You’re probably heard of SEO (Search Engine Optimisation), CRM (Customer Relationship Management) and possibly even CTA’s (Call to Action). But chances are the latest buzzword may just have slipped under the radar; 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 convert them into customers. Here are three ways you can optimise your website for conversions:
As not all of your website visitors intend buying your product or service – some are just browsing and may stumble upon your site, while others are interested in your industry and may want to buy from you at a later stage – it’s important to focus on converting the people who 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 running A/B tests to see which copy and 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 will include things like changes to colour, spacing, alignment and even page layout. Like content testing, design testing does not have to make huge, sweeping changes. A simple colour change on your form submit button on the landing page, could impact the number of people who click it.