Getting people to visit your website or open your emails is the first step to effective communication with your prospects and customers. However, you need more than just a captivating headline, an interesting tweet, or a hooking subject line to get the feedback you aim for when you open a communication channel with your audience.
You need to identify what makes your public happy and use this information to improve your digital marketing strategy. This way, you capture and maintain the attention of a broader targeted audience that is more likely to take action in the direction you want.
Conversion rate optimization puts you closer to your customers
When you’re looking to convert website visitors into leads or leads into customers, you need a powerful message and clear call-to-action that generates engagement. To see how effective your marketing efforts are, you must calculate your conversion rate. This metric shows you where you stand and is a significant indicator for measuring the efficiency of your marketing efforts.
Conversion rate optimization (CRO) refers to all the marketing techniques that you use to encourage conversions. It’s about knowing your target public and your customers well enough to understand how they interact with your brand and what you can do to improve their experience.
As your audience is different from any other public, so should be your conversion rate optimization strategy. This way, you provide your prospects with customized content, tailored to meet your public’s expectations and increase your chances to get the reactions you want. However, there are standard actions that put you closer to achieving your goals.
CRO best practices
When you follow CRO best practices, you build business opportunities. Every time you get a new lead or you close a sale, you create and consolidate your relationships with your customers, leading to business growth.
Improve your website for a better user experience
Build your site with your audience in mind. Ask yourself what you can do to make your website more appealing to your visitor.
● Improving design elements like the color palette, the size of your CTA buttons, the fonts and size of the text
● Using a minimalistic design that removes clutter and all the information that can distract your visitors from the CTA
● Writing better content in the form of accurate answers and easy-to-implement solutions
● Improving site speed (40% of users abandon a page that needs more than 3 seconds to load)
Use social proof to gain trust
63 percent of consumers say that they’re more likely to buy from a website that has product reviews and ratings. When you design your landing pages or your emails, include testimonials and reviews from your existing customers.
Make this content human, by adding photos of your happy customers next to their reviews. Encourage your clients to send pictures of them using your product, to illustrate its benefits, instead of simply writing it all down.
Test multiple CTAs
When you compare the performance of various calls to action, you’re more likely to improve your conversion rates, as you can identify the one that brings the best results and use it across multiple channels.
You can run various tests, to increase the efficiency of your landing pages — with different trigger words, by placing your CTA button in multiple angles on the page, or by painting your button a different color.
Keep the information in the forms relevant
The forms shouldn’t necessarily be short to convert better. Studies show that many other factors influence your conversion rate, besides the form’s length, such as users’ expectations, formatting, the type of conversion, and even the amount of information you need from your website visitors.
As long as you ask relevant questions, in line with your customer’s needs, your visitors will take the time to provide you with the answers. Better yet, a well-designed form with a couple of extra questions can help you select leads that have a real interest in your product and are more likely to turn into customers.
Optimize for all devices
63 percent of internet traffic comes from mobile devices. You must make your strategy mobile-friendly, to increase conversions.
With more internet users using their smartphones and tablets to make purchases online, you need to optimize your forms for all the devices. Make them easy-to-fill from smartphones, to make communication with your brand comfortable for all visitors — which can improve your conversion rate significantly.
The user experience drives your conversion rate, so conversion rate optimization ultimately means optimizing every interaction your users have with your brand, through email, social media channels, or directly on your website.
Build your conversion rate optimization strategy around your customers, by adding value every time you communicate with them. When you show your public that you’re trustworthy, they’re more likely to fill out your forms, give you their data, and buy from you.