Any company seeing significant traffic to their site or landing page without the conversions, is always looking for some new tactics to boost the most important aspect - the action.
With all the time invested in gaining traffic, not converting them would almost be a waste. It's time to get serious about conversion rate optimization (CRO).
Yes, there are many sound pieces of content on CRO around the web, change the colors of this button, test different locations of text, calls to action, and form style. Why does all the CRO advice complicate the space? What about gaining some competitive advantage without the jargon? How can online businesses use CRO in a simple, understandable manner?
Here are a few of our favorite unconventional CRO tips that will make any onsite business stand out.
Ever consider why the competition is converting so well? Maybe they're involved in a complex CRO marketing strategy. So visit their site, or sites, and improve on their design and strategy.
The simplest thing to do is to identify the changes they integrate and regularly monitor what changes are being made.
The alternative is for a company to consider specific changes and before implementation see if the competition is already doing it.
Test with Multi Step
Most companies think that to optimize conversions, the forms on the site should be short, enabling the consumer to quickly handle this aspect of the conversion funnel.
While that is a fair assumption about forms, some customers actually don't mind forms that involve multiple steps. So test it and go against the grain.
Testing, as with so much of CRO, is critical.
This is one of the most unconventional CRO ideas. Most users are not aware that with each movement of their mouse, it's possible to track behaviors.
This kind of data can be particularly useful for companies who are considering refocusing their CRO efforts.
While a heat map sounds very new-age, the potential information can easily increase conversion rates with relative ease.
Keywords and CTA
Generating the traffic is the first step of CRO. How to generate the traffic is by targeting the most relevant keywords within the space for potential customers.
The key is to match the keywords from the text on the site and landing pages with the calls to action.
Aligning the keywords at both the top of the sales funnel and the calls to action on the website enable the customers to not only find the brand but to convert once they're there.
Make It Urgent
Of the many challenges online businesses confront, cart abandonment is the most common one that results in lost revenue. Many customers would prefer to delay their purchase or take more time to buy.
How does a company combat this extremely common problem? By encouraging the customer to complete the purchase now. A sense of urgency is easy. A simple offer of discount, free shipping or extra bonus item will create an incentive for the customer to buy now.
Micro/ Macro Conversion
In CRO there are two conversion types- micro and macro conversions.
Macro- is completing a sale or filling out a form. These are the revenue generator.
Micro- would be a like on Facebook, Tweet, downloading a PDF, newsletter sign up. These conversions have potential for converting but don't generate revenue immediately.
Clearly, each conversion has its unique advantage within the CRO spectrum. Check which of the CRO type yields higher engagement and focus on those.
Distinguish between the two types of conversions. This is critical in how to focus marketing efforts.
As each site is unique, testing is critical. Each site is different, so different tactics need to be tested regularly.
What are some of the most innovative CRO tips you’ve received?