We suggest a few points worth including in your action plan. A high conversion rate is (one of) the goals, and it may change over time. Conversion should always be aligned with your current business objectives. A common mistake is to assume that conversion equals just one specific action you want your users to take.
Looking more closely, it’s useful to see conversion as an activity. Something dynamic. Not happening in laboratory conditions, but always in a certain context.
Let’s try for a moment to step into the shoes of our audience. How? By asking ourselves the right questions:
- Don’t ask: How can I improve the sign-up form for a language course?
Better ask: Why would someone want to fill in our sign-up form for a language course, what would motivate them? - Don’t ask: Where should I promote my website?
Better ask: In what circumstances will my audience actually visit my website? - Don’t ask: How can I increase downloads of materials from my website?
Better ask: Even if our downloadable materials are excellent, are they really easy for users to find? (Did we take care of UX – user experience?) And does our CTA (call to action) meet the user’s need?
These are only examples. It is worth asking yourself many more questions. Remember that you first need to define a business goal. For this, an effective action plan is essential. Without a strategy, we act spontaneously. So, where to start?
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Define your goal. Keep in mind that it may change, so it’s useful to set it step by step (e.g. I want to build trust, I want to build engagement, I want to drive sales).
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Define your metrics. Decide on your conversion rate indicators so you can see how they evolve over time (e.g. newsletter sign-ups at 5% of website visitors in the first stage).
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Choose your tracking tools (e.g. Google Analytics, Google Tag Manager, Meta Pixel, Hotjar / Clarity). Analyzing user behavior gives valuable answers, and remember – user needs and habits are constantly changing.
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Plan and prepare specific actions (e.g. produce video content available only to newsletter subscribers).
- Implement solutions. Consider running A/B tests to validate what works best.
A website is a living organism. Algorithms “prefer” websites that are regularly updated – they treat them as “alive” and worth visiting.