A Beginner’s Guide to Conversion Rate Optimization


What’s the point of your website? All of the digital marketing that you do? All of the content you write? All of the social media content that you post?

It’s to gain more sales – or at least sales leads.

In the digital marketing world, this is known as a conversion. Qualaroo defines a conversion as the following:

What we mean when we talk about conversion is when a visitor to your website takes an action that you want them to take.

This action could take many different forms. Maybe this action is simply filling out a contact form on the website, or maybe it’s checking out with a product in a cart. Whatever your interaction goals are for your website, that’s how we define a conversion.

There may be more than one. Maybe you are hoping to get people to comment more on your content. Maybe you’re hoping that they download certain pieces of content after they fill out a form. Or maybe you’re hoping that they contact you directly to find out more about your services. It could be all three – but the most important thing to remember is that the process has to be optimized so that you collect quality leads.

For more information on how you can collect quality sales leads contact a leading digital marketing agency to learn how to optimize your web design, SEO and content strategy for more interest in your business.

Before you begin talking about conversion rate optimization with an agency, there are a few key terms you should know, or at least be aware of, so that you can best decide what level of optimization is right for your needs.

According to QuickSprout, these are the people who should be interested in conversion rate optimization:

Entrepreneurs, founders, marketers, bloggers, and anyone else who would like to improve conversion rates on their website. You’ll find the guide useful for many different types of organizations, including eCommerce stores, SaaS businesses, non-profit organizations, political campaigns, and more.

Basically, if you do business in some way, you should pay attention. Below are some of the most important key terms in conversion rate optimization.

Call to Action (CTA):  Ask Them to Act

call to action

The CTA is usually a button or link, or maybe some other type of graphic that can be interacted with. The CTA specifically asks a user to take an action. For example “download our e-book,” or “contact us.” These are more traditional and possibly less compelling examples, but they are foundations for a CTA.

Call to actions are one of the most important aspects of a digital marketing strategy. Often times tweaking a call to action can be the difference between hundreds of sales leads, or more.

Conversion Funnel: How do they get to “Buy”

conversion funnel

When a person visits your website, they have to take a certain number of actions from the page that they land on in order to buy your product. This pathway or “flow” of each user’s experience is the conversion funnel in which they take to complete a conversion.

For example, the conversion funnel might be blog post > service landing page > contact us page > form conversion.

In this example, a user clicked on a blog post, which let them to one or more services, which led them to the contact page, where they filled out a form and completed the conversion process. Streamlining this process is what’s most important.

A/B or Split Testing: What Exactly Isn’t Working?

split testing

Sometimes, as with CTA elements, it can be a single element on a page that isn’t converting for a business. A/B or Split Testing is a process that helps businesses to identify what’s working on their page and what isn’t.

This testing pins one page or interface element up against another version of the same thing. From there, marketers determine which is more effective. For example, if your call to action is a button, does a green button or a red button lead to more conversions?

Multivariate Testing (MVT): Test a Bunch of Stuff at Once

multivariate testing

This is a modification of A/B or Split Testing that tests a bunch of stuff on a website at once. This is sometimes seen as less effective because you aren’t so clearly isolation different elements. On the flip side, you can sometimes see results more quickly with this form of testing.

This could be a test in different photos, variations of copy, or any other combinations in order to discover what is performing the best.

How Do I Measure All of This?

conversion rate optimization

Bounce Rate

A bounce rate is important – it’s the number of people that leave your website after viewing only one page. A high bounce rate is bad, as it often indicated that people aren’t finding what they are looking for right away and then leaving.

Exit Rate

This is a metric that exists for each individual page as well. How many people leave the website after landing on a specific page? If this number is high, this could mean that the page is not functioning properly for your conversation rate optimization, and some testing may be needed.

Average Time on Site

This is more of an engagement metric. If people are spending a longer amount of time on your website, then they are feeling highly engaged with your content. If you find that visitors are only staying for a few seconds and then leaving, it may be time to make some changes.

Page Views

The more pages that a person views on your website, the more likely they are to complete a conversion. Multiple page clicks indicates that the person is interested in the website and your offering – or at the very least your content. This boosts your chances of that person completing a conversion if you provide a good user experience.

Creative Click Media is a digital marketing agency that has helped hundreds of companies achieve success on the web. To find out how we boost your online presence with conversion rate optimization, contact us.

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