You may be getting traffic but if you’re struggling to make sales from your incoming traffic, you’re a lost ship. If you’ve got a long way to go in making sure they convert to potential customers, you need to make sure your website is tailored to your audience’s needs & expectations. That’s where conversion rate optimization (CRO) comes in.
So what is it and what are the best CRO practices? In this article, we’ll explain them both.
What is Conversion Rate Optimization?
An ecommerce conversion rate is the percentage of website visitors who purchased something from your online store. So what does conversion rate optimization mean? It refers to optimizing the elements of your website to increase the rate at which the visitors take the desired action.
A high-converting page may have a conversion rate of 1%, while a low-converting page could have a conversion rate of 10%. CRO helps companies understand what works best and how to improve their conversion rates.
Let’s take a look at five of the best conversion optimization practices:
You can lose almost every opportunity of converting traffic into customers if your pages take a long time to load. It is one of the most common conversion killers and can be detrimental to your site experience. Even a one-second page speed increase can improve conversions by seven percent.
To get started, check out the site speed report in Google Analytics. Further, if you enter your URL in Google’s PageSpeed Insights tool, you’ll find suggestions for how your business can improve its page speed. Compressing your multimedia files, reducing the number of HTTP requests, using website caching and reducing the number of plugins are some com`mon techniques to improve page speed.
Focus on creating CTA’s that anticipate user’s needs when arriving on your page. This will not only make the journey easier for them but will also prompt more clicks. Every page on your website should have a planned CTA, be it your product pages or blog pages. It is crucial to use clear and concise language as you don’t want to confuse users.
For more intricate optimization, start by testing the content, color, placement, button shape, size and page layout. It’s ok to drift a little from your brand guidelines to make your CTA’s noticeable. Keep in mind that the basis for your optimization comes from regularly testing what works so it is important to continue experimenting.
If you don’t have a target customer persona yet, create one soon so that it is easier for you to optimize your content and messaging for a targeted audience. To start with, take a list of your current customers with the highest LTV and map out an ideal customer persona. Then review your current messaging to see if it aligns with your ideal audience and optimize for maximum synchronization between the message, messenger and the one who receives the message.
This can include the content of your blogs, website copy, product page descriptions and overall brand communication. Additionally, you may also customize your lead flows, pop-ups and other pages based on your target persona.
If you’re an online store owner struggling to win sales, your website may lack trust. Which is why you need to add social proof to make sure you establish trust and credibility. Consumers naturally trust other consumers and when they see a review or a testimonial from someone like them, they naturally place their trust.
Leveraging customer loyalty is free and it only increases your brand awareness over time. Make the best use of UGC content including positive reviews, product demos, social media posts and other similar content. The goal is to make more customers feel associated with your brand and website.
A CRO strategy can vary for different websites depending on their intent and category, and we cannot fix upon a perfect plan that works for everyone. However, there are a few basic CRO techniques that you could start with.
Always keep a CTA above the fold so that everyone sees it and is encouraged to complete an action. Do not stuff your title tags with a lot of keywords as you might set the wrong expectations for your users. Ensure a seamless layout that allows easy navigation and better accessibility. Moreover, keep your website well-optimized for both desktops and mobile devices. Following the basics can you get you a lot ahead than you imagine so regularly analyze and optimize.
Winning traffic is only half the battle. If you can convert your existing traffic into customers, that’s a drastic reduction in customer acquisition costs. Analyze and see what could be affecting your website conversion performance more and fix those first. Gradually, you may adopt more CRO strategies to push your conversion rate higher.
There are a lot more CRO strategies that will bring impactful changes but the above-mentioned are some of the most common and best practices that’ll bring results in a short span.
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