Picture the scene: your website’s traffic is increasing. That SEO campaign your team worked so hard on is seeing some great results, your social media strategy is pulling in strong numbers and your PPC is also doing the trick. Brilliant, your planning has paid off with more visitors on your site!
You’re not seeing the kinds of actions you want from visitors. Conversions just aren’t happening; depending on your business, this can be an app download, an email newsletter sign up, filling out a survey, or purchasing something. Conversion Rate is a key metric in ecommerce as it tells you the percentage of visitors to your site that are completing a specific goal.
Conversion Rate Optimisation (CRO) increases the likelihood of someone completing this specific goal or action on your website; it’s a structured, systematic approach to improving your website’s performance. Deep within the realms your marketing notes, mixed in with strategy and digital streamlining, is a plan for CRO that you need to present to your team, your colleagues, your managers and implement it right now.
So how do you begin?
Take a long, hard look at your website
First thing first: examine why your conversion rates aren’t as good as you’d like them to be by pretending to be a visitor on your site. Are your landing pages and calls to action clear? Is the copy easy to read and engaging (and relevant)? Are the graphics displayed well? These are just a handful of variables that can harm your CRO.
Check your Traffic
Because as explained above, visitors don’t always equal conversions. If you’re getting more traffic and fewer sales…well, that’s the opposite of how businesses make money. CRO is about scrutinising the data available and changing this for the better. So check demographics and visitor numbers to see what sort of people are converting on your site.
Test, re-test, and test again
To begin with CRO, you need to start testing. Research and discovery will give you the information you need to increase your conversion rate – so start A/B testing for landing pages. Focus on one particular variable or change at a time, otherwise you won’t be able to tell which one has provided you with better results. Hey, it works for PPC, and it works here too.
Studies have shown this is the most used method of improving a website’s conversion rates. It makes sense: customer behaviour is becoming more unpredictable, so businesses have to ‘go with the flow’ and provide what customers are looking for.
Your thorough testing can include creating site surveys to gain customer feedback, or a testimonials page to encourage reviews and trust in your brand or company. The more you test, the more you learn, the clearer your outcomes are. The brilliant part of CRO is that through this learning process you’ll know what to concentrate on.
Look at the hidden benefits
Testing may seem tedious and expensive, but it actually improves on more than just sales numbers – it improves the user experience. Less clutter, clarifying navigation and easing the customer journey all make your site a better place to browse, and with that you’ve just increased your chances of hassle-free conversions for your customers.
As much as we’d all like to trust our guts and our assumptions, the only way you can really encourage your managers and colleagues to get in board with CRO is hard data. Digivita offers expert advice from industry professionals with years of experience. Contact us today to see how we can help you.