviated CRO is the science and art of turning a user into a customer when they first log in. This includes components such as site visual design, copyright, user experience, psychology, testing different versions of the site, and sales psychology to maximize the positive impact on the user.
If you’ve ever heard of changing web buttons or trying out different versions of site templates, then you probably know a lot about conversion rates. This kind of information you probably have, like the information you have about driving a car and you can’t claim to be a driver by being a car driver.
We explain further the conversion rate and make it as easy as possible to color the buttons as much as possible. Conversion rate optimization, or conversion rate, is the science of influencing every aspect of the site on the user and is also very complex in terms of simplicity. The reason for its complexity is the complexity of humans, and the optimization of conversion rates also has a positive impact on these humans.
Here’s a look at the twelve factors that influence conversion rate optimization, and even talk about things that are pre-web design.
User personality analysis
Every user who enters the site has a private personality. For example, Emma, as one of the users of a jewelry sale site living in Taiwan, may have the following personality traits:
Emma is a 38-year-old woman. She lives in Taiwan and is single. She holds a bachelor’s degree in journalism from the National Taiwan University and a master’s degree in management from theNational Cheng Kung University and works in a private company. See’s on the subway to get to work, she is a healthy person, she loves swimming, he enjoys cooking vegetarian food, he has a meeting with someone for the next three days, so he wants to make jewelry. To use beauty in its own right. “
Understanding the personality of the users helps them to understand their needs and their cognitive process. Nowadays, knowing the character of the users during the shopping process is very important and makes the products tailored to their personality.
Understanding the personality traits of users is very important in optimizing conversion rates, as it affects the design of the website, its content and the keywords we use for SEO.
Return to our hypothetical user, Mary. Here are some questions, such as how do Emma and other users find the jewelry sales website mentioned above? According to the character we know from Emma, what does she do after logging into the blog? What information is he looking for? What products is he likely to click on? What pages does he visit on the Web to get to the point of purchase?
Asking such questions and answering them creates a user buying scenario. Understanding the user shopping scenario is essential and helps a lot in understanding the users’ cognition and their needs. Knowing this scenario helps us understand the changes needed to the site and, consequently, improve the site’s conversion rate.
Many questions and hypotheses may arise during the process of understanding the users’ purchasing process. Creating expert groups and testing different hypotheses can yield valuable results and can be used to optimize conversion rates. Qualitative studies and various questions are among the techniques used in this section.
Poll of users
When Buffer’s social networking site decided to redesign the site’s homepage, it first started polling users. In a series of surveys they conducted, they found that “saving time” and “allowing users to spend more time on their work” were among the key factors in their interest in the social network.
The social network did not base its redesign on these two factors but intended to maintain these factors to keep conversion rates high during site design. After the new look of the site was unveiled, the Buffer Social Network saw a 16 percent increase in site conversion rates.
Targeting and Demographic Analysis
It is quite clear how the demographic debate is affecting conversion rate optimization. Certainly, the marketing method in a country like Iran is different from another country like England. For each population, a different message should be used to sell products. Psychology can also be very effective in discussing sales. According to Wikipedia, the psychology of science is the recognition of human characteristics, values, theories, interests, and lifestyles.
While demographics explain who uses our products, psychology explains why customers buy products. Customer psychology information can be collected in the following ways:
- Marketing data analysis
- Support and sales teams
- Social Networks
- Testing hypotheses
The better you use these methods to understand why customers buy products, the more successful you will be at optimizing your conversion rate and delivering your customers’ favorite products.
It was first introduced in 2011 by Natalie Naha. The science of web psychology examines the factors influencing human choices on the Internet and at the level of mental activity. Some many rules and factors influence human choice in the web environment and shape human behavior in the environment. Natalie Nach’s three main secrets in online marketing are:
- Know your target customers
- Engage with customers mutually
- Offer your products with confidence
Studying the psychology of online contacts helps you better understand your customers and learn how to effectively communicate with them and optimize site conversion rates.
A / B split test
Select one of the pages of your site and make a copy of it. Leave the homepage. But making changes to the second page. These changes can include changing the page title, the color of the buttons, or the location of a photo. Move half of the traffic randomly to the first page and the other half to the second page. Allow this test to last for a sufficient time. After the test has been done enough and the cited sample is obtained, keep the page that has the most performance and sales and exclude the second.
This is called A / B Split Testing. The purpose of this experiment is to identify the page with the highest conversion rate. The further the test goes, the more realistic the result will be. There are always speculations in the construction of hypotheses. But choosing the best hypothesis cannot be guessed by.
A. Visit conversion rate
Visit conversion rate is calculated by dividing the number of conversion events by the number of visits:
Visit conversion rate e.g. 1% = 10 conversion events / 1,000 visits
Visit conversion rate is usually used to assess paid search effectiveness, since visits = clicks.
For an etailer, the order conversion rate is:
Order conversion rate e.g. 1% = 10 sales / 1,000 visits
B. Visitor conversion rate
Visitor conversion rate is calculated by dividing the number of conversion events by the number of unique visitors:
Visitor conversion rate e.g. 1.25% = 10 conversion events / 800 unique visitors
For an etailer, the buyer conversion rate is often known as the ‘browse to buy ratio’ or, for a travel company, ‘look to book’:
Buyer conversion rate e.g. 1.25%= 10 sales / 800 unique visitors
This experiment is easy to understand and is not worth anyone. This test is one of the best ways to improve the conversion rate, but it also has some limitations. For large sites that have a lot of variables, it is a bit costly to do this experiment with large variables, but the results are very good and profitable.
In many scientific experiments, multiple variables need to be changed simultaneously. Multivariate testing is the answer to the need to examine the impact of multiple changes simultaneously. A simple example is to make a change to your home screen wallpaper and measure its effect. In another experiment, you may make the background image thicker and thicker. You may apply the A / B split test and see what the conversion rate has increased in both experiments. But when you do this experiment simultaneously by changing both the background image and the text, you will see the conversion rate decrease. In these situations, multivariate testing will help you avoid making such mistakes.
Multivariate testing requires a great deal of information and examples. This test is not recommended in conversions below 100. The greater the number of samples and conversions, the more accurate the test result will be.
Have you ever watched a user’s activity on your site? What is quite straightforward in your eyes can be very complicated and confusing to the user. You can do user testing yourself or have it handled by professionals. The type of site user experience is very effective in optimizing conversion rates.
This test and the previous test may look a bit like each other, but they are two separate tests. User testing is when ordinary people are working with the site, but performance testing is about how the user interacts with the site at a time when the user is a professional and has high expectations. The two experiments may be slightly overlapping but should not be overlooked because of one.
Visual analysis of the site
Tools that help you understand what users are paying attention to when they log in and click on it. The results of this analysis provide useful information to site owners to optimize site conversion rates.
Using SEO tools like Google Analytics can extract valuable information about conversion rate optimization. Visits that lead to purchases and so on can identify and verify where the user has reached the purchase page. Also, identify visits that have not led to your purchase, and if there are bugs, fix the bug and make the necessary changes.
Each of these twelve parts is related to conversion rate optimization, but none of them can have a significant effect on the conversion rate. Conversion rate optimization applies to all of these and should not be overlooked by anyone. Finding a starting point for optimizing conversion rates depends on many factors including time and money costs. The key is to start optimizing and learning SEO from today. The sooner you change the site to optimize your conversion rate, the sooner you reach your goal of more sales.
Although most of these measures are self-explanatory, a conversion can mean different things for different people.
Let’s look at two examples and determine which one gives the best results, comparing only two measures: bounce rate versus conversion rate;
• A paid keyword campaign with a 44% bounce rate and a 0% conversion rate.
• A syndicated display advertising campaign with a bounce rate of 59% and a conversion rate of 0.11%.
A conversion is usually the end of website marketing, right? Get the visitor to take the desired action once they arrive on your site? This can mean a lot, from downloading a white paper to submitting a contact form to purchasing a product.
Think about it. At the end of the day, isn’t advertising and marketing just about converting visitors?