52 Best Practices for Optimizing Conversion Rates

List of the best practices for optimizing conversion rates. This collection of best practices will optimize not just content marketing and digital marketing strategies but will also increase conversion rates.

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52 Best Practices for Optimizing Conversion Rates

List of the best practices for optimizing conversion rates. This collection of best practices will optimize not just content marketing and digital marketing strategies but will also increase conversion rates.

1. Look At The Big Picture

- While tactics and growth hacks might be sexier than systematic processes, you should rely on the latter.

2. Set Expectations Correctly

- Conversion rates do not increase overnight. That is a fact. To increase the conversion rates of a webpage you rely on a process that requires effort, dedication, and, most importantly, patience. Wrong expectations translate into disappointment and investment loss.Setting reasonable goals, on the other hand, saves you heartburn, time, and resources.

3. Calculate The Program Returns

- Unless you are converting 20% or more of your visitors, achieving a 30% uplift in conversions over a 12-months program is a reasonable expectation.You can choose between two approaches to calculating the revenue impact of conversion optimization:Approach 1: Start with the 30% target revenue uplift. Approach 2: Determine the total investment for the CRO program.

4. Calculate The Total Investment

- Many companies do not pay close attention to all the details required to conduct conversion rate optimization successfully and forget to include all the parameters for their investment plan. An investment on CRO should include the cost for both marketing and development teams, as well as the testing software which typically means allocating internal or external resources.

5. Assign Proper Resources

- Seven out of ten CRO programs fail because project owners do not assign adequate resources to ensure an efficient implementation.The key to succeed is keeping a balance between under budgeting and pointless spending. Before starting a CRO program, you should allocate the proper resources to handle one to two split tests per month. That will require you to change priorities of other projects, but that is the only way you can have a chance of increasing conversion rates.

6. Understand Your Technical Requirements

- You should be prepared to fix any technical occurrences during the implementation of your conversion rate optimization program. Bear in mind that bugs are your main conversion killer. As soon as you eliminate them, your chance of scoring high conversion rates are already increasing.

7. Re-test Winning Against Control

- Validating your test results by running a winning design against the control in an A/B head-to-head test is a good practice and has proved to be an effective and a fruitful effort to make. It will give you the confidence that you did not somehow end up with an outlier result.

8. Have Your Next Test Planned

- We are often asked how many tests to run on a particular page. The answer? As many as it takes to resolve all top problems that are hindering conversion on that page.

9. Don’t Copy Your Competitors

- It is very common for us to look at our competitors’ websites to see how they are doing it. Are they doing it better than us? Are they doing something that we are not and should be? Rather than copying them, we should look at our own data to uncover the problem, brainstorm on ideas that could potentially resolve it and then test out your solutions.

10. Every Experiment Needs a Hypothesis

- Without a hypothesis, you don’t have a clear definition of what you are testing. A hypothesis helps us clearly identify the problem, propose the solution that we think will solve that problem as well as identify a key metric which would deem it a success or not. Be sure that every test has a hypothesis.

11. Goals Must Be Well-Defined

- Goals go hand in hand with a hypothesis. Not only do they measure the success and failure of an experiment, but the key learnings and insights we derive from our experiments can become future tests. Additionally, goals need to be directly related to the experiment.

12. Tracking Your Goals

- It is also important to confirm the tracking of your experiment prior to launching. The last thing you want is for your experiment to end, only to discover then that you did not have the right tracking in place to confirm whether or not your experiment worked. What do I mean by tracking? Tracking is the actual measurement of your goal, for example, form submissions, button clicks, link clicks, page visited, etc.

13. Don’t Stop, Edit and Restart your Experiment

- What happens when you are running a test and you see a change needs to be made? Most platforms allow you to stop, make your edit and then you can restart your experiment. However, that is something experts recommend you never do.Instead, experts recommend that you stop the current experiment. Then, make a copy of the experiment, make the necessary changes and start a new campaign.

14. Be Patient and Let the Experiment Run Its Course

- Once the experiment starts, it’s easy to get wrapped up in the excitement to see the outcome and wind up constantly checking how the test is running. Don’t be alarmed that one week your test is winning and the next it is not. Just be patient. Let your test run until it has reached a statistical significance of 95-99%.

15. Help Shoppers Get Answers Quickly

- People who shop online tend to do so because it’s convenient. So naturally, these shoppers would also expect to find what they need quickly and purchase it without any hassle. When they’re unable to do this, it could frustrate them and result in a loss of conversion opportunity. Live chat support can be an excellent addition to your site if you wish to make more sales. Visitors can get quick answers to their questions.

16. Implement UGC More Effectively

- People are more ready to trust other customers than they would trust your claims. So you need to prove your claims through social proof such as user-generated content (UGC).

17. Make Use of Machine Learning to Identify Website Issues

- The machine learning landscape is gradually evolving, creating more opportunities for online retailers to implement it into their conversion rate optimization efforts.Machine learning algorithms can also be used by retailers to identify the biggest website issues that result in loss of conversions. The best part is that these algorithms reduce the time taken to identify these issues.

18. Check Your Traffic

- Where are people dropping off from your desired user flow? And where are they coming from? To work out what pages need to be optimized on your website, you must look at your website traffic. First, look at your data to identify what's under-performing compared to industry metrics or other pages on your website. Second is something that's often overlooked — the influence of traffic sources.

19. Clearly Communicate Value Proposition

- All visitors, especially new visitors, need to understand the value of your product and/or service Use clear, concise value proposition points that speak to what will benefit your visitors when they use your product or service. Doubling this up with relevant iconography can help guide the visitors eye-path toward these points so that they notice them right away.

20. Use Compelling Headlines

- It’s been shown that many people, in general, tend to only read headlines. Make headlines compelling and use them as an opportunity to double up as a value proposition. When headlines are compelling, visitors are more likely to read the copy that is beneath it to learn more about the message you want to communicate with them.

21. Take Care of Traffic First

- Conversion rates don't matter much if you don't have traffic in the first place! Before optimizing conversion rates, you have to make sure that your traffic flow is optimized first.If you are losing traffic from your flow, you have to identify where the weaknesses lie. To figure out which pages require some optimization, take a look at which pages result in the highest traffic loss. You can do that with a range of analytics tools, or have an internet marketing firm do it for you.

22. Build A Conversion Roadmap

- A conversion roadmap will help you understand where your traffic comes from, and on which page they are more likely to convert. With that data in hand, you can determine which pages need updating, and which ones you should eliminate altogether.Conversion roadmaps are also time-specific. Set a timeframe during which you will work on the pages in your roadmap and stick to it.

23. Have the Right Content to Convert

- When creating converting copy, you need to build one or more buyer personas and address them with your copy. You need to research and understand your buyer personas if you are to sell to them efficiently. Keep your content straightforward and to the point. Nobody likes fluff or hard sales copy. The point here is to engage with your visitors and give them a reason to convert.

24. Smart Goals

- Conversion optimization is not a get rich quick scheme. It is a long process that takes time and effort. In order to remain focused, you need to set specific, measurable, attainable, relevant and time-dependent goals.

25. Technical Considerations

- Conversion optimization also comes with a number of technical challenges. These include website loading times, efficient analytics, and the software tools you will need to leverage social proof and guide traffic.

26. Continue to Adapt and Evolve

- You should never stop working on your conversion optimization. New trends, emerging technology, and evolving competition will keep you on your toes. Take each failure as a lesson and continue refining your successes to remain relevant in today's ever-changing markets.

27. Understand Your Customers

- Understanding your customers and their behaviors are the foundation of a good CRO strategy. Without that knowledge, you’ll waste time and resources optimizing things that may not need it. You can offer customers incentives for taking a survey. You can leverage their purchase history, comments, and reviews to understand their preferences.

28. Make It Easy To Learn About Your Product

- Make sure your FAQ section is thorough and easily navigated. Even more importantly, make sure you have a live chat option to address customer questions and concerns, whether it’s a real agent or a bot. In many cases, a chat can turn into a sale after the needs of the customer have been acknowledged and addressed, by carrying the customer from awareness into consideration and then to a decision.

29. Write Good Copy

- The sales copy of your site is the first line of defense against a bad impression of your product or service, especially in the age of Amazon, where hack sellers abound. Spelling mistakes, bad grammar, and odd phrases are all red flags for consumers who want to avoid low-quality products or services. Beyond that, your copy encapsulates the feeling you want clients and customers to get about what you’re selling.

30. Optimize Your Site’s Architecture

- Make navigation for your customers as easy as possible. Customers who get lost in the maze of internal links won’t find what they’re looking for—so they won’t buy it. Improving store navigation through the layout and site architecture is an easy way to increase your CRO (and your SEO at the same time).

31. Offer Ongoing Support

- Transparency and accessibility are two factors that can build trust in your product, which of course gets more people to pay for it. When clients and customers see that they can have access to 24/7 support, concerns they have about sealing the deal will be mitigated by the possibility of getting help.

32. Learn About Ads

- Ads are easier than ever for the small business owner to leverage, because they’re so cost-effective: you pay per click, and can target them to a specific audience. Because the message is targeted and your brand has already been presented, paid ads can be a great way to boost your CRO with some engaged traffic.

33. Prioritization Framework

- A prioritization framework uses a non-biased model to rank potential tests. Having one in place ensures transparency and reduces the opportunity cost of running tests that have low value.

34. Digital Marketing Attribution Model

- The value of every test comes down to the revenue it can generate for your business. In order to truly understand the impact of testing, you need to understand the monetary value of the changes that you are making. Because you want to pursue the things that will make you the most money.

35. Statistical Significance

- Running a test to understand your users and learn from them is not industry-specific. It can help any type of business. Your website must have enough daily visitors to show statistical significance. You also need a baseline conversion rate that you can improve upon.

36. Learn About Your Users

- Pay more attention to what your market actually wants. Not what you want to give them. Not what you think they need. Not what your boss wants to show off

37. Focus On Clarity And Ease

- Be clear about what you’re offering, be clear about what value it provides, and be clear about the action you want the visitor to take; whether that be 'download now', 'try for free', 'sign up today', etc.

38. Optimize And Test Your Content & Messaging

- First: always, always, always start with user research before running tests. Otherwise, you're just shooting in the dark. Second: work on improving the content before toying with the design.

39. Emphasize Value And Credibility

- Source credibility which is the key to winning user trust and action. Its established by demonstrating honesty and competence. But the trick is to earn credibility by being ethical and always acting in the interest of the customer

40. Experiment And Test

- Conversion optimization is 80% research and 20% experimentation. Dedicate more time and energy on conducting conversion research, both qualitative and quantitative sides of it.

41. Regularly Evaluate Your Target Keywords’ Performance

- Don’t get too excited with keywords and bid on just every keyword you come across in your niche.Research can go beyond the traditional Keyword Tool or Google Adwords’ Keyword Planner by using these underutilized keyword research tools to drive targeted traffic to your website or blog.

42. Match Your PPC Ads Message With Your Landing Page

- It’s best to align your PPC ad copy with the right landing page because this ultimately helps your market’s consumer journey.

43. Improve Your Landing Page’s Loading Speed

- You also want your website to load fast because users will most likely abandon your website if it takes more than 3 seconds to load. Always remember that a slow website can do nothing but negatively impact the user experience.

44. Include Call Conversions

- AdWords can even import call conversions that you can track into Google Ads. By doing so, you’re able to control which calls you count as conversions.

45. Optimize For Voice Search

- One of the ways to optimize your PPCs for voice search is understanding that voice search queries are much longer than the average search queries. These are usually in the form of questions rather than just, well, a word or two.

46. Focus On Conversions, Not Clicks

- One of PPC’s important goals is to increase conversions. This is why it’s important that conversions are measurable as it’s used to identify whether your campaign is doing well or not, and what could possibly be your next steps to optimize and improve the results further.

47. Leverage Special Offers

- Using special offers is making use of different urgency tactics for users to visit your website. This can be in the form of sales, time-bound discounts, and freebies that they can only get when they do a specific action on your website, like subscribing to your newsletter for example

48. Position The Form Properly

- This one is pretty straightforward, but make sure the conversion form is located in a conspicuous place. Conversion forms should always be above the fold and should clearly standout amongst the other on-page elements.

49. Get Rid Of Captcha

- While captchas do a good job of filtering spam, nobody likes them. One study shows that they actually have a negative impact on conversion rates – losing around three percent of total conversions.

50. Explain What Happens Next

- People don’t want to be left in the dark. They want to know exactly what will happen after they click the submit button. By improving the copy of your CTA or adding another field that tells them what to expect, you can greatly enhance your conversion rates.

51. Don’t Be Picky

- You shouldn’t be picky with the information you seek.There’s nothing more frustrating for a user than filling out a form and then being told that their birth date had to have forward slashes, not dashes. Just let people fill the form out! Error messages kill conversion rates.

52. Provide a Reason to Believe

- Ultimately, users need a reason to believe. Why should they give you their information? This all starts with the value proposition.Determining the right reward is key with form opitmization.

Which is the best practice for optimizing a landing page?

Some of the best practices for optimizing landing pages are making your offer clear, simplifying the design of your landing page, use scarcity techniques, emphasize your CTAs, add contact information, and use the effective copy.

Which is the best practice for optimizing a landing page for Google ads?

The unbeatable way to optimize a landing page for Google ads is to make sure that SEO is on point. This is the suer way that Google will see your page as legitimate and worthy to be put on the first page.

Should I make a change in conversion rate strategy based on popular opinion?

You should not change your conversion strategy based on popular opinion. Popular opinion may be popular but it is not backed by solid data. The opinion is not proven hence it may disrupt or make your conversion rate fall.

How do I write a copy for a landing page?

To write a great landing page copy always use words that your target market uses. Make it short and understandable so that you will not bore readers. And last but not least, always make sure that your copy is clear.

How long should I test my page to get the conversion?

The testing phase of your page, product, or service should not be shorter than 2 weeks, otherwise you won’t get a significant number that can tell you if what you are testing is effective or not.

Should I run multiple tests at once when I want to increase my conversion?

It depends but you should not usually run multiple tests at once. The reason is you won’t get accurate numbers, there will be no focus on your test and goals which can result to faulty results.

How can I make sure that my conversion optimization is effective?

To know if your conversion rate optimization works you should check if there has been an increase in your sales through a certain period of time. You should always check your goals if the goals have been met.

Is experimenting or testing effective to increase my conversion?

It has been proven that testing and experimenting can increase your conversion rates. The results made from testing can make a significant change in your strategy and thus increase your conversion rates.

Can collaboration increase my conversion rates?

Yes, a collaboration between marketers or businesses or individuals can result to increase in conversion rates. They can give significant advice and their influence can also be used to increase your following.

How important is audience research in increasing my conversion rate?

Audience research is fundamental to every marketer. You can’t begin to test or make conversion optimization without knowing your audience intimately. Your depth of audience knowledge dictates how far you can make agree or buy from you.

Not knowing what are the effective methods or practices can hinder your progress when it comes to conversions. Use this list of best practices for optimizing conversion rates and start converting to a higher scale!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!