All the traffic in the world does not mean a thing if you are unable to convert that traffic. Conversion rate optimization is where we notice most small businesses fall short. Making sure your website is converting the traffic is extremely important, and we are going to explain to you what conversion rate optimization is and how to start doing it on your website today. Note: These will be basic conversion rate optimization tactics; as we know, most of the people reading this will be small business owners or people wanting to know where to get started.
What is Conversion Rate Optimization?
Conversion Rate Optimization is the process that helps your website turn visitors into customers. It is a method to increase the number of CTA’s (Call to action) taken on the website by its visitors. The more interactions, the more the possibility of sales. If you use the right strategies, you will get more value from all your digital marketing campaigns.
If you are getting 200 people from your social media to your website per month and your website converts at a 2% rate, you gain clients. If you can get your website converting at a 5% rate, that is ten clients with obtaining the same amount of traffic.
Therefore it is so important to get your website to be a converting machine before focusing heavily on traffic. People’s first impression of your business is a long-lasting one. A website owner knows that getting genuine traffic on their site is extremely difficult, getting that traffic to convert even harder. Improving the buying experience for customers can lead to more sales.
Conversion rate optimization is a complex approach, and the strategies used will differ from website to website. Ecommerce websites will have different CRO tactics than lead generation websites.
Visitors take an average of 7 interactions with your brand before making a purchasing decision; if these interactions on your website aren’t favorable, IE. Website speed, contact form placement, website design, ease of finding what they want to purchase, etc. Then the user will not convert and will look at competitors who make it easier for them.
As a visitor comes to your site, you want to drive the customer down your sales funnel. Giving them a lot of call to actions along the way.
Stray away from pop-ups when they first land. Unless you have an established brand, we recommend staying away from this. People will not care what you have to offer because they have no idea who you are. If you are going to use a pop-up, make sure it’s when they are about to leave instead.
The landing page must be designed so that it attaches to the buyer’s sentiments. The first view can lead to conversion if the owner understands the buyer’s interests and makes it extremely clear right from the beginning. This is done through market and competitor research. Finding out what works for your website is done through trial and error.
Finding out what your customers want specifically and what works for your brand is the key.
Something that we notice helps people convert is getting a video of your product or service on your landing pages. This can be a little costly, but people like ingesting content through video way more than reading it. You can make your entire sales pitch in a 30-second video and turn the visitor into a customer right then and there. They won’t even see the rest of your website.
Collecting emails is a crucial part of building trust and reminding potential customers you are there. Remember the seven interactions with your company. This is a great way to get to that 7.
If you send out HIGH-QUALITY emails that offer value and build trust with potential buyers, then you can get them to buy through that alone. Make sure you test your email signup placements and don’t’ do pop-ups when they land unless you’re an established brand.
Heatmaps and Session Recordings:
This is where we feel the core value is in conversion rate optimization. Heatmaps provide you with so much valuable data.
Some heatmap sites allow you to watch a video of exactly how a specific customer interacted with your website from start to finish. This data is so valuable to see where they click, what sections they read of an article or page, how they interact with CTA’s.
We have never had a client come to us who already had a heatmap on their website in the six years we have been a company. You learn so much about your users and your website it would be silly not to have one.
Call to action placement is extremely important. Where you place your contact information is when they land on your site, where your email contact form is, where your contact forms are, which picture you use and where you place it.
This is all extremely important. Just because you like a picture does not mean everyone else will like it. For example, we have a home care company where we tested two images side by side. One being a grandpa with a fantastic smile hugging his grandson and another with a senior couple doing a selfie. We got almost 10x more interactions with the selfie picture than with the grandfather and grandson picture.
We knew then that we need to be testing imagery and how people interact with it.
Colors, Colors, Colors:
We have also tested colors with new brands to see which colors resonate best with their customers. For example, we had a translation company where we tried dark blue with no red vs. standard blue with red (which is their brand colors), and people converted at a 6% higher rate with the dark blue design over their brand colors.
The client did not care that their brand colors weren’t dominant on the website because they were getting more sales and providing a better customer experience.
This will be a whole other blog post on what is a sales funnel and how to build one. We will link it here when it goes live. If you have a sales funnel, testing different ones to see which one provides the best UX (user experience) or getting the desired results is valuable. If your sales funnel is booty, then the user will not be interested in purchasing your product.
The most common sales funnel issue is they are too tedious to go through. For example, we worked with an eCommerce store with a great sales funnel, but they had to fill out a form that took 20 minutes to fill out to buy their item once they got to the checkout. They thought it would increase customers’ loyalty if they can tell that much about themselves and why they are buying, but it was so tedious, and they had a 99% bounce rate from that form.
Yes, one person was crazy enough to fill it out to purchase. That is straight-up dedication, and we commend that person. Unfortunately, it isn’t practical, and once they switched it to be an easy checkout, they increased their conversion rate by 6%.
If you want to see a great article regarding CRO and learn more than we have provided today, you should check out VWO’s CRO Blog Post. It is incredibly in-depth and says a lot of what we want to say here.
We at Ineffable Design are CRO experts and can quickly identify why your site isn’t converting and teach you how to convert better. We also offer web design and digital marketing services to help your business not only grow in the short term but scale. We want you never to have to worry about leads coming from your website again.
Do you do CRO, and if so, what is your favorite strategy? Comment in the comment section below.