Conversion Rate Optimization: Complete Guide to Understand Your Users



Running a successful business depends predominantly on your conversion rates. And, dominating your conversion rates is how well you know your customers. So, whether you are starting a new online business, or whether you have been struggling with your conversion rates, there are a few techniques that you need to get right first. 


With this in mind, we decided to unpack a few ways that you can increase your conversion rates. We took a look at some of the most popular and successful ways that companies around the world are using to get to know their customers and increase traffic and revenue. So, let’s get stuck straight in. 


Measure and Track Customer Behavior on Your Site

The first question that we ask most online retailers is if they know what’s happening on their site. Do you know how much traffic is coming into your site on a daily basis? Do you know what is happening with that traffic? How does it behave on your site? Is it bouncing off specific pages or progressing through the sales funnel?


Having this kind of information at hand is key to planning your campaigns and making adjustments to your strategies. If you really don’t have the capacity and the resources to do it yourself, you can look into hiring conversion rate optimization services. They provide you with the relevant information you need to understand what needs to be changed in order to increase the number of visitors who become paying customers. 


If your budget doesn’t allow for these kinds of services, you can take matters into your own hands. First, measure your site traffic and conversion rate on Google Analytics. Here, you can track where your traffic is coming from and how it is behaving. You can also monitor conversion and open rates on your social platforms as well as on your email platforms. 


Know Your Customer by Bringing Them in With Relevant Content 

Thousands of brands go to extreme lengths to draw in customers. But the fact is, with the right quality and frequency of content, you can organically attract your customer directly to your site. One way to achieve this is to create a knowledge base. 


A knowledge base on your site is an educational portal for your customers, and employees alike, to access vital information about your company’s products and services. Here, you are able to provide them with useful guides, how-tos and troubleshooting literature. There are a number of great knowledge management systems available for you to provide this kind of content to your potential customers. 


You can use this to take advantage of keywords and phrases that your potential customers will be searching for. So, if they are searching for a how-to to use the latest tech gadget, which you just happen to be selling, for example, they will organically come across your site. 


In this way, you will be establishing yourself as an authority figure in the field with the customer, and offer them a solution for their issues. So, your qualified target audience will come directly to you. 


Map Your Target Audience and Use Social Media to Reach Out 

One thing that we do not see a lot of companies doing is mapping their customer. This is a process where you will take a comprehensive look into who your customer is, what their demographics are and what their interests and behaviors are. This kind of information allows you to create an effective marketing strategy that will fully appeal to them. 


So, let’s look at an example. Assume you are an organic food retailer. Your customer might be a mid- to upper-income individual that lives in urban areas and is interested in overall health, fitness, and healthy living. As a result, it will be worthwhile creating campaigns that include those kinds of interests. 


When creating sponsored social posts, you are able to directly target a customer who is interested in a certain activity. So, you can reach audiences beyond your followers who are into health and fitness. Creating content that combines these interests with your product or services will give you a step ahead and convert those users.

A/B Test Everything 

We have already touched on how important data and information are to make decisions, and the next thing we want to go into is A/B Testing. This is the process of providing two different variants of an element of the site to determine which works best. 


So, things like your CTAs,  your images, your copy and the layout of your landing pages can all be tested. Usually, you can test them simultaneously and monitor what gets clicked on the most. Or, what seems to drive the highest traffic. It is only important not to index one of the pages as Google will pick it up as duplicate content and penalize you.


But using these two different elements, you can see what appeals to people more and what seems to drive more traffic and conversions. Anything from the color of your CTAs to product descriptions can be tested. 


Last Thoughts

In conclusion, keep your customer journey in mind at all times. You will want to ensure that from the moment they enter your site, they are surprised and delighted at all times. Keep up with current trends, as well as what your competitors are doing.

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