How do you survive in an online space where claims like ‘If we don’t bring in 99% increase in conversions, we oblige you for free’ or ‘We are the floodgate for higher conversions, hire us and see 300% increase in your sales’ are common chalk talks.
Conversions are to businesses as breathing is to life!
There are companies that are doing really well in terms of converting visitors and then there are those who are constantly struggling to get good results. What’s the difference really? CRO is not an activity; it’s your business’ second identity, and a way of life. To be precise it has to be in your company’s DNA. And in marketing lingo Conversion rate optimization service is the process of scientifically revamping elements of your website in an attempt to make your website more effective. These elements can include but are not limited to web pages, landing pages, images, words and processes used on your site, or simply taking away aspects that may be demeaning your page goal. By increasing total conversions you should increase overall revenue, decrease your cost per acquisition & bounce rate and increase the overall ROI of your Internet marketing efforts. The practice tools encompass online AB Testing, Multivariate testing, Usability Studies, and Heat Mapping.
If you have been a client, you would know what it is to have a ‘thick thirst’ for sales, leads, and overall value you offer to your clients. And if you have been on the other side, you would be aware how conversions can reform a business from drab to fab. In the same breath, it goes without saying that in order to enjoy a great monsoon of online sales, the landing pages are equally cardinal as much as other website pages.
Getting started with CRO – Have clear messages handy
Once you have a website, the next thing to focus upon is to how to convert customers that show up! First things first, put right messages across to convert web traffic. Here’s a checklist you should be ready with, once you know and understand the predominant purpose of the whole strategy, CRO becomes your favourite thing to pursue.
Understand and answer:
- What are you selling and promoting?
- What problem does your product/service solve?
- What do you want your users to do on your site/email/page?
- What is it in your products/services that benefits them to click on/do/complete the conversion process?
- Why must they take a call to action NOW and not LATER?
- What are the incentives you offer them for their action?
You have to clearly lay out the key business drivers that make your customers take the action you expect. What is it that stacks up your revenue? Is it the number of customers that purchase your product? Is it the average order value per customer? Or is it a customer's lifetime value? Differentiate between lagging indicators and leading indicators. Lagging indicators are generally revenues/customers, number of purchases, number of repeat purchases and leading indicators are number of page views, number of times someone visits a site and the like.
Customers Visit More because of your Design – Designs are like Honey Traps
Your design indeed matters. Make your design decipherable and should be brilliantly created that offers high user experience. Hallmark for a good design is an intuitive layout. Make a clear, simple design directing the user what they should do and not leave them wandering. Play with text sizes, weights, and colors and make the most of the messages you want on the page.
A great Copy is a forever Win-Win mantra to convert visitors to Customers
Hold your Writers rightly tight by their hands, they are your magic wands. Once you have the design ready, you need the right contents with the most effective keywords. Achieve great relevancy between your keywords, products and ad copies. Provide holistic information about your product and its features. State those benefits that the users will receive when signed up. Finally encourage the users to sign up for the sign up process.
A/B Testing
Make a note of your current metrics. Your test must adhere to
- Wait for at least 100 unique visitors to each page in your test
- Run the test for at least a week, preferably two, to ensure you cover
- daily variations in behaviour (weekdays are often different to weekends)
- Don’t stop the test until it reaches at least 95%+ statistical significance
Before launching your test, it is significant to QA it for bugs, and get a confirmation that conversions are tracking properly. Imagine a perfectly designed optimized test that doesn’t track results well? In order to have actionable insights, QA, IMPLEMENT & ANALYZE your test. The testing strategy, quality and frequency of your tests say a lot about your funnel’s maturity level.
Offer a Post Conversion Experience
Don’t leave your customers lonely, even a slight space of aloneness could leave them disinterested for further associations. In order to build customer relationships, ensure they made the right decision by choosing your product or service. Offer a support like a live chat insisting that you are always ready to hear them out, ask them to follow you on social media pages, ask for email subscriptions, giveaway bonuses or incentives. Do a survey; get a feedback on your customers’ reviews. Provide know how contents or case studies.