Besides getting new visitors to your website, it is crucial to influence existing users to make sales and achieve the best possible outcomes. It becomes easy to get the most out of your existing user base when the right conversion rate optimization strategies are implemented.
Simply put, conversion rate optimization is the process of using the right set of tools on your website to encourage users to take action. In this article, we delve into the areas to implement conversion rate optimization, available strategies, steps to implement this process, and the elements which make up conversion rate optimization. Without further ado, let’s begin.
1. Getting Started
Before you start working on an optimization strategy, it is necessary to categorize the elements based on importance. A PIE framework is used to figure out which strategies are worth the effort and can make an impact. The potential importance and ease framework (PIE) might not be a perfect solution, but it does provide a common ground for teams to work on.
There are a plethora of different strategies practiced to improve conversion rates. However, getting results becomes nearly impossible if you are not clear about the aspects that drive traffic to your website. You can use tools like heat maps, analytics, user testing tools, and customer satisfaction tools to optimize your conversions. Therefore, take your time and experiment with different strategies, tools, and tricks before you lock in the right one.
2. Basic Elements of Conversion Rate Optimization
Anyone can achieve a significant boost in conversion rates if the following elements are optimized adequately:
Working on making a landing page optimization strategy is the first step to carry out. Optimizing your landing page can be as simple as adding a few pictures or changing the color scheme.
The traffic and conversion rates drop drastically if the user finds it difficult to look up relevant information. Navigating the user to their answer not only improves conversions but also builds up a trustworthy brand reputation.
Besides working on the visual aspect of a project, it is necessary to write an engaging and informative website copy. The purpose of working on a copy is to attract new customers with an engaging style, meaningful information, and a call to action which converts to sales.
Your business website should be up to the mark, responsive, and easy to operate. The loading time of a page should not be more than 2 seconds. Slow speed is the fastest way to deter potential customers.
Gathering user information through forms is a necessary part of making sales. The form you present to the customer should be concise. Asking for too much information can influence the user to leave the page they are visiting.
3. Importance of Conversion Rate Optimization
Receiving a high volume of user traffic does not mean your conversion rate will increase. Most focus on driving more traffic while ignoring how CRO can be extremely beneficial for their business. To give you a clear picture, here are some reasons to implement conversion strategies.
- The UX design of your website can make or break a business. Always use a simple yet engaging UX design that can easily boost up conversion rates and expand the user base by many folds.
- Using conversion strategies does not affect marketing costs and even lowers customer acquisition costs.
- Implementing conversion rate optimization strategies allows your business to expand and provides you with more growth opportunities.
4. Conversion Rate Optimization Strategies
Here are some conversion marketing techniques to familiarize yourself with before you implement one:
CTAs in Blogs
These persuade the user to take action by adding anchor text CTAs in the blogs. Using text-based CTAs to boost conversion rates is a proven strategy to implement.
Lead flows can be added to convert the users to sales. These pop-ups are used to offer the user promotional sales, discounts, or even free subscriptions to the website.
Optimizing Landing Page
It’s the landing page where users will spend most of their time. A/B testing can be conducted to figure out the type of content and design that will appeal to your user base.
Providing Customer Care
You can provide customer support to convert them to marketing qualified leads. However, the conversion rates also depend on the product or service you’re selling.
Automated marketing software can be used to improve the communication and collaboration between colleagues and sales reps.
If possible, provide round-the-clock customer support through live chat. Users can easily seek assistance in real-time if they encounter an issue or need guidance while navigating the site.
Optimizing Blog Posts
Always try to publish blog content that addresses the concerns of the users. Without informative content, it can become difficult to restrain website traffic. The best practice to improve blog posts is through search engine optimization. You can either SEO optimize content by yourself or engage the services of professional marketing specialists to get the best possible results.
There is a possibility that, over time, the number of existing users decreases, resulting in a lower conversion rate. To resolve this issue, conversion rate specialists re-target users on other social media platforms. Re-targeting uses ads that are displayed to potential users, leading to the highest converting web pages.
There are a lot of proven strategies, tools, and tricks known to improve conversion rates. However, to improve conversion rates to the max, it is essential to understand your target customer and their needs. Take your time and think from a customer perspective to figure out the areas which need to be addressed.
By using analytics and relevant tools, you can find the website areas with the most traffic and the reason users are interacting. Using this information, further testing can be carried out, which further refines the results. Refer to the information in this guide on conversion rate optimization to boost up your sales, grow the user base, and most importantly, make the most out of this highly competitive market.
About the Author
Yaris Wellington is an expert in Business and Accounting. She has worked as a Financial analyst for a little over a decade, improving the efficiency of financial affairs in every department of his organization. She is a consultant for various companies, where she analyzes market conditions, creates forecasts, and helps make tactical and strategic decisions.