Clever Conversion Rate Optimisation
If you want to generate more qualified leads and customers by using conversion rate optimisation, we can show you how to get started. In a competitive online world, it is not enough simply to drive traffic towards your website, you need to convert the traffic once it gets there. Conversion rate optimisation helps you get more out of the existing website traffic and leads that you already have.
The process of conversion rate optimisation or CRO is achieved through making changes to your website including content enhancements, workflow improvements and split testing. The overall aim of CRO is to attain higher quality leads, lower your acquisition costs and ultimately increase your revenue. As an experienced conversion rate optimisation agency, we can help you do this.
What are Conversion Rates?
A conversion rate is the percentage of website visitors who complete a particular action on your website, like filling out a contact form or signing up for a newsletter. If you have a high conversion rate it means that your website content is clearly appealing to your target audience, as well as being well designed and formatted.
If your website has a low conversion rate it could be poorly designed and have slow load times or has elements that are performing badly, like broken forms. Non-relevant and badly written website content, that doesn’t convey the value of your offering, can also contribute to high bounce rates and a low conversion rate.
High conversion rates are hard to come by however and most websites don’t achieve a conversion rate of higher than about 5%. For instance, the average conversion rate for e-commerce websites in the food and beverage sector is 5.5% - and these are popular sites. The fact of the matter is that most people won’t take the required action you want them to on your website.
Improving your Conversion Rate Optimisation
If your conversion rate is troubling you however, perhaps it is lower than your competitors or the average conversion rate in your industry, then it could be time to do something about it. The good news is that conversions can happen any time on your website, so you have many opportunities to catch the eye of website visitors and encourage them to convert.
Conversions can happen on your homepage, your landing pages, your blog or anywhere across your website. However, you need to make sure that each location is optimised to the best level it can be, for conversions to happen. So how do you do this, we will share some tips on how to effectively optimise your website in order to improve your conversion rates.
One of the first things to think about is what part of your website would be best for implementing some conversion rate optimisation strategy. The homepage is the most obvious choice. As well as being the place to make a good first impression, it can also be optimised in several ways. You can have chatbots to encourage interaction or offer free consultations via a form or button. You can also include links to other pages or blogs.
Talking of blogs, they provide great opportunities for conversions. As well as being informative, and therefore good for a website’s optimisation, a blog can utilise CRO to turn leads into conversions. You could try highlighting links and adding CTAs throughout the blog or perhaps encourage readers to submit their emails to get further information and resources, such as e-books or industry reports.
Landing pages also provide key opportunities for conversions. Since they are inherently designed for people to take an action, it makes sense that they have the highest conversion rate of all. You can tempt visitors with content they could receive on your landing pages. For example, a landing page that’s offering a free resource can be optimised with preview content from the resource to encourage visitors to download it.
Making Changes to Improve CRO
Remember that good conversion rate optimisation is not about increasing the number of visitors to your website, it is about obtaining leads from your existing traffic by improving your offering to your website visitors. Here are a few more quick ways to improve your CRO.
Try being clever with your call to action. Although you may put several CTAs within blogs, they may fail to entice readers to take action. Potential customers may ignore a call to action on the banner at the top of your blog page or fail to read right to the bottom, where your main CTAs are located.
So, try creating text-based CTAs within blogs – these are a standalone line of text linked to a landing page and styled as a H3 or H4. This alternative CTA method is proven to work, with HubSpot discovering in a survey that 93% of leads in blogs they tested came from these types of anchor text CTAs.
Another element you can add to your blogs is lead flows. These are high-converting pop-ups designed to attract attention. They can be in the form of a slide box, a pop-up box or a drop-down banner. Whatever form they take, they are sure to get more attention than calls to action that are right at the end of blog posts.
Optimising landing pages is another method that can improve your conversion rate optimisation. As landing pages are well known to be the website pages that bring in the most conversions, try different designs and content elements on your landing pages and conduct A/B testing to see what works best.
Workflows are also an important way to nurture leads and improve your CRO strategy. You can send automatic emails within workflows at points throughout the customer journey, encouraging leads to convert at several points after they have first become contacts.
Conversion Rate Optimisation Services
Our final tip is to optimise your existing blog content. If you look at the blogs you’ve previously written and see which ones have the highest number of visitors, you can optimise these posts with CTAs. Perhaps add an offer of an e-book or other resource to an existing blog, which will encourage click-throughs as people take action to download the resource.
So, you can see that increasing your number of conversions with a few optimisation improvements is perfectly possible. If you feel confident to do this yourself then you can start implementing these changes today. If you would prefer an expert CRO agency to help you with conversion rate optimisation improvements, then contact us to find out how we can help.