Online traffic tends to be inconsistent these days. Many businesses are losing opportunities by not being able to get visitors in the first place. With this in mind, the chances of a repeat visit are very low.
Effective conversion rate optimization campaigns are the best way to increase visitors and conversions.
A Closer Look at Conversion Rate Optimization
The term conversion rate optimization, or CRO, means optimizing your landing page or website based on typical visitor behavior. CRO experts know this means a better likelihood of visitor conversions on your page.
With a sound CRO strategy in place, you will be able to save time and money, as well as exploring new strategies for growth.
Conversion rate optimization allows you to learn more about the usability of your website as well as visitor behavior. Armed with this information, you will then be able to optimize your website or landing page in order to gain more visitors and therefore more conversions.
The first thing to do is to figure out your current conversion rate.
Conversion Rate Calculation
This just requires some basic math. Simply divide the number of conversions in a specific time period by the total number of visitors you had in the same time period. Then just multiply it by a hundred percent.
Let’s look at an example. Say your website had a total of 34984 visitors and 4610 conversions in a month, then you have a 13.18% conversion rate.
Online advertising such as Facebook Ads or Google Ads can actually be set up to display the conversion rate on their interface. Analytics platforms such as Google Analytics can also do this, so you don’t have to calculate it every time.
Now you have the conversion rate as a percentage, you can begin to increase this rate by implementing best practices on your website.
How to Improve Your Conversion Optimization Rate?
Before you begin making changes, it is important to have realistic goals and expectations in mind. Huge changes are not going to happen overnight, but you can improve conversions by being methodical, according to the CRO agency, and improving your website step by step.
1. Value Proposition Must be Clear
Visitors need to understand the value your product or service has for them. This is important for all visitors, but for new ones especially. They should be able to answer these questions within a few seconds of arriving on your page:
- What is this website about?
- What can I do here?
- Why is this better than the competition?
- Is there any proof that this is a good place to get a product or service?
2. Hierarchy of Content: Ensure It is Clear
Here are some questions to ask yourself before making CRO changes:
- What should a new visitor see first, when arriving at your website?
- What will make them want to stay on the site rather than navigating away?
- What do you want to communicate to them immediately about your brand, product, or service?
- How can you make your website memorable, to increase the likelihood of a follow-up visit?
3. Add Social Proof for Validation
People like to see proof that your website is reputable before buying anything, making reviews or testimonials very important.
Whether you have won awards, or been featured in credible magazines or on blogs, it is always a good idea to add a review section to your website, to reassure potential customers.
If a visitor cannot find proof of your website’s reputation, they are likely to leave and look for an alternative. For this reason, make sure you are displaying proof such as reviews or testimonials where visitors can easily find it.
5 Conversion Rate Optimization Tips to Build a Strategy
There is no ‘one size fits all’ method of optimizing your site, because there are so many variables, such as what type of website you have, what you are offering to visitors, who your target audience is, and your business model. However, the following CRO tips can be useful for most websites:
1. A/B Testing
To do this, you need to split your website traffic into two groups, so group A sees a different version of your website than group B.
There are additional factors you can try as well, such as website design, font sizing, headlines, calls to action, colors, and headlines.
The point of A/B testing is to change only one thing on the website and see what difference it makes, and whether A (the original website) or B (the tweaked one) does better with conversions.
Remember to only change one thing though, else you will not know which tweak optimized your conversion rate. Perhaps you might start with changing a button placement and see whether that makes a difference.
Once you know, you can then tweak something else the following week to see whether that makes any difference. After some time with A/B testing, you might realize you need to implement a number of changes on your landing page.
Groove’s landing page only had a 2.3% conversion figure, and the company wanted to know why it was so low. They reached out and spoke with real users in order to help them figure it out. Their issue was the messaging was wrong.
The team rebuilt the company’s landing page with the copy as their priority, followed by design. The result of this was their conversion rate more than doubled, to 4.7%.
2. More Calls to Action in Your Content
Calls to action, or CTAs, can help built trust with visitors. If you have a text-based CTA, this typically results in better leads than having a banner at the bottom of the page which they won’t see anyway unless they read the whole page and scroll down.
The wording is also important because you want your product or service to be viewed as very attractive by potential buyers. ‘Sign up for free’ or ‘Make your life easier’ are examples of attractive CTA text.
A visitor will then immediately get your message when they arrive at your website. The Evernote website, for example, makes it very easy for users to see the benefits of the app and it is also easy for them to sign up. The color green is used for their logo and main CTA buttons as well as secondary ones.
3. Personalized Content is Important
It is vital to understand your buyers and provide what they are looking for. You need to personalize your content to offer them value.
One good example to look at here on Amazon. Visit Amazon and you will see a completely personalized homepage with suggested products based on your recent searches, product ratings and reviews, and more.
Another example is Netflix, who shows you recommended movies based on your watching history, as well as trending shows.
4. Use SEO Best Practices
Take a look at your best-performing blog posts to discover which SEO strategies were applied, then use this information to optimize the posts which are not doing so well.
Zappos offers a ‘Beyond the Box Blog’ to its visitors which uses SEO principles to attract them. Blog post topics include work, health, and fitness to attract a variety of people with diverse interests, but all of them relate to shoes in one way or another.
5. Chat Features Can Be Useful
Visitors will be able to get more information in real-time if you add a chat feature to your website. This might make the difference between them deciding to buy or deciding to go elsewhere.
There is a chat feature on Blurbpoint on the homepage, allowing customers to ask questions. This encourages visitors to stay on the page and move towards an action like asking for a free quote. It gives the website a friendly vibe and lets visitors know when there will be someone online to help them if they are visiting out of hours.
There are many methods of implementing a good CRO strategy. You will need to do some testing to figure out what works best for your website and get the most conversions possible from your visitors.