Imagine owning a physical shop and only being told at the end of each month, how many visitors you had and how much you took in sales? You would never know what time of day was most popular, the age demographic or how they phsyically browsed through your shop.
With Conversion Rate Optimisation, why would you treat your website and online business in such a way?
The ultimate goal of any company who has spent both time and money in the creation of an online presence in the form of a website will have been done with an end objective in mind. This is referred to as conversion rate optimisation (CRO). When it comes to the creation of your website, it is essential to begin by first working out precisely what it is that you are hoping to achieve. CRO is a process where you get those people who view your website to interact with you in some way. In other words, you are looking to achieve a set percentage of website viewers who take a specific action while they are visiting your website. This might take the form of purchasing one of your products, filling out an online form or simply requesting some more information.
What is the aim of Conversion Rate Tracking (CRO)?
The aim of the CRO process is to gain a valuable understanding of how visitors to your site move around, what they look at, what actions they take, and if you are trying to sell products, what it is that might be preventing visitors from completing your intended goal (i.e. why are they not actually buying anything). Whether you are selling a product or a service, CRO can provide you with a valuable insight into your customers and will assist you in the improvement that you may need to make to your site in order to make it more likely that you’ll achieve the desired end goal.
Conversion rates are expressed in terms of a percentage, and that is based on a ratio; the number of visitors to your website, to the number who convert to the offer you are advertising. It is important to note however that you cannot just track the total number of people who are converted. It is also essential to be able to track the number of visitors who are finding your content and see how their interaction with your site breaks down. This will go some way towards helping you to understand what it is that you might be able to do to turn these visitors into conversions as well.
What are the different types of conversions?
Conversions can be broken down into two different categories – macro and micro conversions.
Macro-conversions will include such things as making a purchase, asking for a quote or subscribing to a service that is offered. Don’t let the name confuse you, though. Micro-conversions are just as important as macros and include things like creating an account, registering for emails and even adding a potential purchase to an online cart – but not going that final step and completing a purchase.
Different ways we can improve your conversion rate
If your conversion rates are not looking great – and it is important to note that website conversion rates are on average just 2.35 percent compared to the 9.1 percent that is achieved on average from Facebook Ads – then there are plenty of steps that you can take to look at changing those figures. In this blog post, we will explore some of those options that are available to you, how you might implement them and hopefully the kind of benefits that you might see from your efforts.
Testimonials and Social Proofing
When looking to purchase goods or services from a company – in particular one that they have never dealt with before – many people can be apprehensive. This can be especially true when the potential customer has never heard of a company before. Even if the company offers precisely what the customer has been looking for, it is only natural that they might be cautious. This is where testimonials can really make all the difference. Good testimonials from people who have purchased goods or services from your company can really serve to reassure these potential customers that they will be in safe hands.
In addition to offering an existing customer the option to leave feedback on your site, you can also integrate Google Reviews or even the Reviews on your Facebook site – pulling in live testimonials as well. It might also be worth considering obtaining video testimonials from clients, which would offer you a real edge when it comes to making those conversions.
Remember that even a testimonial that is less than positive can still serve you well. Your response to any issues that occur and how you handle problems will help to assure customers that if something does go wrong then you are ready and able to deal with it and this will instil confidence in the level of customer service that you offer. Testimonials may just be one of the biggest ways that you can improve your CRO, so it is well worth taking the time to build up a good reputation and making it visible to anyone visiting your site.
Call to Action
You probably already know something about calls to action but what you may not be fully aware of is that there is really no “one size fits all call to action” for any business. You will need to try several variations to see which one works best for you.
The authoritative statement call to action can work very well in some instances. “Sign up” gives an obvious and direct message to anyone looking at your website and can be highly effective depending on what type of service or product you are offering. Starting your call to action with the word “Yes” is another excellent way in which you can get potential customers to do what you want – it helps to put your offer in a very positive light and is psychologically very effective.
It really is worth trying a variety of different calls to action, from different form styles to different colours and even different button designs. What works for you with one type of campaign won’t necessarily work for everything, so be brave and try new things. One of them could be the boost you need to improve your numbers.
Which Call To Action stands out more?
Once you have a few different alternatives in place, it is worth running A/B tests. You can create two different versions of the same landing page with perhaps a slightly different layout or a different call to action and then run some data testing to see which is more likely to produce better results.
Showing the two pages to half of your audience each and then looking at any feedback and results will give you a good idea of what works and what doesn’t work as well. You may want to run multiple A/B tests on just the one page before you have decided which one you are completely happy with. If a few months down the line you are not getting the results you were hoping for, you could begin the process all over again and give your pages a fresh new look.
Speed and Distractions
Remember that while images and moving elements on your pages might look great, they can be an added distraction that your potential customers might not like or want. They can also significantly harm the loading speed of your pages, and this can be a huge reason why people might seek an alternative company. Slow loading pages lead to frustration, and people simply don’t have the time to wait when there is a whole internet of other companies out there waiting to offer them the same products via faster loading pages.
With all advice to try out, you should be able to improve your conversion rate and find out what works for your customers – and potentials – to drive your strategy further forward well into the future.