Conversion Rate Optimization Best Practices In 2022

We highlight some of the best conversion rate optimization best practices towards business scalability, increased revenue and more.

Conversion rate optimization (CRO) is a process of increasing the probability & percentage of users towards a desired action.

These actions could be pertinent to product purchases, downloadable content, service sales’ etc. – the list could go on and on. However, none of it would be possible if you weren’t keen on learning and applying conversion rate optimization best practices.

The aim is to help improve the probability of the visitor taking desired actions on the relevant page. The other word for these so-called ‘desired actions’ is ‘conversions’.

It is a comprehensive process, comprising multiple stages. A successful campaign will ensure the use of extensive data to derive results from, conduction of multiple tests, editing of content to suit the incoming visitors, and driving conclusion.

With the way things are going, the online traffic will continue to stay highly inconsistent. You might get visitors to enter the conversion funnel the first time but the probability of getting them to come back and perform the desired action is quite low.

Let’s face it, this isn’t the ideal situation for any business, whatsoever. The ideal situation would be to improve by getting more conversions through effective conversion rate optimization campaigns.

The best examples of such campaigns would have the following properties:

  • Quick
  • Affordable
  • Easy
  • Innovative

In other words, conversion rate optimization helps you in understanding your website’s usability better while giving customer behavior insights and tips on how to make your UX better to meet your goals.

While CRO is an ongoing process of learning and optimizing, it is the continual aspect that gets ignored when CRO and its elements are being discussed.

Conversion Rate Optimization Best Practices | 6 Things To Know

Speaking of the elements, there are six primary elements of conversion rate optimization (CRO) that can be optimized. There are as below:

1. Landing Page Design

How does this play a part in optimizing conversion rate, you ask?

Well, it is the first element on the list for a reason.

It defines the usability of a website which then determines how successful it is at being effective at fulfilling the purpose of the website. The rule is quite simple: the more aesthetically pleasing a website is, the more visitors it will get – given that the design is still very easy-to-use and understand.

Here are a few tips that will prove to be important takeaways while designing a website:

  • Use an intense color that compliments the background and also goes with your brand’s colors and themes to highlight something on the page.
  • It could be an ‘Add To Cart’ button or something different, the purpose is to attract your visitors’ eyes to a particular aspect to drive a particular action.
  • Use on-page white space to your advantage. Yes, you have read it right. It can be used to highlight any text or product on the page.
  • Large images on the left side of the page are known to instill trust and capture the attention of the visitors effectively.

2. Website Copy

A good website copy is what will keep visitors on your website.

While the design does a great job at attracting people to the website, it is the content that will make them stay and convert their status from visitors to potential leads.

This is why it is important to write content that is engaging and persuasive.

A website copy comprises of the overall content of the website, including, but not limited to…

  • Headlines
  • Body content
  • Here are a few tips that will prove to be helpful when you are writing the website copy:
  • Headlines are one of those things that are known to create the first impression. In terms of formatting, don’t forget to focus on the font type, size, and color. Additionally, readability is the key here. Without it, an impactful headline will be good for nothing.
  • As for the body content, keep it concise, clear but don’t belittle the brand’s persona the most efficiently. Use short paragraphs, subheadings, and bullet points where necessary.

3. Call-to-action (CTA)

The name itself is self-explanatory but we will still go the extra mile to simplify and explain it to you.

Call-to-action (CTA) is a request for customers to take the desired action which could either be subscribing to a newsletter/channel or purchasing or something entirely different.

The more convincing the CTA, the more leads it will generate and hence, the more chances of conversions it will hold.

4. Navigation and Site Structure

Your website’s accessibility is the first thing a visitor will experience. If a website takes too long to load, then the visitors on that website will be very low because nobody has the time to wait for the loading process – no matter how amazing, useful, and aesthetically pleasing it is.

Likewise, if a website is not easy to understand and use, chances are the visitors will just hit the little ‘x’ on the top right.

This is why the site structure of the website must be well-organized, interactive, and fluid enough as it will help in the navigation of the website.

Now see how the conversions and the brand’s reputation improve.

5. Forms

This is an integral part of the sales funnel and so, is very precious to companies and is a part of conversion rate optimization best practices. As an important customer touchpoint, optimizing these can extensively help improve the conversion rate.

But which form is the best to use?

Well, different types of forms work differently for companies so there’s no one way of doing it right.

However, there’s one basic piece of advice we will give you to make sure the conversions keep rolling in: always maintain a balance between the quality and the volume of leads that get the best ROI.

Now, let’s get to the fun part!

These 4 basic optimization tips for your form-making process:

  • The fewer the fields, the better. Don’t overcomplicate your forms. Keep them simple to get more serious leads.
  • Good-looking forms often equate to a nice user experience. Don’t forget to be as clear and consistent as possible.
  • The easier the password creation process, the more the number of leads. Cut down the time spent on this stage and see the leads graph trending upwards.
  • One-click form submits can work wonders! Facebook or Google SSO is where your head should be.

6. Page Speed

We have already discussed this point but only in its impact on the visitors.

However, the loading time of a page plays a huge part in determining the overall performance of the website, as it not only just affects the user experience but also the conversion rate and the ranking on the search engine of the site.

A load time delay of even one second can reduce conversions by 7% so don’t undermine the page speed of your website.

Benefits of Applying Conversion Rate Optimization Best Practices

CRO has far too many benefits for us to include them all in an article but see us try our best to do just that.

For starters, it enables you to optimize your website’s functionality while explaining to you the consumer psychology of your visitor’s journey.

CRO’s main goal is to make sure your website reaches its maximum potential and for that to happen, you must learn to experiment with it.

If we were to categorize the benefits of CRO, we would broadly do so into two main categories: improving marketing ROI and enhancing UX.

1. Improving Marketing ROI

Here’s an easy tip for you: the better the structure your website has, the better your chances to improve your return on marketing.

For that, you can improve the quality/speed of experiments you carry out on your website and you can get better revenue with the same traffic/incremental business returns.

As CRO allows you to carry out performance analysis of your website through tests it is the best choice one has for improving the quality/speed of experiments.

This is especially useful in determining which areas of your website are doing better than the rest; the ones that are not doing well can then become your target for improvement.

Also, the added benefit of CRO is that it looks for the best possible variations to result in conversions.

So, not only are you improving your website but you are also improving the marketing ROI.

What an incremental win for the company, isn’t it?

2. Enhancing UX

Enhancing UX will add to the experience of your website – basically, by improving user experience through all lifecycle stages of a visitor, you are ensuring that a new visitor becomes a regular customer and that a regular customer becomes a lifelong customer.

To do so, you have to make sure to do these two things: a personalized experience for your visitor and gather better insights into your visitor’s behavior.

We’re living in a world of instant gratification: frozen food, lightning-fast retail deliveries, online grocery shopping, and much more.

Having access to whatever we want, whenever we want has changed us.

At this current point in time, where everything is either rapidly growing or changing, with no consistency to be seen around; visitors have become far too impatient.

This reiterates our statement above: If a website takes too long to load, then the visitors on that website will be very low because nobody has the time to wait for the loading process – no matter how amazing, useful and aesthetically pleasing it is.

This brings us to why a company needs to personalize the visitors’ experience by making the site more relevant based on a few demographical factors like geography, device, local time, browsing history, etc.

The CRO’s entire process relies on understanding the visitor’s behavior and a good way to understand it is through tools like heatmaps and click maps which tell you the particular sections of your site that the visitors spend more time on.

Moreover, user session recordings and session replays are some other tools that help understand the visitors’ overall experience to map the exact journey they took to accomplish the desired action or to abandon your site.

Wait, did you think that was all?

Not even in the slightest!

Next, we have form analytics and website surveys that also help in giving a holistic picture of the visitors’ site-wide experience. This produces qualitative data that is enough to create a good UX that further increases the number of conversions a company gets.

9 Conversion Rate Optimization Best Practices

Below are some of the conversion rate optimization best practices that will help you change your game:

1. Opinions of people don’t matter. Let the data you acquire guide you to your next experiment.

2. Don’t copy whatever it is that your competitors are doing. You don’t know what they are doing is even working for them. So why copy something that could jeopardize you, instead of growing you?

3. CRO is more than just A/B testing. Understanding your users is the key to success here and will help you determine how they are interacting with your site.

4. Follow a system and make use of both qualitative and quantitative data.

5. Do not start an experiment unless and until you have a hypothesis and a clearly defined goal set.

6. Track your experiment as it is critical to your results.

7. If you have changes to make to your experiment, stop, copy, edit and then start a new experiment but never edit an ongoing experiment when it is in motion.

8. Halt your experiment only when it has reached statistical significance.

9. Turn your insights into your next experiment’s hypothesis.

CRO Is An Ongoing Process...

All the above-mentioned methods of CRO have become a mainstream effort; mainly because it has enabled companies to understand their customers better.

Also, it exposes a range of data that helps them make their future business strategies. Simply put, CRO is not just any tool to enhance your brand’s online performance but it also makes you stand out from other brands.

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