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Definition and Importance of Conversion Rate Optimization

conversion rate optimization

If your website is an eCommerce website, the desired action will be for online shoppers to check out successfully turning them into paying customers.

If your website is a business-to-business (B2B) website, the desired focus will be to get your potential customer's information which will be used for sales leads.

When a website visitor completes the desired action like clicking the call-to-action button or checking out from your page, it is known as conversion.

Creating multiple successful conversions for a specific call-to-action is the goal of CRO.

The conversions can be in form of your customers making a successful purchase or filling out your contact form.

The right way to calculate website conversion rate is to identify the number of your site visitors who complete the desired conversion action in a given time frame, divided by the total number of visitors your website generated.

Through an effective conversion rate optimization strategy, your business website proactively seeks to advance your relationship with your website visitors and it also creates an established path for them to contribute revenue to your business.

The higher your website conversion rate, the more effective your website's online marketing efforts are.

For example, let’s say a webpage on your website had 50 conversions from 1,000 visitors that visited the page, which means the conversion rate for that page would be 5%.

Importance of Conversion Rate Optimization (CRO)

With an effective conversion rate optimization (CRO), your website will be able to maximize the number of conversions through your existing website traffic.

In general, there are two ways you can boost your website conversion rates.

The first one is increasing your website's overall traffic and the second one is increasing the efficiency of your website.

If you focus on increasing your website efficiency, you are likely to see an increase in the number of your business potential customers who completed the desired action on your website even if your website traffic is not increasing.

In a scenario like this if you want to carry out a successful conversion rate optimization you need to take note of the following:

  • Who is the target audience of your website;
  • Which CTAs are currently on your website;
  • Which of your website CTAs can be optimized easily; and
  • Which optimization efforts should be are necessary to meet your business goals?

Examples of Customer Conversions

There are two types of conversions when it comes to eCommerce marketing: they are macro and micro conversions.

Macro conversions are defined as the type of conversion in which customers provide you with their personal information that can be used for future sales nurturing. 

If your website visitors make a purchase, it can also be classified as macro-conversions.

There are various types of macro-conversions which include the following:

  • Your website visitors subscribe to a freemium service that your website offers.
  • Your website visitors open a chat with your website's virtual assistant to ask challenging questions.
  • Your website visitors provide you with their personal information to get a valuable resource from you.

If your website visitors complete some certain task related to the intent of purchasing your product, it will be classified as micro conversion.

Micro-conversions can be defined as the interaction of your website visitors on your website that could be used to re-market to them and nurture sales.

Some of the examples of micro-conversions are:

  • Your store visitors add an item to their shopping cart (For eCommerce website)
  • Your website visitors view multiple articles about the same product.
  • Your website visitors click on multiple advertisements for similar products.

Strategies Used for Conversion Rate Optimization

If you want to optimize your website for CRO, the very first thing you need to do is to use data to understand the current behavior of your website visitors.

Your marketer will look for the actions that are preventing your visitors from taking the desired action and do the necessary conversion optimization to correct it and make it easy for customers to take the conversion action.

Texting your website user experience (UX) is part of the fundamental component of conversion rate optimization (CRO).

It is necessary you text your website user experience (UX) so that your potential customers can navigate your website successfully and easily perform the desired conversion action.

User experience (UX) professionals can improve your website conversion rate by changing your website design and content so that it speaks to the emotions of your website visitors and streamline your website customer conversion funnel.

Marketers can improve your website conversion by applying the following process to your website:

  • Changing the design and content of your website call-to-action button.
  • Optimize your website content frequently.
  • Replace ignored call-to-action buttons with a new copy.
  • Minimize your website page load time so as to decrease your bounce rate and increase your website traffic and search engine rankings.
  • Make it easy for your potential customers to contact you or your customer care representative so they can speak to a real human for support.
  • Make it as easy as possible for the visitor to contact a real person and receive support.
  • Implement re-engagement strategies for your potential customers who have visited your website but did not take the desired actions.

How Conversion Rate Optimization Works

The main goal of increasing website conversion rates is to lower customer acquisition costs and nurturing.

If your marketing campaign goal is to increase the number of emails your subscribers by redesigning your website homepage, then you can probably do the following:

  1. Test your homepage elements before you make the necessary adjustment.
  2. Measure your website user engagement with the elements that you changed.
  3. Compare your new data to your past data before you make any adjustment to your website homepage to know if the adjustment you made had a negative or positive impact in your on your website conversion rates.

It is essential that you have clearly defined your conversion goal before you start your conversion project so that you can re-optimize and make the necessary if needed to meet your goal.

You will read the wrong metrics that are not important to your website conversion if you don’t have a clearly defined goal.

For example, you can be driving online traffic to your web pages that can’t help your website in persuading your potential customers to take the desired action because the page was not built to convert your website visitors into paying customers.

You need to choose what you want to optimize

It is critical that you know which pages among your website pages will be good for optimization that will convert your website visitors.

If you are doing A/B testing for your conversion rate optimization, you can start with your website traffic.

Some of your web pages already have a high volume of traffic; all you need to do is to make good use of this traffic so that you can have a higher conversion rate.

Areas of your website that can increase your website conversion rate:


Among other web pages receive more traffic; optimizing it to resonate with your potential customers is necessary because it is the first point of contact between you and your potential customers.

Article Pages:

It holds significant opportunities for you to convert your website visitors into paying customers, you can add a link to your sales page for your potential customers to complete the desired action.

Product Pages:

Your website product pages should be easy to navigate with your business contact information so that your potential can reach you by phone.

Landing Pages:

This page is created for the main purpose of conversion, it is optimized with the necessary copy and design to turn a website visitors into leads by collecting their contact information while offering them something of value in return. Your landing page must be easier to navigate so as to increase your conversion.

Odebiyi Oladipupo

My name is Odebiyi Lateef Oladipupo, I am an SEO Expert with 5+ years of marketing experience in developing, and executing performance-based online marketing strategies that will enable small and medium-sized businesses to improve their website organic traffic, conversion rate, drive more qualified leads, and improve their return-on-investment (ROI) on their marketing investments.

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