A high conversion rate is something that all businesses strive for, regardless of size or sector. However, there is a mistake that many companies often make, which is to focus mainly on numerical data and ignore the users themselves.
To build an effective Conversion Rate Optimization ( CRO ) strategy, you need to prioritize your potential customers and their user experience on your website. This means changing your perspective when optimizing your CRO so that your focus is primarily on the user.
In this blog, we will take a closer look at which aspects of CRO optimization are advantageous if you want to develop a conversion rate improvement strategy that will be focused on users.
What is CRO optimization?
As we mentioned earlier , the conversion rate represents the percentage of visitors who take a specific desired action on your website, and this process itself is what is called a conversion. For example, if 50 out of 500 visitors to your website take the desired action you have set, such as subscribing to your newsletter, then the conversion rate is 10%.
CRO optimization is the process of increasing conversion rates. So, it is a set of activities you take to get as many visitors to your website as possible to take your desired action.
Research shows that using CRO tools yields an average return on investment of 223% . In addition, if a website load time is extended by even one second, the conversion rate can decrease by 7%, which means a loss of potential customers. Therefore, for many businesses, investing in CRO optimization is truly worthwhile.
By building a user-centric CRO strategy, you can leave a lasting impression on your website visitors and achieve significantly better conversion rates. Let's see how.
What does a user-centered approach mean?
Behind every conversion is a user - a potential customer - whose experience on your website is a determining factor in your conversion rate. This is where user-centricity comes into play. User-centric CRO optimization will still include all the standard steps, but the difference is in perspective.
Everything you do as part of customer-centric CRO optimization is based on your understanding of your potential customers' wants, needs, and concerns. Studies show that 78% of consumers stay loyal to a brand they feel understands them. So, it's crucial to know what your website visitors are looking for, what drives them to convert, and what keeps them from converting.
Let's take a look at which items are worth paying special attention to when it comes to user-centric CRO optimization.
User-centric CRO optimization: best practices
1. Detailed research
The first thing to do is to collect as much data as possible about your potential customers. This includes two things: traditional analytics and feedback directly from users. Of course, both types of research are extremely valuable for CRO optimization, but as part of a user-centric strategy, one is given a slight advantage over the other.
Standard analytics will give you an overview of what's happening on your website. It provides extremely useful numerical data, especially when it comes to continuously monitoring conversion rates and the overall performance of your website. On the other hand, the feedback you get from your users themselves is qualitative data that will give you a clearer picture of what's behind the quantitative data, or what exactly is causing these results.
In other words, you will learn more about the behavior of users on your website, as well as what they like, what needs to be improved, and so on. Since this data comes from the users themselves, it is very easy to make the most of it. Namely, researching this data opens up the opportunity for you to further develop the items they like, and to improve the ones they are not too satisfied with. In this way, you can ultimately fully satisfy your potential customers.
Ultimately, that's what CRO optimization is all about. The goal is to provide users with such an outstanding experience that they will form a great impression of your brand and take your desired action. That's why research should be an integral part of any strategy, especially CRO optimization.
2. Fantastic website experience
A great website experience won’t automatically improve conversion rates, but it is still a key element of your website’s performance, and therefore the user satisfaction of its visitors. Therefore, it indirectly lithuania phone number data plays a huge role in your CRO process. There are many elements that need to be taken into account when improving the user experience on your website, but for the purposes of this blog, we will only look at those that have the greatest impact on user satisfaction.
One of the elements is a new set of metrics introduced by the Google Page Experience update , called Core Web Vitals, which measure the interactivity, visual stability, and loading speed of your website. This update will affect both mobile and desktop searches, and the main goal is to ensure that websites are fully optimized for users so that they have the best chance of ranking high in web search engines.
In addition to the new ranking factor on Google, for effective user-focused CRO optimization, it is desirable to work on the factors that influence the conversion rate that we have previously highlighted (navigation, CTA button, clarity and visuals, responsive web design , comments and reviews, live chat, product/service descriptions), as well as on the conversion process itself and content.
A simple and fast conversion process is just as important as the overall ease of navigation of the website. It is generally recommended that the process does not contain more than 3 steps, otherwise the user may become impatient or even frustrated and give up on the conversion. Of course, when you do your research, you will have a clear picture of the best practices specific to your brand and goals.
When it comes to content, it needs to be tailored to your target audience. In the digital world, content carries multidimensional value. For the purpose of this blog, it is sufficient to emphasize that quality content contributes to audience engagement, and thus to better brand authority and reputation in the market. Ultimately, this increases the chances of converting website visitors into customers.
3. Personalization
Personalized content is a great way to improve the user experience. That's why content personalization has gained a lot of popularity in the past few years. Successful brands are increasingly using personalization tools, such as AB Tasty , to make a good impression on users and convert them into customers.
Consumers like personalized content because it helps them find what they're looking for faster and makes them feel like you're not just looking at them as part of an undifferentiated mass that you want to profit from, but as individuals whose wants and needs you value and want to fulfill. Also, after you've done detailed research on your website users, you can use that data in the audience segmentation process, which allows for more precise and effective targeting and personalization.