Only about 22% of businesses are satisfied with their conversion rates according to a recent study. What can you do about it?

Marketing strategies are now involving conversion rate optimisation (CRO) in greater frequencies. CRO takes businesses through the customer journey on their website to highlight issues and potential for better conversion once a user lands on the site. Imagine you are reading a book, some of the pages are missing, the plot doesn’t make sense and you are tempted to put it down and never pick it up again. This feeling of disenfranchisement is exactly what you don’t want your customers to have. That’s where CRO comes in.

You’ve successfully managed to drive traffic to your website, now you need to know how to make the most of it.

1. Conversion funnel review

The conversion funnel, in this respect, is the steps that a user must take from landing on your site to completing your respective goal. This could be lead-generation such as filling out an enquiry form, or commerce related, like purchasing goods from your store, but the path to get to this stage will need scrutinising regardless.

This allows you to review what pages are causing people to drop off and out of the funnel. Perhaps your cart checkout page is having some technical issues, therefore, people are abandoning their purchases at the last minute. A conversion funnel review would highlight these issues, therefore you can keep the business you have earned from your traffic, making sure they make it to the very final goal.

Funnel tracking in Google Analytics lets you begin to identify problems at different points in your visitors conversion process, which then allows you to optimise these areas and provide new solutions. Google Analytics offers free courses to get to grips with their software but it may take some time before this level of funnel review is possible from scratch.

2. Heat mapping

Your website can be analysed with heat mapping software like VWO to show which parts of pages are gathering particular interest from users. For example, if a page you have has a video taking up a lot of space that is not being played, heatmapping will tell you what else on the page is actually engaging users.

In terms of your wider traffic, this can allow you to see what is and isn’t working on a page and what types of content you might need more of. This is a deeper more focused analysis in comparison to the conversion funnel review but provides an insightful visual that’s hard to achieve elsewhere.

3.Trust signals

Trust signals throughout your website are integral to convincing the user that your website is going to offer them the service or product reliably and efficiently. You know your business is good, but you need to make sure to show your internet traffic this.

Trust signals can be things like reviews and ratings from associated websites that show users you are a reputable business. These can be placed with your Google Knowledge Graph and on your website to convey your reviews in search results and key pages respectively. The back of best sellers are always covered in stars and words of praise, your website should be no different.

Another trust signal you may not have considered is an ‘About Us’ page or an ‘Our Story’ alternative. Telling your new traffic coming in what your business is all about and emphasising the humans behind the screen is a great psychological trust builder in itself.

Payment seals are a trust signal that should be implemented on every e-commerce site. Payment details are rightfully guarded by the everyday consumer and if your site isn’t telling the user their details will be safe with credit icons for example, you will be losing out on the traffic you have gathered.

4. Limitation review

Finding out whether your website is less effective on particular devices is essential. Perhaps your site has only partially being optimised for mobile, certain pages may be discouraging traffic from continuing their journey on your site due to a negative user experience (UX).

Not everyone reads the same book in the same way. Reading on an e-reader is a different experience to reading the paperback, but they are both optimised for their respective purpose. Your website should be no different.

Mobiles, desktop and tablets should all be considered when designing the user journey. It could be something as simple as the submit form button being far too small for the thumb on a smartphone, reviewing this process will reveal details that are preventing you from making the most of your traffic.

5. Data capture

To encourage goal transactions, there may be tweaks that can be performed to improve the UX and keep your traffic engaged and happy. If you have an item that is out of stock and a customer tries to add this to their basket, you can target them later with a reminder email, for example. If you know they are interested in a very specific item and you later tell them it is now available, they are very likely to complete the initial transaction started, therefore completing the conversion.

Make your website a best selling novel. Be sure that the content flows, that it is engaging and makes the user want to keep reading to turn your traffic into conversions.


By Edd Wilson, CRO manager at Impression Digital

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