Through the Spyglass


Conversion Rate Optimization: Five Elements to Consider

Let’s assume you have a website, or are about to launch a website, and want to make sure your website is working most optimally to convert customers. Whether you’re generating leads for sales teams, or processing payments online (e-commerce), your website is a crucial part of the sales process. But how do you make sure your website is delivering the best results? That’s where conversation rate optimization (CRO) comes in.

CRO is improving a website or landing page so that users are more likely to perform a certain action. (Source) How do you go about this? There are five important elements to consider when improving your website conversion rate.

Conversion Rate Optimization

1. A/B Testing

There’s really no way to know for sure whether one method works over another without testing. A/B testing is the process of comparing one change to another and honing in on the most effective option. You might choose a landing page title with one word that’s different for a select audience. Using certain software it’s possible to target a specific audience with a slight change like this and gauge the performance difference. If it works better, you can apply that change to all relevant audiences. Beyond text changes, you can adjust color, images or pretty much anything on a landing page or email to establish the most effective option.

2. Calls to Action

It should be clear to your website visitors what the purpose of your website is, and what they need to do to take advance of the solutions you’re providing. The key to the second part is creating strong calls to action (CTA). CTAs are clear, short explanations of what people should do to move forward and solve a problem. Example: 

Want to increase sales? Download this e-book.

By the way, that’s a real e-book provided by us (for FREE), so definitely check it out if you haven’t already.

The CTA is to download the e-book. You probably also want to have CTAs to pick up the phone and dial a sales phone number, or to sign up for a newsletter. Make sure your CTAs are clear and not crowded. Too many on a single page will dilute the impact of all of them, leaving customers performing fewer or none of the CTAs.

3. Choose Buttons Wisely

Pay close attention to the CTA buttons you have on your website. How big are they? What color are they? Orange and green often work well, but it depends on the context. What colors stand out from your website, but also work well together, i.e. don’t clash with the background or surrounding colors? In terms of size, you want it to be a noticeable button, but not ridiculous. This is another way A/B testing comes in handy, or you can simply poll some people in your office to see whether a button size looks good or not.

4. User Experience

Navigating your website should be a smooth journey for visitors. Think about the path visitors will be taking and how easy it is for them to find what they’re looking for. If the website is confusing or cumbersome, your conversation rate will be low and bounce rate high.

On your landing pages think about what people will see. What images are you displaying and are they pleasant? Moving?

What about your site loading speed? If your website loads slowly this will be a huge detriment. Visitors won’t stick around and wait for the information to display.

Make sure your website is optimized for the mobile environment. This doesn’t just mean that content appears on mobile devices. Make sure visitors don’t have to expand and contract the screen in order to see the important details.

5. Content

Your website is a prime opportunity to show visitors that you know what their needs are, and you have the right solution for them. Content is a central component to accomplishing this. Have content on your website that clarifies visitor concerns. Show how your company is different and can make their lives easier. Your content should help drive leads and sales.

To know what content is performing best, look at keyword searches both on your website (using the search bar if you have one), and also search traffic. Even though Google blocks out organic keyword search traffic listing it simply as (not provided) in Google Analytics, there are ways to work around this. Check out your top landing pages for organic search. You can extrapolate some important data just from knowing what pages are most popular.

Tools to check out

Rather than just “eyeballing,” asking your friends, or taking a wild guess, there are some great resources available to assist your CRO efforts. Most of them you’ll need to pay for and come with a learning curve. You can check out, and, three of the more popular software companies. Raven Tools also has a great list of tools highlighting different capacities. You can check that out here.

Don’t go it alone

CRO can be a time-consuming and frustrating process, but it’s essential to growing your business. If you’re not interested in or able to spend time learning a new tool and running A/B tests, let us help. CRO is a service we provide to our clients and we’ll make the process much smoother for you.

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