Conversion rate optimization - increase sales with these tips!

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Visibility on the Internet and high numbers of visitors to their own website — that is what every growing company dreams of. However, traffic still doesn't guarantee an increase in sales. An additional hurdle must be overcome for economic success. A website visitor must become an active user, subscribe to a newsletter or make a purchase decision. It's not without reason that marketing talks about conversion rate optimization. Do you want to improve your conversion rate? We'll show you how to do that.

What is CRO and why is it important?

Conversion rate optimization (CRO) describes the processes with which you improve your homepage so that simple visitors become active users or customers. This does not necessarily mean an immediate purchase. Subscribing to a newsletter, creating a customer account and even visiting the homepage regularly form a step in the process. With them, the visitor takes on a new role.

The visitor gets closer to the company and engages in an exchange. Typically, these are the first steps on a journey. A way in which visitors develop into users and later become customers. But how can we make this journey easier? The design of websites and landing pages is absolutely crucial. A well-designed online offering with appropriate content, an appealing design and a high level of user-friendliness significantly increases the conversion rate. Let's look at key measures.

Door opener for traffic — the role of landing pages

The first contact takes place via the pages that users land on when they visit. A confusing page causes visitors to disappear again within seconds. The result is high bounce rates. To avoid this, don't leave the design of landing pages and main pages to chance. Pay attention to two things.

First, on search engine optimized content. The placement of suitable keywords, professional linking strategies and high-quality content ensure that the website is noticed by search engines. Second, you should definitely make sure that the page is clear. Don't overfill them with too much text. Provide appealing visuals and a beautiful design. And use tabs to visualize the structure of the homepage in such a way that the visitor can intuitively orient themselves.

Work on usability - usability pays off

An important factor for CRO is the usability of your website. Make sure that loading speeds are optimized so that the offer does not require an extremely fast Internet connection. Provide simplified presentations for mobile users. You should ensure that the homepage can be accessed smoothly by smartphones with different operating systems.

In some cases, creating your own web app is also worthwhile. With testers, you can find out where there is room for improvement. Create a barrier-free website that can be easily used by people with visual disabilities. The most important technical aspects would then be identified. Next, let's talk about content design.

Underline the unique selling points of your own offering

In terms of content, you must clearly highlight the Unique Selling Point (USP). Think about what your unique selling points are. To do this, consider what makes your offering different from the competition. Clarify the wishes and needs of your target groups and what drives them to you. Why do buyers choose your product and not another? USPs can be, for example: 100% plastic-free packaging or 24/7 availability in customer service.

Draw a substantive connection between these two things. Position your unique selling points with regard to your customers' main concerns. Don't just make this connection clear in a subordinate clause. It should be clearly present in all main contributions and in customer communication. Small and medium-sized companies should work on this site with a regional market positioning.

Promoting trustworthiness — this is how you proceed

Take steps to strengthen trustworthiness. You can do this with solid factual information that underlines your expert status. Good quality consulting services can strengthen trustworthiness. In addition, you can mention collaborations with prominent customers. And you should display positive reviews and good ratings on the homepage or under products. By taking these measures, you encourage visitors who are about to make a purchase to make a decision.

Integrate a current range of information with practical tips. Page areas with blog posts, small videos, and podcasts can help with conversion rate optimization. Give your customers useful tips to get the most out of your product offerings and services. In this way, you offer customers added value in terms of content and show your expertise. Interviews with prominent personalities can be beneficial. They don't necessarily have to be stars from film and television. Many companies work here with influencers who are known to their own target groups.

The basic requirement for good sales figures - set clearly visible CTAs

What should definitely not be missing from your website are call-to-actions. With prompts such as “Get in touch now” or “Buy now,” you encourage visitors to take action. They can be combined with discount codes and promotional prices. What's important at this point is that you shouldn't just formulate these CTAs as text. Add a button and visually highlight the area. What you want to offer visitors is not just an eye catcher. The user should be redirected directly to the appropriate contact form with a simple click. He should not have to search long, but should be able to order in just a few steps without much effort.

Take the test on a trial basis: What is the typical customer journey of a visitor who has landed on your homepage and actually sets off to become an active user and becomes a buyer? Can he orient himself well if he still wants detailed information and advice? And what about a customer who should buy a product or service quickly and without wasting time? The website should provide good support in both cases.

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