Conversion optimisation, also known as Conversion Rate Optimisation (CRO), is an important topic for web shops and websites. The conversion (rate) is the percentage of visitors who proceed to a transaction. Conversion optimisation therefore involves looking at how the conversion ratio can be increased. We remove the obstacles in your webshop or website, as a result of which visitors proceed to purchase or contact more quickly and in a more user-friendly manner.
How we apply conversion optimisation at Mediabirds
During conversion optimisation, we try to achieve an increase in your conversion rate. That is why it is important to gain insight into the behaviour of your visitors on your website. Which pages do they visit and where do they stop in the purchase process? We also look at the functionalities of the website and delve into the behaviour of your customers. We obtain this information using various tools, such as Google Analytics and Hotjar.
We start by carrying out a search analysis and see whether the results correspond to your target group. It could be that many visitors come to your website because the texts do not contain the right keywords. We look at which search terms and keywords you want to be found with. Next, we analyse the search engine results. This gives us insight into the search terms the competition uses and we compare these with yours.
Technical and functional obstacles
We extensively test your website for technical and functional obstacles. It is important that there are no technical obstacles in your website. These could discourage your visitors from taking action. For example, a slow loading speed, pages that are not found (404), not responsive optimization or unnecessary error messages. If there are functional obstacles in the website, such as a search function that does not display any results, this can also prevent the visitor from taking action.
How easy can visitors to your website find what they are looking for? In order to increase your conversion ratio, our UX specialists will start working on a User Experience Design for you during the conversion optimisation. We use this to optimise the user experience. We test whether this actually improves the user experience by means of A/B tests, among other things. This in turn ensures an increase in the conversion ratio.
How are your visitors triggered by elements in the web shop? This happens, for example, through photos, videos, animations or illustrations that trigger emotions in your visitors. For one person, a photo can evoke positive emotions, while for another it can evoke negative emotions. Besides image-sensitive elements, visitors can also miss out on essential information such as delivery times, guarantees and support.
Wondering what Mediabirds can do for you in the field of conversion optimisation? We’d love to invite you to our office in Amsterdam. Get in touch with us!