A good website attracts hundreds of views, helping many people understand and know the product/service you offer. It's one thing, though, to attract people to your website. Converting these prospects to actual leads is a whole different thing. When it comes to web design, specifically with WordPress, there are no truer words than 'first impressions matter,' because in the super-busy cyberspace you fish for customers from, you literally have seconds to prove to a prospect that your offer is worth their time. Every prospect lost represents a lost opportunity to grow and profit your company! Therefore, while a good website will attract hundreds of views, an even better one encourages visitors to perform the desired action. Increasing your chances of visitors performing the desired action involves what is known as Conversion Rate Optimization (CRO). Conversion Rate Optimization can be thought of as systematically increasing the percentage of visitors to your webpage who respond to your call-to-action. Your call-to-action may be:
The conversion rate of a website is found by dividing the number of conversions a webpage generated by the number of unique visits to the page. More of this later on of course. Optimization relies on understanding how people navigate your page, what encourages action and what discourages it. Essentially, it involves learning people's behaviors. This suggests that CRO is an ongoing process in which the astute UX Designer learns and continuously refines their conversion strategy. That involves a lot of data gathering and analysis as well as thorough testing. Before discussing its importance to your WordPress page, though, it would be helpful to establish some background in Web Design Conversion Rate Optimization, starting with its building block: the conversion.
As mentioned above, the conversion rate is a function of conversions per the number of unique visits to your page. What counts as a 'unique visit' differs depending on the call-to-action. Should the CTA be to purchase a product, then the goal is to persuade people to buy as many times as possible. In light of this, every visit to the page counts as unique as it presents yet another opportunity for a visitor to buy something. So say we have one prospect visiting our page 5 times, 2 of which he/she buys something. The conversion rate would be:
Conversion Rate = 2 / 5 = 40%
On the other hand, if the CTA were to subscribe to a service, people who have already subscribed would not count as unique. In a nutshell, the conversion rate is calculated in terms of unique conversions per the number of unique visitors to a page. With this backdrop, one could already imagine that UX design aims at increasing the conversion rate rather than just increasing traffic to your page (directing traffic to your page is what Search Engine Optimization, or SEO, does. Converting that traffic into leads is what CRO does). Remember, every prospect lost represents a lost opportunity to grow and profit your company. Web Design Conversion Rate Optimization is thus a cornerstone of putting quality over quantity. It saves time, money and grows the engagement of prospective clients. Granted, webpages will differ in function and design. It follows that areas of interest will be optimized accordingly. But why the fuss, though? If your WordPress page works on what you feel is a comfortable wavelength, should you bother to further optimize it?
CRO is richly invested in understanding people's tendencies while they are on your page. What do they interact with the most? Where do they spend the most time? Which pages are barely touched by visitors? The efficiency of your page as an agent of conversion will only increase with experimentation. There are no shortcuts (at least, there are no free ones in most cases). The truth is, Conversion Rate Optimization is more important today than it has ever been and critical to the success of your WordPress website. This is because:
Even in the face of these very specific demands and changing landscapes, UX Design and Conversion Rate Optimization should not be done only out of a sense of obligation. There are massive benefits for WordPress sites that successfully and masterfully optimize the conversion rate of their webpage.
CRO will mainly bolster two facets of your marketing:
Marketing Return on Investment. You can exponentially increase the return you make on marketing activities if your regimen of CRO is well made. As highlighted earlier, CRO shines a spotlight on quality over quantity and when it comes to your WordPress page, CRO will focus on making the most of what you currently have. It will use your current acquisition efforts to get higher conversion rates. Objectively speaking, any experiments you make with elements of your pages that eventually increase conversions are incremental wins for your business. Increases of as little as 1% can mean 1% extra income daily which, depending on the scale of your business, could translate into hundreds and thousands of extra income for the business.
By helping to attract the right kind of customers for your business, CRO allows you to grow your business with or without the scaling of your target audience without the worry of running short of potential customers.
Social media is a great way to market, connect with and establish a loyal following from clients. With its advent, products and services can get more views, but this comes at a price. With more content asking for our attention on Facebook, Instagram, Twitter and so on, the attention span of the average user is decreasing. Since people have less time to spend ogling over everything online, there comes an intermittent demand to ensure that the advertisements people do look at are worth their time. CRO will help you tweak your webpage layout to include those elements people seem to enjoy spending more time interacting with. Heatmaps, click maps and a wide array of other tools help anyone delving into UX Design to better understand people's behavior while navigating your site. Included in this wide array are the user session recording and replaying utilities which, very literally, show the journey a user took while navigating your site. Hotjar is a service that really helps you understand the behaviors of your clients.
With enough insights into the behavior of prospects, one can extrapolate the strong points of their user experience as well as its pitfalls. CRO makes your webpage understandable to visitors. Visitors who find the site intuitive and easy to use are far less prone to shopper anxiety. This is critical to building trust because only through trust will potential customers give you their credit card information, bank details or other highly sensitive information. If users' experience on your webpage has very little friction, they are less likely to look to your competitors for solutions. In the long-run, CRO scores you the trust on which you can expand your customer base.
Overall, Conversion Rate Optimization 'gives and gets': Through it, you give your clients a smooth journey to getting what they want and you get a steadily increasing income as well as more customers. After hammering on why a webpage owner should consider systematically optimizing their conversion rate, it remains to question how one can do it. What practical steps could you take towards performing CRO on your WordPress site?
Throughout this article, it has been stressed that CRO is deeply rooted in understanding people's behavior as they navigate your site. It goes without saying, then, that your first port of call when working on your site is understanding, where to optimize, what to optimize and who to optimize for. This makes up step one of four essential steps you need to take in the process of optimizing your page. The complete list is as follows:
Here are a few practical tips to get your WordPress site conversion optimization going (by website element):
The Bottom Line
Conversion Rate Optimization seems to be the future of the marketing industry. When done well, a webpage does all the work to bring in leads and generate revenue for its owners. Now, more than ever, it is important to establish a thorough and rigorous scheme of optimizing your conversion rate. One could even argue that UX Design would be wasting the forward surges made by SEO if it didn't establish such schemes. The beauty of CRO is that it comes not as a burden but as an investment for anyone who wants to continuously see the quality of their client base grow.