Tired of investing in advertising and it doesn't work? Don't worry anymore, find out in this article what it is conversion rate and how you can improve it without investing a single cent in more ads.
Increasing the conversion rate or conversion percentage is vital for any business that wants to maximize its income without increasing advertising investment.
Conversion rate measures the percentage of visitors or sessions that take a desired action on your website, such as making a purchase, submitting a form, or subscribing to a monthly service.
This article explores various strategies to increase the conversion rate or percentage, combining UI/UX design and the importance of effective copywriting for selling online.
What is conversion rate / conversion percentage
- If 100 people pass by your house, but only one throws a stone, you have a conversion rate of 1%.
- If, on the other hand, 100 people enter your physical store and 3 decide to buy, you have a conversion rate of 3%.
- Finally, if your e-commerce or online store receives 1000 visitors, but no one buys. You have a conversion rate of 0%
Understanding conversion is just a numbers game.
With all the digital advances, measurement tools and sophisticated digital marketing strategies, it is possible to lose sight of the central axis of what a good online conversion has to be.
Ultimately, for your business, you define what a conversion is. Whether it's filling out a form, scheduling a call or making an online purchase.
Conversions can be recorded in many ways. But the key point is that it must be measurable by you. This is mandatory because we cannot improve what we cannot measure.
Let's take a look at all about them and how you can improve your percentage.
What is conversion rate optimization.
To put it simply, conversion rate optimization is a digital marketing strategy that aims to get more visitors to take an action that leads them to become end customers or leads (potential customers). This involves carrying out a series of initiatives that result in changes or insights.
This strategy can be referred to by the term CRO or “Conversion Rate Optimization”.
Why it is important to measure your conversions
The conversion rate is a key indicator of performance of a website, application or lead generation system.
It is calculated by dividing the number of conversions (desired actions completed) by the number of visitors or sessions and multiplying the result by 100 to get a percentage that you can then use to calculate the ROI of your digital marketing efforts.
Conversion rate = (Number of conversions / Number of visitors) * 100
This metric is vital because it reflects the effectiveness of your website in persuading visitors to take specific actions, whether it be purchasing a product, registering or filling out a form. This is called a conversion event.
A high conversion rate means that your website is well optimized and that the experience along with the content manages to convince visitors to take the action desired by the company, which translates into higher revenues and better performance in our marketing efforts.
Conversely, a low conversion rate indicates problems that may be related to site design, content quality, or user experience.
How to calculate the conversion percentage (In all cases)
There are different cases under which you can calculate the conversion rate. We have the following:
- Overall conversion rate
- Ecommerce conversion rate
- Lead conversion rate
- Click-Through Rate (CTR) to Conversion Rate
- Form conversion rate
- Marketing campaign conversion rate
- Email conversion rate
- Free Trials Conversion Rate
- Subscriber conversion rate
You can calculate them as follows:
| CONVERSION KPI | = | FÓRMULAS |
| Overall conversion rate | = | (Number of conversions / Total number of visitors)*100 |
| Ecommerce conversion rate | = | (Number of transactions / Total number of visitors)*100 |
| Lead conversion rate | = | (Number of sales / Number of leads)*100 |
| Click-Through Rate (CTR) conversion rate to conversions | = | (Number of conversions / Number of clicks)*100 |
| Form conversion rate | = | (Number of completed forms / Total number of visitors) |
| Marketing campaign conversion rate | = | (Number of campaign conversions / Total number of interactions with the campaign)*100 |
| Email conversion rate | = | (Number of conversions per email / Total number of emails sent)*100 |
| Free Trials Conversion Rate | = | (Number of paying users / Total number of free trials)*100 |
| Subscriber conversion rate | = | (Number of new subscribers / Total number of visitors)*100 |
Top Strategies to Increase Conversion Rate
Copywriting Optimization
The biggest conversion factor of a landing page is not the design, price or speed of our website, it is in fact. The text.
You just have to say the right thing, to the right person, at the right time to trigger a conversion.
Therefore, one of the most effective strategies to increase the conversion rate is to improve the copywriting of the website.
Content should focus on the benefits to the user, their pain points, and a solution in the form of a value proposition where the “perceived value” is less than the sales price. Don’t focus on telling the user about the technical features of the product or service or providing complex price estimates accompanied by generic descriptions.
That won't lead you to increase your conversion
No, no, no. You need a copy that will make the user literally spit out their coffee in shock when reading an offer so irresistible that only a fool would pass it up.
For example, instead of saying “Toothpaste” and throwing out a low price and going to sleep, it is more effective to say something like: “Guaranteed! Get a white and healthy smile in just 3 months with our revolutionary unprocessed fluoride-based toothpaste”
Same product, different copy, better results.
Marketing managers often run advertising campaigns with multiple ad sets that lead to different landing pages or landing pages
The vast majority of landings would greatly benefit from re-evaluating ways to make their copy stronger with a more compelling and comprehensive value proposition for the user.
By focusing on what the user can get, rather than what the business offers, significant impact can be achieved.
Therefore, it must be taken into consideration that for the average marketing manager what is being sought is not only a nice and aesthetic UI design but a expert who can help you increase your conversion rate. That is, a change in the metric.
Improving User Experience (UX)
User experience is crucial to converting visitors into customers.
An effective UI/UX design ensures that users can easily navigate the website, find what they are looking for, and complete the desired action without friction.
This includes a clean design, intuitive navigation, and fast loading times.
In my experience, a page that doesn't convert often suffers from usability issues. We can correct this by carrying out optimizations that range from simplifying forms, improving purchase flows, to making more effective use of the modules used on that website.
UX settings can vary. But they always have the same data-driven structure: Problem, Hypothesis, and Solution. You can use GA4 (Google Analytics 4), GSC (Google Search Console), GTM (Google Tag Manager), Microsoft Clarity, NPS surveys, among other research tools to make a most comprehensive UX analysis
Components should work in a way that is easy to use and information flows should be logical to the users' needs.
For example, if a page isn't converting, it could be because users aren't finding what they're looking for, or because the navigation is confusing and traffic ends up going to the wrong URL.
Improving these aspects of the user experience can lead to a significant increase in conversion rates.
A/B Testing
A/B testing is an ideal tool for identifying which elements of a page are working and which aren't.
By creating two versions of a page and testing which one has a better conversion rate, you can make informed decisions to optimize performance. You simply push a chunk of traffic to version “A” and another chunk to version “B” and measure the results.
Lead generation is a complex and beautiful thing at the same time. There is no better feedback than seeing a number go up or down in usability or A/B tests.
Modifying a landing page and seeing the immediate impact on conversion rate is a powerful way to understand what works and what doesn't. Apply this strategy, change the UI design, layout, texts, images
If something isn't working, like in a game of chess, you need to adjust your strategy and try a new approach.
Effective Calls to Action (CTA)
A coherent and clear call to action like a crystal-clear fountain is essential to guide visitors towards the conversion we want them to make.
To achieve this, make sure each page has a unique, well-defined CTA that is easy to find and understand.
Don't use vague terms like: Buy now, click here or View.
Instead, use something more concise and clear like: Submit Form, See More Information, Add to My Cart, Yes, Get in Touch!, Download My Free Guide Now! This will help you improve your conversion rate.
Si tienes dudas no olvides checkear mi artículo acerca de botones que convierten
Many companies do not have a clear CTA per page, which confuses the user and reduces the conversion rate.
The page should guide the user in a simple and direct manner towards the desired action, whether it is adding to the cart, filling out a form or downloading a resource.
A good CTA should be specific and aligned with the user's goals.
What is the ideal conversion rate?
There are plenty of gurus out there who claim that the ideal conversion rate is what they get if you buy their affiliate software from tools like CRM. But before you pull out your wallet, let’s talk some real numbers.
According to the study by Saleh, K. (2024). 40 Most important conversion rate statistics for 2024 – InVESP. invespcro.com. https://www.invespcro.com/cro/statistics/
- The average conversion rate for websites is 2.35%
- Top websites have a conversion rate of 11% or higher.
- In B2B, the professional services industry has the highest conversion rates at 4.6%.
- The B2B industry with the highest form conversion rate is the industrial industry with 2.8%
It's a pretty interesting study in my opinion. Also notice that it doesn't mention using expensive software or paid plugins in particular to increase your conversion rate so there's no bias towards any affiliate there.
In my experience, it is not necessary to invest in expensive artificial intelligence tools or impossible-to-use CRMs to increase your conversion rate. You just need to analyze your KPIs to know what to optimize and how to approach these optimizations.
If your conversion rate is less than 1% (as is often the case with many landing pages in Latin America) it is possible that you are sending unqualified traffic to pages with conversion rates less than 1% (for example, a disastrous 0.05% conversion rate). This implies that you either have a traffic volume problem or a conversion problem. And it may be necessary to evaluate what is missing there with your digital marketing and UX design team.
Common mistakes that affect conversion rate
Mensajes genéricos: A website that talks in general terms about what it does, rather than focusing on the benefits to the user, will lose conversions.
Lack of user focus: If content is not geared toward solving user problems or meeting their needs, it is less likely to convert.
Usability issues: Difficult to navigate pages, slow loading times, and confusing layouts all negatively impact user experience.
Before spending, try to optimize
Increasing the conversion rate or percentage is an achievable goal by implementing user-focused strategies, improving copywriting, optimizing the user experience and conducting continuous testing.
Having a dedicated focus on these strategies is very helpful in improving the performance of your website, so it is not necessary to increase the budget if it is a problem in the conversion rate.
Espero este artículo haya sido de ayuda, If you have any questions regarding how to improve your website's conversion rate, do not hesitate to write to me, I am here to help you.
