Boosting Conversion Rate Optimization (CRO) for Your Brand
Conversion Rate Optimization is the intentional systematic process of boosting the number of visitors to a website who are taking a desired action; the business goal. Goals can come in many shapes and could be as simple as filling out a form or subscribing to a service. If you are selling products, the website’s primary goal is to have the user make a purchase. The conversion rate can be defined as the percentage of site visitors completing the desired action, during a specific time period.
Any valuable engagement made by a site user may be counted as a desired action, as long as it is working towards fulfilling the goal of your webpage. Conversion optimization studies the behavior of website visitors, focusing on the motives or factors behind the actions of a particular market segment in terms of engagement. This is the information that forms the cornerstone for all successful CRO strategies. Efforts at conversion rate optimization come after the user has visited your website. This is what makes CRO different from paid ads or basic Search Engine Optimization which essentially focuses on who is clicking from organic search results, the number of clicks, and the keywords driving traffic.
Why Optimize Your Conversion Rate?
Research has shown that 70% of visitors to your site are interested in what you have to offer. The other 30% could have landed on your website either by mistake or they were merely in search of information and not really interested in converting. If 70% have shown an interest in converting, then it is now simply a matter of getting them persuaded into becoming actual customers rather than mere website browsers.
If, for example, a landing page has a 10% conversion rate and in a month gets 2000 visitors, then per month, that particular page will be generating 200 conversions. If that page’s conversion rate is optimized to 15%, the generated number of conversions will shoot 300 per month, a 50% increase. Besides boosting Return-On-Investment, optimization helps in defending against your average visitor’s limited attention span by providing them what they need before they begin getting tired of searching for it and moving elsewhere.
Conversion Rate Optimization Strategies
CRO requires resources, time and doing it right through testing. However, it pays richly to familiarize yourself with some of the most basic website Conversion Rate Optimization principles and strategies. This way, it becomes easier to maximize the chances of turning that visitor to your website from search engines into a paying customer or qualified lead.
1. Generate Valuable Content
Your website’s most important pages such as the landing and product pages deserve special attention. They need to have content that works and which provides real value to the user. Are there any contextual conditions that you need to be met so that people can understand what you have to offer in the best and simplest way? The goal of your content should be to switch them into active buyers or subscribers in the shortest time possible.
Content that has been optimized for the leading search engines should form the heart of your SEO programs. On the other hand, content that is optimized for a great user experience should form the backbone of your CRO strategies. If you really want to give the customer a great user experience, make your content more digestible, perhaps in bullet points. Using customer testimonials is also an excellent and proven CRO strategy but ensure they are genuine testimonials.
2. Optimize Landing Pages
Landing pages are crucial in the role they play in conversion optimization. Ensure you have fast loading speeds because research shows that 57% of visitors are likely to abandon a page taking 3 or more seconds to load. Condense your copy in a way that gives visitors less to read. Run heatmap page analysis to see where people are clicking as well as how they are using the page. From the results, optimize for maximum conversions.
In just 50 milliseconds, people have already formed an opinion about you and your website.
When you place too many elements in the wrong page locations, it could distract users from easily opting in. The trick lies in giving visitors a good reason to act instantly and not delay. Videos are known to be quite effective as a technique for conversion rate optimization, especially when you need to show complicated products. Explaining a product is easier in a video than when using photos or text.
3. Keyword Research
Similar to every other aspect of a business, you need to know what customers are looking for. What keywords are they using? What are they telling you that you can integrate into your content? This is the kind of information you will need to develop your CRO strategy because the whole point is to generate customer interest that leads to an action – clicking on a link that will lead them to take action.
At every stage, a good CRO strategy must be informed by the right keywords. You may want to think of keywords as posters since they play a big role in SEO. That is why you must research the most effective keywords for your particular products or services. The keyword research process might sound mundane, but for success, it’s absolutely essential that you do it well and comprehensively.
4. Optimize On-Page & Off-Page SEO
Although the best practices of keyword optimization and on-page SEO have been changing drastically over the recent years with new algorithm updates from Google, the optimal keyword density is still about 2-3%. It’s also important to remember that off-page SEO inputs like social signals and backlinks that are contextually-relevant have much weight in determining your keyword rankings which in turn can impact CRO.
To optimize the checkout page ensure you have cut down the number of steps that are required to complete a single purchase. You could, in addition, optimize the checkout page of your website by adding several trust seals. It has been shown that 22% of consumers tend to abandon their carts simply because they didn’t feel safe enough to entrust their card details to a site.
5. Increase Organic and Existing Traffic
Your SEO efforts should be on strategies that help your website rank better in terms of search engine results. This should be focused on web design, keyword placement, internal linking, and link building. For boosting organic traffic, SEO and CRO combine well towards making your site easy to find while at the same time offering the user real value in terms of content.
You need to regularly review your website in terms of what is working and what isn’t. Analytics reports are great in providing detailed information on your visitors’ path such as how they landed on your site, the particular pages visited and at what point they opted to leave.
You cannot afford to ignore your existing traffic. Compared to a new customer, a repeat customer is likely to spend 67% more. A 2014 survey showed that 61% of small business owners tend to generate in excess of 51% of their annual revenue from repeat customers. Therefore, you are likely to get a higher ROI when you focus on retention optimization instead of new acquisition optimization. Your retention strategies should focus on advocacy, satisfaction, and extension.
6. Optimize for Mobile
Over 50% of consumers are using mobile devices for Internet surfing and if your business isn’t mobile-ready, then you could be losing big. Shoppers convert 160% more often when a site is optimized for smartphones compared to those that aren’t. Your mobile CRO should focus much more on speedy delivery and efficiency with less bulky content.
7. Have Good Call-To-Actions
Because text links often get lost within your other text, it becomes difficult for the visitor to spot them easily and quickly on the page. You will be doing yourself a marketing favor by changing your CTAs into huge buttons that clearly stand out on the relevant page. Consider offering something free as part of your CTAs. Studies have shown that the use of the word “FREE” can increase your conversions by 28%.
You may have been told or read a number of case studies telling you that red color CTAs convert better compared to others. This, however, doesn’t mean that your website should only use the red CTA to boost conversions. What really matters is using a color that pops up better against the page background. A good CTA doesn’t just tell the visitor to like, sign-up or submit, it goes further and tells them what to expect after they click that button.
It’s extremely critical to understand that conversion optimization is more about acquiring the right audience and not blindly optimizing a campaign or page’s conversion rate. It will certainly not be of any benefit to acquire the wrong fit. It’s important that the focus is kept on optimizing with the goal of finding more customers and visitors who are going to embrace your brand and also help your growth by spreading the news. Everything else may end up being a waste of your time and resources.
It all comes down to anticipating your customers’ expectations and experiences. The focus must be on what they are looking for and the motives driving them to buy. This is what is going to assist you in making adjustments and changes that will eventually boost sales. CRO is a process that takes dedication, effort, and much analysis. It is a long-term commitment.