November 3, 20245 min irakurketa

💵 How to 10x your conversion rate with this simple trick · The Bunker #107

Hi friend 👋🏻!

A Newsletter in which we talk about UX Design and the Freelance Journey, dedicated to those who are starting out in both worlds and who feel identified.

From The Bunker, we accompany you on the way.

I know that lately we've been talking about things more related to the design world rather than direct design advice.

And it’s completely fine.

That's what I have the Newsletter for.

A space where I allow myself to create different types of content.

So today we’re going to discuss a topic more related to the performance of a website.

Today we will talk about conversion.

What is conversion on a website?

Conversion is a tool that allows us to measure user behavior based on the total number of visitors.

That is, if I have a website where I sell a course: We will consider conversion as the registration of a user for the course.

If I sell books, conversion means → Getting the user to purchase the book.

Today’s post is broght to you by koalaui.com.

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Why is it important to measure conversion on a website?

To measure the performance of our website and then know if we are doing well, to know if our website needs improvement, we use this tool.

If we launch a website and don't measure anything, we don't know if we are doing things right or not.

When our product isn't selling, many questions arise, such as:
Is the product not good enough?
Do users not know how to navigate the website?
Do they not find the design appealing? That is, are they not convinced by the design?
Are they not convinced by the content? Does the topic at hand not seem interesting to them?
Etc.

When something isn’t selling, millions of possible questions come up. So, we need to use tools to measure and gather clues.

If we don’t measure anything, we have no control over anything; we don’t know if we’re doing things right.

If we have a conversion rate of 0.03%, that means we need to work on the website.
If we sell little but at a high price, and there are few visitors, maybe this is even good, because with VERY few visitors, you are selling quite a bit relative to the visitors you have.

In other words, we need to understand:

I have few visitors and few sales → With the few visitors I have, am I achieving good sales?
I have many visitors and few sales → The conversion rate is very low, and we need to work on the website.

So, to draw these conclusions, we need to measure conversion.

The conversion rate is used as a tool to measure user behavior and draw conclusions to work on later.

How can we measure conversion on a website?

Conversion is usually measured in this way. Let’s take the example of a website that sells books:

(Number of sales/total number of visitors) * 100. And this will give us a percentage value.

3 sales and 7,000 visitors * 100 = 0.04%.
The conversion is 0.04%.

In the case of a Newsletter:

Number of form registrations/total number of visitors*100. Which means that your form registration conversion rate is 0.04%.

(Meaning, it doesn’t need to be a monetary value to measure. It can be form registrations, booking a night at a hotel… whatever the goal of the website is).

BUT

3 sales but 150 visitors = 2% conversion, which is very good for the total number of visitors you have.

Same sales, but different conclusions.

How can we improve this conversion?

Well, there are several ways to do this, such as optimizing your landing page for clarity, designing the information architecture correctly, etc.

But today we’re going to talk about a super decisive factor → Testimonials.

I’m going to give you 2 insights:

9 out of 10 users read testimonials before making a purchase.
95% of consumers online check reviews before making a purchase.

This doesn’t surprise me because as human beings, we make decisions based on others. We let ourselves be guided by the rest.

The purchase is determined by the levels of trust a user has in the product.

If they distrust a lot or don’t understand the product well → They won’t buy.
If they understand the product and there are 500 reviews from previous buyers → It’s very likely they will buy.

So, you know: Give testimonials the importance they deserve and dedicate a section to them.

I like to include them at the beginning of the Hero section so I can impact the user with other users' testimonials from the very beginning.

Until next time,

Jordi Espinosa.

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