The success of your business depends on how effectively you can get a customer to make a purchase. In online marketing, you need to convince the users who visit your page to perform an action that ultimately leads to a sale. A user is converted from being a visitor or prospect into a buyer or customer. Running efficient Conversion Rate Optimization (CRO) campaigns is the best approach to boost your chances of getting more conversions. A successful conversion rate optimization campaign saves you time, money, and effort and allows you to explore new growth ideas.
Understanding all the concepts of CRO can be challenging, so you should consider working with a conversion rate optimization agency. Working with a CRO agency will increase the conversion potential of your website and boost your brand’s confidence.
What Is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the strategy of increasing the number of users who perform a desired action (conversion) on a website. Desired actions include:
- Purchasing a product
- Adding a product to a cart
- Signing up for a service
- Filling out a form
- Clicking on a link
- Downloading an app
- Creating an account
Why Is CRO Important?
Conversion rate optimization allows you to lower your costs of acquiring customers by getting more value from the users you already have. By optimizing your conversion rate, you can increase revenue per user, acquire more customers, and eventually grow your business.
What Are the Elements of Conversion Rate Optimization?
When optimizing your website for conversions, a few tried and true strategies work. The primary elements of a CRO campaign include:
1. Landing Page Design
A landing page is a separate web page designed expressly for a marketing or advertising campaign in digital marketing. It’s the location where a visitor “lands” after clicking on a link in an email or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other websites.
Landing pages are generally the first, and often the only page visitors see on your website, which means they’re your best chance to sell your products or services. An optimized landing page will boost your conversion rates and increase your revenue.
To optimize your landing page:
- Write engaging content
- Clearly state what is being offered to the user
- Make sure your page matches the user’s needs and expectations
- Incorporate images and videos
2. Website Copy
Although a functional and well-designed website can attract users, the content on the site entices them to become potential leads. A poorly written copy will kill your chances for conversion.
Visitors are more likely to stay on your website and take action if you write relevant and engaging content that highlights your product or service.
A well-written copy will have headlines that are catchy and direct. The main body of the copy should be well-formatted, and the tone of your content should match your target audience.
3. Call-to-Action (CTA)
Like a website copy, a call-to-action is crucial for a successful CRO campaign. A call to action (CTA) is a request or appeal to potential customers to take the desired action.
A CTA can be in the form of an image, a button, or a line of text. Clicking on the CTA completes the requested action or takes the visitor to another page to complete the action.
Some examples of CTAs are: “Buy now,” “Subscribe,” “Sign Up,” and “Learn More.” A compelling CTA will help you generate more leads.
4. Site Structure and Navigation
Research shows that 38% of users will leave a website if the content or layout is unappealing. If your website is poorly designed and difficult to navigate, users will click away and then go back to Google and find another site to visit.
Users usually begin by exploring the homepage before moving to categories and subcategories. Your main goal is to keep the navigation as smooth as possible.
The easier your website is to navigate, the more time visitors spend on it. If users spend more time on a website, they are more likely to make a purchase.
5. Page Speed
Page speed is another primary component of any conversion rate optimization effort, as it directly affects the experience of your site visitors. According to a study done by Google in 2017, 53% of mobile users abandon a page if it takes more than three seconds to load.
The success of a search engine lies in the user experience it delivers. Since users don’t like sites with slow-loading pages, search engines don’t either.
Therefore, if your pages load slowly, your site will be penalized by the algorithm that controls where pages appear on the search engine results page (SERP). If your site ranks low on SERPs, users will find it hard to see you.
6. Forms
Forms allow your users to enter their name, email address, phone number, and credit card info. Form submissions are frequently the final hurdle in the conversion process, so creating simple, easy-to-complete forms is critical to a successful Conversion Rate Optimization (CRO) strategy.
It’s easy to underestimate the significance of a well-designed form. It’s not as exciting as eye-catching imagery or writing a good copy, but it’s just as crucial to the user experience.
For users to give you their information, they need to trust you. Therefore, if the form isn’t simple and easy to fill out, your visitor may move to the next website. Below are some essential form optimization tips that will significantly enhance your forms:
- Have fewer fields in your web forms
- Make your forms simple
- Make password creation a breeze
- Consider one-click submission forms
7. A/B Testing
A/B testing, also known as split testing, is the process of giving two versions of the same web page to different audience segments and then comparing which page variation resulted in the most conversions. You then choose the variation with the highest conversion rate.
A/B testing helps you determine which words, photos, videos, phrases, and other elements perform best. Even small changes to your website can make a huge difference. An A/B test will help you reduce bounce rates and get better ROI from traffic.
Get Started With Conversion Rate Optimization
One of the quickest ways to boost your website’s conversion rate is to hire a Conversion Rate Optimization agency. When you hire a CRO agency, you’re trusting them with the growth of your business. A good CRO agency will walk with you every step to help you accomplish your CRO goals.
At VIP Marketing, we are more than just a marketing agency. We strive to be your partner and truly understand your business and its goals. Contact us today, to get started with conversion rate optimization.