Getting lots of traffic to your website is great, but how beneficial is the traffic if your leads aren’t converting to customers? Conversion rate optimization (CRO) focuses on how businesses can create more positive impressions on their prospective customers and increase conversions. Of course, like other marketing tactics, you must adjust your conversion rate optimization strategy as digital trends shift to accommodate optimal user experience. Below are some conversion rate optimization tips that businesses can utilize for more effective marketing and increased conversions.
Website Functionality
For any business, especially e-commerce businesses, your conversion rate often comes down to site functionality. If users are brought to your site only to find the page loads slowly or it’s not optimized for mobile devices, they’re going to leave your site and probably won’t give your business a second thought. In other words, first impressions are everything when it comes to your website and its role in increasing conversions. It’s been said that your website is your virtual storefront, and as with any storefront, maintenance is required to keep it eye-catching and draw in customers. The same is true for your website. Most consumers make online purchases and research businesses on the internet because they don’t have time to go store-to-store comparing and searching for products or services. Therefore, your website needs to be designed to provide convenient and hassle-free browsing for busy, multi-tasking consumers. Properly maintaining your site, such as improving your site speed, optimizing it for mobile devices and making sure it’s easy to navigate are all key to keeping users on your site while encouraging them to make a purchase.
Customize User Experience
It’s no secret that the most successful interactions between consumers and brands are ones that are tailored to each individual. There are countless businesses fighting for your target audience’s attention, and what can set your business apart is how well you customize your messaging to each prospective customer’s needs. Everything from ad copy and social media content to email opt-ins and review management should be customized for each user. For example, where they are in the purchase cycle and geographical features can be used to boost conversions. This tactic allows consumers to see your brand as more trustworthy rather than a business that is solely focused on making a sale. This builds trust and creates a positive experience between prospective customers and your brand, which results in them more likely to purchase from your business over your competitors.
Take Advantage of Video
We previously talked about how video can be a versatile marketing tool, but it can also be a valuable asset for increasing conversions. Video has the ability to grab the attention of users and keep them engaged, which is more difficult to achieve with traditional content. That’s not to say that written copy is obsolete, because it continues to play a valuable role in search engine optimization (SEO) and other marketing strategies. However, supplementing your SEO and content marketing strategies with videos can not only boost your online visibility, but it can also provide an increase in conversions, as well. This is largely because video makes it easier for users to understand and retain the message you’re trying to get across. It also allows for a more entertaining approach when reaching and interacting with consumers, which can build trust and positive impressions, encouraging them to do business with you. Consider placing video on key pages of your website, such as your homepage and product or service pages, and also incorporate them into your social media efforts, as well. If you’re currently running or considering digital advertising campaigns, such as pay-per-click (PPC) or display advertising, using video on applicable landing pages or in your ads can be the key to increasing conversions and boosting your campaign’s return on investment (ROI).
Answer Questions Quickly
You’ve strategically designed your site to be intuitive, responsive and informative. However, there are bound to be users who have questions that may not be answered in the content on your website. On the other hand, prospective customers that are on your website may be short on time and want an answer to a question instantaneously, without having to scroll through numerous pages on your site. In many cases, if a prospective customer has a question that your business cannot answer, they will likely leave your site and find a business that provides them with the information they are looking for without needing to do too much research. To keep users on your site and increase the likelihood that they convert into customers, your business should be able to answer questions quickly and with a high degree of customer service. Putting a chat box on your website is one way to easily and quickly engage with prospective customers and provide answers and solutions immediately, before they leave your site.
The Importance of the Call to Action
The wording, design and placement of your call to action (CTA) is a crucial piece of the conversion rate optimization puzzle. In many instances, your CTA is the only clickable link on the page or in the ad, so it needs to stand out and provide a short and concise explanation of what the user can expect. Your CTA should be fewer than five words, use contrasting colors that make it stand out and be a standard format that users will recognize. Another factor that is important to consumers today is security. If you’re able to, provide your prospective customers with peace of mind by ensuring their privacy and security. This might be the reassurance they need to opt-in or continue through their buying journey.
Need More Conversion Rate Optimization Help?
Strategic Marketing is a full-service advertising and marketing agency with over 25 years of experience optimizing campaigns to increase conversions. Since we have both digital and traditional experience, we are able to provide inclusive support across all platforms and media channels to ensure your marketing efforts work in synergy with one another. This creates more memorable brand impressions which is beneficial for increasing conversions. Give us a call today at (561) 688-8155 to see how we can help you get more conversions.
