In digital marketing, conversion rate optimisation involves making changes to elements of a website in order to convert as many users as possible into customers, or more generally, to induce the highest percentage of users to take a desired action. A conversion rate optimiser researches user behaviour and collects data to determine where issues are arising, and what could be improved in terms of user experience. Certain vital areas of a website need to be optimised to ensure conversion, and a variety of tools can provide the data you need to confidently execute these changes.

Elements of web design that drive conversion

Calls to action – effective calls to action should use clear language to state what a button will do. Whether the button is placed above or below the fold should be carefully considered, as should the colour and design of it, to ensure it stands out on the page and appears fit for purpose.

Navigation - if users head to your website with a specific purpose such as locating a telephone number or submitting a form and find themselves going around in circles they are likely to quickly give up, losing you a potential customer. It is therefore vital that when users land on your site they are met with a user-friendly menu that offers clear categories. This will ensure that they are taken down a specific route towards conversion.

Checkout process - a smooth checkout process for e-commerce websites is vital in making sales, as potential customers will have little patience with a long-winded or complicated process.

Prominent contact details – if your business takes bookings over the phone or by email, making your contact details prominent on your site is essential in giving users the tools they need to convert.

Collecting data to improve conversion rates

A/B and multivariate testing

This method of testing splits users into several groups each with a variable changed, to see if this makes a difference to conversion rates. For example, the results may show that a different picture of a product results in more people buying it. This is a valuable tool as there are a huge number of elements that can be tested, such as button shape, amount of copy, image, font etc, meaning that there’s always more testing and tweaking to be done.

Customer journey analysis – google analytics

A website user’s journey from researching to making a purchase can be analysed to extract valuable data about where in the process they’re dropping out. Google analytics is a vital tool in gathering this data, as are session recordings in HOTJAR which show mouse movements and where users are clicking.

Qualitative data

Another method of gathering customer data is to use surveys and questionnaires to extract the information you need. This qualitative data works hand in hand with quantitative data from google analytics, adding more detail to user behaviour. For example, Google Analytics can show that 46% of users dropped out on a certain page, but user surveys can explain why they dropped out.

Copy optimisation

Making tweaks to the layout and content of your website copy has a significant impact on conversion rates. Your copy should convey clearly what your company sells or the service it provides, as well as the value in it. Breaking copy up into clear paragraphs with subheadings is one element of this.

By considering the most vital elements of web design in converting users, conversion rate optimisers use data collection tools to continually improve user experience, to help make their transition from casual browser to loyal customer as smooth as possible.

 


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