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6 Factors Affecting Conversion Rates Optimization On Your Website

One of the most crucial things Marketers can do in terms of internet marketing is to raise the conversion rate of their website.


Almost every company nowadays wants to decrease the bounce rate of their website and increase the number of visitors that could potentially become their clients or customers.


However, what other factors could affect website conversion rates in reality?


In this article, we will examine several major factors affecting conversion rate optimization (CRO).


By being aware of these elements, you can take steps to increase website conversion rates and the bottom line of your company.


We will also provide you with some advice on how to improve conversion rates on your website.


Conversion Rate Optimization explained

What is Conversion Rate Optimization and How is it Determined?


According to Hubspot, conversion rate optimization (CRO) is the percentage of visitors who carry out an intended action, such as filling out an online form, signing up for a service, or making a purchase.


A high conversion rate would generally mean that your website attracts the right target audience for your product or service.


Finding the conversion rate is usually calculated where you can divide the number of page visits by the number of visitors completing the sought-after action on the website in a given time frame, then multiplying the given number by 100 to get the percentage.


conversion rate calculations


As an illustration for this point, let us assume that your website has 100 monthly visitors with 10 users purchasing your products during the same time period.


You can divide 10 by 100 and then times it by another 100 which gives you 10% as your conversion rate.


Meanwhile, a low conversion rate is caused by several elements that affect a website’s functionality or design of your website.


What is a good Conversion Rate?


A decent conversion rate, according to conventional thinking from WordStream, is between 2% and 5%. A rise to 4% feels like a huge improvement if you are now at 2% and now your conversion rate has doubled.


Not to mention, desirable conversion rates vary by industry, but on average, a decent conversion rate is 10%.




Factors That Affecting Conversion Rate Optimization on Webpages


page load speed for conversion rates


1. Page Load Speed


The time it takes for a webpage to fully show all of its content components is referred to as page load speed.


And it is shown that every extra second of load time between 0 and 5 seconds reduces conversion rates by an average of 4.42%.


Therefore, when visitors see this, they can become irritated and simply abandon the page.


Most importantly, speed is crucial these days since no one has the patience to wait for a website to load slowly.


mobile optimization conversion rates


2. Mobile Friendliness


More individuals than ever are accessing websites and conducting internet searches on the move using their mobile devices rather than their laptops.


Seeing that websites must be optimized for mobile devices to increase conversion rates.


However, if your website is not mobile-friendly, it may result in a high bounce rate, which can be a significant barrier to obtaining conversions to your web pages.


For example, your customers may have trouble finding the information they need or getting led to the correct pages for making purchases.


Visiting a landing page with images, videos, or materials that are not optimized properly could have a negative impact on your conversion rate as well.


Potential clients would undoubtedly be left frustrated with the entire process and have a poor impression of your brand website.


page design & content relevancy

3. UI/UX Design & Content Relevancy


In correlation, with other factors, the page design and content of a website have a significant influence on conversion rates.


It remains essential to place compelling headlines and textual Call To Action (CTAs) strategically across your websites.


This factor serves as a road sign that points potential consumers in the direction of your intended conversions.


Visitors who come across visual designs that are unclear and irrelevant to the description could lead to frustration.


In other words, such incidents could increase the bounce rate especially if the visitors decided to leave your website without taking any desirable action.


multiple payment methods conversion rates


4. Payment Method


Offering several payment options could help beneficially for your webpages conversion rate.


Some customers might not want to disclose their credit card information on your website.


This indicates that they will not make a purchase there so it remains important to provide a variety of payment alternatives.


To put it another way, a customer will hesitate at the checkout section.


Because they were not convinced they had enough information on the product to place the order.


For instance, the most popular payment methods in Indonesia include digital wallets like OVO, bank transfers, and cash on delivery (COD) aside from just credit cards.


With this purpose in mind, providing a variety of payment options is key to improving your conversion rate.


social proof for converting rates


5. Social Proof


Companies are using social proof to encourage people to buy their products using marketing slogans such as ‘90% of consumers ranked this product as outstanding.


Showing your potential customers that the majority of people enjoy something in their products or services.


And that will lead them to feel that they would enjoy it as well.


Based on an article published by OptinMonster, brands with positive reviews would usually receive at least 50% of website visitors steering them to take one step closer to pressing the checkout button or creating an account.


In the end, human beings are social creatures as we enjoy seeing what other people say about brands on the internet.


Call-To-Action for conversion rates


6. Call-To-Action


Call-To-Action or CTA should, at its fundamental, prompt consumers to take action. A CTA might take the form of text, a button, an image, animation, or a video.


Depending on the type of your brand, it may also urge visitors to do other actions.


To do this, make sure that your CTA components are user-friendly if you want people to convert.


Avoid excessive approaches that may irritate your visitors even before they test your goods or service.


Moreover, the CTA forms could be as simple as subscribing to your blog or email, or as complex as downloading a checklist, reading a case study, or conducting a poll.


It might simply be something easy as an advertising message such as “contact sales to request a quote.”




Conversion rate optimization is a never-ending process that involves extensive testing.


CRO success is primarily determined by how much you know about your target audience.


Moreover, the successful technique for a long-term plan for your conversion rate optimization is to invest in studying and learning from your users.


With all the factors listed in this article, be sure to choose the ones that are appropriate for your audience, brand, and industry.


To learn more about digital marketing topics, you can read this article.


Sources :


Retno Dwi Lestari About the author

An International Relations Graduates, who loves to explore and learn new things especially about Digital Marketing trends and passionate in making content writing about insightful stuff around us.




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