What causes a low conversion rate (CVR)? Introducing average values ​​and improvement measures

One of the important indicators in web marketing is the “conversion rate”. Conversion is an index that shows the percentage of users who visit a website or landing page who take some kind of action (conversion), such as requesting materials or purchasing products. You can judge that there is

In this article, I will give you the definition of conversion rate and what you should do to increase your conversion rate.

We will explain the causes and countermeasures when the conversion rate is low, along with examples, so please refer to it.

Table of Contents

1. Check the definition of conversion rate
2. Let’s analyze your site by knowing the average conversion rate
3. How to identify the cause of low conversion rate?
4. 6 points to review to improve conversion rate
5. [Case study] Introducing measures that actually increased the conversion rate
6. Practice conversion rate optimization and increase the value of your website

The Complete Guide to Conversion Rate Optimization (CRO) Basics

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Check the definition of conversion rate

In this heading, we will discuss the following:

• conversions and conversion points
• conversion rate
• Conversion rate optimization (CRO)

What is the conversion point of your website?

A conversion is when a user who visits a website takes some action and is converted into a prospective customer.

Therefore, the conversion point will naturally change depending on the purpose.
For example, in the case of a BtoB website, the purpose can be broadly classified into three.

• Converting users into leads through your website
• Getting prospects interested
• Turning interested prospects into actual customers

Let’s say your website has a goal of “getting people to buy a subscription service for half a year”. However, users who visit your website for the first time do not immediately start a subscription.

Therefore

• subscribe to blog
• create an account on the site
• View product page
• watch video
• Start free trial

Set small goals, such as, to reach the end goal (subscription).

It might be helpful to call users achieving their final goal a “macro-conversion” and a smaller goal a “micro-conversion”.

In most cases, multiple micro conversion points are set for one macro conversion. For example, if your ultimate goal is to purchase a subscription, micro conversions can be e-mail newsletter sign-ups, free trial applications, and so on.

Think about what macro conversions are on your site and what micro conversions you need to set up to get there.

Especially if it’s a micro conversion, you may be missing something. Let’s check what kind of items contribute to the achievement of the final goal by access analysis etc.

You may have missed an item. Let’s check what kind of items contribute to the achievement of the final goal by access analysis etc.

What is conversion rate (CVR)? Introduce calculation formula

Conversion rate refers to the percentage of users who converted from the users who entered the website.

It is called “ConversionRate” in English and is commonly abbreviated as CVR. How to find it is as follows.

CVR (%) = number of converted users / number of target population x 100

Let me explain with a more concrete example. For example, let’s say a business that sells food has set a conversion to complete a purchase on a landing page. If you are guided to the landing page from the posted listing advertisement and make a purchase,

CVR (%) = number of users who converted on the website / number of users who clicked on the ad and entered the website x 100

can be found at

For example, if 1,000 users land on your landing page and 10 complete purchases, your conversion rate is 1%.

What is conversion rate optimization?

Conversion rate optimization refers to a series of measures to make it easier for visitors to reach the conversion points installed on your website and convert.

Even if the number of page views of the site increases due to web advertising, SEO, and SNS, it does not necessarily lead to direct results (purchases and contracts). After inflowing to the site, the original customer attraction can be realized only after making contact with prospective customers by requesting materials and making inquiries.

If conversion rate optimization isn’t done properly, it’s often the case that you won’t get results that match the cost of attracting customers, so let’s raise the priority and respond.

Let’s analyze your site by knowing the average conversion rate

It is important to understand the average conversion rate and the target. Here, we will introduce each numerical value mainly from two points.

• Industry
• By CV point

You can read more about conversion rates in the article below. Please check it out as well.

[By industry] Average conversion rate

First, let’s take a look at the conversion rate averages and guidelines by industry. The figures are shown in the table. Keep in mind, however, that these figures are only averages, as the numbers will change depending on what you convert.

The overall conversion rate is shown below.

The overall average, including the above industries, is 1.82%. However, it is not uncommon for cases to fall below 1%. When operating your own site, refer to the above figures and explore the conversion rate that your company should aim for while considering the cost-effectiveness.

[By CV points] Average conversion rate

Conversion rates can also be viewed by conversion point.

Key examples include:

From this table, we can see that the number for document downloads is the highest. On the other hand, it is not uncommon for inquiries to fall below 1.0%.

As you can see, the conversion rate varies depending on the conversion point. Therefore, when setting up a simulation before implementing measures, it is recommended to use conversion points as one indicator to set an assumed conversion rate.

How to identify the cause of low conversion rate?

Everyone goes to the hospital when they feel sick. At the hospital, there are some simple medical interviews first, and here you can get a rough idea. If necessary, blood tests and diagnostic imaging will be used to pinpoint the problem.

The same is true when doing conversion rate optimization. First, get a rough idea of ​​what’s driving down your conversion rate, and then break it down further to identify the core factors. If you can identify where the problem is, you may be able to significantly improve the dropout rate.

Get to know your users

A CRO’s first step is to track user behavior. Find out which pages on your website have high exit rates and identify the cause.

The diagram above is a schematic representation of the flow of users who flowed into the website. We will put numbers in the access analysis in the schematic diagram above.

The site shown in the schematic diagram above received 3,000 accesses through natural search, of which 1,800 were redirected directly to the blog without going through the landing page, and 1,200 were directed to the landing page.

The landing page also got 2,000 visits from ads.
However, there were 2,200 exits from the landing page, a percentage of 69%.

The blog got 2,400 PV from the natural search and landing page, but only 100 transitioned to the input form from there, resulting in a 96% exit rate.

In addition, there were 300 accesses from the landing page to the case study, and 200 of them went to the input form.

The input form received 100 hits from the landing page, 100 hits from the blog, and 200 hits from the case study page. I’m here.

Since it would be complicated in the schematic diagram, the number of bounces (people who visit the website and leave on the first page) is not entered, but the number of bounces will also appear in the access analysis, so consider it as well. please.

Where is the point with the highest dropout rate?

In order to increase the conversion rate, it is necessary to reduce the exit rate of each page. Check where users who did not convert left and improve.

If your landing page has a high bounce rate, find out what search terms your users are using. Bounces from users with search terms that include purchase intent, such as “free” or “easy,” indicate that the landing page may not meet the user’s needs.

What if your blog has a high exit rate? Even if you are able to attract customers via natural search, the fact that they are not linked to conversions may be a problem with the call to action.

For users who read the article, it is necessary to confirm whether the text and placement of the CTA (call to action) that encourages the next action is in a place that is easy to notice, or whether it is installed so as not to interfere with the user’s content consumption. There seems to be

If there is a high dropout rate for the input form, what are the possible causes? Engaged users land on input forms. However, if they withdraw, it is likely that the input is troublesome or difficult to understand, which lowers their motivation.

It is necessary to take measures to reduce the user’s stress as much as possible, such as minimizing the number of items to be entered and making it clear at a glance how much to enter.

In this way, we identify areas with a high exit rate, analyze them to find out the problems, and identify the problems of the website. Let’s see how we can solve the problems that have actually arisen.

6 points to review to improve conversion rate

If you find a problem area, identify the cause and take corrective action. Here, we will explain the points that you should pay particular attention to and the main improvement measures to improve the conversion rate.

1. Keyword to attract customers

Determine whether or not the keywords you are aiming for in search ads and blogs are appropriate for attracting customers by looking at the bounce rate of the landing page. Especially in the case of blogs, if you are not able to lead to the landing page even if the article is read, there is a possibility that you have collected “users who are unmotivated in the first place”.

・Improvement
Check the traffic sources of converted users and understand the keywords with high conversion rates. Conversely, identify and eliminate the “wrong keywords” that triggered bounced users to visit.

2. Price notation

If you’re viewing a pricing page, you can tell that someone is seriously considering a purchase. To make it easier to consider, let’s present it in an easy-to-understand manner. (I’m sure many of you have had the experience of being plagued by a price page where you don’t know where to look because of the combination of discounts and set prices.

・Improvements
Anyway, make it as easy to understand and simple as possible. If you have a free trial or money-back guarantee, make it clear and lower the purchase hurdle.

3. Blog

Blogs not only provide useful information, they are also a place where you can add CTAs, provide eBooks and whitepapers, and generate leads.

・Improvement measures We
classify blog articles into “contents that are useful for users,” “contents that increase brand and product recognition,” and “contents that make people decide to buy” to achieve a balance.

4.Case study page

Case studies have a great impact on conversion rates because they introduce products and services and tell what kind of problems they actually solved and achieved results. If you exit with a case study, it may not be the information the user is looking for or the CTA may not be appropriate.

・Improvement
Let’s include an interview video of the user. Your story will be more persuasive if you can talk to someone who has actually used it.

5. Landing page

The purpose of the landing page is to convert users into leads. The key is to get them interested in your company’s products and make them want to take the next action, such as “Let’s request materials” or “Let’s inquire”.

・Improvement measures
First, check if the landing page content matches the ad. From the ad copy, when you fly to the first view of the landing page, if you have a mixed impression, there is a possibility that you will leave.

And the most important thing is whether the appeal matches the user’s needs. Make a hypothesis about what problems your target users feel and what kind of solutions they want, and put them into the landing page.

6. Input form

The input form, which is the final stage of conversion, is a place where you should focus on smooth and stress-free input.

・Improvement
measures Are the questions considered “appropriate” by users? The moment the user wonders, “What is this information going to be used for?”, they stop typing.

Ask the minimum number of questions that satisfy the need for the user. Also, let’s add an assist function so that users who have already answered can save the effort of inputting addresses etc. Test and improve each part of your website.

[Case study] Introducing measures that actually increased the conversion rate

Many sites are trying to improve conversion rates. Here, we introduce measures that have actually been effective. Use these tips to improve your site.

An example of improving the design and position of the CTA button

Here are some examples of how we improved the design of the CTA button. According to the independent verification conducted by Gaiax Co., Ltd. , the click rate increased by 85% simply by making the button design stand out.

Until now, it seems that it was difficult to see the CTA button because it was assimilated with the background. Even just a few tweaks to the look can make a big difference.

In another case, placing the CTA button in an easy-to-click position increased conversion rates by 19%. Recorded by Dutch agency GreenhouseGroup. We succeeded in increasing the conversion rate by moving the CTA button, which was originally below the price, to the top.

Example of improving the layout of the reservation form

There is a case where the conversion rate increased by about 1.5 times by improving the layout of the site. This strategy was carried out by the Arenaturist booking site. Comparison verification was done by making the reservation form (input screen) horizontal or vertical.

The former was set at the bottom of the background (view from the hotel), and the latter was set so that it overlapped the background. These conversion rates were calculated as follows.

• Horizontal booking form…0.23%
• Vertical reservation form…0.32％

You can see that the vertical type has a higher value by 140%. Even just changing the shape like this can improve the results. Let’s compare various patterns while considering the position.

A case study of improving customer service with payment chatbots

In some cases, the introduction of payment chatbots has improved the conversion rate by 140%. This is an example of Crocos Co., Ltd., which mainly sells hand serums.

Originally, there was an issue with the conversion rate and LPO was implemented, but it was decided that it would be difficult to improve the LP from the viewpoint of resources, so a chatbot was introduced.

The following three measures were implemented.

1. Towards a design that appeals to consistency and value
2. Change the order to the scenario that is easier to answer
3. Implementation of visual appeal using images

Migrated from LPO to chatbot implementation and realized improvement in conversion rate.

If it is difficult to improve your existing LP, we recommend that you consider migrating to a chatbot.

An example of introducing a customer service tool with a guide function

In 2016, Wacoal Corp. adopted “Sprocket” for its online shopping site. This is to guide users to purchase the product they are looking for and to support those who do not know how to find it.

The strength of Sprocket is that it guides you through the purchase process. Among users, there are a certain number of people who do not go through the purchase process even if they put the product in the cart. By preventing such “cart abandonment,” Wacoal Corp.’s purchase completion rate increased to a maximum of 125%.

The above-mentioned “BOTCHAN” is also one of the customer service tools with a guide function. If you have a problem with the conversion rate, we recommend considering the introduction.

Example of enriching the case page on the site

In some cases, the number of inquiries has quadrupled due to the enrichment of the “case study page” on the site. The Buzz Department, operated by Lucy Co., Ltd., has released a page that introduces examples of customers who have used products and services.

Before the release, the number of inquiries was about 20 per month. With the creation of the case study page, the number of inquiries from customers increased by about 80 per month. In addition to the buzz section, the page has various effects on the website.

For example, in the case of a certain clinic site, when a case page was set up, the conversion rate increased 1.5 times in just about a month, even though the number of page views remained the same. A case study page is also essential for increasing conversion rates.

Practice conversion rate optimization and increase the value of your website

Websites serve different purposes.

• get more customers
• Requesting materials for business negotiations
• Getting people to sign up through educational content

In order to achieve the purpose of the website, let’s optimize the conversion rate.

Tracking user behavior is the most efficient way to make your website more convertible for your users. Whether or not the information or solution sought by the users who came in through paid search ads was found can be understood by the bounce rate and conversion rate from the landing page.

If you are transitioning to another page in a short time, it may be difficult to understand the structure of the website. Pages with a high user exit rate may have problems with the page structure or content. To improve your conversion rate, understand and take action on how your users are reacting to your numbers.