Conversion Rate Optimization - Basics


When it comes to tracking conversions, several things need to be kept in mind. Let's elaborate it with an example. You operate a business of selling upholstery. A customer comes to you to check for the products. The shopkeeper behaves gently and he finds the product quality good as well as the price. Still the customer feels the urge to surf the market to avail more options. The customer visits you time and again without purchases.

In such cases, the shopkeeper or the quality or its price could not be said responsible for no conversion. We cannot predict customer behavior. However, we need to keep in mind to choose a unique customer when it comes to conversion optimization. Keep in mind, the primary aspect should be ‘consistency’.

Conversion rate optimization is not a method of chances or luck. It is a process of Diagnosis, Hypothesis and Testing.

Put yourself into the customer’s cloak and look at your website minutely. Point out those issues that hinders a conversion. This is where you need to work on.


  • Call-to-action
  • Graphics
  • Usability
  • Security of payment gateways, etc.
  • SEO
  • Customer’s feedback, etc.

Components of CRO

There are basically four components of CRO.

  • Message − What message your platform is trying to convey should be relevant in terms of context. Your content, style option, color schemes should be appealing, informative and meaningful.

  • Usability − You need to make sure a customer converts without any hassle. Accomplishing goals should be easy and just have to be few clicks away. The layout, links and buttons should be tap-friendly and enabled.

  • Flow − The path to accomplish goal should be easy to traverse. There should be flow in navigation and checkouts.

  • Context − It is about providing your customer a tailored experience. Like their geography, languages, history of purchases, their device, operating systems, etc. You can offer promotions on the basis of it.

Best Practices

When it comes to conversion rate optimization, intuitions and gut feelings play a vital role, but they should be put to test regularly to see the effect of the changes applied.

Conversion optimization is not about optimizing web pages but optimizing decisions. You need to decide well what may help the customers to convert.

  • Reduce form fields − Eliminate unnecessary fields. Customers usually get irritated on filling lengthy sign-up pages. Decide 2-3 things you want them to fill.

  • Shining Call-to-action button − Make your CTA button visible and in-focus. Generally, people tend to look at the form page in the F-style. Firstly, the upper slot of the page, then smaller strip of ‘F’ (beneath the top slot in the right corner) then the left sidebar. Keep it in the first fold of the page. Test your Call-to-action buttons on different locations. Use contrasting colors, for example, a red CTA button on a white background.

  • Delete automatic sliders − Automatic sliders tends to force the user to look at a particular section of the website which may not be appealing to all. This may reduce conversions at large.

  • Try adding videos − Videos attract customers at large. Make sure to keep it short but informative and sweet.

  • Work on your headlines − Titles should be specially worked upon. Attractive titles compel users to see what you have to offer.

  • Add urgency creating keywords − Give your users a reason to buy. Add keywords like ‘free for limited period’ or ‘last two items left’. They should feel the need to have it urgently.

  • Handy contacts − Display contact details on the front page itself. This helps the customer to ask for help when they are unable to follow you on the landing page.

  • Add testimonials − Add real testimonials with names and pictures of your customers. This builds trust.

  • Add your badges − Adding awards make you honored and esteemed. They are mouth advertising for you.

  • Add security seals − Security seals assure the customers of security of their payment details, etc. This assurance may increase your sales by 15%.

  • Speaking Images − Add clear and relevant images possibly clicked on a white background. Images add meaning to content and make it catchy.

  • Add Live Chat − Live chat is a beneficial feature. Chat support gives a high boost to conversion. It helps confused customers to convert hassle-free.

The abovementioned pointers increase the conversion rate to an extent by creating relevancy, clarity, distraction-free website, lessening customer’s stress. When these factors are taken care of, conversion rate is likely to improve.

Data Gathering

Data Gathering is a process of collecting and measuring information on any specific variable based on interest in a strategic way. This enables us to draw some conclusions on the basis of relevancy, carry hypothesis testing and conclude any outcome.

Data is generally collected in various ways, some of which are −

  • Surveys − A survey is a research method for gathering information from a selected group of people sharing similar attributes using standardized questionnaires or interviews or phone calls.

  • Interviews − In interviews, data is gathered through inquiries and recordings carried by enumerators. It facilitates in-depth information about perceptions, insights, beliefs and experiences. They may be structured or unstructured.

  • Heatmaps − A Heatmap breaks down or segregates Big Data to give you a segment that is important for you. A Heatmap highlights the underused areas to help you learn how to provide a tailored layout to your visitors.

  • User Testing − It helps to record real users completing various tasks. We can get a clear idea about users’ understanding and the ability to perform on your website.

  • Workshop − A Workshop helps one to gain understanding of the user behavior and business understanding from each other’s perspective. It can assist you in formulating USPs, learn the lagging factors and what you can offer to overcome them.

  • Analytics − It helps you know how a customer is engaging with your website. You can learn what deters your customers by studying abandoning forms.