For many people, driving traffic to their website is priority number one. From there, you can go one of two directions:
- Cross your fingers and hope for the best.
- Focus on boosting your conversion rate.
Which one sounds like a better idea to you?
If you’ve yet to focus any time and attention on conversation rate optimization (CRO), now’s the time to change your ways.
Before we discuss a variety of simple-to-implement CRO strategies, let’s review a few important statistics:
- Approximately 22% of businesses are satisfied with their conversion rates. (Econsultancy)
- For every $92 dollars spent acquiring customers, only $1 is spent converting them. (Econsultancy)
- On average, companies are spending as much at $2,000 a month on CRO tools. (Forbes)
These statistics are telling for a variety of reasons. For example, it’s alarming that only 22 percent of businesses are satisfied with their conversion rates. If you belong to the other 78 percent, you shouldn’t hesitate to alter your approach.
The second statistic corresponds with the opening of this blog post. While companies are spending a lot of money to acquire customers, they’re not focusing nearly as much on converting them. You want the breakdown to be closer to 50/50.
Finally, it’s good to see that some companies are spending big on CRO tools. You don’t have to spend $2,000 per month (unless you want to, of course), but a couple tools here and there can go a long way in boosting your efficiency and effectiveness.
1) A/B Testing is Your Best Friend
Simply put, A/B testing allows you to identify what approach is generating the best results.
For example, you can A/B test different landing page layouts. Or maybe you decide to test two color schemes. Along the same lines, you can alter the content of a page to see what generates the most business.
There are a variety of high-level A/B testing tools, such as Optimizely. This tool, for example, allows you to “experiment broadly across the entire customer experience, on any channel, any device, and any application.”
Even when a particular approach appears to be generating high-level results, don’t shy away from running a test. You never know when a minor tweak can majorly boost your conversion rate.
2) Go Mobile
Is your website mobile friendly? If the answer is yes, you don’t have anything to worry about in this regard. If the answer is no, it’s time for an immediate change.
With mobile usage continuing to grow, you can’t afford to overlook the importance of a mobile-friendly website.
Imagine this: you grab your smartphone and navigate to an online store with the idea of making a purchase. Then something happens. You find that the website is anything but mobile friendly. In fact, it’s downright difficult to navigate.
What do you do? Like most, you immediately search for a more user-friendly alternative.
As a growing number of people use smartphones and tablets to search online, it’s imperative that you offer the best possible mobile experience. This one change alone could do wonders for your conversion rate, as well as your overall level of traffic and revenue.
3) Experiment with Video
Video marketing doesn’t work for every company in every industry, but it definitely has the potential to boost your conversion rate.
Here’s the only thing you need to know: including video on a landing page can increase conversion by 80 percent.
That one statistic proves that there is no better time than now to experiment with video. A high quality, professionally produced video could be the one addition to your website that takes your conversion rate from average to out of this world.
4) Review Your Call to Action Buttons
Did you know that something as simple as a call to action button can be presented in hundreds (if not thousands) of ways?
Many people think that one call to action button is as good as the next. They never consider the fact that a simple tweak can have a positive impact. You can optimize these buttons by:
- Experimenting with the positioning.
- Using bigger buttons.
- Altering the font and size of the text.
- Choosing the right colors.
Tip: rather than hope for the best, A/B test every change you make to your call to action buttons.
5) Analyze Your Visitors
What are your visitors doing when they land on your website? What aren’t they doing?
It’s essential to understand the behavior of your visitors, as this puts you in position to make key changes that can have a positive impact on your conversion rate. With an in-depth review, you can better understand:
- Elements of your website that are attracting the most attention.
- Elements of your website that are being ignored by visitors.
- How far down the page your visitors are scrolling.
- The pages that receive the most attention.
- Click behavior.
- Entry and exit pages.
As you analyze visitor behavior, you’ll soon identify trends that can help you better serve your audience. And of course, these trends will also allow you to make changes to improve your conversion rate.
By implementing one or more of these tips, you can be confident that your conversion rate will increase in the near future. Even a one percent conversion rate increase can have an enormous effect on your bottom line.
Again, even if you’re relatively new to conversion rate optimization, none of these strategies will go over your head. Instead, you can implement each one with just a little bit of time and effort.