What is Conversion Rate Optimisation (CRO)?
So you’ve got all your ducks in a row with regards to SEO, Google Adwords and your Social Media Marketing strategy. These are some of the fundamental ways to drive traffic to your website, but you also need to be able to convert site visitors when they actually check you out. This is where CRO, or Conversion Rate Optimisation, comes into play.
Conversion Rate Optimisation is the process of getting your visitors to convert once they’ve arrived at your website. Conversion refers to any action that you want your visitor to take, whether that’s making a purchase, downloading an e-book or video, signing up to a newsletter or completing any other action you like on your site.
Lets’ discuss a few ways to improve your website’s CRO;
1)Reduce the amount of Form Fields on your website.
User experience should be at the forefront of your mind when putting together a website. Bear in mind that people will quickly be turned off your site if it requires them to put in masses of information on it. Keep your forms simple and you’ll increase the likelihood of people completing them and providing you with valuable leads. Neil Patel provides some great pointers on increasing your CRO in this post called; 7 Ways to Increase Your Form Field Conversion Rate (by Up to 672%)
2) Include a video on your web page
People are naturally drawn to videos, as they are engaging and let them see exactly how your product works. If your product is complicated, an instructional video is a great way to get people interested in your product. Just remember to keep it short and to the point – try to cap it at 3 minutes maximum, as anything beyond this won’t be watched. Treat it in the same manner as your elevator pitch – getting your message across in a short space of time.
3) Show pricing on your webpage
Don’t make the mistake of leaving pricing off your page – if you do so, people are more likely to think your product or service is expensive because you haven’t been upfront about it. They will also think that they have to talk to a pushy salesman before they’re given a price. According to Siddharth Deswell’s post Prominent price display increases leads generated by 100%, showing the price on your website increases CRO by 100%.
4) Add the Word “FREE” to your CTA
It’s no secret that people love free stuff. The best way to convert people is by enticing them with a freebie. Kevin Lynch wrote in 5 Ways to Improve the CRO of Free Trial Landing Pages that Netflix was built on free trial versions of the subscription, giving the audience a taste of something that they came to love.
5) Fine tuning your CTA button to work for your target market
From choosing the correct colour to making sure that the CTA is positioned above the fold dramatically increases your CRO. Neil Patel’s blog post called; 100 Conversion Optimisation Case Studies, provides in depth case studies to show how subtle and major changes to certain elements can increase CRO for your business. Try conducting A/B testing to see which elements convert better.
6) Show your phone number on your website
What’s the point of having an incredible landing page if people can’t even contact you? Open the lines of communication and let interested customers contact you. Having your phone number on your site also makes your business seem more legitimate to the customer.
7) Respond to client’s messages on the ‘Contact us’ form
You’ve brought your ideal customer to your website by putting all the right steps into motion. You’ve asked them to scroll through your well thought out and presented website. They decide to send you a message via the contact us form. Your system automatically sends a message to your prospect that you will be in touch… but then you don’t!
There’s no point in directing traffic to your website if you’re not going to attend to their message. Make sure that you check for messages regularly and respond promptly to land a client when they are most interested.
While those are some of the steps you could take to assist with Conversion Rate Optimisation, it is important to realize that those are not the only factors to take into consideration.
Consistent A/B Testing is vital even if you think that your CRO is at its best and need no further tweaking. People differ, their needs and wants change, and their purchasing decisions will also change in a similar way. Some elements you might want to test include changing items such as text, text format and layout as well as those of images and videos. Sometimes a simple word in the bottom left hand corner could do the trick.
Monitor your target metrics daily to help you see how far you are from your set goal. Tracking is the best way of staying in the loop with regards to your Conversion Rate Optimisation Strategy.
CRO is an ongoing process that helps you maximise the ROI of your outbound or inbound marketing campaign. Don’t get disheartened – just a 1% improvement in your conversion rate every week will add up, having a potentially dramatic affect on your bottom line.
If your current website isn’t working out due to poor organic visibility or poor conversion rate, get in touch with the best digital marketing agency Hong Kong to see how we can help. We can help you dominate the competition with Facebook marketing Hong Kong, AdWords marketing services Hong Kong and more!