Conversion optimisation – with lasting success
Conversion rate optimisation – what is it?
Conversion rate optimisation, or CRO for short, is the continuous process of using targeted measures to convert more website visitors into paying customers or subscribers, or to encourage them to take other desired actions (for example, enquiries or downloads). The long-term goal of optimisation: to achieve a higher conversion rate and thus a significant increase in online sales.
In practice, this means that anyone who offers products such as privacy screens, fences, patio elements or carports online and wants to sell them successfully must not only be visible, but also offer visitors an optimised user experience from the first click to the completion of the purchase.
What's a good conversion rate?
There is no blanket answer, because the ‘good’ conversion rate depends heavily on the industry, product, target group and sales model. In e-commerce, the average is around 1–3%*. However, even a few percentage points of improvement can have a noticeable effect on profits. That's why it's worth continuously testing, analysing and optimising.
*Quelle: de.statista.com/statistik/daten/studie/1391551/umfrage/conversion-rate-ecommerce-endgeraet-weltweit/
Successful conversion rate optimisation – thanks to targeted measures
CRO is not a one-time intervention, but rather a strategic process. The basis for all optimisation measures is a thorough web analysis using various tools. Only by evaluating data on user behaviour, for example through metrics, can hypotheses be formulated, weaknesses identified and targeted optimisation measures implemented.
The following points can help you with this:
- bounce rates
- page views
- click paths
- checking out
A clear conversion strategy takes into account the entire sales process, from the landing page to the form to the purchase decision. It is important that all content on the website serves the search intent of the target group and leads to the desired action with the support of clear calls to action (CTAs).
Here are five effective tips for offering your target group added value and thereby increasing your company's online conversion rate.
1. Increase conversion rates with clever landing pages
A well-designed landing page can be a real conversion miracle, provided it is tailored to the needs of users. This starts with the design: colours, typography and graphic elements should build trust and fit the brand.
Smartly placed buttons with clear CTAs (calls to action), clear forms and relevant content guide the user specifically towards conversion. Ideally, each landing page corresponds to a specific search term or a specific phase in the sales process, thus optimally serving the search intention.
Modern digital configurators support this process and optimally meet the needs of prospective customers by guiding them to their desired product in just a few steps. Individual, intuitive and mobile-friendly.
2. Create optimal conditions in the online shop
Operators of successful online shops know the needs and problems of their target group and offer concrete solutions to overcome obstacles. The probability of conversion can be increased if the purchasing process is not only enjoyable and emotionally compelling, but above all if it works technically. It is about building trust and reducing uncertainty in order to increase the conversion rate.
This can be achieved by:
- well structured navigation bar
- smooth checkout
- clear productdescriptions
- authentic and meaningful reviews
- visual aids such as digital configurators
Example: digital deck planner
The challenge: The operator of an online shop for terrace elements is faced with the challenge that visitors to his website lack the imagination to plan their terraces, and detailed descriptions and product images are not enough.
The solution: A digital patio planner meets numerous user needs by:
- visualisation of the deck elements
- the actual dimensions of the location can be specified.
- calculation of the materials required
- transparent real-time pricing
- trust in The Product Solution
The advantage for the shop operator: during this phase, the tool can provide most of the advice needed during the purchasing process. Users then contact the company with their finished plans so that any necessary adjustments can be made. Thanks to well-designed usability, the path to completing a purchase is significantly shorter.
3. Avoid abandoned purchases
Common conversion killers include long loading times and interrupted checkouts. Such obstacles should be avoided at all costs! CRO can help here too: operators who analyse their users' abandoned purchases and understand the reasons behind them can take targeted countermeasures. These might include technical optimisation or an improved customer journey.
Micro-conversions, such as adding items to the shopping cart or subscribing to the newsletter, also provide insight into user behaviour and help to improve the overall funnel and encourage interaction with your visitors. In this way, even small measures lead to greater trust and targeted actions, which ultimately contribute to conversion.
4. Launch effective campaigns
Effective online marketing begins with good visibility: whether through Google Ads, organic search engine optimisation or placing ads on social media. Targeted campaigns ensure that interested parties are directed to the right landing page at the right time.
A professionally implemented configurator on the website can also be used for lead generation, for example in combination with email marketing or through quotation forms that are directly tailored to user behaviour. This motivates the prospective customer to take action and ultimately become a buyer.
5. Evaluate data – optimize processes
What makes CRO truly effective: continuous analysis. Tools such as Google Analytics, heat maps and session recordings help identify weaknesses and gain insights into the target group.
The best results are achieved by combining:
- testing
- data analysis
- iterative optimisation
Based on the most important KPIs, you can take targeted measures and make changes that really have an impact and affect the conversion rate in the long term.
Conclusion: Offer added value!
Conversion optimisation is now a key success factor for online shop operators. Those who strategically optimise their content, processes and campaigns gain a decisive competitive advantage. Digital configurators help to explain complex products in a simple way, build trust and achieve more conversions.
Now is the right time to invest in your digital future, e.g. with a powerful configurator that will impress your visitors and increase sales!
We would be happy to inform you personally about your options!