1. Comprendre your conversion rate
The conversion rate mesure the pourcentage of visitors that accomplissent a action souhaitee on your website : purchase, prise of contact, inscription, telechargement. For the calculer, diaim for the number conversion rates par the number of visitors and multipliez par 100.
The conversion rate moyen d'un website itself situe between 2 and 5 % according to the sector. A site e-commerce performant convertit between 3 and 5 %, a site of services B2B between 2 and 4 %. But these averages masquent a realite important : the 10 % of sites the more performants convertissent tkings a five fois better that the average. The ecart vient rarement of the product or of the traffic, he vient of the optimisation of the experience conversion rate.
The optimisation of the conversion rate (CRO, Conversion Rate Optimization) is often the levier marketing the more rentable. Doubler your conversion rate revient a doubler your revenue without expenser a centime supplementaire en acquisition of traffic.
2. Auditer your website actuel
Avant d'optimize, you need to understand or and why your visitors ne convertissent pas.
Analyse quantitative
Google Analytics you revele the pages a strong bounce rate, the parcours of navigation abandonnes and the steps of the funnel or you perdez the more of visitors. Identify your pages a more strong traffic that ne convertissent not : this are your prioritys d'optimisation.
Analyse qualitative
The tools d'enregistrement of sessions (Hotjar, Microsoft Clarity) you montrent exactement this that do your visitors : or they cliquent, or they scrollent, or they hesitent, or they abandonnent. The heatmaps revelent the zones d'attention and the zones ignorees. These data qualitatives expliquent the "why" derriere the chiffres.
Tests users
Demandez a five people matching to your target d'use your website en narrant their pensees a voix haute. You discoverez points of friction that nor you nor your analytics n'avaient detectes. Cinq tests users are sufficient for identify 85 % problems d'utilisabilite majeurs.
Obtenez a audit conversion of your website
Request a free audit arrow_forward3. 10 quick wins for improve your conversions
These actions can be mises en place quickly and generate often a impact measurable en a few weeks.
- Accelerez your website : Each seconde of chargement supplementaire coute 7 % conversion rates. Optimize images and scripts.
- Simplifiez your formulaires : Supprimez all champ non indispensable. Tkings champs convertissent better that sept.
- Renforcez your CTA : Texte oriente benefit, color contrastante, taille generateduse.
- Add of the preuve sociale : Temoignages, logos clients, chiffres keys pres of your points conversion rate.
- Improve your title main : Test a title that communique a benefit clair and specific.
- Corrigez the erreurs mobile : Test each page on mobile and corrigez the problems of navigation and lisibilite.
- Add a chat en direct : A chat permand repondre to the questions en time real and lever the dernieres hesitations.
- Reduisez the distractions : Supprimez the elements that detournent the attention of the objective main of each page.
- Affiat your garanties : Garantie satisfaction, retour free, engagement without engagement : rassurez the visitor.
- Optimize your page of remerciement : Apres the conversion, proposez a action complementary (partage, recommendation, upsell).
4. The psychologie of the conversion
The conversion rests on mecanismes psychologiques well documentes that you can exploiter ethiquement for faciliter the decision of your visitors.
The biais d'ancrage
Presentez d'abord your offers the more premium for ancrer the perception of value. The offres intermediaires paraitront more accessibles en compareason. That's why the grilles tarifaires commencent often par the offers the more chere.
The aversion a the perte
The gens are two fois more wordives par the peur of perdre that par the espoir of gagner. Formulez your arguments en termes of this that the visitor risque of perdre en ne passant not a the action : opportunites manquees, revenus perdus, time gaspille.
The reciprocite
Offrez of the value before of demander quoi that this soit. A guide free, a audit offert, a conseil personalized creent a sentiment of reciprocite that facilite the conversion ulterieure.
5. Mettre en place a programme CRO continu
The optimisation conversions n'est not a projet ponctuel but a processus d'amelioration continue. The businesss the more performantes testent and optimisent en permanence.
The cycle CRO : Analyze the data for identify the opportunites, formulez hypotheses, priorisez par impact potential, test via A/B tests, deployez the gagnants and restart. Ce cycle, repete each mois, product ameliorations cumulatives impressionnantes on the duree.
The priorisation ICE : For each idee d'optimisation, attribuez a score of 1 a 10 on tkings criterions : Impact potential, Confiance in the hypothese and Ease (facilite of mise en oeuvre). Multipliez the tkings scores for obtain a score ICE and traitez the ideas in the ordre deckingssant.
Improve Your Conversion Rate of 1 % a 2 % double your revenue. It is the investissement marketing the more rentable that you puissiez faire.