The primary goal for strengthening your conversion optimization strategy is to drive more web traffic, increase leads, and convert visitors and website users to paying customers.

However, to achieve your digital marketing objectives, your website must be appealing to both humans and search engine bots. For this reason, marketers must adopt a client-centric method, and search engine techniques that center around developing positive experiences for Google spider and your customers.

But, you may ask;

Why is that so?

It is because consumers are more knowledgeable nowadays than they ever were in the past. Their understanding makes them responsive to relevant brands and open to trends and relationships that support their interest.

In consequence, try to balance the steps that will apply to your target market and transform them into loyal customers. Also, make sure that you strengthen the processes that will boost your visibility on searches to help you attract new leads and customer.

Despite that, if you’re new to digital marketing, you may be wondering; what is WCO?

Let us clear things up.

What Is Conversion Optimization?

Conversion optimization is the process of reviewing your website’s sales funnel to determine the best strategies you can apply to increase the ratio of leads.

It involves applying progressively analytical procedures in your conversion strategies to enable you to boost your website’s conversion rates. In this background, you have to define your brand’s targets and then make informed decisions that will better optimize your goals to increase conversions.

In addition, conversion rate optimization consists of having a comprehensive knowledge of your site’s user and visitor behavior. That is their actions and operations on your website, and why they leave without completing your intended goal to convert to leads.

The information you gathered from will guide you in creating an effective website conversion optimization techniques that will without fail increase your conversion rates.

Meanwhile, bear in mind that conversion rate optimization is different from conversion rates.

What is Conversion Rate (CR)?

Conversion rate is the ratio or percentage of visitors and users of your site who completed your desired task. In other words, any operation or undertaking that visitors perform on your website and achieve your primary goal is conversion.

Therefore, a well-optimized landing page or website will help you obtain terrific positive results. The results you get from each page are put together and counted as conversion rates. It is the ratio or percentage of website visitors and users who took measures and completed your final objective of conversion.

The marketing metrics you specified will assist you in understanding the number of website visitors who converted to leads and customers. In light of this, if you are looking to quantify your conversion rates, pay attention to the following key performance indicators (KPIs):

  • Product sales
  • Webinar registration
  • Monthly website traffic
  • Number of qualified leads
  • Email sign-ups
  • The conversion rate for call-to-action content
  • E-books published this month
  • Ebook downloads
  • Etc.

Nonetheless, being able to gauge your conversion rates will aid you to see first-hand, the web pages that are converting and those not turning visitors to leads. Thus, you will have to optimize the non-converting pages to start transforming visitors to leads and those already turning for better conversions.

Related Post: Top 10 Lead Generation Strategies That Will Enhance Your Conversion Rates

Why Is Conversion Optimization Rate (CO) So Important?

WCO is essential because it enables you to generate more leads and improve sales using the same amount of or existing traffic. In this context, you don’t need to pay extra money for advertising. It means that you are using your present web traffic to make additional money.

Moreover, a survey reveals that the priority of 74% of marketers is to convert leads to customers.

6 EASY CONVERSION optimization

In addition, the biggest challenge for 65% of businesses is generating traffic and leads. As you can see, the numbers show why conversion rate optimization should be part of your digital marketing strategy.

Try to equalize the steps that will apply to your target market and transform them into loyal customers and those that will boost your visibility on searches to help you attract new leads and customer. Click To Tweet

conversion optimization

Source: Venture Harbour

Furthermore, besides helping you to turn current traffic to customers and acquire new leads, conversion rate optimization offers many other benefits. Here are a few more benefits:

1: Helps You Generate Additional Income With Existing Traffic

If your traffic sources result in higher conversions, it means additional income to your bank account. How?

Let us do the maths;

In case your conversion rates increase by 10%, the added ratio will translate to additional revenue. As an example, 10% of 10,000 leads equals 1,000. So if your product is selling for $97 per download, it implies that you are getting an additional $97 x 1000 new leads. That gives you $97,000 more revenue.

Noteworthy is that conversion rate optimization (CRO) is low cost or cost-effective. Why do I say so? It is low cost because you are using your existing website traffic to generate more income. It means that you are not paying extra money to make more money.

In view of this, the conversion optimization rate is a crucial component of your digital marketing strategy.

Being able to quantify your conversion rates will aid you to see first-hand, the web pages that are converting and those not turning visitors into leads. Click To Tweet

2: Reduce Customer Acquisition Cost (CAC)

As stated above, website conversion optimization (WCO) is low-cost since it reduces CAC by mobilizing your current web traffic to generate new leads and customers. However, I’m going to use a corresponding illustration to help you understand my point.

If your landing pages or sale page converts at the rate of 10% for every 10,000 website visitors per month, that means you are accumulating 1,000 new leads monthly. But if you optimize those landing pages for conversion and produce 15% new leads, that will amount to 5% or 500 additional targets.

Therefore, let us assume that the 500 new leads purchase your product for the price of $97 each, that gives you $97 x 500 new targets. And that equals $48,500 extra income from the same traffic. Thus, you can make more revenue from existing users and grow your business faster by tweaking your conversion rate optimization tactics.

With that said, let me show you how to calculate the percentage or ratio of conversion rates? This is how to calculate it; 500 leads divided by 10,000 website visitors x 100 = 5%.

3: Website Conversion Optimization (WCO) Lets You Focus On Vital Web Traffic

Furthermore, you should make CRO a part of your digital marketing strategy because it lets you put your efforts where it matters most. And the areas that matter most in your marketing campaign are digital marketing assets that are responsible for your website traffic.

Therefore, instead of focusing on your entire site, you can channel your attention to sections that are transforming your traffic to leads and customers. This step will help you to optimize better web pages that are not converting web visitors and users.

It is so essential, according to Google, since more people are searching for the terms, “conversion rate optimization.”

6 Easy Conversion Optimization Strategies That'll Improve Your Conversion Rates

Source: Google

Also, research indicates that B2B & B2C companies that have about 10 to 15 landing pages saw an increase in conversion with 55% more leads than businesses with fewer than ten landing pages.

No matter your traffic source; whether you are paying for traffic or using organic website traffic if your traffic sources result in higher conversions, it means additional income to your bank account. Click To Tweet

6 Easy Conversion Optimization Strategies That'll Improve Your Conversion Rates

The survey clearly shows that you will make even more when you optimize your pages and creating more optimized sales pages.

6 Easy Conversion Optimization Strategies That'll Improve Your Conversion Rates

Source: HubSpot

Why is that so? It is because well-optimized landing pages offer you increase business opportunities with more income from the same traffic. Let us consider a few conversion rate optimization strategies that will improve your conversion rates.

Handpicked: 7 Ways to Optimize Your Call-to-action Button to Increase Clicks & Conversions

1: Convince Users With Social Proof to Improve Conversion Rates

Social proof, also known as an informational social influence is a psychological marvel where humans comply with the actions of others in the belief that those activities reflect acceptable behaviors.

According to Chatter Matters,  recommendations from family and friends is one of the most effective promotional materials. The report shows 83% of buyers saying that they will make a purchase based on the recommendations of others.

In consequence, marketers are using social proof as a solid marketing strategy to strengthen their conversion rate optimization techniques and boost conversions. Nonetheless, there are different types of social proof you can use to increase your conversion rates.

These includes:

  • User social proof
  • Certification social proof
  • Expert social evidence
  • Celebrity endorsement
  • And so forth

These powerful tools can be in the form of testimonials, recommendations, and endorsements from experts in your industry. It could also come from loyal customers who have used your product or services and are satisfied with it.

Thus, social proof helps to convey trust. In view of this, adding testimonials or certification logos on your website will boost your credibility and help you convert visitors and website users to leads and paying customers.

Did you know? Businesses that have 10 to 15 landing pages saw an increase in conversion rate with 55% more leads than those with fewer than ten landing pages. Click To Tweet

2: Use Conversion Optimization Tools to Improve Conversion Rates

Conversion rate optimization tools are critical to lead generation strategy. They will help you to evaluate your website and show you why you are not converting visitors to leads and customers. The resulting data will enable you to optimize your site accordingly to increase conversions.

Here are some of the best conversion rate optimization tools you can use for your campaign:

SurveyAnyPlace and Survey Monkey are fantastic conversion tools and among the best in the marketplace. You can use these marketing resources to create polls and survey questions that would obtain vital information from buyers and nurture them to leads and customers.

UsabilityHub: This tool offers users a variety of tests features which you can include in your conversion strategy to beef up your conversion rates. These include:

  1. Click test
  2. 5-second test
  3. Question tests – in the form of surveys
  4. Navigation tests.

SimilarWeb will enable you to evaluate your competitors to see what makes them tick. The date will aid you to strategize your campaign better and improve your conversion rates.

Lucky Orange is a software that can help pinpoint why your website is not converting. It tells you why site visitors are not taking your desired action to convert to leads.

3: Employ Lead Capture Forms to Increase Conversions

The main element that is influencing your conversion rate is the lead capture form. This tool is crucial to your WCO or conversion rate optimization (CRO) strategy because it determines the lead from non-leads.

Several lead capture tools can help you streamline the process. You can use Leadformly to create incredibly high, converting landing pages for your campaigns.

Moreover, you can use  Wordstream, Unbound, Zendesk, Single Grain, and or Square.

For example, Single Grain lets you include names and logos of the most valued customers in your form. This process allows you to present your brand as a credible business. All you need to do is, get the approval of your clients, and use their details.

Furthermore, with Unbounce, you can present frequently asked questions ( FAQs) along with your form. It will enable you to eliminate any doubt you may have concerning the product or service by answering your questions.

Why that essential? It is crucial because several visitors ad users who land on your form may not submit and convert because of unresolved issues about your brand. So with the FAQs on the lead capture form, it helps to resolve any problems they have.

Social proof helps to convey trust. Thus, adding testimonials or certification logos on your site will boost your credibility and help convert website visitors to leads and paying customers. Click To Tweet

4: Use Explainer Videos to Generate More Leads & Boost Conversion Rates

Video content is a powerful digital marketing tool that can convey your brand message in a simple, yet effective way. Not to mention, explainer videos work so efficiently in that, they blend visual incentives with audio to explain ideas in an easy to understand manner.

And that is why consumers spend a considerable 88% additional time watching video content; with a whopping 95% of users recalling a call-to-action after watching a video.


Source: Oberlo

Did you know?

  • Emails with videos improve click-through rates (CTR) by 300%
  • Videos added to a landing page can boost conversion rates by 80% 
  • Video marketers generate 66% new leads annually, and
  • 54% of customers want to see more video content.

Hence, it makes sense that 88% of marketers are delighted with the return on investment (ROI) of their social media video marketing endeavors. Thus, leverage explainer videos to amplify your conversion rates optimization strategy.

Handpicked for You: 7 Actionable Steps to Convert Social Media Followers to Paying Customers

5: Develop Conversion Measurables

A sustainable website conversion rate optimization (CRO) strategy starts with identifying your targets for every webpage. This approach signifies that your successes correlate to the goals of your landing pages.

For example, with digital products to sell, your primary goal is to sell your materials; while your secondary objective is to gain additional leads. And thirdly, you want to convert new leads to buyers. Therefore, what steps can you implement to achieve your goals?

Interestingly, there are several ways to realize your aim. These include accumulating leads through gated content pieces and other types of downloadable materials. This approach is ideal because it offers you an avenue to build your website conversion measurables, such as:

  • Digital course downloads
  • Website page views
  • Email newsletter subscriptions
  • Membership sign-ups
  • Etc.

With your conversion rates indicators, you can begin your website conversion optimization processes. In light of this, it will help you to improve website user experience (UX) and significantly enhance your conversion rates

Conversion rate optimization tools are critical to lead generation strategy. They will help to evaluate your website and show why you're not converting visitors to leads and customers. Click To Tweet

6: Optimize Your Website Conversion Funnel

The fundamental concept of a website conversion funnel includes four major parts. They are:

  1. Awareness
  2. Interest
  3. Consideration
  4. Conversion.

Each of these portions allows you to decide:

  • How to create brand awareness
  • How to nurture and engage your prospects’ interest
  • What steps to take to move them to consider your offerings
  • What to do to convert them to paying customers

To make your conversion funnel work for you, you cannot start implementing strategies out of the blues. You need to identify what is already working and run tests. Apply expert advice and opinions and run tests on every step of the way.

Your tests results will show you what techniques are working and the ones that are not working for your business interest. Then, you can tweak the tactics that are working for better conversions and the ones not working to begin converting.

To make your conversion funnel work for you, you need to identify what is already working and run tests. Apply expert advice and run tests on every step of the way. Click To Tweet


Wrapping Up

For those who are new to digital marketing, conversion optimization seems like a mystery – a procedure that demands more time, money, and energy. However, all you have to do is use conversion rate optimization tools to examine your site and determine pages that need optimization.

Then, tweak your web pages accordingly and keep testing to see what is working and what is not.


Moss Clement

Moss Clement is a freelance writer & blogger. Founder of Moss Media and content manager at Writers Per Hour. He is working closely with B2B marketers - helping​ several startups grow their online presence in the digital marketing space. By delivering highly informative content pieces​, he has assisted small & medium-size businesses to build their online reputation and connect them with their buyer persona. Connect with him on Twitter and LinkedIn.



Nikola Roza · July 10, 2019 at 8:31 pm

Great article Moss,
I admit I’m an SEO junkie and that it’s a favorite part of running my site and business, but I also have to admit that conversion optimization is perhaps even more important than SEO.

Because it is far easier to double conversion rate (CR) than to double search engine traffic. And double CR= double money you earn.
Simple. And effective:)
Thanks for the article Moss, enjoyed reading it.


    Moss Clement · July 11, 2019 at 11:41 am

    Hi Nikola,

    That’s right. A well-optimized website will convert website visitors to leads and paying customers. And that is why it is paramount to make sure to optimize your site and landing pages correctly. The more traffic you transform into leads and customers, the more money you make.
    Thank you for coming by Nikola.


James McAllister · July 9, 2019 at 2:06 pm

Hey Moss!

This is a great topic. So many beginner marketers especially tend to think about getting more traffic, as if this were the only way to increase their revenue. They may not realize that by making a few small tweaks to their landing and sales pages, they can double or triple their revenue straight away. This is almost always a lot easier than doubling or tripling your traffic!

Ultimately it all comes down to testing everything, all the time. Then, using the results of those tests and performing analysis to determine what your next steps should be.

Having ran hundreds of tests on all sorts of landing pages, I can attest to what you say here – it’s worked for me across a number of industries. Great advice!

– James McAllister


    Moss Clement · July 11, 2019 at 12:15 pm

    Hi James,
    I agree with you. Digital marketing success is not just about traffic, because you can transform a well-optimized landing page to a money-making machine. What you need to do is to learn the right tweaks and apply them. After that, keep testing to see the best-converting pages and the low converting ones and then make the necessary adjustments.
    Thank you, James.


Aadarsh Roy · July 9, 2019 at 8:55 am

Hey Moss Clement,

Great post with great strategies for improving the conversion rates. I really like the tips that you have made and the way you have explained each and every thing. Conversion optimization rates are really necessary as they helps to generate additional income with an existing traffic and reduces the customer acquisition cost. Your tips for improving the conversion rates are great and will helps a lot. Convincing the users with social proof and using conversion optimization tools will be helpful. Using explainer videos is really a great way to generate more leads and boost the conversation rates. Your all the listed tips are effective but i truly like an ideas of using explainer videos, conversion
optimization tools and convincing users with social proof. Your listed tips are easy to understand and follow, whereas following these tips will be a great helping hand for many peoples and helps them to improve the conversion rates.

Really helpful post and Thanks for sharing.


    Moss Clement · July 11, 2019 at 12:23 pm

    Hi Aadarsh,

    I’m happy that you like the article and find it useful. And even though it reduces CAC by helping you to make more money with existing traffic, many are more focused on SEO, forgetting that a little tweak on your sales page can set off your blog as a money-making machine. That little tweak is to optimize your pages for conversion. Once you do it correctly, you can see the money rolling in.
    Thank you for coming by and contributing to the discussion.

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