What is CVR?

Conversion rate (CVR) is a metric that indicates the percentage of people who took a desired action after engaging with your brand. These actions could be:

Purchasing your product or service
Filling out a form on your website to join your email list
Entering a giveaway

A high CVR shows your marketing initiatives are effective—it indicates you correctly segmented your target audience and used the right content to attract them. It also typically means you’re getting more value from your marketing efforts.

How to increase your CVR

The following strategies will help you boost your CVR and achieve your marketing goals:

1. Choose a quality marketing automation platform

When choosing a marketing automation platform, look for one that offers these essential features:

Segmentation: Send personalised, relevant content to the right people at the right time.
Forms: Capture data and let people sign up for your newsletters, free resources, or other promotional content.
A/B testing: Test your campaigns to see what works better for your audience.
Reporting: Monitor the performance of your marketing initiatives and see what needs improvement.

2. Use powerful CTAs

A clear and direct call to action (CTA) inspires your audience to take the desired action as soon as possible. Use strong but simple phrases and verbs that clearly indicate what your audience is supposed to do, such as:

Buy now
Secure your spot today
Take the quiz
Join your community
Browse the new collection

3. Show why your offer is valuable

Show your audience why they should buy your product or sign up for your newsletter. Explain concrete benefits and the value your brand brings to the table. Address specific challenges your audience may be facing and present your offer as the best solution.

4. Keep your forms short

To encourage more sign-ups, prioritise asking your audience for essential information only, such as their:

Name
Email address
Phone number, if it makes sense

To prevent overwhelming potential subscribers, ask for only an email address at first then use dynamic forms to show them a phone number field later.

5. Use social proof

First-hand customer experiences can encourage people to buy from you or sign up for your emails. You can showcase customer experiences in multiple ways, including:

Creating a dedicated product reviews page
Adding a review section to each product page
Asking customers to record their experiences with your brand in a video form

6. Test, monitor, and adjust

A/B testing makes it easy to compare two variants of your web page or content and see which one performs better. Through testing, you can figure out the best strategy to drive conversions.

Monitor your marketing initiatives at all times to see how they’re performing and, if necessary, adjust specific components to get better results.

A powerful marketing automation platform like Klaviyo has everything you need to boost your CVR. Use Klaviyo AI to create personalised sign-up forms, segment your audience, run advanced reports, and perform A/B tests.