What is conversion optimization?

You have the idea that your website is doing well. You attract many visitors and your website is generally well found in Google. In short: everything is running smoothly. Yet you also notice that all that traffic doesn't bring you much success. There is enough traffic, but the bounce rate is also very high. There are enough people who leave the site without taking any action. No new customers, in other words. This while your site should be much more profitable now that your ads are doing so well. 

Does this sound familiar? Then you might have a conversion problem. With the right tools, you work on conversion optimization and get much more out of your visitors. Your findability is fine. Now it is still important to reach your visitors more effectively. But what exactly is conversion optimization? And how do you go about it? 

Definition of conversion optimization 

Conversion optimization, also known as CRO, means increasing the chance that a visitor takes action. Think for example of contacting your company, but also of purchasing products or services. Every action that benefits the company is counted as such. 

These don't always have to be big successes. Conversions come in many different shapes and sizes. Every action is taken into account. Even the smallest (at first glance meaningless) actions can be a sign of involvement with your company. And therefore increase the chances of success. Consider the following points: 

• Clicking through from one web page to another (in other words, showing interest in the site and the company)
• Signing up for a newsletter
• Leave your contact details
• Requesting offers
• Checking out products in the digital basket 

Optimising conversions is difficult because it is a very broad concept. That is why it is important to first clearly define your personal goals. What is your main goal and how can you achieve it? 

Get a better understanding of the current problems 

In order to understand where exactly things threaten to go wrong with visitors, it is important to gain more insight into the current problems. Where do visitors drop out, for example? On which end page do they leave the website? Is the site's navigation structure clear? Do you provide enough relevant information? Are you advertising on the wrong keywords? All things to think about.

It is good to take various data into account when optimising conversions. Use an online tool to keep track of the metrics of your site. With a bit of professional knowledge and experience, you can quickly discover what is wrong and take follow-up action. An online marketer can help with this.