Conversion Rate Optimization is a method any website owners utilize in improving their site. This assists them in finding out the reason behind why visitors from their site convert into customers and why others don’t. By using feedback from users and the analytics as basis, they are able to measure how their website performance is going.
Conversion happens when visitor viewing your business website decides to make a purchase, download your application or do stuffs that you want them to do. It all goes down whenever visitors make a decision. So if you want to improve your conversion rate, you may want to take a minute to understand and analyze how decision making of every customer works.
In psychology of decision making, there is what we call the set of characteristics. First is the narrow framing which happens when customer considers only a few chosen and narrowed options. In marketing, this happens when you have the right keywords that most people are searching for which results to being on top of the Search Engine Results Page (SERP). This allows customers to narrow frame your business page especially if you are found within the top three results which increase your chance to improve your conversion.
Another characteristic is called the confirmation bias. This affects decision making when one pays attention only to the information that confirms their decision and ignoring the other facts behind it. Customers oftentimes have already decided whether they will buy your product or not before landing to your page. They may already have made up their mind with regards to their preference before they even saw your business page. It would be difficult to change their decision since they will only listen to what they want to hear so you have to plan for an effective strategy on how to approach them. Remember to state your message in an agreeable way and present satisfactory data that they will likely listen to before presenting your own information.
Customers decide according to their emotions. These emotions sometimes overrule rational thought processes in our brain. If the decision made is difficult, the more intense and the more emotional it is for customers. The key to conversion is when you are able to stir up and motivate your customer’s emotion in a positive way.
Lastly, people in general like to feel good and confident with the decision they have just made. Sometimes decision are reversible and sometimes not. When customers buy your product or avail with your business services and regret doing so, this may affect your conversion which will result to buyer’s remorse. What you should do is to make your customers feel confident about the decision they made by adding a confirmation or congratulation message in your checkout page. You can also invite your customers to share the product they have purchased on social media sites. This can also be another way in affirming their decision and avoiding returns and exchange due to buyer’s remorse and can also serve as another marketing tool to your business.
If you are able to understand how customers decide, you can influence them in their decision making process in your business’ favor. Remember these facts and utilize them in improving your Conversion Rate Optimization.
Hire One SEO Company attorney marketing expert Qamar Zaman to build a website that uses Conversion Rate Optimization.
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Chief Visionary at One SEO Company. An Internet Entrepreneur SEO & lawyer Internet marketing professional & Starbucks Lover.