There seems to be a glut of buzzwords being touted as the key to business success – SEO, market penetration, KPIs, B2B, B2C, ROI, SWOT analysis, R&D, survey marketing, and much more. Business can seem complicated at times, but really the issue is to keep your thinking simple.
Conversion rates. There’s a term that’s worth your time. It’s about measuring if people are buying (or not) in response to your marketing efforts.
It really applies to any form of marketing, although in this day and age of the internet being used for almost everything, your website and online presence are critical to your sales conversions.
Conversion rate optimization is about guiding people’s behavior and making them act after they arrive on one of your web pages.
Your goal is not merely more traffic; it’s to turn that traffic into revenue.
Not Just a Buzz Term
Conversion rate optimization is about taking analytical data and user feedback in order to improve sales and boost the performance of your website. By ‘performance,’ we don’t mean so much the technical operations of your site, although these are important. We mean its user interface (how it looks and appeals) and user experience (how much people enjoy using your site and how long they stay on pages).
You have invested in your website, its design and its functionality. A higher sales conversion rate means better ROI. When a lead finds your website, the longer he/she stays, the greater the chances of you gaining a new customer. People stay longer when they like what they see, find it easy to navigate, are intrigued to know more, and have a ‘moment of clarity’.
People decide to stay on or leave a website inside 5 seconds. CRO is about keeping them there longer before they go looking for what your competition offers.
It’s also about getting more of the right kind of customers.
How Do You Do It?
It’s easy to get thrown off track by little technical details, graphics, buttons, forms, etc. Start by getting the right visitors to your site. Lots of traffic volume is useless if people don’t convert.
There are many approaches, methods and techniques for improving conversion rate optimization. It may be a good idea to partner with a dedicated external marketing company that specializes in this kind of work.
- Be scientific. Examine, explore, ask questions, create a hypothesis, gather data, test that hypothesis, evaluate the results, create goals and action plans, repeat.
- Learn exactly what demographics and ‘personalities’ are visiting your website. Knowing more here will influence your site’s design, content, keywords for SEO, and more.
- Test page designs. Learn through data what kinds of layout, color schemes, graphic design and copy make more site visitors contact you, conduct eCommerce or fill out your forms. Pages need to be clean and uncluttered. Design must be consistent from page to page.
- Create attention-grabbing headlines that drive visitors to remain on the page and/or find out more. Remember that CRO is about influencing online behavior.
- Write compelling content and provide clickable call-to-action enticements targeted at your intended audience. Speak directly to your keywords and offers.
- Have concise call-to-action buttons that stand out and are enticing.
- Landing pages must match what your advertising says and then really deliver.
- Make user-friendly forms to capture leads. e.g. Forms like signing up for specials, subscribing to email updates and newsletters, customer information, etc. Keep it simple and don’t overwhelm leads.
When in doubt, contact marketing experts to provide advice, support and strategy.
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