Conversion rate is one of the most important parameters when it comes to developing your internet business. To optimize it, you need access to an appropriate amount of data, which makes working with websites with low traffic problematic. How, then, to work with sites that are not as readily visited by users? We present proven methods!
What is the conversion rate?
The conversion rate is a parameter that allows you to determine the percentage of users who, after visiting a selected website, decided to take a specific action, desired by the website owner. This coefficient may refer to many activities, depending on the business goal set for a given company / person.
A conversion can be called, for example:
– Subscribing by the user to the list of newsletter subscribers,
– Downloading a free excerpt from the e-book,
– Submission of an inquiry,
– Playing a video,
– Completing a purchase in the online store,
– Like a post,
– Subscribing to the service.
It is worth remembering that conversion does not have to be called only the greatest business goals. In internet marketing, there are both micro-conversions and macro-conversions – both types have a significant impact on business development.
What is Conversion Rate Optimization?
While searching the web for information about the conversion rate, you have probably also come across the concept of CRO (conversion rate optimization). It is an English-language term for optimization of the conversion rate, i.e. a set of activities aimed at increasing the number of people who decide to take the action described by us.
How to check the conversion rate for your website?
When operating in e-commerce, it is necessary to use external tools to measure the conversion rate. With such large numbers that you can meet while running an online business, it is impossible to calculate it yourself. At the same time, however, it is useful to know how such a conversion rate can be calculated independently.
If you are a classic online seller, the conversion rate will be calculated based on the number of sessions. Then you need to take the number of unique orders into account and divide it by the total number of sessions.
Conversely, if your offer can only be used once (for example, as part of a subscription to a service), the conversion rate is calculated based on the number of users. Then you have to divide the number of unique orders by the number of unique users.
To check the conversion rate for your website, it is worth using the Google Analytics tool. There are two reports that can give you a broad overview of the CRO in your company.
Google Ads Conversion Funnel Report – Here you can analyze audience traffic towards a specific goal. The report also helps to track the weakest points on the website and identify the cause of any problems.
Goal flow report in Google Ads – the report allows you to view the behavior of users visiting your website. Thanks to it, you will learn the sequence of steps taken by them, which allows you to effectively analyze even unusual customer behavior.
Why is your conversion rate low?
Usually, the reason for the low conversion rate is that the offer is not adapted to the market or the website design is unintuitive. Therefore, before we look for the direct cause of a low conversion rate on your website, make sure that it is:
– designed in accordance with User Experience,
– adapted to mobile devices,
– uses CTA,
– it is aesthetic and transparent,
– has an attractive offer.
Many people assume that low traffic is the cause of a low conversion rate. Is it true? We will answer perversely – it depends. Indeed, whether a customer decides to convert may be influenced by brand awareness and popularity. However, very often the reason for low traffic on the website is simply a specialized industry. Suppose you sell orthopedic shoes. Your website should be visited by people who need such shoes and are really interested in buying them. Therefore, even more traffic on the website will not guarantee higher sales, on the contrary – it may be the reason for reaching the wrong group of recipients.
Following this line of thinking, it can be concluded that the underlying problem of a low conversion rate for pages with low traffic could be, for example:
– misunderstanding of users’ needs,
– content mismatching to its audience,
– reaching the wrong group of users.
Ways to optimize your conversion rate on a site with low traffic
Low traffic sites shouldn’t underestimate your conversion rate optimization. Admittedly, the CRO can be a bit more complicated in this case due to the fact that the most popular optimization procedures require a lot of website traffic, but there are also solutions available to avoid this problem.
Perform A / B testing with a low confidence level
Confidence interval in A / B tests displays the real range of values for a given target, which will show you how your test results are presented for the whole population. The higher you specify the confidence interval in the test, the greater the probability that the result will be consistent with reality. Why then do we recommend A / B testing with a low confidence level? Thanks to this solution, you will make the sample size necessary to achieve statistical significance of the test lower, which is important for pages with low traffic. What’s more, you will also speed up the test run and get the results faster. Of course, you must take into account the risk of reducing the accuracy of the tests, but in our opinion, it is worth testing various forms of advertising in a shorter time and with a lower confidence threshold than waiting for the results on a large sample with 90% or 95% confidence. A / B tests with a confidence level of 85% or even 80% may be the optimal solution for you.
Focus on big changes
Running A / B testing on pages with low traffic can be very problematic. The main problem is that when you make minor changes, you are unlikely to be able to get a real answer regarding user preferences. In such a situation, the differences between version A and version B are usually very small. For example, when changing the dominant color on a page, the first version will generate 5% conversion, while the new version will account for 5.5% of the conversion. With a small sample of respondents, the statement that the change in color is responsible for this increase is definitely too far-reaching a conclusion. The solution to this problem is to test large, holistic changes to your site. It is very likely that you will have significant differences in preference for version A and version B of your site in this situation. Thanks to this, you will be able to tell which side of the website optimization should be followed.
Use the personalization of the content on the website
Did you know that as many as 66% of users expect personalized content when shopping online? By adjusting the display of products to their previous interactions and online behavior, you influence their positive experience with your store and make them more likely to convert. For this purpose, you can present products that are tailored to their previous purchasing decisions or products that are thematically related to the offer that interested them earlier. It is also a great solution to promote the products that the customer viewed during the last visit to the store. Also remember that content personalization is not limited to activities on the website – you can use this solution in your newsletter or Google Ads, Facebook Ads, etc.
Use heatmaps to track visitors on the site
Conversion rate optimization will not be effective if you do not make the required changes to the page. With pages with low traffic, it can be difficult to identify the items that require such improvements. Heat maps can help you with this, they show the behavior of users on the website, also taking into account the figures from Google Analytics. They will help you get, for example, information such as which points on the page users click the most, until which point they scroll the page, etc. Thanks to this, you can effectively identify elements on the page that require attention and subject them to optimization.
Use the possibilities of content marketing
Before the customer decides to buy a specific product in a store, he looks for a way to solve the selected problem. He can enter phrases such as “the best running shoes”, “what kind of built-in refrigerator”, “how to get rid of wine stains” in the search engine. It is the content that he will find in the search engine that tells him which product to choose from which store. By using content marketing, you can meet your potential customers with your offer. How to create effective content for your website? Try to implement the following tips:
– Write content based on the phrases searched by users.
– Diversify the forms of content (text, graphics, audio, video).
– Use a call to action.
– Create content exhaustively, try to answer users’ question / problem.
– Take care of the quality of the content.
Deploy the feedback form on the site
How can you find out what your customers think about the purchasing process? Ask them! This is the easiest, very effective way, and still many people forget it. By using the feedback form, you are able to understand the behavior of users and adapt the store to their needs. After the customer has converted, ask them what might have caused the purchase hesitation and what changes he would have appreciated on the page. Try to collect responses for about a month, then analyze them with your team and select elements that you can implement.
How to increase the conversion rate on a site with low traffic? Summary
Increasing the conversion rate on low traffic pages is not the easiest thing to do, but you absolutely shouldn’t give it up. It is the CRO that is the element that will allow you to intensively develop your business. Try to use our methods to optimize conversions and observe the results achieved.