Conversion Rate Optimization

Rather than focusing all your efforts on attracting more visitors, conversion rate optimization (CRO) is a cost-effective approach that helps you convert a higher percentage of your existing visitors into customers or clients.

Put simply, it involves ensuring that the proposition used to attract visitors is reflected by their experience when they arrive.

For this to work, it’s important to make sure the landing page meets the user’s expectations, satisfies their needs and encourages a follow-up action – no matter which route they have taken to arrive on your site. You’ll need to understand your target customers and their browsing and buying habits so that you can adapt your offers, campaigns and content accordingly.

CRO ensures that your traffic is appropriate, relevant and high quality. This enables you to provide the best possible user experience and convert more visits into leads and then sales, helping you to get the best possible return on your investment.

Conversion rate optimization can also provide ‘quick wins’, as rather than reaching out to a new market or making huge changes, you’re simply leveraging your existing traffic and channeling it more effectively.

• Load time across different browsers and devices

Long load times can have a devastating impact on conversion rates, with a one-second delay likely to reduce conversion rates by 7%. There are numerous ways to reduce page load speed and keep those clicks coming!

• Quality of copy

Copy that’s too wordy, not wordy enough, poorly constructed or generally not optimized can turn readers off your business – visitors to your website want to find the information they’re looking for and get answers quickly.

• The intuitiveness of design and layout

Innovation is great, but don’t let it get in the way of your website’s functionality. Remember, it’s not just you that will be using your website. A confusing website is one of the quickest ways to lose potential customers because they’ll just click off and go to the next website that they can navigate better.

• Fluidity of process

You’ll have an idea of how you want your potential customers to move through your website and what actions you’re hoping they’ll take. However, to encourage these actions, you have to make it easy! For example, are your sign-up forms easy to follow and use?

• Indicators of trustworthiness

E-E-A-T is one of Google’s most important ranking factors, and the T stands for Trustworthiness. You need to be able to prove to your potential customers why they should trust that your product or service is worth it. Your website might include qualifications or accreditations, privacy assurances and customer reviews.

• Consistent messaging throughout the sales cycle

Build a brand identity and stick with it to ensure that your customers see the same messages throughout the sales cycle. This consistency continually drives the customer to take a specific action, such as purchasing online or contacting your sales team.

If you would like to learn more about how a specialist conversion rate optimization agency could help your business be seen and get found, please don’t hesitate to get in touch with our expert team today.