The conversion rate or transformation rate of a website refers to, in the jargon of Webmarketing, the exact percentage of visitors who have completed a specific predetermined action. This could be: the percentage of people who have finalized the purchase of a product for e-commerce sites, users who have completed filling out a form, or simply visitors who have registered on the site.

This ratio thus designates the number of users who have chosen to “convert” by reaching the goal you have clearly defined, divided by the total number of visitors. Nothing complicated, right?

But as you have probably understood, calculating this conversion rate is not the whole story. You will need to optimize and improve it, because it remains an important indicator of the effectiveness of your e-commerce site’s attraction and how you encourage your visitors to “convert.”

How to optimize your conversion rate?

In the digital age, there are many techniques to improve this conversion rate on your website, here are the top 6.

1- Speed up your website’s loading time

Navigation must be absolutely fast and smooth for the visitor to feel comfortable browsing the pages of your website; a single page that takes too long to load, and they will not hesitate to leave!
Loading time also affects search engine rankings like Google, which has algorithms to highlight only fast-loading sites.

2- Reassure your visitors

This is a key element in communication; the user has a constant need to feel reassured, and with very simple elements, you can gain their trust and thus facilitate the conversion phase, such as a professional design or highlighting testimonials and reviews from your satisfied customers.

3- Adopt A/B Testing!

The concept is simple, just offer several different versions of the same page by changing only one element, such as the position of a button, the color of a banner, the tagline of a certain promotion, etc. You can then compare the versions and keep only the elements that yield the best results and increase your conversion rate.

4- Facilitate the conversion

No need to beat around the bush; for the user, everything must be clear and especially direct. The visitor’s journey from accessing the site to the final act of conversion must be shortened as much as possible to encourage them to go all the way. For example, do not force them to create an account to buy a product or add many fields in a form to fill out, just what is essential.

5- Prioritize mobile

In Morocco, many users spend more time on their smartphone screens than on their computer screens, and this can work in your favor, but only if used wisely. A responsive design adaptable to all mobile devices is now more than essential for creating your website. It is also preferable to add specific Call-to-Action buttons for mobile to encourage users to convert, such as the “Call” button or the “Show on map” button if you want your store to appear on the Casablanca map, for example.

6- Content, content, and high-value CONTENT

Opting for quality content promotes targeting your audience. User engagement depends on their satisfaction, so you need to provide them with content with high added value, according to their interests. This will also help you gain visibility on search engines.

If, despite everything, increasing your conversion rate remains unclear, contact your Webeuz Digital Agency, which will put its expertise and skills at your service and guide you in the world of digital.