Feb 21

Steps to create a Potent Conversion Optimization plan

Are you ready to go ahead with optimizing your website for the conversions?

I’m sure you are!!

What are the basic essential concepts online conversions according to you?

With a lot of eCommerce organizations coming into the conversion optimization of their website without having a solid plan is what leads to no or poor results. We all read a lot about the major challenges in CRO, the best practices and also the mistakes that companies make, but at the end of the day – we end up doing just what’s not supposed to be done.

Conversion Rate Optimization is a comprehensive process that proves to be positive when it has:

  • The identifiable areas which need to be optimized; and
  • Repetition of the optimization procedure to optimize it in a better way.

If the first element is not done right, you would not be able to locate the area that needs the fixture. Hence, the optimization is gone wasted. From the starting point to the methodology, everything should be in respect to the problem if you need to get beneficial results from your CRO techniques.

This blog lays down the tasks that would let you locate the problem areas which lead to poor conversions of the website. Once found, you can incorporate the strategies to increase the conversion rate of your website.

Analyzing the website’s conversion goal

Conversion rate

The very first step that every eCommerce marketer must start their conversion rate optimization techniques is by identifying and analyzing their website’s goal. Though a website’s initial goal would be more conversions and better sales, but if you go a little deeper, you’ know that every website has a different set of goals including sales.
For example, for some websites, only hitting the ‘Like’ button would be the last goal whereas; on online marketplaces like Amazon and eBay, it would definitely be getting more people to buy products and increase the trust factor.

  • The in-general conversion goals of a website include:
  • Getting the new visitors.
  • Getting the new visitors to sign up the newsletter by which email marketing can be initiated.
  • Getting them to read the blog and reach to different web pages of the store; and
  • Getting them to hit the buy button.

On the other hand, some website also has goals like:

  • Brand building
  • Capture visitor’s information as leads
  • Allow the visitors to create a wish-list; and more.

Prioritizing the website’s conversion goals

Conversion rate

Once you have prioritized your goals of the website, you need to now get down to the next step which is definitely assessing and prioritizing every goal in accordance with their value on conversions.

When you assess and prioritize the goals in the initial stage, you wouldn’t have to face problems later in the process.

Noting and tracking the conversion paths

Conversion rate

The next task in the queue of the process is to find, note and track the various probable conversion paths available at your website through which the potential visitors can convert or the customers convert again. Some of the paths that are commonly found on a website would include:

  • Product pages
  • Cart
  • Related products
  • Blog
  • Helpdesk
  • Thank you Page; and more

Identifying micro and macro funnels of conversion

Micro and macro Conversion rate

Now that you’ve understood both – the website goals and conversion paths, you must now get down to identifying the micro and macro funnels of conversion.
While the macro funnels for the majority of the websites are supposed to be the same i.e., making the payment for the purchase, the micro funnels are the smaller steps towards the macro funnel. Just remember that in order to get to the macro funnel, your customers should go through the micro funnels. If they don’t, they aren’t converting at all.

  • If you are a lead generation website, the micro funnels would be the Thank You page, Helpdesk page or even the Contact Us page.
  • If you are an eCommerce store, your micro funnels would be the homepage, the category pages, the product page and finally the cart. In some cases, the search bar would also be the element that takes the customer or the visitor to the macro funnel.

With these smaller steps, you guide your visitor to get to the macro funnel where the actual conversion happens.

Identifying the basic flaw of every web page

Conversion rate

Well, now that you’re done doing all the research work on how the optimization structure would move, you should wait and look at the obstructions of every web page that can cause a hindrance in the smooth conversion process. You as an eCommerce marketer must understand that every web page and they include:

  • Landing pages: every page on the website is a landing page because the customers land on them and take the conversion process further.
  • Discount page: some websites have specific discount pages where they talk about the different ongoing discounts on products.
  • Helpdesk page: here, the customers or visitors can raise tickets or start a live chat with the customer executive to get a solution to their problem.

Tracking the visitor’s behavior

Visitor Behaviour

Almost done with the entire procedure, you should track your visitor’s behavior. You can choose the heatmapping tool for your website that lets you track where your visitors are clicking, what are they clicking on, how far are they scrolling and so much more. You can try the MockingFish Heatmap tool to get the best of results when it comes to tracking the visitor’s behavior.

Once you’re done here, the results that you’ll get will make the conversion rate not a problem for your website.

Calculating the website’s conversion rate

Conversion rate

Last, but not the least, you should calculate your website’s conversion rate. Moreover, you should track numerous conversion rates on the website. Every one of them would give a different insight into the effectiveness of your website.

Every eCommerce website aims at increasing the conversion rate and in order to do that, your conversion rate optimization techniques, as well as procedure, should be in place. Do leave in your suggestions and feedback in the comments below.


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