Conversion rate optimization (CRO) can be compared to shopping. When users are surfing the Internet, they are looking to “buy” something. Whether they’re buying amusement, information, or an actual product, they’ve arrived at your website in hopes of making that purchase. These purchases are known as “conversions.” Conversion rate optimization, CRO, is the act of refining your website to maximize purchases.
Conversions are the goal of every website. Yes, every website. Whether it’s a law firm getting sparse leads or an online retailer with a bloated inventory, conversions make or break your site.
Recently, we redesigned a client’s website to optimize his conversion rate. He saw an immediate 800% increase in leads, which immediately boosted sales and a fat return on investment. Conversion really is the point of having a website.
Here are 6 ways to improve it:
For some sites this call to action is an Add to Cart button, for service-based sites, usually a simple form or invitation to subscribe to an e-newsletter. Users know you want their business and aren’t surprised that you’re asking for them to buy something or contact them. Keep the forms as short as possible to maximize your CRO. Only require the fields you absolutely need. The easier you make it for the user to purchase your product or service, the more likely they’ll follow through. Imagine the laziest person on earth and optimize your site for him or her.
3. Implement SEO tactics
Novels can (and have) been written on this topic, but there are a few critical elements that must be considered to improve your CRO. The purpose of SEO is to increase the traffic to your website, and the increase of qualified traffic can lend to an increase of conversions. Thus, SEO can’t be ignored if you want to generate profits or visibility online. Here are a few questions to ask your SEO consultant or agency:
a. How do I write SEO-friendly headlines and content?
b. What is the best way to generate inbound links to my site?
c. Is my site’s code optimized for search engines (h1 tags, 301 redirect, etc.)?
d. Would my product or service benefit from pay per click campaigns?
e. What ongoing tactics can I do to keep my SEO alive and kickin’?
4. Create service or product specific landing pages
Landing pages are a stellar way to drive more qualified leads to specific pages on your site. If you sell books, toys, and board games on your site and try to optimize your homepage for those three categories, your success and credibility to a user searching specifically for a book has been decreased significantly. If you set up an optimized landing page that focuses completely on books, however, you can drive qualified traffic to that page and maximize your conversions.
5. Offer something of value!
To maximize your CRO, offer your visitors something that could benefit them. If you are a law firm, offer your first consultation for free. If you sell an energy drink, send them a free sample in exchange for their contact information. Most users are willing to hand over their contact information in exchange for something free. Analyze your return on investment and tweak your offering until you find the “sweet spot.”