We are used to finding the information or product we are looking for quickly and easily online. If we don’t find something, frustration quickly arises. A lack of knowledge, a website that is not optimally user-friendly, faulty advertisements, or a non-intuitive design also frustrates us and affects how we perceive a company.
In online shops, in particular, such factors can make the difference between buying or canceling. The more visitors buy something or inquire about an offer, the higher the turnover ultimately. This is called the conversion rate (CRO = conversion rate optimization). We’ll tell you which points are essential here.
User Experience Is A Crucial Factor
In other words, navigating a website should be simple and as user-friendly as possible. The experiences the user has with the website also directly influence the conversion rate. For example, if there is no clear structure or filter function, and the user has to search forever, he will quickly get frustrated.
If he has finally found the product, but there is only one payment option, he may cancel the purchase. All of this leads to a negative user experience, and the customer will probably never revisit the website. A user has to find what he is looking for on the website straight away; this is the only way to increase the conversion rate.
A User-friendly Design
Here are a few basic mistakes to avoid:
- Poorly legible fonts, spelling and grammatical errors, or using too many colors. These points put users off and cause mistrust.
- The same goes for an over-designed website that the user might get lost on. When it comes to design, less is more.
- It should also reflect the company’s identity. The look is not decisive here. A website that converts well doesn’t have to be beautiful; it has to work and be intuitive to use. Often even psychological factors play a role and can unconsciously influence website visitors.
Nowadays, The Mobile Is First
Mobile use is a decisive factor for the conversion rate: purchases are made, tickets for a concert are bought, or a reservation is made for the evening. Research with the smartphone should not be neglected either. If you have an idea, you quickly reach into your pocket and look for the appropriate product or gather information. If consumers come across a shop that is not designed for mobile use at this stage, the purchase will most likely be abandoned.
Therefore, a responsive web design is essential for the conversion rate and search engine optimization. In conversion rate optimization, it is advisable to look at the website processes separately from different device types. In this way, you can be sure that all buttons and content can be read and used easily from any device.
It All Depends On Google Ranking
The most sought-after place is page 1 on Google. If the website appears here after a search, the page is likely to get more visitors, which increases the likelihood of a conversion. The search algorithm decides how high a website ranks. By far, not all of the criteria of this algorithm are known, which makes search engine optimization difficult.
However, a few factors can affect the ranking, including the content and usability of the website. The content on a website should answer the user’s search query satisfactorily; this is the only way that the domain can be considered for the question. It should be meaningful and offer exact added value. Internal links help keep users on the website longer and provide the user with additional relevant information. The length of stay of a user on a website and the conversion rate is interpreted by Google as positive user signals and can thus positively influence the page’s ranking. An OK thought-out conversion process on the website, which is continuously being improved, can increase the conversion rate, improve the order, and ensure more users.
We are used to finding the information or product we are looking for quickly and easily online. If we don’t find something, frustration quickly arises. A lack of knowledge, a website that is not optimally user-friendly, faulty advertisements, or a non-intuitive design also frustrates us and affects how we perceive a company. In online shops, in particular, such factors can make the difference between buying or canceling. The more visitors buy something or inquire about an offer, the higher the turnover ultimately. This is called the conversion rate (CRO = conversion rate optimization). We’ll tell you which points are vital here.
