I'm guessing you know about SEO (Search Engine Optimisation), CRM (Customer Relationship Management) and possibly even CTA’s (Call to Action). But chances are the latest buzzword may not be on the tip of your tongue; CRO or Conversion Rate Optimisation. So just what is it? Conversion Rate Optimisation is the process of creating an experience for your website visitors that will help converting them into customers. Here are a number of ways you can optimise your website for conversions:
Not all of the visitors to your website intend buying your product or service, there are those that are just generally surfing the net and may stumble upon your site, while others are interested in your companies industry and there's a good possibility they may buy from you some time in the future. It’s important to focus on the conversion of site visitors that matter most to your business; those who are ready to buy now. By optimising your website for the conversion rate of the visitors who intend buying your product or service, rather than one homogenous group, you’re guaranteed better results. Using marketing software which allows you to create targeted content and design for your specific audience, will help convert those visitors more efficiently.
It can’t be emphasised enough, writing great content can significantly impact your conversion rates. Use descriptive language to make it interesting, but keep the copy short and easy to read. Consider introducing A/B tests to find out which content format performs best. In an A/B test traffic to your website is randomly split between two versions of your website, and conversions on each version are measured to determine which is the most effective.
Changing the design of your page to determine which works best, include elements like changes to your colour palette, spacing, alignment and even your page format. Content testing, like design testing does not have to include drastic changes. A simple colour change on CTA buttons could have a positive impact on the number of clicks it gets.