Have you been floating on cloud nine lately, because your site has been getting a whole lotta traffic? That’s awesome. But before you start hooting and hollering, check yourself—have you optimized your site for conversions?
Here’s the thing, you could drive all the traffic in the world to your site, but if it’s not optimized for clicks, engagement, and conversions, all that traffic means absolutely nothing. You want to get your traffic to do something. Luckily, there are strategies to help make that happen.
What Is CRO?
Conversion rate optimization (CRO) is a digital marketing strategy that involves improving your on-site experience to boost conversions. Good CRO strategies have brought organizations a 223 percent increase in ROI.
As 87 percent of consumers conduct online product research, the implementation and design of your website play a crucial role when it comes to your bottom line. Whether you want your prospective visitors/leads to sign up for your newsletter, claim an offer, or make a purchase, you want the layout of your site to encourage them to do so.
Therefore, a large part of CRO is executing a comprehensive analysis of site visitor behavior to alleviate issues that might be setting your prospects off track.
16 Quick Tips to Start Boosting Your CRO
We all need an upgrade now and then, so don’t stress if you find your site needs some optimizing. We’ve got you covered with 16 quick tips to help you improve your CRO and start converting more leads on your site.
1. Create Compelling CTAs
Your CTAs, or call-to-actions, need to encourage your visitors to take the action you want them to take.
Here are a few things to keep in mind when writing them:
- Use action verbs. Instead of generic language like “submit,” weave in action verbs like “grab yours”’ “buy now,” and “claim my free site audit.” The key is to elicit emotion and win interest.
- Personalize when possible. Hubspot discovered personalized CTAs had a 202 percent higher conversion rate than basic CTAs. This involved creating separate CTAs for leads and first-time visitors and using action language like above.
- Test variations. Not sure which CTA will work best for your audience? Test them out. With A/B testing, you can test different variations of CTAs and even other site components like headlines. Look into tools like Hubspot & Kissemetrics’ A/B Testing Kit and VWO to help your team make more data-driven decisions.
- Pair your content with a CTA. In other words, every piece of content on your site should have a CTA. This includes your blog posts, landing pages, and even videos (weaving in a CTA in videos gets 380 percent more clicks than standalone CTAs). You want to let your readers know what to do next.
2. Use Buttons
Instead of using links, consider using buttons for your most important CTAs. Buttons are more obvious and clickable.
CTAs that look like buttons can generate a 45 percent increase in clicks. And when you place them throughout your content, this can produce great returns. When content marketing agency Brafton implemented CTA buttons to their client’s article templates, this increased the client’s revenue by 85 percent in just one month.
3. Play with Button Colors
You’ve probably heard that colors incite various emotions and moods. The same can be said for button colors. Try testing out different colors to see which ones generate the most clicks.
Here are a few helpful facts to get some ideas brewing:
- Software company SAP discovered orange CTAs increased their conversion rate by 32.5 percent.
- Marketing automation company Performable found red CTAs improved their conversion rate by 21 percent.
- Jewelry retailer Helzberg Diamonds saw a 26 percent boost in clicks by adding an arrow icon to their CTA buttons.
- When comparing red and green buttons, Hubspot discovered red brought in more conversions.
The key is to have your CTA buttons stand out, but not in a way where they divert from your brand. Choose complementary colors and of course, always make sure the copy is on point.
4. Write Concise Copy
All those anecdotes, adverbs, and modifiers? Cut them out. They’re distracting.
The goal is to get your visitors to keep reading. Otherwise, you’ll bore or confuse them, and they’ll be hopping on over to your competitor’s site. So get to the point.
As you’re writing your copy, try to match the reading level of your audience. This requires tapping into your buyer persona—characteristics that make up your ideal customer.
Take time to flesh out your buyer persona to create messages intended for your target audience. The greater connection you can foster, the more trust you’ll gain.
5. Create Longer Landing Pages
Writing concisely doesn’t necessarily mean you should stick with writing short copy. In fact, you shouldn’t be afraid to go long-form, because you have to make sure you’re addressing all of your customers’ pain points and questions.
Long landing pages generate up to 220 percent more leads than shorter pages. So try testing a long page versus a short one and see which one brings in the most engagement.
6. Eliminate Unnecessary Links
We were serious when we said to get rid of all distractions. Spend time to evaluate all the links on your site and ask yourself:
- What purpose does this link serve?
- Does it provide any value to my prospects?
- Will this link take them to a site/landing page that will help our organization win more trust?
If it’s a no on all points, then you know what to do—remove them.
7. Pay Extra Attention to Your Headlines
There are no exceptions to this. As renown advertising executive David Ogilvy said, “When you have written your headline, you have spent 80 cents out of your dollar.”
Your headline is the most important part of your landing and blog pages. Eight out of ten people will read your headline, but only two out of 10 will read the rest of your content.
Invest time to brainstorm a good list of titles before selecting one. To help you create a strong headline, here are a few formulas and examples to get you started:
- [Benefit].[Benefit]: Drive Engagement. Close More Deals.
- [Question].[Solution].: Having Trouble Sleeping? Here Are 10 Bedtime Apps to Try
- [Do Something] in [Period of Time].: Tune Your Piano in 20 Minutes
Try to address a pain point in your headline and include numbers. Then, A/B test different variations on tone, length, and numbers.
8. Use High-Quality Images
Invest in high-quality images, and stay away from cheesy stock images. Your photos should complement and enhance the look and feel of your site.
Consider including pictures of people to humanize your brand. If you’re selling a product, this will help people envision the item in their day-to-day lives.
And if you’re educating people on your company, photos of your team can help prospective clients connect more with your brand. Again, it’s about compelling people to keep scrolling and exploring.
9. Use Reviews & Testimonials
Over 93 percent of people make buying decisions based on online reviews. Social proof is always powerful. It provides assurance and reduces risk for the consumer. More importantly, it helps you establish credibility and trust with new visitors.
Weave in reviews and testimonials from your customers and clients on your landing pages. Try to include them towards the top, so your readers see them sooner rather than later.
10. Add Pop-Ups
We know, no one likes pop-ups. They can get annoying. But if you do pop-ups the right way, you can win up to a nine percent conversion rate.
Here are a few to help simmer down the annoyances of pop-ups and use them to your advantage:
- Add in a 30-second delay timer on your pop-up. That way, you give your visitors some time to browse through your site without distractions.
- Establish a cookie to make the pop-up appear only once for each visitor.
- Make it easy for people to close your pop-up.
- Try featuring different offers in your pop-ups to see which one performs the best.
11. Implement a Chat Box
Live chat is quick and personal. It speeds up consumers’ purchasing decisions and gives a chance for them to engage with your brand.
According to ICMI, customers who chat prior to making a purchase bring in a 48 percent boost in revenue per chat hour and a 40 percent increase in conversion rate.
12. Incorporate Video
Whether it’s showcasing your latest product or creating a tutorial on how to use it, videos are a great tool to keep your audience engaged with your brand. Why?
- Users spend up to 88 percent more time on websites that have videos.
- According to the same Forbes source above, 64 percent of people are more likely to make a purchase after viewing a video about a product.
- Landing pages with videos help increase conversions by 80 percent.
In a culture where people are inundated with information, you want to provide content that will stick. Videos can do this.
13. Remove Unnecessary Form Fields
You want to make the experience as easy as possible. Asking your visitors to fill out a whole bunch of information is like asking them to come over and vacuum your floors. It’s a chore. It’s a turn off. It’s annoying. Don’t do it.
Instead, ask them to provide only the essential information like their name and email address; you can collect other details later. Don’t force your shoppers to create an account as they’re checking out either. Always have a “guest checkout” option to help move things forward.
14. Use “You” Instead of “I”
If you have instances where you’re using “I,” “we,” “our,” or another variation, change them to “you,” or “you’re.” Focus on your prospect.
People outside of your organization want to know what your service/product will do for them. So instead of saying, “Our product comes with a free coupon,” write, “You’ll get a free coupon with your purchase.”
15. Streamline Your Ad Copy with Your Landing Page
You probably have PPC ads floating around online. And if they’ve been getting a lot of attention, great. Keep at it by ensuring your ad copy promises what your landing page (or whatever page your ad links to) provides.
As a business owner, you owe it to your audience to provide accurate expectations. In other words, say what you mean. Otherwise, you’ll have high bounce rates, low dwell times, and low conversion rates.
16. Reap the Full Benefits: Pair Your CRO Strategy with SEO
So if CRO strives to convert your visitors into leads and customers, how do these people come to your site in the first place? Yep, you guessed it—SEO (search engine optimization).
SEO feeds visitors into your marketing funnel, and CRO works to parade these folks further down the funnel. Without SEO, you won’t have a good amount of people to nurture, but more importantly, you won’t bring in qualified leads to feed your bottom line. SEO finds out where your target market is hanging out and brings your business to them.
To reap the full benefits of CRO, pair your CRO strategy with a solid SEO campaign.
Convert More with Big Leap
CRO and SEO aren’t easy to do, especially alone. That’s why it’s important to find a team of digital marketers you trust and who can provide honest and helpful feedback (not to mention, help you suss out the gajillion acronyms the marketing world has to offer).
We can be that team for your business. Our team at Big Leap has proudly served a variety of industries to help them achieve higher online visibility and returns. Contact Big Leap today for help with your CRO and SEO strategies. We’re happy to provide you with a free strategy session to get the ball rolling.
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