Rather than focusing all your efforts on attracting more visitors, conversion rate optimisation (CRO) is a cost-effective approach that helps you convert a higher percentage of the visitors you already have into customers or clients.
Put simply, it involves ensuring that the proposition used to attract visitors is reflected by their experience when they arrive.
For this to work, it’s important to make sure the landing page meets the user’s expectations, satisfies their needs and encourages a follow-up action – no matter which route they have taken to arrive on your site. You’ll need to understand your target customers and their browsing and purchasing habits so that you can tailor your offers, campaigns and content accordingly.
CRO ensures that your traffic is appropriate, relevant and of the quality that you require. This enables you to provide the best possible user experience and convert more visits into leads and sales, helping you to get the best possible return on your investment.
Conversion rate optimisation can also provide ‘quick wins’, as rather than reaching out to a new market or making huge changes, you’re simply leveraging your existing traffic and channelling it more effectively.
- Load time across different browsers and devices
Long load times can have a devastating impact on conversion rates, with a one-second delay liable to reduce conversion rates by 7%. There are numerous ways to reduce page load speed and keep those clicks coming!
Copy that’s too wordy, not wordy enough, poorly-constructed or generally not optimised can turn readers off your business – visitors to your website want to find the information they’re looking for, and get answers quickly.
- Intuitiveness of design and layout
Innovation is great, but don’t let it get in the way of your website’s functionality. Remember, it’s not just you that will be using your website. A confusing website is one of the quickest ways to lose potential customers, because they’ll just click off and go to the next website that they can navigate more easily.
You’ll have an idea of how you want your potential customers to move through your website and what actions you’re hoping they’ll take. However, to encourage these actions, you have to make it easy! For example, are your sign-up forms easy to follow and use?
- Indicators of trustworthiness
E-E-A-T is one of Google’s most important ranking factors, and the T stands for Trustworthiness. You need to be able to prove to your potential customers why they should trust that your product or service is worth it. You might include qualifications or accreditations, privacy assurances and customer reviews on your website.
- Consistent messaging throughout the sales cycle
Build a brand identity and stick with it to ensure that your customers are seeing the same messages throughout the sales cycle. This consistency continually drives the customer towards taking a specific action, such as purchasing online or contacting your sales team.
If you would like to learn more about how a specialist conversion rate optimisation agency could help your business be seen and get found, please don’t hesitate to get in touch with our expert team today.