Why is conversion optimization important
What is conversion rate optimization?
Under the term Conversion optimization In online marketing, one understands all measures that try to turn website visitors into buyers. The quotient from the ratio of buyers to visitors to a website is the conversion rate.
Buyer / visitor = conversion rate
Measures to increase conversion
In online marketing there are a variety of measures to increase the conversion rate:
Creation of personas
"Personas" (Latin for "mask") are groups of properties that are bundled and assigned to a user group. To create personas, characteristics of the target group are analyzed and assigned to various subgroups. Properties can be: age, gender, level of education, interests, income, family situation, etc. This list can be refined and expanded as required. Once you have created the properties of a target group, there are consequences for the design of the page, for the information on the page, as well as for the navigation on the page. Example: If the average age of a target group is over 60 years, the page should meet the needs of older people, e.g. with a larger font or simplified navigation. If the target group consists of radio amateurs, the website should reflect the needs and topics of this niche group.
Title tags and meta descriptions
With regard to the search results, meaningful titles and descriptions should be used in order to bring a potential buyer to your own page. Certain additions, such as microformats, microdata, rich snippets or the Google Data Highlighter, also help to make a page more attractive in the search results.
In order to increase the conversion rate, there is no generally applicable formula with regard to the design of the website. However, some basic principles should be adhered to:
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- The landing page or product page should instill trust. This can be achieved through: a valid imprint, seal of quality, or social proof (ratings of other users, reviews, references, numbers of how often a product was bought). The color design should also look serious.
- The design of the website should be clear and unambiguous. This includes clear product images, information about shipping costs and delivery times, fully stated prices, and intuitive navigation.
A / B tests are required for more in-depth optimization. A website that has been changed in one point is put online for a certain period of time in order to find out what effect this change has on user behavior and the conversion rate.
Eye-tracking analyzes can be used to find out weak points on a website. Test subjects are shown a website and their eye movements are recorded in the first 3-15 seconds. From the resulting image, conclusions can be drawn about the attention centers of the website.
Users with a purchase intention often research the desired item in advance from several providers, with regard to the price, additional services or other information. In this phase, retailers can influence the user's decision, for example by transparently communicating shipping costs and delivery times, as well as rights of return. Offers, discounts, vouchers, indications of low availability, rewards, exclusivity strategies or the like can also influence the intention to buy.
Underlying psychological models
Conversion funnels are logically successive conversions that a website visitor goes through until they reach a purchase decision. The lower a segment is, the harder it is to convert users.
There are various psychological models behind the optimization of the conversion rate, which want to explain user behavior on websites in order to suggest a corresponding adjustment to the website.
An example of such a model, also called "frameworks", is the READY framework from ion interactive:
In the first few seconds of visiting the website, the user must recognize that this page is relevant to him. The content of the page must match the search terms and the underlying intention as completely as possible.
In order for the user to carry out further actions on the website, he must be addressed emotionally and / or cognitively. The site's promise to provide the user with the product or information they are looking for must be credibly communicated. This can be done through a website design that is appropriate for the target group or clear instructions where the user can find his information.
If the site does not convey seriousness or trust, users jump off again. A website communicates trust through references, seals or indications of the number of customers. The design of the page or error-free texts are also important for building trust.
The user should be led to the goal. In the purchase process, it is worthwhile to provide clear, transparent information, for example by making it clear at an early stage which steps are necessary before the purchase contract.
All changes to the website must be tested and revised if necessary.
There are a few other models of this type, a good overview can be found in:
Morys, André: Conversion optimization. Practical methods for more market success on the web. developer.press, Frankfurt a.M., 2011.
Wendeler, Volker:Graphic conversion funnel. Created by myself, 6.4.2011, CC-by-sa 3.0 / de. In: Image link.
Morys, André:Conversion optimization. Practical methods for more market success on the web. developer.press, Frankfurt a.M., 2011.
Wikipedia:Conversion (marketing). In: https://de.wikipedia.org/wiki/Konversion_(Marketing).
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