Conversion rate, often known as CVR, is the proportion of users who have finished an action that they intended to do. A free trial, inquiry, or email newsletter sign-up are all examples of possible actions; however, the action is usually utilized when a user fills out a form and submits personal information. Additionally, a real order on an e-commerce website is referred to as a conversion.

If your website is getting a lot of visitors but your conversion rate is still low, there’s probably a problem with your forms, content, site layout, or something else entirely. But, you can be passing up a ton of fresh leads, depending on where the problem is.

Ways of computing conversion rates

The number of conversions divided by the total number of sessions (site visits) is the formula to get your conversion rate.

For instance, if you had 1000 sessions that month and 10 queries, then

10 ÷ 1000 = 0.01 is your conversion rate; expressed as a percentage, this translates to 1%.

What differentiates CVR from CTR

Conversion rate and “click-through rate,” or CTR for short, are two different metrics that are sometimes misconstrued. Ultimately, their acronyms are nearly identical. However, click-through rate indicates the number of clicks you obtain in comparison to impressions or views when it comes to an email link or advertising campaign. Divide the total number of impressions by the number of clicks to get the CTR.

Typical reasons for low conversion rates

In general, websites have an average conversion rate of only 2.35%. Nonetheless, it is reported to be roughly 10% in the case of well-known brands. It’s important to keep in mind, though, that the typical conversion rate varies greatly depending on your industry and whether you’re selling to consumers or businesses. To find out what the number should be in your market, conduct some research.

However, there are three typical explanations that result in an abnormally low conversion rate regardless of the industry.

Market shifts

Every year, more businesses are focusing on SEO and internet promotion. This indicates that, in the midst of countless other websites with excellent content or sponsored advertisements, it is becoming more and more difficult to direct web traffic to your website. You will therefore inevitably have less site traffic and, eventually, fewer conversions if you are not upgrading SEO or advertisements at the same rate as everyone else.

Additionally, more general shifts like seasonality or dwindling product demand could be impacting your CVR.

Problems with the website’s architecture

Even if a website may have a million distinct issues, it may come out as unreliable if it is overly busy, overflowing with information, or underdeveloped, missing essential components. If not, the call to action might not be obvious enough, or the routes leading to the conversion point—such as the inquiry form—could be overly complicated and drawn out. Perhaps your website doesn’t even have a “contact us” button, or if it does, it’s hidden somewhere, making it difficult for visitors to find how to send you a query.

A site that gives the wrong impression or has a confusing structure often leads to a high bounce rate – which is exactly what we want to avoid

Inefficient marketing

Maybe the message of your advertisement isn’t connecting with your target audience, isn’t optimized for the proper keywords, or wasn’t intended to reach the right demographic in the first place. Even if someone clicks on the advertisement and is directed towards an audience that doesn’t seem to need your products, there’s less chance that they will take the time to complete a form and become a customer.

Strategies for raising your conversion rate

Make sure the correct audience sees your adverts.

You must perform keyword research to determine which keywords have a large search volume compared to low competition if you want to see the best results from your ad campaigns and guarantee that they appear for your precise target audience. To target a more focused group of clients, I advise searching for long tail keywords, which are longer and more focused phrases. Furthermore, Google AdWords lets you target a particular area and demographic by letting you choose the ad’s language and location. Facebook advertisements also allow you to create hyper-targeted ads by allowing you to specify industry, role, gender, and interests.

Examine the site’s layout and navigation.

You won’t see many conversions if you can’t entice visitors to explore more of your website after they land on the homepage.

Think about the following:

• When your homepage loads, is your primary call to action evident right away?
• Is there too much choice and clutter on the website layout?
• Are the logo and style consistent with the site’s content?
• Are all the essential parts for your website in place? (About Us, Products/Services, Blog, Case Studies, Downloadable Resources, Form for Inquiry, etc.)

These are just a few questions to run through to make sure your website is easy to use, understand, and doesn’t force the visitor to leave the tab immediately away.

Lower the conversion barrier

You might be taking things a little too far if you manage an EC site and your primary point of conversion is online orders. Even if a person is contemplating one of your products, they are probably comparing it to a few others when they visit your website for the first or second time. As a result, you may provide a free sample or trial and set that as your primary goal for conversion. Otherwise, you should include an inquiry form, which is likewise a less complicated conversion to receive (in comparison to a real purchase), for users who have inquiries about your products.

Create a great deal of high-quality content.

Creating a content library with a selection of whitepapers, infographics, product guides, on-demand webinars, etc., that can be downloaded by completing a form is another well-liked tactic to encourage more conversions.

Furthermore, every piece of content on your website—from case studies and blogs to fundamental business details—should be reviewed again to see if there are any issues that could lead a visitor to leave. Making ensuring the information along the road is optimized to provide the best customer experience is essential if you want to lead a user all the way to conversion.

Consider making your forms more efficient.

Finally, it is critical to optimize your forms so that users can easily fill them out. Setting up an excessive amount of fields for the customer to complete is a common mistake that makes them assume the form will take too long to complete or makes them hesitant to provide that much personal information for whatever it is you’re giving. Include only the fields that you truly need to ask for information in.

Conclusion

While traffic and session count are generally the main goals of online marketing, your ultimate objective should truly be to increase conversions as they are a crucial source of new leads and sales prospects. If your current conversion rate is low, try to determine why it is, and then use our easy-to-implement tactics to increase it.