What is A Conversion?
To start the discussion on conversion rate optimization, we really have to determine what a “conversion” is. And this can be different from person to person and there are a ton of strategies to maximize your conversions, which we’ll talk about in a bit.
A conversion is when a customer or user takes a desired action on your website. Whether that’s actually purchasing a product, filling out a form, downloading a PDF or simply contacting you about more information.
These are all examples of conversions.
What Is Conversion Rate Optimization?
Conversion rate optimization or, CRO, is the use of data and analytics from user feedback to improve the rate at which people convert on your website. This data can be used to get more action on your landing page, improve your digital advertising campaigns, increase your search engine ranking and ultimately, conversion rate optimization can improve any metric on your website that’s important to you.
Conversion rate optimization is really about figuring out what users are actively searching for and giving it to them to make them take the desired action. It’s not just about making anyone take a desired action, it’s about getting the right people to take the desired action.
And there’s a number of ways to increase conversions.
How Can Conversion Rate Optimization Help You?
For the most part, CRO is often used for acquiring new customers, registrations and downloads. So if you’re looking for more leads than you’re getting, conversion rate optimization could be useful to you.
As we said, CRO is about getting the right customers. Most likely you’re paying for the traffic to your site so you’re going to want to maximize your ROI.
A higher conversion rate generally means a better ROI. So while you’ll be getting the same amount of traffic you’re already paying for, you’ll be increasing the rate at which they convert giving you a higher return.
Conversion rate optimization is much more cost effective than finding more visitors.
Think about it.
Spending more money on another marketing campaign or, spending the same amount of money and increasing the leads you get from current campaigns? I think the decision is pretty simple. CRO is much more cost effective than new marketing efforts.
What Are Some CRO Strategies You Can Implement Today?
Heatmaps are a great tool for learning about the behaviour of your customers on a specific page.
Where a users cursor goes so do their eyes.
And more importantly, where they’re NOT looking.
Using this data means we can make important decisions on how to improve our conversion rates. Improving your conversion rate optimization using a heatmap can mean making a button a brighter colour, moving that button, moving a form where the users eyes go, moving a catchy headline where the user is looking, etc. It’s all based on the data.
Customer Reviews and Testimonials
A very underrated tool that you can use to increase conversions on your site is customer reviews and testimonials. Word of mouth is still the most powerful marketing tool in your arsenal, especially if you have a good product or service that makes your customers happy.
Testimonials are great if you’re selling someone on a service. Services aren’t tangible so there’s no way of vetting the product before a purchase.
The ONLY thing you can do is rely on past customer experiences which come from testimonials and reviews.
Reviews are great if you’re selling a product. People share their thoughts and opinions on using the product, describe the quality of the product and most importantly, discuss how the product has helped them in their everyday life.
Google Analytics is one of the most powerful analytics tools for your website. It tells you everything from how many users you’ve had on the website, what pages they’re visiting, what countries they’re coming from and so much more.
One thing that you can also see is how much time they’re spending on a page, how many people are backing out of a page and you can track how many people are converting on the page. These are important metrics for determining how relevant a piece of content is and if it’s converting or not.
By utilizing this information, we can tweak each page to make sure people are getting all the information they want and need from the site to make an informed purchase decision in order to increase their chances of converting.
A/B testing or, split testing, is the act of creating two versions of a web page, landing page, ad or marketing material to see which one performs better.
Split testing is one of the oldest forms of conversion rate optimization and still holds true today. It’s the simple idea of letting the consumer decide what they like versus wondering what they might like. It’s tangible data you can use to make better decisions on current and future marketing campaigns.