• Learn SEO

3 Best Conversion Rate Optimization Techniques

  • Felix Rose-Collins
  • 10 min read
3 Best Conversion Rate Optimization Techniques


There is a huge gap between throwing your full weight into conversion rate optimization techniques and using traditional sales methods. Conversion rate optimization techniques are used to convert your users to loyal customers.

According to DigitalOperative, conversion optimization can increase the return on investment by 30%. Going further in this topic, only 1% of companies think the conversion rate does not matter. The question we seek to answer is what is Conversion optimization and how important is it to meet sales goals?

Conversion rate is based on niche, industry, demographics, psychographics, goals, etc. One unique advantage of conversion techniques is spotting loopholes and deal breakers.

For instance, if you notice that 60% of your customers stop at the checkout page, it means there is something wrong or unusual with your checkout page and you need to work on it asap.

Business owners and marketers can now track and observe metrics to help them make better decisions.

What is Conversion Rate Optimization?

In recent years, businesses seek ways to drive traffic to their pages with increasing sales in view. The fact that customers' attention span is rapidly reducing is not helping either.

Marketers and salespersons are saddled with the huge responsibility of not only driving sales but also making their sales funnel more effective.

Meet Ranktracker

The All-in-One Platform for Effective SEO

Behind every successful business is a strong SEO campaign. But with countless optimization tools and techniques out there to choose from, it can be hard to know where to start. Well, fear no more, cause I've got just the thing to help. Presenting the Ranktracker all-in-one platform for effective SEO

We have finally opened registration to Ranktracker absolutely free!

Create a free account

Or Sign in using your credentials

Conversion optimization for ecommerce (Source: SEO Web Analyst)

Conversion rate optimization (CRO) is a site optimization technique used to enhance your website and increase the number of leads otherwise known as prospective customers to your pages.

Some of the most popular conversion rate optimization tools are Google Analytics, Heap, Adobe Analytics, Hotjar, Instapage, WWO Testing, Crazy egg, Full story, and Google Optimize.

These tools are grouped into three:

  • Web analytics CRO tools
  • Behavior analytics tools, and
  • CRO testing tools

Many factors affect your results when it comes to optimization. Regardless of the apps or software you use, the basic information is needed to help you make the right targets and also prospects.

You need to understand your persona, which is your customers, what they are like, what they want, why they should choose your brand over others, and similar questions. As a marketer, you are a problem solver, which is why you seek answers and solutions.

CRO is largely about achieving desired results which could be sales, click rates, filling a form, getting client emails, etc.

Meet Ranktracker

The All-in-One Platform for Effective SEO

Behind every successful business is a strong SEO campaign. But with countless optimization tools and techniques out there to choose from, it can be hard to know where to start. Well, fear no more, cause I've got just the thing to help. Presenting the Ranktracker all-in-one platform for effective SEO

We have finally opened registration to Ranktracker absolutely free!

Create a free account

Or Sign in using your credentials

CRO is very important for marketers. Conversion rate optimization statistics show that 70% of marketers use the results from the optimization tests to make crucial marketing decisions.

How to Calculate Conversion Rate

To get the actual figure for the conversion rate, divide the number of conversions by the number of online visitors. Then multiply your results by 100 to get the percentage rate.

For example, let's say you want to calculate the conversion rate for email signups. You will divide the number of email signups by the total number of website visitors and multiply the result by 100.

2,000 submissions and 20,000 website visitors will give a conversion rate of 10%.

Benefits of Conversion Rate Optimization Techniques

Understanding what conversion rate optimization techniques aim to achieve will pique your interest to go for it. A few of these benefits are;

1. Increase Website Revenue

This is one of the most crucial reasons why CROs are in high demand. For marketers, sales make the business strong and stick around for a long time.

Investing in these techniques will increase the number of people that visit your site and also engage in it after which sales become more imminent.

2. Better Knowledge of Customers

Using conversion rate optimization acquaints you with your customers, what they want, the sites they visit, and what attracts them to you.

Through observing and tracking metrics, you get to know which techniques gain the best results and why.

3. Risk Analysis

As a business owner or marketer, taking risks is part of the job description. Risk-taking is highly beneficial and can step you up in business, also, it has the power to cause negative effects when you don't use it well.

Taking risks based on careful assessments, higher revenue, and traffic stream will ensure your decisions will largely lead to revenue generation.

4. Lead Generation

The more information you have about your customers, the more effective you are in generating leads by segmenting your customers and the information you get across to them**.**

5. Increases Customer Loyalty

Customers these days look for who they can trust. Conversion optimization increases your credibility with customers. As you keep marketing, your customers become aware of your brand and what you offer. If the customer does not trust you, the chances of getting a conversion are slim.

6. Profitable Ad Campaigns

Social media is a powerhouse in modern advertising campaigns. Organic marketing campaign data are beneficial in helping you create ads that are segmented and adequately targeted.

7. Efficient Use of Existing Traffic

Having the right traffic is great but do you know how to use it? After the traffic, what comes next? Use your existing website traffic to convert them to your desired outcome using Google analytics etc.

8. Low Customer Acquisition Cost

Using the right tools and techniques will earn you more customers at an affordable cost while you maintain already existing ones. It defeats the purpose of marketing when the amount spent on conversion supersedes the result.

Low Customer Acquisition Cost (Source: Mailmodo)

9. Customer Lifetime Value Increase

This is very important because you want and need to keep your customers coming back. After they patronize you, granting customer support services, invites, and engagements to remind them of your products and services, offer new deals and discounts, and mass sales to drive traffic and increase product options.

When there are lots of product and service options, your customers have a better chance of finding what suits them and buying it.

10. Use Popups

Conversion rate optimization makes use of popups to attract customers' attention. Popups can give the love-at-first-sight effect especially when it is attractive enough to not only attract your customer but keep them.

3 Best Conversation Rate Techniques

1. UI/ UX Design

The first thing to consider is your website. When you organize color, icons, and page features optimally, they are most likely going to stick around.

Customers, most especially, hate sites that are difficult to navigate or do not support all or most types of devices. This is why your conversion optimization strategies should involve your site designer.

Don't forget to include achievable CTAs and great visuals.

Actionable Steps to Using UI/ UX for Your Website Optimization

1. Use Copywriting

The pen is mightier than the sword and words carry the power to build or destroy. Visitors will find your page highly exciting when you use unique catchphrases, clear and concise statements, and also statements that are tied to the latest trends.

For example, DuckDuckGo is a search engine that is big on privacy. One of its catchphrases is "Google tracks you, we don't". The results speak a lot with over 80 million users daily.

Your web copy and content should be unique, valuable, attention-grabbing, believable, and promising.

The content strategy identifies the target audience and action points. Regrettably, many marketers produce ads and content for the wrong audience or platforms.

The best part about all of this is that you don't have to stress your brain trying to come up with a crazy copy. You can simply use one of the best AI copywriting tools to get yourself an amazing copy for your website, within seconds.

2. Be Unique

Individuality is beautiful and people don't want to follow someone who just copies another brand. Be honest, personable, and real.

3. Aesthetics

Colors pass messages and you should be aware of what color to use and why. For instance, summer clothing sales should have splashes of yellow, and red. It gives the feel of a fun and active day.

4. Deploy Season Replays

This tool replays customer interaction with your site to analyze what went wrong and the things that are just right.

This method shows you all they did join arrival till they leave. It is also a reliable method to gather relevant data.

2. Simplify Checkout

This technique is very vital if your sales funnel will be complete. Imagine doing everything right but failing to simplify the checkout page. The customer will be deterred and frustrated, even more, so humans' attention spans and interests are shorter.

It is very crucial to get this right. The best way to simplify checkout is to eliminate banners, links, and pop-ups on the checkout.

Let it be that your customer can simply go over the details of the transaction uninterrupted. This is one major reason why carts remain unchecked. The customers get obstructed by these pop-ups.

Actionable Steps to Simplifying Checkout for Your Website Optimization

1. Remove Navigation Page

The aim is to be as straightforward as possible. The customer may want to patronize you again but this is the best way to give the best checkout service.

The goal of the checkout page is to make purchases simple, memorable, and stress-free for the customer. It's tempting to want to do too much but this method guarantees the best results.

2. Make it Simple

Simplicity can be explained as using light tone/ pitch and language. Shorten the checkout process and avoid asking long and tiring questions too.

3. It Should be Arranged

Website, cart, and checkout arrangement also improve the way your customers respond. Use reviews, and product descriptions instead of navigation.

4. Page Speed is also Important

Your marketing efforts can be destroyed if your site is not fast in loading pages and requests, especially the checkout page. If you want to keep that customer, optimize your speed.

3. Customer-Centric Approach

The people involved in the business are the foundational blocks. You need a good team and, most importantly, great customers. One effective strategy for conversion optimization is correctly segmenting your audience and using these observations to treat them as individuals.

You need to avoid generalizations as much as possible.

Every individual wants to feel special and they look forward to their chosen brands giving them these treatments. Segmentation is effective when you research who to serve and how to serve them best.

Use testing strategies that bring out key details of your customer and their needs. To know its effectiveness you have to try it which is why experimentation is needed to test these things.

These testing strategies include A/B testing and multivariate testing. The A/B testing method is used to divide your customers into two groups named A and B. These groups have access to different information.

For instance, Group A is for adults in their fifties, and the aesthetics, tone, and content will be targeted at giving off an oldie feel.

Then Group B will probably be for the younger ones with content that is exciting, exhilarating, and colorful. This makes customer targeting easier and better. You can play around with the content and evaluate the success of your campaigns and tools.

Steps of the Conversion Process

These conversion prices explain the customer's journey and an in-depth understanding of this process will help you make the most of every stage.

The AIDA technique is a simplified explanation of the marketing process. It describes how customers move through the sales funnel from initial intent to taking action.

For every stage, there are specific strategies or techniques to employ so that you can get the best results out of your efforts. This process is known as the AIDA which in full means, A-Awareness, I-Intent, D-Desire, and A-Action.

1. Awareness

Search engine optimization and social media marketing are targeted at ensuring customers are aware of your products and services. These strategies are trying to push you to reach the targeted audience.

Diversifying channels for these purposes is important. If your marketing campaigns and channels are effective enough to be spread like wildfire, then it would be easy to get more conversions.

2. Interest

After awareness comes interested. Once your customers are attracted to the details of your business, they move on to search for more information because most times the awareness stage may be largely impersonal.

They may have obtained the information from friends or a random post.

They will indicate this interest through site visitations, searching for more information about the organization, and checking out the competition to know why they should choose you.

3. Desire or Consideration*

As the customer progresses, the next step is to consider why you are the best fit and what solutions you can provide. Your best strategy is to share reviews, pricing, and the unique selling proposition (USP) of your brand.

The point is to get out as many details as possible.

They move on to decide that your brand is the best and they strengthen their resolve by adding items to their carts, filling out forms, and completing the formalities of the necessary sale.

4. Action

In this stage, your customers have made the purchase and it's a done deal. The next valuable step to take is customer retention.

This is the pursuit of customer lifetime value. Once you earn their loyalty, they will not only keep on coming back but they will refer others.

The customer lifetime value is the final process of conversion rate optimization. It is where you focus on "nurturing referrals and generating reviews".

Action (Source: SlideTeam)

Referrals are highly effective because we seek to buy something that has worked for another.

Meet Ranktracker

The All-in-One Platform for Effective SEO

Behind every successful business is a strong SEO campaign. But with countless optimization tools and techniques out there to choose from, it can be hard to know where to start. Well, fear no more, cause I've got just the thing to help. Presenting the Ranktracker all-in-one platform for effective SEO

We have finally opened registration to Ranktracker absolutely free!

Create a free account

Or Sign in using your credentials

How to get this done is to intentionally use customer service to follow up with customers and remind them of the stellar quality of your products and services.

Best Places to Use a Conversion Rate Strategy

Landing Page

When you create a landing page, you design it as action points which is why it is very important to optimize it. It offers the highest signup conversions.

Home Page

The home page is the first point of contact giving it the power to pass on first impressions.

It's like bait to pull the visitors into seeking out other areas on the website. This is where most information, links, promos, etc should be.

Pricing Page

This page is for pricing as the name implies. It attaches the product, contact, and prices for easy accessibility by the user.


Blogs provide in-depth content and information about your site and all it offers to its customers. It can be a way to convert your readers into leads by asking for email or sign-up details to dish out more information.


Conversation rate optimization is very important, especially if you want to increase your sales. This is why it is advisable to use these techniques for your business. The techniques listed above are tested, trusted, and effective.

These techniques are the best of the best. Using these techniques and the required tools will introduce new fronts and benchmarks to your organization.

I guess that reading about it and seeing the proposed results are incredible but the actual turnaround lies in using the said methods to see how relevant it is to your business and goals.

Felix Rose-Collins

Felix Rose-Collins


is the Co-founder of Ranktracker, With over 10 years SEO Experience. He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.

Start using Ranktracker… For free!

Find out what’s holding your website back from ranking.

Create a free account

Or Sign in using your credentials

Different views of Ranktracker app