Attracting more visitors to your website is inarguably important in growing your business. But given that we’re in the middle of a pandemic and economic recession, business owners and marketers need to make sure they’re making the most out of what they already have.
What if we told you that there are things you could change in your website right now to convert more of your existing and new customers?
In this quick guide, we go over a few of the most effective ways you could increase revenue and sales with the same amount of traffic you’re currently getting.
But first, let’s go over what CRO means and why it’s so important for business owners and marketers to get right.
What is CRO?
CRO, or Conversion Rate Optimisation is the percentage of your conversions divided by the number of your website visitors (or potential conversions).
A conversion refers to any action you’d like your target customer to do. This could include pressing a call button, filling out an online form, signing up to an e-newsletter, purchasing a product, and more.
Why is CRO Important?
The answer to this is simple – CRO helps to get the most ROI (return on investment). If more of your website visitors convert, you won’t have to spend extra budget on attracting more visitors just to get the same results. For faster business growth, all business owners and marketers need to know the effective strategies for CRO.
Why Prioritise Improving Conversion Rates in Business
Conversion Rate Optimisation (CRO) is not just an option; it’s a crucial factor that can make or break the success of your online business. In today’s competitive digital landscape, simply driving traffic to your website is not enough. The true measure of success lies in converting that traffic into actual customers. This is where Conversion Rate Optimisation comes into play. By systematically refining and enhancing the user experience, businesses can significantly boost their average conversion rate and, subsequently, their bottom line.
CRO’s Integration with the Overall Marketing Strategy
Synergising CRO with the Big Picture
To fully harness the potential of Conversion Rate Optimisation, it’s important to understand how it aligns with your broader marketing strategy. CRO isn’t a standalone tactic; it’s an integral part of your holistic approach to online success. A well-executed CRO strategy complements your other marketing efforts, such as SEO, PPC, and web design. It fine-tunes your website’s effectiveness in transforming visitors into customers, enhancing the overall return on investment from your marketing endeavours.
The Role of a Conversion Rate Optimisation Specialist
Unveiling the Expertise of a CRO Specialist
A Conversion Rate Optimisation Specialist plays a pivotal role in crafting and executing strategies that lead to higher conversion rates. These specialists are skilled professionals who meticulously analyse user behaviour, conduct A/B tests, and implement design and content changes to improve the user journey. With a deep understanding of user psychology, data analytics, and UX/UI principles, they create a seamless experience that maximises conversions.
Expertise and Skills that Drive Success
CRO specialists possess a unique blend of skills that range from data interpretation and split testing to consumer psychology and persuasive copywriting. They are adept at dissecting user flow, identifying pain points, and tailoring solutions to remove barriers to conversion. Their ability to interpret analytics data empowers them to make informed decisions that lead to incremental improvements in the conversion process.
When to Enlist a CRO Specialist
Hiring a Conversion Rate Optimisation Specialist becomes particularly advantageous when your business seeks rapid and substantial improvements in conversion rates. They are indispensable during website revamps, product launches, or when facing persistent conversion challenges. Their expertise ensures that your efforts are laser-focused, yielding measurable results in a shorter timeframe.
Benefits of Working with a Conversion Rate Optimisation Agency
Amplifying Results through CRO Agencies
Collaborating with a Conversion Rate Optimisation agency brings forth a myriad of benefits. Our agency is equipped with teams of skilled professionals who excel in diverse areas of CRO, ranging from data analysis to design and content optimisation. Their collective experience allows them to approach challenges from multiple angles, resulting in more comprehensive solutions to improve your website’s performance.
Tailoring Strategies for Industry-specific Needs
One of the standout advantages of working with Integral Media is our ability to tailor strategies to fit your industry’s unique demands. We understand that different sectors have distinct user behaviours and pain points. By customising our approach, we can effectively address these specific challenges and unlock higher conversion rates.
Conversion Rate Optimisation isn’t just a buzzword; it’s a powerful tool that can elevate your business’s online performance. Whether you’re considering hiring a CRO specialist or partnering with an agency, the potential for growth and improved ROI is substantial. By prioritising CRO, you’re investing in a systematic approach to turning web traffic into loyal customers, propelling your business toward sustained success.
Top 7 Website Conversion Rate Optimisation Tips for Better ROI
Here is our list of top website conversion rate optimisation tips you can use for your business today to achieve better ROI:
1. Create Clear Website Navigation
Are your products, services, and even contact details clearly visible to your website visitors?
Or do they have to click through multiple pages to get to what they’re after?
Luckily, there are tests and tools you can use to find out where users are spending most of their time looking or what they’re interacting with on your website. You can either hire or pay someone to test out your website, or you can look at data gathered by tools like Google
Analytics to see how your visitors interact and behave on your website.
2. Ensure Fast Loading Speeds
There are studies that show site visitors and mobile users wait for only around 2 seconds of loading time before they exit a page. On top of that, once a user has landed on your website, you only have around 15 seconds to capture their interest.
With faster loading speeds, you’ll improve the customer experience and make it easier for your users to convert or take actions you want them to on your website.
To start optimising the loading page speed of your website, we recommend taking a PageSpeed Insights test by Google. You should also compress large images on your websites, as that’s a common culprit of laggy and slow loading speeds.
3. Optimise for Different Devices and Browsers
Your website should be mobile-friendly, optimised for tablets, desktops as well as a range of different browsers.
You can try using free tools like Google’s Mobile-Friendly Test to find out if or where your website needs improving.
4. Use Easy & Clear CTAs
CTAs, or call-to-actions should be something your user can find within the first few seconds of landing on your website – and is one of the most important aspects to improving CRO.
Your landing page needs to have clear CTAs whether it’s navigating to your products/services pages, contact us page, call button, newsletter sign up, or anything else.
Examples like forms should be quick and easy to fill in – a simple name and email address is often the most common and easiest to do for users. Also, with more users browsing on their mobile devices, having a clearly visible and clickable call button is a must.
5. Optimise Copy
Website copy refers to the written content that appears on a website’s pages. This includes everything from the homepage’s introductory text to product descriptions, blog posts, and contact information.
Optimising website copy for CRO and ROI is essential for businesses. It helps improve user experience, encourages conversions, and provides a solid return on your investment in website development and content creation.
6. Use Loss Aversion Strategies
In many cases, users go back and forth between different competitors before landing on their purchasing decision. This is why it’s so important to incorporate loss aversion strategies to capture as many conversions as possible and maintain a good eCommerce conversion rate. Examples include having exit pop-ups which could include an offer or benefit in exchange for the user’s email address – e.g. download a free e-book with an email sign up.
Or, you can also set up remarketing campaigns which involve tracking a user (via cookies) to show advertisements of your business or online store on other websites they’re surfing. This serves as reminders or queues to the user to visit your website again and complete a specific conversion action.
7. Social Proof
Social proof is similar to the concept of conformity. When people aren’t sure of what to do in a certain situation, they seek or adopt the behaviour of others who they believe have more knowledge or expertise. So, how can you use social proof for increasing your CRO?
One example is getting an expert or well-known figure in your industry to recommend your product. Similarly, including customer reviews or
testimonials on your website is also an effective form of social proof. You could also partner with influencers, use consumer-generated content in your feed, and much more. Having social proof on your website makes converting more appealing and trustworthy for users – especially if they’re on the fence about your products and services.
Crafting Effective Conversion Rate Optimisation Services
Conversion Rate Optimisation Services encompass a suite of strategies aimed at enhancing the effectiveness of a website in converting visitors into customers. These services typically include a comprehensive assessment of the website’s user experience, user journey, and persuasive elements. Through meticulous analysis, CRO specialists identify areas for improvement and implement changes that positively impact conversion rates.
Tailoring Services to Clients’ Unique Needs
No two businesses are identical, which is why Conversion Rate Optimisation Services are tailored to address the specific needs of each client. Integral Media works closely with our clients to understand their target audience, business goals, and pain points. This information guides the customisation of strategies that align with the client’s brand identity and resonate with their customer base.
The process of devising a Conversion Rate Optimisation strategy involves a systematic approach. It starts with a thorough analysis of the existing user journey, identifying bottlenecks, friction points, and drop-offs. This analysis informs the creation of a tailored strategy that outlines specific changes, such as optimising call-to-action buttons, improving page load times, or enhancing the checkout process. The strategy is a dynamic document that evolves as data is collected and analysed, allowing for continuous improvement.
The Anatomy of a Conversion Rate Optimisation Strategy
A successful Conversion Rate Optimisation strategy is built on a foundation of thorough research and strategic implementation. It begins with user research, where an in-depth understanding of the target audience’s needs, preferences, and behaviours is established. Data analysis is equally critical, as it guides decision-making based on quantifiable insights. Moreover, competitor benchmarking helps identify industry best practices and areas for differentiation.
Importance of Iteration in CRO Strategies
Conversion Rate Optimisation is an iterative process that doesn’t end with a single set of changes. Instead, it is an ongoing process that requires continuous monitoring and refinement. A successful strategy incorporates A/B testing and multivariate testing to validate hypotheses and fine-tune elements that impact conversion rates. By analysing the performance of different variations, businesses can make informed decisions and implement changes that consistently improve the site’s conversion rates over time.
Monitoring and Measuring: Conversion Rate Optimisation Analytics
Data is the cornerstone of effective Conversion Rate Optimisation. Analytics tools provide valuable insights into user behaviour, helping businesses understand how visitors interact with their website. Data-driven decision-making allows for informed adjustments, reducing guesswork and optimising strategies based on quantifiable evidence.
Essential CRO Metrics
Key performance indicators (KPIs) in CRO include bounce rate, conversion rate, exit rate, and more. Bounce rate measures the percentage of visitors who leave the site after viewing a single page, while conversion rate tracks the proportion of visitors who complete a desired action, such as making a purchase. Exit rate identifies the last page users visit before leaving the site. These key metrics collectively paint a comprehensive picture of a website’s effectiveness in converting visitors.
Utilising Analytics Tools for Progress Tracking
Sophisticated analytics tools, such as Google Analytics, provide valuable insights into user behaviour, traffic sources, and conversion paths.
These tools enable businesses to track the performance of their CRO strategies, identify trends, and make informed adjustments based on real-time data. By regularly monitoring analytics, businesses can ensure that their CRO efforts are on track to deliver tangible results.
Elevating eCommerce Through Conversion Rate Optimisation
eCommerce Conversion Rate Optimisation involves strategies specifically tailored to the online retail environment. The focus is on improving the customer journey, streamlining the purchasing process, and reducing cart abandonment. Effective CRO for eCommerce brands aims to simplify navigation, enhance product presentation, and instil confidence in customers to complete transactions and increase conversions.
Strategies for eCommerce Conversion Rate Improvement
eCommerce businesses can employ strategies such as optimising product pages, simplifying checkout processes, and incorporating persuasive user generated content like reviews and testimonials. Implementing a clear and user-friendly interface, enabling guest checkouts, and offering personalised product recommendations are also impactful ways to increase your site’s conversion rate on your eCommerce website.
Get Help From Digital Marketing and CRO Specialists
Ultimately, the best CRO methods will come down to your individual business and how you’d like to better serve your customers. These CRO tips are here to give you a better picture of where to start or where your business could potentially improve to generate more conversions with what you currently have.
At Integral Media, we’re here to save you from wasting countless hours and marketing budget on trial and errors. We’ve seen what works and know what CRO your business can use to boost business growth and high-value returns.
If you’re curious about how we can help your business grow during these times, you can book an obligation-free initial consultation with our director, Alex Morrison today. You can either call 03 8678 1709, send us an email on [email protected] or fill out our online contact form and we’ll be with you right away.