Conversion rate optimization (CRO) is key to increasing the ROI of your website. If you have a lot of visitors to your site but a low conversion rate, it is time to seriously assess your site and take some steps to increase your CRO.
Onsite conversion is based on a number of factors including the overall quality of the user experience and onsite engagement which can be measured by the time users spend on site, the number of pages visited and the bounce rate. If you are experiencing a low conversion rate, the first step is to take a look at your site analytics to see where you are succeeding and what areas need to be improved.
Here are 3 conversion rate optimization tips to get you started:
Test. And then test some more. Sometimes small improvements to your site can result in drastic improvements in conversion rate, but the only way to know what works it to test, test, test. CRO doesn’t have to be a guessing game. Marketers commonly use A/B or split testing, which enables you to try out different possibilities and see which one gets a better response. You can use this to learn what works with your unique audience.
You can start off by trying out Google’s free tool, Google Content Experiments, which is built into Google Analytics. There is, of course, other software available which can do more but for a price, such as Optimizelyor Visual Website Optimizer.
Testing is not a one time endeavor. You can and should always be testing something on your site to see if it can be performing better. Whether it is a new promotion, a headline, an image or a call to action button, testing is the best way to take a systematic approach to increasing your CRO.
Create credibility and trust. One of the major factors that leads to site and cart abandonment is consumer doubt or skepticism. They want proof that you are legitimate, that your services or products have real value, and that the decision to convert is a smart one. So show them!
To achieve credibility start by creating trust. One of the best ways to do this is by obtaining third party citations (articles, links, mentions etc.) that verify your services. Make sure contact details are easy to find including a physical address if possible and actual contact information such as an email address and phone number to show there is a person behind the website. Educate by providing content to show you are a thought leader in your industry.
Next, assuage the buyers’ fears of commitment by demonstrating the value you are offering. Add testimonials and case studies to your site and include statistics and research in your content. Show off good reviews by third parties or customers and link to them. Use numbers to show how many clients you have or how effective and successful you have been. Provide demonstrations of your services or products using videos so users can get a first hand view even though they are making a virtual purchase.
Keep an eye on your competition. Your customers are certainly checking out your competitors so shouldn’t you be also? Know what you are up against so you can express your value proposition and show customers why they should choose you. If your product is more expensive, explain why your customers should pay more. If it takes longer for you to deliver, show them that that time is essential to create better quality. You might also be able to glean some insight and ideas from competitors’ websites about how to improve your own.
Taking a systematic approach to improving your onsite conversion rate starts with thinking like your customers. Testing, establishing trust and clearly expressing your value will result in building a relationship with your audience which is the basis for creating a long-lasting customer.