Improving your position in the search engines, i.e. SEO, is one of the ways to increase the number of sales. However, it is also important that the largest possible percentage of your visitors ultimately purchase a product or service. In many cases, too little attention is paid to this. A shame, because through conversion optimization you could even make more profit with your current visitor numbers! You can improve the results of your online marketing campaign in this way.

The importance of conversion optimization

Conversion optimization is extremely important. If there is a low conversion rate, you are wasting a large part of the money you put into marketing campaigns. This may indicate that your website itself is not sufficiently optimized, but it may also mean that your marketing campaigns are not addressing the right target group. Below we list a number of useful tips to increase your conversion rate. By going through these tips carefully, you will get a good idea of ​​what to pay attention to when it comes to conversion optimization.

Tip 1: do an extensive analysis

To start with, it is important to map out how well you are currently scoring. You can easily do this using Google Analytics. This allows you to see, for example, how long someone stays on your page and where the visitors come from. An important factor is the bounce rate. The bounce rate gives you a good idea of ​​how many visitors will leave the page almost immediately. A high bounce rate is an indication that visitors did not find what they were looking for on your page. This could be, for example, because you focus on the wrong keywords with SEO.

By analyzing the website using Google Analytics, you also get a good idea of ​​where most people drop out. For example, if this happens during check-out, you still need to optimize this process. For example, you may not offer sufficient payment systems.

By using Google Analytics you can also measure the results of certain adjustments. This way you can check for yourself whether certain adjustments have indeed made a difference to your conversion rate. That is so handy!

Tip 2: set up your page correctly

With conversion optimization it is good to put yourself in the visitor's shoes. If you were a potential customer, what would you look for first? For example, headlines and images often quickly attract attention. It is therefore important to create clear headlines, so that a potential customer can quickly find the right information. By using images and bullet lists you prevent the customer from encountering a large block of text. Content is very important for your online platform, but without the right formatting it can turn off potential customers! Also place a clear Call To Action on every page.

Tip 3: make sure people can ask for help

Ordering products online has a number of advantages compared to shopping in a physical store. The selection is often greater and you do not have to travel or park. The only disadvantage is that a customer can often ask for help immediately in a physical store. If you manage an online store, it is important that you try to bridge this difference. For example, as a webshop you can use a live chat. It is important that (potential) customers always have the opportunity to ask questions. Not only will this increase the conversion rate, it is also a good way to find out about problems in the webshop. If you continually receive questions about the same matters, it is wise to provide more clarity.

Tip 4: give a good impression of the products or services

It is important that your potential customers know exactly what they are buying. If something is not completely clear, people will quickly drop out. In a physical store, someone can take a good look at a product. Imagine if your products were in the store and you were a customer, what would you pay attention to first? Make sure that these things are also clear to your customers. For example, if you offer clothing, it may be a good idea to draw extra attention to certain details.

If you offer a service, it is important that you provide potential customers with sufficient information. What things distinguish your company from the competition? How do you perform the service and what exactly does it entail? Why would one choose this service? So put yourself in the customer's shoes and try to answer all questions as best as possible. By giving the customer a good idea of ​​your services/products, you increase the chance of conversion.

Tip 5: consider using a chatbot

A chatbot can be a good way to increase conversions. For example, you can welcome a customer when he visits the site. Moreover, a chatbot can also provide advice. For example, the visitor is shown which pages may be interesting for him or her. A chatbot is therefore a good way to provide better service and is also a good example of conversion optimization.

What do you do with a high bounce rate?

Do you have a SEO of SEA marketing campaign run, but has the bounce rate only increased since then? That most likely means you're targeting the wrong audience. Double-check which keywords you are focusing on. Can the search term be interpreted differently? Sometimes a keyword can seem interesting due to the high search volume, but is actually not that relevant at all. It is then not always efficient to advertise on that keyword.

So always do good keyword research, so that you are sure that you are targeting the right keywords. If you find this difficult, you can also choose to outsource this to an experienced marketer.