Linda Törnros
2 October, 2018
Kategori: Conversion Optimization,

Most of you may agree that conversion optimization or conversion rate optimization (CRO) should be a matter for anyone who works with an e-commerce or website, but many may not know how to get started.


Set goals and strategy

The first step to getting started with conversion optimization is, as in many other cases, setting goals and strategy.

In this blog post, I will talk about three basic conversion tips to get started and to define the conversion strategy.


What is conversion?

First of all, we can agree that a conversion might as well be to get visitors to sign up for newsletters, contact an email address or to complete a purchase.

Conversion optimization is about improving the content of the site to get more visitors to achieve the goals you set up. Above all, it is about analyzing, experimenting and A / B testing to learn what actually increases the number of completed goals and thus the conversion.

A conversion goal can be anything from increasing session time to reducing the bounce rate or increasing the number of purchases completed.

In order to get ideas or hypotheses about how to get visitors to complete the goals, you can use the LIFT model. It is about clarifying the value proposition your business is offering to your visitors and to respond to them with relevant content.

A value proposition is about identifying visitors' challenges and meeting it with an offer. Tell the visitors why you have the solution to their problems. This compares to Unique Selling Point (USP), which is more about finding unique features compared to what your competitors offer. What really affects a visitor to pick you instead of your competitors?


The value of your business offering, the Value Proposition is the reason why you can move your conversion upward. All relevant content and being able to meet your visitors' expectations and needs with Clarity in how to communicate the value in images, text and call-to-action. How to meet your visitors Urgency or create motivation to speed up fires up the conversion, but everything that distracts the visitor and removes focus from your primary goals with Distraction decreases the conversion. Like all things that might create uncertainty Anxiety from taking the step above the conversion threshold.


Three tips to get started

1. Get to know your visitors

Start by getting to know your visitors. Find out everything you can about your current and potential customers who already visit your site in Google Analytics. Everything from gender, age, where visitors come, most visited pages, where the delays occur, the pages they stay the longest, how the interaction path or customer trip looks and what device is most used. Also, use heatmap tools like Hotjar, where you can see everything from where the site your users stay as well as recordings on their behavior.

2. Set landing page goals

List your three most important landing pages. Put on your visitors' glasses with their challenges and goals with their visit to your site. What do you want the visitor to perceive about your business and value (value proposition) and what do you want the visitor to do (primary goal) within the 5 first seconds of the visit to each landing page?

3. Define relevant content

Based on the knowledge you have about your visitors and what you want them to do on your site. What do you think they expect for content? Does it match your value proposition and content? What's interesting for them and what encourages them to click on something instead of leaving the site?

Once you have this done, just start list ideas on what can make the visitors complete the goals. Then you can start testing your top priority hypotheses in Google Optimize, which I will talk more about in my upcoming posts.


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