Conversion Optimization: Turning Visitors into Customers

We frequently receive calls from entrepreneurs who invest substantial amounts of money each month in Google Ads, social media, or SEO, yet still receive no inquiries.

The key to overcoming this frustration often lies in the conversion optimization of the website. In this article, I will summarise what this entails and what factors need to be considered.

When Do We Speak of “Conversion”?

In the context of SEO and online marketing, the term “conversion” refers to the moment when a passive visitor to a website becomes an active one.

In practice, a conversion can take many forms, depending on the website’s goals. For an online shop, a conversion typically involves a purchase, while for service providers, it may be an inquiry. For associations, a membership application could be the goal of a conversion, and for restaurants, it might be the reservation of a table.

Of course, there are often multiple types of conversions occurring simultaneously. For instance, an online shop may also be interested in users signing up for a newsletter or leaving a product review.

Once a website goes beyond merely providing information, the aim of all optimizations is to achieve the highest possible number of conversions.

The Relationship Between Traffic and Conversions

“Traffic” refers to all visitors who find their way to your website. This can happen in various ways, from search results and Google Ads to social media, advertising, word-of-mouth, and personal conversations.

One of the main mistakes on the internet is the assumption that more visitors automatically lead to more conversions. As a result, disproportionate amounts of money are often spent on advertising and social media, frequently without measurable effect.

While it is essential to have a sufficient number of visitors to attract customers, traffic alone is not enough. It is pointless to enlarge the entrance to your store if visitors do not make any purchases.

Why Visitors Do Not Become Active

To understand how we can optimize the conversion process, we must first examine the reasons why visitors to a website do not take action:

• User Experience (UI/UX): If the website takes too long to load, appears outdated, has unclear user guidance or navigation, or if it is not clear what actions to take, many visitors will leave and seek solutions elsewhere.
• Trust: Trust in the integrity of the provider is crucial for visitors to become active on a website. The absence of trust signals such as references, reviews, and certifications can negatively impact the conversion rate.
• Target Audience Engagement: The most common reason for a lack of conversions is that the content and advertising do not align with the needs, interests, and concerns of the target audience.

The Four Factors of Conversion Optimization

Based on the reasons why visitors do not become active on a website, conversion optimization relies on four main factors:

1. Consistent Focus on the Target Audience

I cannot stress this enough: the target audiences of a website are often overlooked, and it bears repeating. If you were to invest even a fraction of your advertising budget into a thorough target audience analysis, it would pay off immensely.

The result of a target audience analysis is always a so-called “persona,” a clearly defined fictional character that matches the desired customer in terms of gender, age, life situation, etc. However, merely describing the “external” characteristics of this person is not enough. You must also consider the constraints they live under, their fears, desires, hopes, and concerns. This can make a significant difference in how you engage with customers.

For example, the employee of a company searching for your service may not be the one who ultimately approves and pays for it. It could be that the logistics manager is looking for specific software, but the purchase decision will be made by the management. Their interests (work efficiency, cost savings) do not always align with those of the management (e.g., costs for purchase and implementation). Addressing not only the efficiency of your software but also providing the employee with supporting materials like white papers or checklists to present to their superiors can noticeably increase the conversion rate of an offer.

A trend developing worldwide is the “Fear of Messing Up” (in contrast to the previously significant FOMO, the fear of missing out). No one wants to make decisions alone or bear responsibility alone. Alongside financial benefits, it is almost always about minimising risks. Those who keep these points in mind can actively address them in the conversion process and eliminate many stumbling blocks.

2. Optimizing User Experience

In addition to addressing the target audience’s content, conversion optimization also involves improving the user experience. This includes:

• A clear, efficient menu structure of the website
• A technically straightforward checkout or conversion process
• Clear calls to action
• A tidy, user-friendly design
• Optimized loading times (over 40% of visitors leave if the site takes more than 3 seconds to load)
• An accessible, responsive design implementation
• Clear, structured, and varied content

Creating a website is relatively easy. However, optimizing technology and user experience requires significant know-how and practical experience. Here, a web agency can make a real difference.

3. Trust-Building Signals

In interpersonal contact, we have countless subtle cues that help us decide whether to trust someone. This is much more challenging on the internet.

Trust-building signals can significantly enhance the conversion rate. These include:

• References from actual individuals
• Product reviews from other users
• Recognizable seals and relevant awards
• Complete address details and directly reachable personal contacts
• Local, regional landline numbers

Often, especially in e-commerce, a vibrant community and active customer support can also have a noticeably positive impact on the conversion rate.

4. Long-Term Analysis and Measurement of Success

The conversion rate is a central metric used to determine the success of a website. However, it is not always straightforward to define and evaluate. Analysis software like Matomo or Google Analytics can provide valuable insights—if you know what to look for.

The Role of a Web Agency in Conversion Optimization

From target audience analysis to the technical optimization of a website, these points can generally be implemented without an agency, for example, with the help of AI. However, this concerns the core of your business. Personally, I prefer to rely on external experience and expertise when it comes to the heart of our business. Even obtaining a second opinion can be incredibly valuable. Optimizing your website’s conversion rate can yield significant financial returns. Therefore, I invite you to bring in external expertise—experience how more and more visitors become loyal customers.

Peter Schnoor has been working as a web designer and web developer for over 20 years. As the founder of Netjutant, he helps clients communicate more authentically and successfully online. To balance his screen work, he enjoys nature in his home region of Upper Bavaria.