7. Optimize the payment process

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When the conversion you are looking for is an online purchase, it is essential to have a smooth and optimized checkout process from start to finish. There are several reasons why customers may abandon the purchase process before completing it and fail to convert, such as additional costs that arise during the purchase process, forcing the buyer to create an account instead of simply allowing a one-time purchase, and a complex checkout process, among others:


The checkout process needs to be much simpler. It needs to be responsive, one-page, frictionless, and with minimal form fields. Something as insignificant as a form field has a huge impact on conversion rate.

Studies show that removing a single form field can increase conversion rates by 50%. The first thing to do is remove unnecessary form fields. If you don't absolutely need the customer's information, don't ask for it.

In general, visitors don’t like to waste time filling out long forms and creating an account to complete a purchase. They want a smooth, fast, and frictionless process. That’s why guest checkout is known to increase conversions by 45% .

Around 17% of people leave a website at the checkout page due to a lack of trust. This can be addressed by adding security and trust badges such as secure checkout, guaranteed security, accepted payment trust badges, third-party endorsements, and refund badges.

To achieve a sales-oriented conversion, the checkout process must be top-notch and one of the most optimized pages on the website.

8. Invest in remarketing
Typically, website visitors don't make the decision to buy right away. Studies show that up to 97% of people don't convert on their first visit and leave the site without making a purchase.

Most potential customers need more than one interaction before they reach the conversion stage. That's why it's necessary to remarket , i.e. attract old visitors with ads that convince them to come back, thus reintroducing the possibility of conversion.

Remarketing is the best way to increase conversion rates at an affordable cost. With remarketing (also known as retargeting), you can target people who previously showed interest in your website with personalized, targeted ads that encourage them to come back.

Remarketing campaigns can be run on paid search channels, native advertising networks, social media platforms, and email marketing platforms. Check out this example of a remarketing email that reminds a customer that they didn't complete a transaction and encourages them to go back to the cart and purchase:


9. Monitor, analyze, optimize
It is one thing to have an analysis tool, and quite another to use it correctly to make decisions.

Improving conversion rates can only be effective if you monitor and analyze your conversion funnel and take proactive steps to correct errors and optimize each stage.

Look at your baseline conversion rate and see where you stand. Have conversions increased o purchasing directors email database r decreased over the past month? What is your position in your industry? Is there a specific stage of the funnel that is experiencing a higher than average drop-off?

The first step is to have the tools you need to track conversions. You can use a free tool like Google Analytics to monitor and track conversions on your websites, and you can complement it with an advanced tool like Kissmetrics to monitor event analytics and user behaviors.

With a tracking and optimization system in place, you can track, compare, and improve conversion rates whenever you want.

The value of CRO cannot be overstated
Conversion rate optimization is a critical element in digital marketing. Once you realze its true value, there is no turning back.

By optimizing and increasing conversion rates, you can generate more revenue from the same marketing budget. Depending on your traffic, even a 1% increase in conversion rate can significantly improve the bottom line of your online campaigns.

Mastering the techniques to increase conversion rates should be the goal of every digital marketer, so get started today!

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