1. Comprendre your conversion rate
The conversion rate mesure the pourcentage of visitors that accomplissent a action desirede on your website : purchase, contact request, registration, telechargement. For the calculer, diaim for the number conversion rates by the number of visitors and multipliesz par 100.
The conversion rate moyen of a website is betwein 2 and 5 % according to the sector. A site e-commerce high-performing converts between 3 and 5 %, a site of services B2B betwein 2 and 4 %. But these averages masquent a realite important : the 10 % of sites the most high-performing convertissent three a five fois better that the average. The ecart vient rarely of the product or of the traffic, he vient of the optimization of the experience conversion rate.
The optimization of the conversion rate (CRO, Conversion Rate Optimization) is often the levier marketing the most profitable. Doubler your conversion rate revient a doubler your revenue without expenser a centime additional 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 waste the most of visitors. Identify your pages a more strong traffic that do not convert : this are your priorities of optimization.
Analyse qualitative
The tools d'enregistrement of sessions (Hotjar, Microsoft Clarity) you show exactly 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 explainednt the "why" derriere the chiffres.
Tests users
Request 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'had detectes. Cinq tests users are sufficient for identify 85 % problems d'utilisabilite majeurs.
Get an 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 additional costs 7 % conversion rates. Optimize images and scripts.
- Simplifiez your formulaires : Supprimez all champ non essential. Tkings champs convertissent better that sept.
- Renforcez your CTA : Texte oriente benefit, color contrastante, taille generateduse.
- Add of the social proof : Testimonials, 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 element 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 : After the conversion, propose a action complementary (partage, recommendation, upsell).
4. The psychologie of the conversion
The conversion relies on mechanism psychologiques well documentes that you can exploiter ethiquement for faciliter the decision of your visitors.
The biais d'ancrage
Presentez first your offers the most premium for ancrer the perception of value. The offres intermediaires paraitront more accessibles en compareason. That's why the grilles rateaires start often by the offers the most chere.
The aversion a the perte
The gens are two fois more wordives by the peur of waste that by the espoir of gagner. Formulez your arguments en termes of this that the visitor risky of waste en not going a the action : opportunites manquees, revenus perdus, time gaspille.
The reciprocite
Offrez of the value before of ask quoi that this or. A guide free, an audit offert, a conseil customised creent a sentiment of reciprocite that facilite the conversion ulterieure.
5. Mettre en place a programme CRO continu
The optimization conversions is not a projet ponctuel but a process d'amelioration continue. The businesss the most high-performance testent and optimisent en permanence.
The cycle CRO : Analyze the data for identify the opportunites, formulez hypotheses, prioritise par impact potential, test via A/B tests, deployez the gagnants and restart. Ce cycle, repete each month, product ameliorations cumulatives impressionnantes on the duree.
The priorisation ICE : For each ideas of optimization, attributedz a score of 1 a 10 on three criterions : Impact potential, Confiance in the hypothese and Ease (facilite of mise en oeuvre). Multipliez the three scores for obtain a score ICE and handle the ideas in the ordre deckingssant.
Improve Your Conversion Rate of 1 % a 2 % double your revenue. It is the investment marketing the most profitable that you can make.