Conversion Rate Optimization or commonly referred to as CRO is the process of increasing the overall number of users who undertake the desired action in a site. Now, the actions that are desired will take on different forms, depending on your site. If your site is an eCommerce shop where you sell products, then conversion rate optimization will strive to get people visiting the site to make a purchase. This is generally known as a macro-conversion. There are some smaller goals for a website that may range from the users agreeing to subscribe to an email list, filling out a form, or even just putting products on a cart. These slightly smaller goals are called micro-conversions.
Understanding Conversion Rate Optimization (CRO)
The CRO process focuses on getting a deeper comprehension of how users interact with a site. It is essential to measure and analyze how users move around your site as a baseline to improve conversion rate. The majority of marketing campaigns solely focus on driving traffic to websites using methods such as advertisements.
Well, conversion rate optimization techniques are quite useful for businesses with an extensive customer base and sell products that are likely to be bought impulsively. However, the most crucial aspect in ensuring that your site’s goals are met lies in whatever actions the site visitors undertake on-site visits.
The bottom line is that you need to emphasize improving the individuals’ experiences that visit your site to improve your conversion metrics. Let us now delve more in-depth and tell you more about conversion rate optimization services and the best tactics for optimizing conversion rates this year!
Do A/B testing
Running tests is one of the best ways to reduce risks during decision-making while allowing you to exercise creativity and explore new ideas. It makes it possible to know what works and what is not likely to lead to conversions. A/B testing (split testing) is a method that involves having two different versions of the same webpage.
The idea is to have the two different versions running simultaneously. Comparing how the visitors to the site respond to the different web page variations can quickly tell you which one is more likely to lead to conversions.
Running A/B tests is the only sure way to optimize a site in a low-risk environment where you do not stand to lose conversions. Try to have one or more A/B tests running at any point in time. Tip:
- Testing needs to be a continuous process because at no point can you conclude that the perfect marketing strategy has been attained.
Have a visible and compelling value proposition
It is essential to communicate the value for anything that is on your website. For a website to achieve its desired goal, the visitors to the site need to be firmly convinced. So, it is time to think like your target audience!
For example, many users will seek to answer the question, “What is in it for me?” Strive to communicate how good your products are to entice more conversions.
This can be achieved by providing as much information on the product as possible. If you are a content creator, then craft content that is enjoyable and helpful. This is one of the most critical conversion factors you ought to adopt this year!
Online platforms tend to knock out the opportunity to address concerns that people may have on offers, as it would be the case in in-person transactions where potential customers can have their questions answered. It is common for people to have some reservations that could make them hesitate to purchase or subscribe to a service. This can be solved by preempting some of the hesitations that potential users will have and addressing them.
You can do this by coming up with a list of possible questions and answering them. Addressing objections provides an assurance and kicks out any underlying fears that the potential users might be having. Alleviation of possible concerns is most likely to increase the conversion rate.
Enhance the site speed and responsiveness
It is now doubtful that a visitor to your site would wait long for it to load. The page must be loaded as fast as possible if you wish to convert traffic to a website into likely sales or whatever the desired goal is. The competition is stiff, meaning whatever is on your site could be available elsewhere.
Of course, if your page takes a lot of time to load, a visitor may pass it up in favour of a website that performs more efficiently. Consumers need to have a good experience that will lead them to have a good impression of your website. This way, they are more likely to visit the site more often and possibly lead to optimizing conversions.
Consumers are more likely to engage in a website that they can trust. Studies have found that consumers are becoming wary of security and data breaches. According to Ping Identity 2018, Consumer Survey: Attitudes and Behavior in a Post-Breach Era, nearly half of respondents said they would avoid apps and services that had experienced a breach. This illustrates the importance of trust in any online purchase.
There is a lot you can do to improve the level of trust of your site. Here are a few tips:
- Use accurate information on your site. You can provide credibility by referencing articles and sources for any claims made.
- Build trust for your consumers by giving out your contact details. Where there is a physical address, you can list it and even provide credentials of the people behind the site to build on trust.
- The site needs to be professionally designed to enhance credibility.
It is also vital to ensure that you secure your site through algorithms and security approaches. One way is to use a Secure Socket Layer (SSL) Certificate. There are different types of SSL certificates, a good example being Wildcard SSL Certificates. These types of SSL will secure your site’s primary domain and any underlying first-level subdomains.
SSL certificates are issued by different Central Authorities (CAs). You can find, buy, and install an SSL to elevate your site’s security levels. It will also improve trust levels, given there are cues shown to the user as they use the site. SSL is also used as a ranking signal for search engine rankings.
Create a user-friendly website
It is also good to make navigating your website as easy as possible. Users to a site should not have to figure out how to interact with it. Guide the users on what to do to perform any action on the site. Avoid having too many unnecessary fields in the sign-up forms. Remove distractions and only have what is mandatory to avoid making engagement with your site a tedious process. Again a cheap wildcard SSL certificate comes in handy to avoid those warnings that scare off users. The checkout process must be seamless for any site that seeks to drive sales. So, avoid having too many choices by having more specific filters to make it easier to identify the right product.
A smooth experience will likely boost the conversion rates!
Check out your competition.
Every product has its direct and indirect competitors. In the Internet world, consumers will tend to look for the best deals by comparing similar products or services before making a purchase. You need to consider this and compare your product or service with others before your potential clients do. In making the comparison, you can identify the advantages your product or services have over the others and communicate them better. Make it clear to consumers why they would be getting a better deal by using your product or service. This will increase the likelihood of making conversions.
Integrate live interactions on your site
Again, many visitors on your site need certain things clarified before they can make a purchase. That is why having live interaction options on your website is one way to increase conversion rates!
For example, live chats make it easier to help consumers instantly and saves them from the hassle of queueing in calls, as would be the case in traditional phone support. Live chats have other advantages that will be helpful to avoid having a frustrated customer base.
Offer proof of quality!
You need to prove to consumers that your products or services are worth looking into. You can do this by providing customer reviews on your site. Research has shown that consumers will often look at reviews before making any purchases online. They want to be sure they are not making a mistake with their cash!
You can also offer case studies on the importance of your product or service. Have demos that prove the usefulness of your product. If there are third-party reviews from magazines or blogs, be sure to show them off and provide links to the sites. If you have a good number of customers using your product or service, make it known since no one wants to be the only person purchasing a product or subscribing to a service. Proof of the relevance of your product or service goes a long way in optimizing conversion rates.
That’s it! You are now ready to put some of the CRO best practices to practice. Remember, though, there isn’t one sure method of conversion rate optimization. Increasing conversion rates involves combining several methods and testing them to see which one works best. It is often humans that are behind any traffic to a website. It is, therefore, smarter to focus on knowing what would be more persuasive to the users. Try to understand what drives them to complete targeted actions and determine what would stop them from performing the desired actions.