What is Conversion Rate Optimization (CRO)?
Conversion Rate Optimization
Conversion rate optimization is essentially the process of increasing the percentage of people who engage with your website while visiting it. The kind of engagement that is important should align with the purpose of your business. For example, the kind of engagement a clothing boutique would want to increase is users taking actions such as putting merchandise in their cart and making purchases through their digital site.
The desired actions you want your users to take may look completely different for your business. However, the following tips can improve conversion optimization for any type of business.
5 simple Conversion Rate Optimization Tips
Know your target demographic
If you have done your SEO research then you have already got this one covered.When you know what will drive people to your website, you should know what will drive them to hand over their money or conversely, what is stopping them from doing so. If you are targeting users who are interested in cash advances, then your marketing strategy might involve studying how users with medium income interact with your website.
Make your website adaptable and accessible
A key to conversion optimization is making sure your landing pages and website are user-friendly for all types of users. Many companies fail to take the disabled community into consideration when designing their websites. This means making sure your website’s software is compatible with those who use screen readers.
Stay on topic
Once you have identified what drives your users into becoming customers, focus on those things and only those things. If potential customers have indicated they are concerned about quality, reassuring them about the quality of your products, or talking about your money back guarantee are good ideas.
Do not ask for unnecessary information
At no point during the conversion rate optimization process should you be asking customers for information that you do not actually need. This also creates a trust issue. You might need to ask the user’s name and phone number. But you almost never need to know their income range or profession.
Set realistic goals
Goals in this context refer to what we mean by “conversion”. If you sell luxury cars, you are unlikely to sell very many of them directly through your website. A conversion in that case might be nothing more than getting a customer’s contact information and possibly a request for a test drive. If you run a hair salon, a conversion could be having a customer book an appointment.
Call to action
The most important aspect of conversion rate optimization is the call to action, but it is also very often misunderstood. Ending some marketing copy with “Call now to book an appointment” is unlikely to be very successful. A good call to action not only prompts the customer to take action, it also enables them to do so. A good example of this is using an appointment scheduling widget, allowing potential customers to schedule their own appointments easily and, most importantly, while they are still on your website.