LET’S GET STARTED
- 1 What Is The Conversion Rate?
- 2 What is Conversion Rate Optimization?
- 3 Ways to Improve Your Conversion Rate
- 4 Things to Avoid for Your CRO Campaign
- 5 Conclusion
Despite having the best efforts at SEO, you lack customers? Or the visitors on your site aren’t performing the desired actions? Well, I’ve got you covered with all the handy hacks, I can assure you will be surprised to know how minor details can boost your revenue in no time.
Gaining visibility is a major head-start in the persistently emerging digital world. With the emerging service-providing platforms, the online traffic is uncertain and fickle.
Therefore the website content must be appealing enough for the visitor to stay and scroll through all the services offered by the firm. Do you know that top companies spend more than 5% of their marketing budget on CRO.
Now you know that just SEO won’t do the job for you. A little addition to it namely CRO does the trick. Let’s move further and take a quick glimpse of what CRO is.
What Is The Conversion Rate?
Conversion rate is the percentage of the visitors who convert or in other words, does the required action on site.
The conversion rate can be calculated by dividing the total number of conversions by the total number of visitors and multiplying them by 100. The value generally lies anywhere between 1% and 4% for e-commerce websites.
If you think about it, the conversion rate is highly circumstantial. No two websites can offer the exact same services. It may differ in costing or location or traffic source. There are multiple factors on which conversion rate may differ for every website on its own.
You can look at it as a hard figure for your website only and if you think about comparing it with other websites with similar services I don’t believe it is of any use.
Conversion rate can be considered as a way to judge how appealing the website is to your target audience. Each page within your website has the possibility to gain conversion, therefore, all the pages must be equally well-formatted and designed.
What is Conversion Rate Optimization?
The process that allows enhancing the landing page user experience which may result in revenue lift is known as Conversion Rate Optimization. CRO is a data-driven approach that is to be practiced to increase the percentage of users who perform any desired action on the site.
You can alternatively interpret that it holds the potential of converting visitors into customers. Conversion actions vary based on what your site offers or the nature of the site.
It can be an email subscription, a free account sign-up, a purchase, an ad click, a fillup for a form, etc.
Ways to Improve Your Conversion Rate
Now you’re well aware of what the conversion rate is, let’s move towards the actual deal you came for.
There are ample practices that can be used to optimize the conversion rate. Minor changes in regular practices can enhance the conversion rate. There is always a scope of improvement with whatever is there to present, from analyzing quantitative and qualitative insights to managing site structure everything plays a vital role.
These minute changes reflect the beginning changes, it is safe to say that you don’t start from scratch when it comes to CRO, It’s always some improvement.
Some of the practices are:
Improve Landing Page Design
The landing page is the first page a user encounters, it informs about all the services and facilities that your firm has to offer. The user experience for the landing page is the first step towards the conversion. It must be appealing and the details provided must be crisp, brief yet promising.
Enhance Website Copy
Website copy is the core text that walks the visitor through your website and tells all the key points that a user should know about your brand. It should be sufficient enough to hook the visitor to explore all the subsegments of the website.
Website copy can be broadly divided into two subparts: Heading and Body
The heading is the set of words that are meant to leave a positive impression on the visitors. It is the first thing that a visitor encounters and should be alluring enough so that visitors scroll down to look for the content.
Therefore the heading needs to be creative and catchy apart from the text you should pay keen attention to the formatting of the heading – font, size, color, etc.
However, the heading must be short and concise. There are multiple ways in which you can make a heading eye-catching:
1. Use numbers within the heading.
E.g. 5 ways to optimize conversion rate.
2. Use interrogation.
E.g. How to master SEO?
3. Use emotional adjectives, adjectives such as Effortless, Ridiculous, Essential, Absolute, Strange.
E.g. 7 Essential habits to incorporate for better growth.
Polished content is a must for a website. Make sure the content is concise, to the point, and compliments the heading effortlessly. The content must be formatted nicely. Avoid using long paragraphs, create dimension within discrete points by spaces and bullet points.
Improve Site Structure
A good site structure delivers an appreciable user experience. A site structure is how you organize your content on your website. A website can consist of multiple pages from multiple sub-segments.
If the pages are sorted and content is systematically arranged it is satisfying for visitors to find content where they expect it to be. This adds up to the user experience.
Furthermore, the depth of the site structure must be shallow – the content is discoverable. The websites with deep hierarchy tend to confuse the visitors with multiple subtopics and backlinks.
On the left in the above image is a shallow site structure. You can understand it in a way that whatever information or services the site has to offer are available in the initial pages only.
The Visitor doesn’t have to open multiple linked pages to get required details whereas the site structure on the right has a deep site structure- such sites have narrow targeting.
The visitor has to dig through to explore the world of facilities offered, as the number of backlinks increases the chances of CTA interaction decreases.
Improve Image Quality
The content on the website doesn’t only include text. It can be images, videos, GIFs, etc.
Images tend to catch attention more easily than texts. Availability of a good quality image adds up to user experience and hooks them over to the site.
Images are more convincing than texts. Thus relevant images can add a plus to the traffic.
Enable Review And Ratings
The human brain craves reassurance, the reviews and ratings for any product, service, or content that are available on the website provide assurance to the user that whatever they are investing into is worthy of it.
Moreover, reviews tend to sell services much more easily than the website content itself. The #1 Best Seller tag is enough to catch visitors’ attention. The star reviews just add the cherry on the cake.
Categorize Pages Using Filters
Earlier we have discussed how important it is to have a site structure. The sub-page categorization with respect to filters provides an adaptive environment for the user.
The human brain craves symmetry and when fed the same. It can result in positive outcomes. When visitors get things exactly at the places they wish them to. It builds a sense of confidence regarding your brand and from that confidence, we know the drill- they might end up being a customer.
The unorganized pages and nonsymmetric website layout may leave a bad impression on your firm. Furthermore, it will be a tacky task for you as well to deal with all the content optimization- for everything about every topic is scattered around the entire website.
These days most websites give the facility of a chatbot. This allows the visitor to quote the queries with interactive chatbot. Thus, enhancing the user experience.
Moreover, these are helpful to deal with any misunderstanding that a visitor might have grasped from the text on the website.
Interactiveness is always a plus in the market world. The adaptive filters as shown in this one below are easier add-ons to help visitors find their deeds sooner. These also increase the accuracy of the result you offer the visitor thus your content seems polished to visitors.
Provide Quality Content
While incorporating all the processes within the list we can not neglect quality content. No amount of formatting and adaptiveness can cover up for bad content.
You must be clear about the ideas that you want to present, the services you’re providing, and should be able to generate coherent content that is impressive enough for the visitor.
The flow within your content and seamless transition between the different topics is a plus when it comes to quality content.
Conduct Regular A/B Testings
Split testing can always tell what aspects of your website are appealing and which parts are lacking response with split testing you offer two different landing pages to different visitors.
In other words, half of the visitors will come across version A and the other half come across version B. you must keep in mind that both versions shouldn’t be drastically different as it will be difficult to deduce what aspects are preferred by visitors.
Make Forms Adaptive
The forms within the website act as a gateway between a visitor and one who converts.
You must consider that the length of forms tends to spoil a conversion. Lengthier forms are prone to get rejected. Furthermore, the form must not have many mandatory fields and must be adaptive to the visitor’s responses.
Good form formatting includes no tacky heading, no flashing text, clear and concise styling, validation only where necessary. The important fields are kept in the beginning and the less important ones are kept towards the end.
Minimize Page Load Time
Once we are done with the layout of our website, its content, adaptiveness, etc, we must not forget that response time also plays a vital role when it comes to a website.
These days nobody has the patience to wait for your website to load every time the desired action is performed. Therefore we must check that our web pages are light and take less time to load.
There are various ways in which we can do this, the simplest one being – you can replace the image format from png or gif to jpeg for images on the web page. As it gives better image quality for lesser memory space. Likewise, you can replace it here and there to minimize load time.
Things to Avoid for Your CRO Campaign
You’re all caught up about what to do for an effective CRO campaign, let’s have a look towards what are some common mistakes that are to be avoided as well.
Tossing Statistical Data For Opinions
We have talked about it earlier as well – two websites are not the same even if they share the same audience. Judging advances of your website on the basis of test results of others can be disastrous.
Even if you perform the exact same changes as the rest of them it provides no guarantee that the traffic will be the same as theirs. Moreover being in the marketing word individuality is the key.
No matter how polished and clean your landing page looks you can’t look over your content. All the phrases you look up online to make it catchy will not always do the job.
The content should complement your business. Anything other than that hinders the opportunity for customer action.
Running Too Many Pop-ups
Avoid running too many pop-ups, one or two might increase the engagement but too many of them spoil the user experience. The pop-ups tend to hide important details that may have the potential for CTA.
Ignoring Video Content
Most websites add images to give a visual experience for their products but videos are rare. Videos are better at convincing visitors. Live-action of the product seems more promising than simple texts.
Basic Call To Action Buttons
Instead of using ‘submit’, ‘sign up’, ‘purchase. You can be a little creative with these buttons such as ‘Have your copy, book now’, ‘where can we update you with our new products’,’ add spring colors to your wardrobe’.
Not Creating A Sense Of Urgency
Flashing deals and offers also have a positive impact on actions. You have to be creative about your measures to trick visitor’s brains into buying or performing actions. A sense of urgency you encounter on e-commerce platform
I am personally intrigued by the changes little effort CRO has done to my business. Getting an analytical hold surely has its benefits and you get a factual hold on your business.
A good CRO campaign does not only look for conversions but the ways to maximize revenue and profit. Don’t fool yourself with increased traffic. Increased traffic doesn’t always mean increased conversion however you can have increased conversion with the same amount of traffic using CRO techniques.
Using your CRO strategy productively with other strategies can do the wonders. You’re now equipped with all the handy hacks, I hope you can stick to these tips and maximize your profit.
Try these optimizing strategies, for any suggestion, you can always talk to our experts and get a guiding hand anytime. We are just a call away from you.
Let me know about your suggestions in the comment box.