Conversion rate optimization (CRO) is a valuable strategy for successful internet marketing for sites that exist to encourage the public to buy their goods or use their service. CRO can drastically improve the percentage of visitors who actively engage with the product offered on your site and ultimately become customers.
A ‘conversion’ describes the fulfilment of a site goal which can be to sell a product, fill out a form or share a post. An essential first step in conversion rate optimisation is understanding how users navigate your site, particularly, what they do on the site and why they do or don’t respond by taking the anticipated actions.
Although it’s not the most exciting aspect of CRO, quantifying data is vital to effective optimization as it provides statistics about how visitors are interacting with your site.
A simple way to start analyzing data is by using analytics tools, such as Google Analytics to get a better idea about who your prospective customers are. Some important questions that analytics may answer is, what is the first webpage they visit, where do they spend most their time and how they found the link to your site. It is also worth noting what devices visitors are using and at what point they decide to leave the site.
Knowing what visitors enjoy about your site can help you determine what features of the site are working successfully and what can be removed altogether. CRO will help you determine if there is an aspect of your site that is causing potential customers to leave.
Do Market Research
If it happens that the data reveals potential customers are leaving your site and becoming customers of a competing site, it may just be because there is a better offer elsewhere. Perhaps another company’s site is easier to navigate or has more strongly defined SEO strategies. While originality is key to success, you may want to think a bit creatively about whatever aspect of your model is not working.
If you notice that there are way too many options available to customers, you may want to improve on an aspect of your company to help give you a competitive edge.
Take a People-Centered Approach
After analysing the data, taking a more people-centered approach helps determine why the numbers are as they are. Because people are infinitely diverse, understanding the behaviour of visitors that would be ideal customers is an effective strategy.
Information that can help CRO is why visitors came to the site, and why they opted for your website and not a competing website, how do they describe the product or service on offer and how would they describe it to a friend.
You can collect this information by conducting surveys on your sites and through user testing. There are some great online survey tools that can be added to your site to capture data about the user’s experience.
Use Good Keywords
CRO is a valuable step to take after implementing good Search Engine Optimization (SEO) strategies. Although effective SEO can increase traffic to a website, CRO helps transform site visitors into customers. Nevertheless, SEO is a good first step in publicizing the brand to increase its value in terms of revenue from advertising and to get the word out about your product.
“In its most elementary sense, [SEO] is the key process that will help your company’s website stand out from the crowd,” as stated by PWD.
Many users find it frustrating to have to search through a few results before finding the one they need. Google is constantly working on improving their search engine’s effectiveness, and keeping up with developments in their algorithm can help your ideal customers find you with no hassle. There are always useful tools available, such as Google Keyword Tool which helps you best optimise different pages.
Personalise Your Homepages
Publish engaging content about your industry and your product that will help your customers make an informed decision. A personalised site will also help set you apart from your competitors. This will also boost your potential customers’ confidence in your expertise and dedication to your craft. Knowing details about what your target audience wants to know will help you create content that is useful and easy to read.
Many websites find that adding a personal touch, such as promoting their home town or using images of friendly faces helps people interact more deeply with a site. Personalization does not need to be a daunting task, thanks to helpful tools like, Evergage or Dynamic Yield.
Linking social media accounts to your site also helps provide a deeper relationship with your potential customers.
CRO goes a long way in turning visitors into customers by helping improve their experience on your site. Your business’s approach to online marketing should be a holistic approach that considers every aspect of digital media and ecommerce.
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Although Conversion Rate Optimization (CRO) is spoken about less often than Search Engine Optimization, it plays a valuable role in turning visitors of a website into paying customers. Using effective CRO can help boost your business.