Why should small sites give up on conversion optimization? Website traffic is an essential resource for every online business irrespective of your scale of operation or site of a website. Only more traffic can convert to more customers and therefore more money in the till. And this is what our B2B lead generation agency in India has been helping out business with.

Traffic is also essential for data-driven optimization practices like conversion rate optimization (CRO). The common CRO testing procedures rely hugely on website traffic for data to run conclusive tests.

Conversion optimization is more challenging for low-traffic websites. The CRO tips and techniques mentioned below are proven to work for low-traffic websites.


1. Run Tests With Low Confidence Level

The confidence level is critical and it indicates how true your test results are for the entire population. It tells you how reliable the test findings are and how safe you are from implementing false results.

The higher the confidence level, the higher that a test result is true.

For example:

–    A test between two samples A and B runs at 95% confidence.

–   This tells us that sample A is better than B.

–   That indicates that we have a 95% chance of this result being accurate and sample A actually being better than B.

–    And we have only a 5% chance of this result being false, where sample B is better than A.

Similarly, when running tests on different samples, you should choose a confidence level that ultimately decides the sample size.

A 95% confidence level is the industry standard when performing CRO tests. This leaves only a meager 5% or one in 20 chance of the CRO tests results being false.


2. Track Micro-conversions

Conversion is a spectrum that has lots of micro-conversions leading up to one macro conversion and that is the ultimate goal of your website.

Micro-conversions are therefore incremental steps that represent a user’s interest in your brand. Tracking micro-conversions is good when optimizing low-traffic websites because smaller conversions occur more frequently and hence are larger in number than the one macro conversion.

Thus focusing on micro-conversions as a part of the whole user journey and optimizing these variables to uplift the entire user experience of your website will pay, if yours is a small website.

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3. Go For Major Changes

While testing a low-traffic website, you may not be able to test minute elements and gain granular insights into your users’ preferences.

But this doesn’t mean you can’t take the A/B test at all.

Making drastic changes in your variation can lead to an increased lift in your primary variable. This means, if you implement a massive change on your website, you may notice a bigger lift between control and variation.

So, if your test variation generates a higher lift in conversion, either positive or negative, it will be easier for you to declare a winner.

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4. Use Personalization With Dynamic Data

It is believed that almost 66% of customers expect online engagement personalized according to their previous interactions and online behavior.

Hence, website personalization is a critical CRO strategy and can lead to increased conversions, regardless of how much traffic your website gets.

Website personalization includes serving dynamic content to web visitors. This content is more relevant to their preferences and better resonates with them.

Serving dynamic content is also a data-driven approach that does not rely on web traffic.


5. Deploy Usability Testing

Usability testing is imperative for websites of all scales. User or usability testing includes testing a website to reveal its friction points and identifying how well it serves its target audience.

It discovers critical areas for improvements on your website and enhances the overall user experience.

Usability testing is particularly helpful for low-traffic websites and it only requires a handful of people to carry out tests and still will yield meaningful results.

Therefore, improving UX with usability testing should be a critical part of your CRO arsenal.

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6. Use Integrated Feedback Forms

CRO optimizes your website for an enhanced user experience. As well as understanding your audience is important for a good UX and hence should be considered in conversion optimization.

Deploying on-site feedback forms will help you understand users’ behavior and won’t cost much. Thereby you can get insights into how your target audience feels your website and about their needs.

With such closer inspection, you can understand user behavior trends that can guide your optimization process. But, make sure that you ask the right questions to ensure that the feedback you collect propels your optimization campaign in the right direction.

Additionally, you also should build and time your feedback forms appropriately so as not to frustrate the user.

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Final Words

Conversion rate optimization is a data-driven process. This can be done on websites that largely rely on data collected through website visitors.

But with low-traffic websites, this data is limited. It will only give a small sample size to work with, and quantitative tests may seem unreliable.

But there are many quantitative and qualitative optimization tips and strategies to increase conversions, regardless of how much traffic your website gets. Contacting our data-driven digital marketing agency in India will help.

Even if your traffic is too low our usability testing or feedback forms, will offer you valuable insights. Do call us to know more.