Conversion rate optimisation (CRO) is maximising the rate at which visitors to your website take the action you want them to take. This could be signing up for your newsletter, registering for your event or buying your product.
How does conversion rate optimisation tie into the biggest trends of 2021? Be it virtual reality, chatbots or machine learning, businesses are embracing customer centric models.
Conversion Optimisation Specialist – An Opinion
Customers are better informed, better travelled and hence, more discerning than ever before.
Marketing and sales funnels should focus more on the customer experience (CX) and not the products being sold. In doing so, funnel optimisation will be a key area that companies must emphasise.
A good CRO plan requires using data tracking, analytics and user experience feedback to improve the performance of your funnel.
Understand what your customers are looking for and give it to them. This will result in their staying on your website for longer before continuing through their sales journey with you.
Technically, CRO optimisation takes many forms. Add elements that aid the customer reaching his goal- a call to action, a newsletter subscription form or webinar registration form.
Also, remove any barriers that slow down the process or make it more difficult than it needs to be. Remove unnecessary steps/pages that do not improve the user experience.
Also, be clear on what you are trying to measure. This way, you can track the appropriate data.
Conversion Optimisation Strategies
1. Lead capture forms
Lead capture forms are an integral component impacting your conversion rate optimization. They allow website visitors to give you their details. Thus, capturing leads and putting them into your funnel.
WordPress plug-ins like Contact Form 7 work well with high-converting lead capture pages. Ensure that the data collected is secure as it will be used to help your customers along their journey.
2. Videos for eCommerce Conversion Optimisation
The fact is, users take only 6 seconds to decide on whether to stay on a website.
Videos can quickly explain your product’s value, communicate your brand story and build relationships with your customers.
It’s no wonder that videos have become one of the key marketing tools on the internet.
A video sales page can have up to 160% more conversions than a text only sales page.
Therefore, use videos to dramatically improve your ecommerce conversion optimisation or CRO optimization.
3. Fear Of Missing Out
FOMO is a big driver of customer action. Editors of traditional media have embraced this concept.
If you do so, you will get the high conversion rates that they did too.
Users are constantly concerned about missing out on a good deal, chance to improve their lives, knowing about the latest gadget etc.
By tapping into the buyer’s natural yearning, you can implement this very powerful strategy on your landing page.
For example, a limited time offer is a good way of getting curious visitors to become buyers.
4. Social Proof
People like to emulate people they feel have made it in life. That is why celebrity endorsements are good drivers of sales.
That is why brands like Nike pay millions to have Tiger Wood as their spokesperson.
People also tend to want to belong to a tribe.
That is the reason why testimonials have a huge impact on the speed at which people decide to buy your product. They lend credibility to the value proposition being offered.
Text, photo or video testimonials help justify the buyer’s decision to get your product. This results in increased sales figures and faster sales rate.
5. Mobile Optimisation
The majority of internet traffic comes from mobile devices like tablets and mobile phones. Naturally, mobile optimisation has become a standard conversion rate optimisation strategy.
Your website should look good on various devices and have its usability maintained across multiple channels. This will reduce your bounce and exit rates.
Your customers will come from multiple sources. Your website will capture a bigger market while reducing your reliance on desktop users only.
6. Understand Your Audience
Only by understanding the type of person visiting your web-store will you be able to serve them better.
Understand their intent. They could be curious and looking to understand more about your product. They could be comparing prices. They might even be ready to buy.
By using tools like Google Analytics, you will be able to track where your website visitors come from. In doing so, you will be better able to understand where they are along the buyers’ journey.
You will be able to give them what they are looking for and help them through your sales funnel.
By providing a good user experience, you will increase customer loyalty. Loyal customers come back often to buy often. They also help to promote your brand through word of mouth recommendations.
Conversion Rate Optimisation – A Conclusion
These are our 6 winning strategies for conversion rate optimisation. Which ones are you going to implement first in your CRO strategy? What else would you add to the list?
Contact Blazing Conversions for conversion rate optimisation services.