5 Conversion Rate Optimisation Best Practices: Generate More Leads With Less Traffic

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Kudos! Your lead generation strategies have been put in place, and they are producing results!

Although you’re driving traffic and producing quality leads, is that enough?

You require traffic and leads that convert. In any other case, you will be burning away your marketing budget.

Every website owner dreams of seeing higher conversion rates. 

The problem?

The average conversion rate of a landing page is typically 2.35 percent.

Don’t be overwhelmed. There are a few conversion rate optimization best practices that you can take to optimize your website conversion rate.


Here’s our compilation of the 5 best conversion rate optimization practices that will help you convert more and better.

What is Conversion Rate Optimization (CRO)?

The practice of increasing the proportion of users who take the desired action on a website or app is known as conversion rate optimization (CRO). A product purchase, selecting “add to basket,” signing up for a service, completing a form, or clicking a link are examples of desired activities.  

Highly qualified leads, increased revenue, and decreased acquisition costs are the outcomes of conversion optimization.

Why Conversion Rate Optimization Is So Important?

Now you understand what CRO is and how it can help your business. Let’s look more closely at the advantages of conversion rate optimization for people who are on the fence about it.

Discover More About Your Target Audience

Every type of digital marketing requires an understanding of your target market. Marketing professionals can better understand their prospective clients by developing buyer personas. It accounts for things like geography, demographics, age, and interests.

But that only applies to market research. How are visitors using your website behaving? Understanding how customers move across your website is one of the key advantages of conversion rate optimization.

Recording user sessions using heat maps and other CRO tools makes it simple to identify your pain areas.

Boost Your Sales

The most obvious advantage of conversion optimization is that it helps in boosting sales. Even minor adjustments to your conversion rate can result in large financial gains. Use the following CRO tips to boost your sales:

  • Enhance your visuals 
  • Use A/B testing 
  • Cut down on form fields 
  • Improve your content

Reduce the Customer Acquisition Cost

Wouldn’t it be wonderful if you could convert the majority of website visitors? That is the purpose of CRO. Many marketers overlook one of the many advantages of conversion rate optimization: reduced cost of customer acquisition.

Finding the ideal combination of features for your web pages is the foundation of CRO. Additionally, it involves including pertinent adverts on your landing pages. You may increase the number of clicks on your “Buy” or “Subscribe” buttons using these CRO best practices.

As a result, you might anticipate a decrease in your cost per lead. You can obtain more return on your investment with a reduced cost of customer acquisition.

Improve Your SEO

CRO focuses on producing high-quality content and improving the user experience of your website. These strategies are also crucial to boosting search rankings. In addition, SEO and CRO both heavily rely on page speed, mobile friendliness, and site architecture.

Any website page that is enhanced to increase conversion rates will probably also increase engagement. The possibility of receiving more backlinks rises as a result. It is clear that the advantages of conversion rate optimization can give your SEO strategies fresh vitality.

How to Calculate Conversion Rate?

The conversion rate is calculated By dividing the total number of conversions by the total number of visitors and multiplying the result by 100.

For example, consider that every page of your website has a sign-up form and that you define a conversion as an email sign-up. The total number of form submissions would then be divided by the total number of website visits and multiplied by 100. Therefore, if you had 10,000 visits and 500 submissions over the previous quarter, your conversion rate would be 5 percent. 

The conversion rate optimization for ecommerce website is the number of monthly orders your receive divided by the number of visitors that come to your website.

Which are the best Conversion Rate Optimization Tools?

By displaying how users interact with your website, CRO tools can help you better understand its performance. In simple words, these tools gather information about your visitors and website, enabling you to spot troublesome spots where users are having trouble.

It’s crucial to note that these tools fall into three categories. The categories are listed below along with a list of the top CRO tools.

Web analytics CRO tools

You may analyze your site in terms of numbers with the use of web analytics CRO tools. They provide you with quantitative information to help you determine things like 

  • How long do visitors stay on your website?
  • What are the landing pages with the highest bounce rate?
  • At which stage of the conversion funnel you’re losing visitors?

Behavior analytics CRO tools

By gathering qualitative data, user behavior analytics tools can show you precisely what users are doing on your website. Using behavior analytics tools, you can actually find the answers to the following questions:

  • Why do visitors abandon the website without making a purchase? 
  • Do customers find what they’re looking for? 
  • Which sections of websites are aggravating users?

CRO testing tools

The positioning of a call to action button, the size and placement of web forms, landing pages, website copy, website navigation, the checkout process of an eCommerce site, pricing models, etc. may all be tested using CRO testing tools.

Now that you know how these 3 categories of CRO tools work, here’s a list of the best conversion rate optimization tools:

  • Google Analytics 360
  • FigPii
  • Heap
  • Adobe Analytics
  • Crazy Egg
  • FullStory
  • Istanpage
  • Google Optimize
  • VWO

Who Can Help Me With CRO?

If you don’t have an internal CRO team or enough time to do this yourself, you can find a conversion rate optimization agency that can help you audit your CRO and make specific optimization suggestions.  They will follow a systematic, iterative conversion optimization process and tried and tested CRO best practices and it’ll all work out.

5 Conversion Rate Optimization Best Practices

Conversion Rate Optimization Best Practices #1Design a stylish landing page

Your landing page is the first thing that visitors see following your advertisement. You should consider this to be your prime focus, irrespective of the type of your business. Look at the page from your consumers’ perspective occasionally. Here are a few tips to design a great landing page:

  • Don’t overwhelm your visitors with too much information 
  • Concentrate on simplicity and attractiveness.
  • Strike a balance between the number of images, videos, and text.
  • Optimize the responsiveness and speed. Ensure that the page load does not exceed four or five seconds.

Here’s an example of a landing page that gives a great first impression.

Best Landing Page Example from Shopify

Why does this landing page work?

  • Concise user-oriented headline 
  • Simple graphics
  • Succinct paragraphs about the benefits

Conversion Rate Optimization Best Practices #2Recognize the Best Lead Generation Forms

The obvious place to begin with your CRO plan is with forms. Form length is one of the most frequent sources of friction on landing pages.

How Form Length Impacts Conversion Rate

Having five fields or fewer is a good bet because it takes less time and effort from consumers.

Does having fewer form fields result in higher conversions? Yes and No. 


Read the two CRO case studies below to understand:

Informatica Corporation optimized its forms by reducing the number of form fields, increasing its conversion rate by 250%.

Another study by Unbounce witnessed a 14% drop in conversions when they reduced the number of fields in the form from 9 to 6.

What can you infer from these studies? 

While there may be times when consumers don’t enjoy having too many fields, they occasionally desire and expect additional fields.

Conversion Rate Optimization Best Practices #3Take your CTA-s to the next level

Yet another crucial component of a landing page is the call to action. Without a compelling call to action, your prospects might be confused as to why they are even providing all of their personal information. 

On the other hand, a compelling call to action (CTA) will increase their desire to acquire what you’re giving and ensure that they click through to the conversion page.

More than using persuasive language (though it definitely helps) in developing a captivating CTA,  think about the advantages your offer will provide the prospect. Then, ensure your CTA emphasizes these advantages. The more you emphasize to visitors what they stand to gain from your offer, the more likely they are to convert.

Let’s compare a captivating CTA to its unappealing predecessor.

High Converting CTA Buttons

Which of these CTA looks more interesting? The CTA button on the treatment makes it clear what I’ll get by signing up, in contrast to the control version, which gives no indication whatsoever of what to expect.

Conversion Rate Optimization Best Practices #4Increase Conversions Using Social Proof

Trust is essential for generating leads and closing deals, which makes it a crucial component of conversion rate optimization.

Social proof is a strategy you can use to develop trust. It has been demonstrated that adding testimonials to a sales page alone can increase conversions by up to 34%. But you shouldn’t limit yourself to using testimonials as social proof; some other instances are:

  • Customer testimonials
  • Reviews
  • Case studies
  • Certifications and accreditations
  • Client list/logos
  • Industry awards

Take a look at how ActiveCampaign uses a long list of accolades and badges to present social proof on the landing page:

Using Social Proof in Landing Page to Have Higher Conversion Rate

Conversion Rate Optimization Best Practices #5Keep Testing

The final item on our list of CRO best practices is to continue testing all of your campaigns, pages, and forms. Every component should be tested frequently to ensure that it is optimized for audience conversions. The first version of anything may not always be the best.

You should continue testing various CRO components to help you release a version that will encourage more people to click, submit a form, sign up for email, or convert in other ways. You can employ A/B testing and multivariant testing to achieve the best outcomes for your business.

Ready to Improve Your Conversion Rate?

There are a lot more best practices when it comes to CRO. I don’t expect you to implement all of this right away if you’re new to conversion rate optimization.

You wouldn’t “attempt SEO” by concentrating on one keyword for a month and quitting if you don’t rank high on Google right away. In the same manner, do not anticipate that a brief foray into CRO will provide you with all the solutions to your conversion rate issues.

Implement these best practices, and over time your conversion rate will rise significantly as a result of the small improvements you’re making.

10x Your Traffic from Google.

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