Conversion rate is a direct measurement of how often your audience does things that offer value to your business, whether that is a straightforward purchase or something more specific. This means that it is a priority for any online business owner, especially if it is starting to drop over time.
There are many different ways to optimize your conversion rate depending on the exact problem, but it is important to do it correctly. Like any part of optimizing your business, every change you make can have a dramatic impact on how many conversions you are getting.
Understand the Problem
It is important to understand the problem that you are trying to solve. Why is the conversion rate dropping in the first place? This can be a difficult question, especially if you have not been tracking your conversion rate for very long and do not fully understand what might be impacting it.
Identifying the problem means looking at what customers are not doing, then investigating the reasons why. If they are not completing a purchase, then check to see if the payment system is broken or if there is something wrong with your website’s cart system that might be driving users away.
Make Some Changes
The most common reasons for a drop in conversion rate come from problems within your business and/or website. Making direct changes to counteract these issues is the fastest way to get the results that you want, even if it takes some time to understand how and why the changes will make a difference.
Using the payment issue above as an example, improving the payment system or setting up a more effective shopping cart option might lead to fewer users dropping off at the end of the conversion. By removing the reason for users to give up, your business will see more conversions as a whole.
This obviously depends on the problem, though. If users are leaving on the landing page, then the issue may be due to marketing materials attracting the wrong audience, causing them to leave before converting. This would require a completely different solution with very different results.
Get Professional Support
While it is possible to optimize and repair your website’s conversion rate manually, it can take a lot of time and effort. Not only that but making mistakes could potentially reduce your conversion rate even further or make no actual difference while costing you time and effort.
Turning to a professional CRO (conversion rate optimization) team is usually the best way to get the results that you want. For example, if you’re not sure how to increase Shopify conversion rate on your own, a group like the Convertica CRO company is a great place to turn.
A third-party CRO agency will be more experienced in improving conversion rates and will understand the common causes of lower CR levels. They are also able to do their job without eating into your own time and resources, which can be invaluable for a smaller business that needs every employee to focus on their own dedicated tasks.