10 Conversion Rate Optimization Strategies That Drive Revenue in 2022

Most marketing strategies are focused on increasing new website traffic to generate as many new leads as possible. But what about the already existing traffic and leads? How frequently do they convert? Getting more conversions from existing leads is as important as getting new ones. Devising a strategy for increasing conversion rates is a vital step toward establishing long-lasting, sustainable growth. That’s why in this article, our web design agency in Chicago will explain everything about conversion rate optimization, why it matters and what are some unique strategies that are guaranteed to bring solid results.

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conversion rate optimization strategies

Conversion rate: How to determine a good one?

The conversion rate presents the percentage of visitors to your website that complete the action you expect them to complete. By doing so, they ”convert”. That can mean several things, including registering on your website, downloading something, submitting a form, interacting with you in some way, or, most importantly, making a purchase. The conversion rate is a simple and clear indicator of your website’s success. A high conversion rate indicates that your website appeals to your targeted audience. It’s well-designed, easy to use, and sends the right message, which your visitors receive and respond to. On the other hand, a low conversion rate indicates that something is not right. It may be a poor design, a low functionality, or an inadequate presentation of your products or services that doesn’t quite convince your visitors.

So what conversion rate is considered good? There is no single answer to this question, as it all depends. Conversion rates vary by industry, niche, medium, and channel. They also fluctuate over the years. Average rates differ, and so do expectations. Speaking in the broadest terms, average conversion rates range from 2 to 5 percent, according to Google Analytics. The average eCommerce conversion rate stood at 2.17% in 2020. However, average doesn’t necessarily mean good, especially considering that less than a quarter of all businesses are satisfied with their conversion rates. The ideal one that most businesses would like to achieve regardless of their industry is anything above 10 percent. Now, this may sound like biting off more than you can chew, and it definitely isn’t easy to reach. But it’s not impossible, not with adequate conversion rate optimization tools.

Conversion rate optimization. Where to start?

By conducting a conversion rate optimization, you are adapting your website to its visitors based on their behavior in order to increase the chances they will do what you want them to do. So you are essentially getting more customers from the same number of visitors. You are stepping up your utilization of what you already have acquired, and that’s your traffic. We all know that traffic costs money. Especially if you are using paid marketing, you most likely have a monthly budget to sustain a certain traffic volume. So make sure to get the most out of that volume. Lay out a good conversion rate optimization strategy. Understand that it’s an ongoing process; optimize, analyze the results, then optimize further.

Page by page

Conversion optimization can be conducted on several different locations on your website, the most important being the homepage, the pricing page, the landing page, and your blog. Optimizing each location is highly advised as each carries a significant converting potential.

Homepage

Keep in mind that your visitors’ attention is short lasting. According to Google Analytics, it’s 8 seconds on average. So, you need to make an excellent first impression and captivate your visitors within those 8 seconds in order to retain them and, from there, guide them further. All of this happens on your homepage. That’s why it is so important to optimize it adequately. So what you can do is highlight links to product information, put a free sign-up button and even add live chat where visitors can ask a question at any point during their stay on your website.

Pricing page

With good conversion rate optimization tools, you can turn your pricing page into a powerful tool, which is often overlooked by many websites. Present your visitors with different pricing intervals (per month, per year), provide detailed descriptions of every product feature linked with each price, and include an option to request a price quote. In addition, pop-up forms have proven to be quite effective in improving conversion rates on the pricing page. They amount to 66% of all conversions. Adding a simple email pop-up form can give your current conversion rate a simple yet effective boost.

Landing page

Understandably, landing pages have the highest conversion rates, standing at an amazing 23% on average. Well, their purpose is to make people take action after all. Therefore, give some extra attention to your landing page. If you are offering a free resource, you may provide some preview content from that resource to encourage visitors to download it. But by far, the best feature that you can add to your landing page is a video. That’s a highly effective digital marketing tool. It’s a simple, straightforward, and effective way to send your company’s message. Besides, videos added to landing pages have been shown to improve conversion rates by up to 80%, according to Google analytics.

Blog

Your blog provides a more considerable converting potential than you may expect. It is first and foremost an informational tool that provides helpful content about your industry, and that’s precisely what you should utilize. To learn more about the topic you write about, you can add CTA (call to action) buttons throughout the text for visitors to submit their emails in order to receive an ebook or a similar information resource. That way, you can turn readers into leads.

CRO formulas – ExplainedCRO formulas - Explained

Now that we have explained how important conversion rates are for your business let’s discuss how they can be measured. It is essential to keep a precise track of your conversion rate’s development, as it indicates the success of any change you make to your website. So, a conversion rate doesn’t operate in the realm of absolute numbers. Not only do they mean little, but they can, in fact, be misleading. What would you conclude about a website if you heard that it acquired 20 new conversions this month? Not much, and that’s exactly the point. A conversion rate presents a relation – how many conversions have you gotten relative to your traffic. Three commonly used formulas can help you measure your progress:

Formula 1 – Conversion percentage

This basic formula shows your current conversion rates expressed in percentages. To calculate it, divide the number of conversions or generated leads by the number of visitors and then multiply the result by 100. 

conversions ÷ visitors x 100 = conversion rate (percentage)

Formula 2 – Number of new customers

To calculate the number of new customers, divide your net revenue goal by your average sales price.

net revenue goal ÷ average sales price = number of new customers

Formula 3 – Lead goal

Calculating your lead goal may be trickier than the previous two indicators, so follow this formula. Divide your net number of new customers with your lead-to-customer close rate (total number of leads divided by the total number of customers).

new customers ÷ lead-to-customer close rate = lead goal

So, for example, if your website receives 8,000 visitors a month and generates 100 leads, your conversion rate is:

 (100 ÷ 8,000) x 100 = 0.0125 x100 = 1.25 %

If your lead-to-customer close rate stands at 10 %, this will give you a total of 10 customers. As mentioned at the beginning of the article, a common mistake in most marketing strategies is the focus on generating more traffic; in this particular example, that would mean that in order to acquire just ten more customers, you would have to double your online traffic to some 16,000 visitors a month. That’s not impossible, but you would run a very high risk of diluting your traffic quality due to such a high influx of new visitors.

On the other hand, by focusing your strategy on conversion optimization processes, you could acquire those ten customers simply by doubling your conversion rate from 1.25 % to 2.5 %. You wouldn’t need to reach out for more traffic. Instead, you could ”squeeze out” more from your existing one. And any further step to increase conversions would bring even more customers – from the same amount of traffic, with the same amount of investment. Imagine a logger who sharpens his ax and gets more wood chopped in the same amount of time instead of working more hours. That’s the importance of a conversion rate optimization strategy! 

10 profitable conversion rate optimization strategies10 profitable conversion rate optimization strategies

So how do you do that? How do you get those additional customers from the same volume of traffic? We present you with ten conversion rate optimization strategies you can implement into your website and reap the benefits.

1. Use human-guided elements to guide the interaction

Human nature is a wonder. No matter how diverse we might be, there are some things that we all have in common without exception. We are programmed that way, it might seem. One of those traits is the preference for human faces. Now, you might think that that’s individual, or it depends on the face shown. Nevertheless, several studies have shown that human faces draw our attention more than anything else. Furthermore, Google Analytics has shown that photos that contain humans can increase eCommerce conversion rates by more than 100%!

So human faces definitely convert, and they do so big time. How can you utilize that? Use photos of people in such a way that they guide the visitor and point to your CTAs or banners. Just make sure they are not looking directly into the camera, as that would distract the visitor from converting. Instead, make them look at what you want your visitor to see. For example, you can combine photos of people with pop-up forms.

2. Utilize relatable people based on your target demographic

Use human-guided elements to guide the interaction

People are looking for a connection. That is an underlying motive behind every interaction, even an online purchase. We all want to see something we can relate to; it’s natural. So the more your visitors can relate to your brand, the more likely they will convert. Therefore, utilize people your visitors can relate to in order to increase conversions. It may be a teenager, a suburban housewife, or a fitness enthusiast; it all depends on the audience. Get to know your audience’s age, gender, interest, and psychography, and show them someone they can relate to.

This is closely related to the strategy above. It would be best if you used not only human faces to guide the interaction but also use appropriate people for your conversion rate optimization strategies. Imagine a fitness website where an older man wearing a business suit guides the visitor to the CTA. Or a handyman in a work jumpsuit. There’s nothing really bad about that, but it would seem somehow off, wouldn’t it? So how about a young, fit person wearing sportswear? A visitor of a fitness website is much more likely to relate to someone like that. That’s the point.

3. Utilize arrows and shapes to point to the CTAs

Just as with human faces, arrows do a fantastic job of getting our attention. If we see an arrow, we naturally tend to look in the direction where it is pointing. It seems that we always subconsciously look for directional cues. That’s a part of many conversion rate optimization strategies. Especially if you consider that your visitors’ attention is short-lasting, you better provide clear and straightforward directions as to where they should be looking. Be sure that they will follow it.

So what you should do is put arrows that point to the CTA buttons. Draw your visitors’ attention to them. Make it look as if it’s a natural sequence of events to take the actions that you offer. The more precise your directions are, the less time and space you will leave for your visitors to wander around your website aimlessly. Also, you can use more subtle ways of directing people’s attention besides arrows. Utilize shapes and colors to point at CTAs subtly. It will not look as if you’re aggressively trying to direct your visitors’ attention, but it will still do the trick.

4. Have multiple CTAs across the page

Have multiple CTAs across the page

Keep in mind that most of your visitors don’t read but simply scan. Very few people will bother to read every word written on your website’s pages. Instead, they will mostly run their eyes across the text to pick the general information and stop at something that captures their attention. Make sure your CTA buttons are that something. That’s one of the most crucial conversion rate optimization techniques.

If you blend your CTAs into the text-like internal links, they will go unnoticed by most visitors. Make them stand out instead. Spread them across the page, emphasize them using a color that jumps off the page, and use different types. You can use phone numbers, hyperlinks, email forms, etc. You can add some of it to your website footer design. It will help if you put the main CTA above the hero section. A call to action has to be heard. Don’t make your visitors have to search around for CTAs.

5. Create text-based CTAs within blog posts

We have already mentioned that your blog is a valuable source for potential leads, but what could be the best strategy to generate them? Including CTAs into your blog, while a must-do, has proven to be trickier than you might think. Banner CTAs are generally producing limited success on blogs. Although they are doing well otherwise, they seem to lack the power to attract people’s attention when it comes to blogs. Blogs require a specific conversion optimization.

The first thing visitors will do once they open a blog post is to scroll down a little bit to get to the text. So automatically, any banner put at the top of the page, at what would have otherwise been the most visible spot, is skipped. The high prevalence of banners may make people desensitized to them, especially in an environment where they want to focus on getting informed about something specific. This phenomenon is called banner blindness and should be considered when planning conversion rate optimization strategies. Due to the nature of a blog as an informative source, its readers seem to be more focused on the text itself, as opposed to the visitors of other types of pages on a website, so banner blindness tends to be frequent.

So what you should do instead of putting banner CTAs is to create text-based CTAs within the blog posts. Those are standalone lines stylized as headings linked to a landing page. That has proven to attract much more conversion than the standard banner CTA located at the bottom of the text. It’s an easy trick to boost your current conversion rate.

6. Add lead flows to your blog

Add lead flows to your blog

Speaking about blogs, adding a lead flow to yours can be a very useful conversion rate optimization feature. Lead flows are highly converting pop-ups such as slide-in boxes, drop-down banners, and pop-up boxes. Such pop-ups are easily customizable and can be tailored to your specific needs. Once again, they bring much higher conversion rates than the typical banner CTA at the bottom of a blog post.

7. Run tests on your landing pages

Landing pages are designed to make people take action. That’s where a visitor becomes a lead, and a lead becomes a customer or at least moves further in the sales funnel. That’s why you have to give the utmost attention to your landing page and polish it to perfection in order to increase conversions. Implement changes, and run tests to see if they bring results and improve further. It’s an ongoing process.

To make your best landing page, run A/B tests to try out different design versions and features. Try different headlines, content, images, questions, and UX typography offers. Sometimes, small changes can make a huge difference. Also, take into account that there are no universally best options. It’s all relative to the audience. What works well for one audience may not work so well for another. That’s what you can also determine using A/B testing. Fit your design for your audience.

8. Use chatbots assisted by humans

Use chatbots assisted by humans

Although chatbot technology is still in its initial phases, as long as you don’t overcomplicate interactions, chatbots can help you increase conversions. A chatbot is simply a computer program that communicates with users following a series of commands, mainly in the form of ”if-then” relations. You don’t need the state-of-the-art, AI-powered chatbots which aim to receive complex requests and deliver highly personalized responses. Besides, they may frequently prove unsuccessful.

Instead, a human-assisted chatbot that operates with simple but accurate commands can do a fantastic job. Instead of your visitors scrolling through several pages of products, they can tell the chatbot what they need. What type of product, what size, price range, etc., and the bot will show them the available options, receive their order, and so on. You can adapt your chatbot in the process by adding more options or refining the existing ones based on your visitors’ interests.

9. Retarget to save lost conversion opportunities

As average conversion rates range from 2 to 5 percent, it is evident that most people visiting your website will leave without converting. Even if your conversion rate is considerably high, only a tiny percentage of your total visitors are converting. That doesn’t mean that those potential customers are lost forever. You are not limited to a single chance per person, at least not if you take some additional actions. So in order to save lost conversion opportunities, retarget the people who left your website.

That means that you track your website’s visitors and present them with your content in the form of ads on other websites to re-engage with them and refresh their interest in your products or services. By doing so, you improve conversion rates. Keep in mind that those people have already expressed interest in your website. Just a little bit more incentive might be enough for them to convert.

10. Have a super simple, clear offer

Last but not least, for any of the above-mentioned conversion rate optimization strategies to work, you must clearly define what you offer. That probably sounds extremely easy, but in fact, it’s not. People fail at this more frequently than you might guess. Especially if they have a wide range of products or services to sell; explaining to people what they offer can turn into complete chaos, but it’s one of the key factors to consider when designing an eCommerce website.

So your offer has to be straight to the point if you aim to increase conversions. Super simple, clear, and with no room for misunderstandings and wrong expectations. So how do you accomplish that? First of all, detach yourself from your offer. Put yourself in your customers’ place. They may or may not like it, but either way, it’s just an offer. Tell them what they want to hear, and give them the information they need, but don’t go much further than that. Imagine your ideal customer, and remember that they also have their ”audience”. That is to say, the people who surround them, their family and friends, often influence their choices. They need to be able to explain to them what they want to buy. And they won’t be able to do so if you don’t explain it clearly to them first.

Final thoughts

final thoughts

Boosting your online traffic helps grow your business, but only if that traffic maintains a certain level of quality. If you only seek volume, you run the risk of diluting it. So instead of getting traffic at any cost, put more effort into getting more out of your existing traffic. That’s where conversion rate optimization comes in. There’s not much use for a large number of visitors if they rarely convert. Therefore, we have presented to you ten conversion rate optimization strategies that are guaranteed to improve your conversion rate. Optimize your homepage, your landing page, your pricing page, and especially your blog, which is an often overlooked source of leads. By optimizing your conversion rates, you will get more customers from the same volume of traffic, which is to say, you will earn more with the same investment—implementing such a strategy requires dedication and experience. So if you are looking for professionals with a background in web design services, look no further and schedule a call with our agency.

Brian Djordjevic
About The Author

Brian Dordevic

Brian is Marketing Strategic Planner with a passion for all things digital. Feel free to follow him on Twitter or schedule a consultation call with him.

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