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Conversion rate

Digital marketing is uncharted waters for many, and with terms like conversion rates and SEO floating around, it's easy to get in over your head. Fortunately, at Webamp we can help you set a course for successful digital marketing - here we dive into conversion rates.

Jens Kjær Riis
- SEO-specialist
Last updated: Sep 22, 2023

What is a conversion rate - and why is it so important?

Imagine you're a fisherman sailing around the ocean in your fishing boat in search of your next catch. When you look down into the water, you see 100 fish swimming around your fishing rod, but only one fish takes the bait!

The conversion rate is a measure of how many of these fish actually take the bait. In this case, your conversion rate would be 1% because you catch one out of 100 fish. Fortunately, there are strategies that can help you get many more fish to bite. These strategies can be grouped under the umbrella term conversion rate optimization - or just CRO.

The conversion rate is the percentage of visitors to your website who complete a desired action. This action could be a purchase in your online shop, a subscription to your newsletter - or something else entirely. The conversion rate is an essential tool for creating an overview. If you, as a fisherman, see that you only catch one fish out of the 100 that swim around your fishing rod, it's a clear indication that you need to do something differently to hook more fish.

The same goes for your website. A high conversion rate indicates an effective marketing strategy, a good user experience and relevant content on your website - and vice versa. The conversion rate is therefore an important tool that can help you get an overview of whether your digital marketing strategies are working and whether they are effective.

How does conversion rate relate to SEO?

SEO or search engine optimization is about increasing the visibility of your website in search engines like Google. A good SEO strategy is important because a good ranking in search results brings a lot of fish to the water around your website. But all those fish aren't worth much if none of them take the bait - and perform a desired action on your website.

This is where the conversion rate comes into play. A high conversion rate combined with a strong SEO not only means more traffic - or more fish in your waters - but also that this traffic converts. SEO and conversion rate - or perhaps especially conversion optimization - are therefore inextricably linked. While SEO drives traffic to your website, CRO ensures that this traffic converts. Conversion rate is a tool that helps you understand if your CRO strategy is effective.

Use conversion rates to your advantage

But how can the conversion rate help you understand if your CRO strategy is working in practice?
The conversion rate gives you a direct idea of how well your website is performing in the digital ocean. If your conversion rate is high, you're probably doing something right. If it's low, there's room for improvement.

In other words, the conversion rate can help you understand your visitors' journey. Which path do they take through your website? Where do they drop off? And how can you prevent this? By understanding this, you can optimize the steps where the most pitfalls occur. But how exactly do you do that?

Guide to improving your conversion rate

  1. Understand your audience: Conduct analytics to help you understand who converts most often on your website - that is, who becomes a customer. Create content that speaks directly to this audience.
  2. Test and adjust: Use A/B testing to find out what gives you the best conversion rate.
  3. Make sure you deliver a great user experience: Make your website easy to navigate, make sure your website loads fast, optimize your mobile-friendliness, have a good search function, etc.
  4. Customize your CTAs: Make sure your CTA buttons are clear and relevant.

Step 1 to improve your conversion rate is to understand your target audience. Here you can use the SMUK model, which can help you determine your target audience based on a segment analysis. If you know your target audience, you know which fish are most likely to bite your digital fishhook - and thus who your content should target.

Step 2 is to test and adjust your content. This is where A/B split testing is brilliant. By running A/B split tests, you can compare two versions of your website, or even just individual elements of your content. You can then monitor which version performs better - and generates the best conversion rate.

For example, you can test two different headlines, images or CTA buttons to identify which version results in the highest conversion rate. Over time, such tests can help you continuously refine and improve your online presence and increase your conversion rate.

Step 3 is to make sure your website is user-friendly. You can do this by giving your website a clear web design with a common thread. Also work on mobile-friendliness, loading speed, a good search function and catchy, relevant content.

Step 4 is to adapt your CTAs to your target audience. Your CTAs should be clear, concise and precise - and guide the user on the path to the desired action.

It's important to mention that A/B split testing is a safe way to optimize all these steps. Nothing is certain until it's tried and tested - and A/B split testing does this well, whether it's good CTAs, great web design, mobile-friendliness, content or target audience.

From bite to catch with Google Ads

Google Ads is a digital advertising tool that allows you to advertise your website or products in Google search results and on YouTube.

Google Ads is effective because many users are ready to convert the moment they perform a Google search. For example, if a user searches for "good rain jackets", chances are they are ready to buy a rain jacket at that very moment. Therefore, it's smart that the rain jacket you sell appears before your competitor's in the search results.

Google Ads and conversion rates are inextricably linked. Google Ads ads drive relevant and conversion-ready traffic to your website. A good Google Ads strategy will therefore have a direct effect on your conversion rate. And with a competent Google Ads agency by your side, you can ensure that your ad strategy is fine-tuned to maximize both the traffic to your website and the subsequent conversions - so you can make sure that the fish that swim past your digital fishhook bite.

Are you ready to test your knowledge?

Hopefully, you've learned a lot more about conversion rates and how they affect your website's digital presence. Are you ready to test your knowledge?

What is a conversion rate?

The conversion rate is the percentage of visitors to your website who complete a desired action. This action could be a purchase, a newsletter sign-up or some other form of interaction.

Why is conversion rate important for your digital marketing strategies?

A high conversion rate indicates an effective marketing strategy, a good user experience and relevant content on your website. It helps to assess whether your digital marketing strategies are working effectively.

How does SEO and conversion rate work together?

While SEO (search engine optimization) is about increasing the visibility of your website in search engines like Google and driving traffic to your website, conversion rate optimization (CRO) ensures that this traffic converts into desired actions.

What is the purpose of A/B split testing?

A/B split testing is designed to compare two versions of your website or specific elements of your content. After the test, you can see which version performs better and generates the best conversion rate.

How does Google Ads help increase conversion rates?

Google Ads is a digital advertising tool that allows your website to be advertised in Google search results. As many users are often ready to make conversions during a Google search, Google Ads ads can drive relevant and conversion-ready traffic to your site, which can directly increase conversion rates.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.

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