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Why Conversion Rate Optimization Is Important for Websites

It is true that getting more customers into your business can be quite challenging. Perhaps, you find it difficult to get more leads or sales for your business but you don’t know why.

One of the most common reasons why is because you have not been properly utilizing and optimizing your website. 

The website should be designed in a way that the audience can easily understand what it is offering and where the visitor can go. The thing is, if a website is not properly designed, it can affect the sales of a business. This is why conversion rate optimization is important for websites because it helps businesses to get more customers.

What Is Conversion Rate Optimization

Conversion rate optimization (CRO) refers to a process of testing and analyzing a website in order to improve the percentage of visitors who become leads or customers. It is the process of optimizing your website to maximize the ratio of quality performance indicators such as leads, sales and registrations to all site visitors and traffic.

The goal of CRO is to increase the number of people who take meaningful action on your website. This means that the conversion rate will increase, as well as your website’s overall performance.

If you have a low conversion rate on your website, you’re losing out on the opportunity to convert more traffic into prospects, leads, and customers—and ultimately, into sales.

Why CRO Is Important

Conversion rate optimization is important for every website, regardless of size, industry or goals. Regardless of your business and how you define success, you simply cannot afford to lose more than half of your website visitors to distractions and dead ends. In the digital world, your website visitors don’t come back. That’s why you need to be working to convert as many of them as possible into leads, customers and repeat customers.

If you visit a website and there’s no clear way to get to the next step, you’re likely to leave and never come back. If, on the other hand, you visit a website that’s siloed into different sections and clearly indicates where to go and what to do, you’re more likely to convert.

Understanding your website visitors and the psychology behind your conversions is key to effective conversion rate optimization. This means understanding your target audience and what they want, what they feel and what they’re most likely to do on your website. It also means understanding your website, how it was made, and how it works.

How Can You Measure CRO

When you’re trying to increase your conversion rate, it’s important to do some basic analysis before you start any testing. You need to know the baseline rate for your website. Then you can use tools like Google Analytics or another online conversion tracking tool to track your progress.

First, you have to set a baseline conversion rate for your website. This will tell you what your conversion rate is before you start your CRO efforts. You can start this process by creating goals for your website in Google Analytics (or another analytics tool).

Now that you know your conversion rate and have set goals, you’re ready to start your testing. Start by testing the main elements of your website. This is where you’ll want to do things like changing your call-to-action text, adding a testimonial, or changing your color schemes.

Once you’ve made these initial changes, you can begin to test two more variables:

  1. Individual page elements such as headlines, images, and text.
  2. The order you display elements on your website. For example, do you always have a headline above your imagery on your landing page? Try switching the order to see if that improves conversions.

Look at your data and follow the stats to figure out what your optimal configuration is. Just remember that while there may be no one specific formula for all websites, there is an ideal, optimized order of actions and elements that all websites need to follow to increase their conversion rates.

How Is CRO Optimized

Now that you know what CRO is, you’re ready to get started on optimizing your website to increase your conversion rate. But how do you actually do it?

The first step is to test and optimize what you already have on your website. You need to check every variation and element of your user experience across all devices. Go through every element you can on your website that may be affecting your conversion rate to figure out how you can get more people to convert.

Landing pages, website copy, and calls-to-action are your top three elements that have the most effect on your conversion rate.

Next is you need to optimize your user experience (UX). By optimizing your UX, you can help your website visitors to recognize value and to easily see how they can get the benefits that you offer. The right UX can help to convert more people because they won’t feel overwhelmed and will know exactly what they should do next.

By optimizing your user experience, you can decrease the amount of friction that your website visitors have to go through to convert. This might be as simple as making sure that your call-to-action is big and bright so that nobody misses it. It might also mean taking your landing page from a single page to a multi-page process so that your visitors have more than one chance to convert.

Next, you need to optimize your conversion funnel. This is where you’re going through your sales funnel and testing different calls-to-action and different order of elements. If a visitor sees one call-to-action, they tend to see it as the obvious next step. But if they see two or three, they might not be sure which one to choose.

Finally, you also need to optimize for mobile. More and more people are using mobile devices to surf the web and interact with your website. Because of this, you have to make sure that your website is optimized for mobile. If people can’t get what they’re looking for from your website, they’ll leave.

You have to test everything possible. Don’t make assumptions about what works and what doesn’t. Test everything and make sure that your income is growing, not declining.


Conversion rate optimization provides a straightforward approach to improving your website’s results. Improving your conversion rate can make all the difference for your business—from your bottom line to your customer base. In the end, CRO is a process of testing and iterating, and you won’t be able to get it perfect on the first try. But the more you test you do, the better your website will be and the more likely you are to succeed.

New Digital Marketing Agency is a Toronto digital agency which can help you build digital marketing strategies that produce more leads, sales and revenue. Let us help you optimize your website’s CRO to help you get the most out of your website. Contact us today to get started!

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