Conversion rate optimization (CRO) focuses on turning the website visitors into action takers. The action can be purchasing the product, leaving their details in the form, or subscribing for a newsletter. CRO’s end goal is to get the desired action from a website visitor that benefits sales and the company. For instance, we may want customers to get in touch with the sales team through the landing page. However, this might not be as simple as it sounds.
The Necessity of Conversion Rate Optimisation
According to Statistics Brain study, the attention span of a website visitor is only 8 seconds. Thus, a brand must do its best to capture the attention and turn a visitor into a customer in this golden time.
Additionally, Search Engine Optimization (SEO) and CRO go hand in hand. While the first one helps draw traffic to the website, the latter focuses on converting them into potential customers. Though a website has a solid SEO strategy, it is equally important to focus on the CRO strategy.
Conversion Rate Optimisation Tips
Conversion rate optimization strategies should be creative and may or may not be expensive. After all, the competition is fierce. No brand can take a chance to lose the customer by being boring and routine.
Here are useful yet straightforward Conversion Rate Optimisation tips that help boost CRO figures:
1. Use Creative Videos to Grab Customer’s Attention.
Videos are now a necessity for digital marketing. And, for capturing the attention of visitors, videos help immensely. Videos are proven to spike the customer’s intent to purchase the product by 97%. This is a stat that can be too hard to ignore.
Add videos about the products on the landing page. Work on how the video can explain the value the product can deliver to the customer. Choose a creative video style. Try digital drawings or crisp and short explainer videos. Connect with the needs of customers through refined vlogs.
Using videos on landing pages offer another benefit. They help explain more in less time and are an effective way to glue website visitors because of their short attention span.
2. Focus on Bounce Rates
Drawing visitors through SEO is a great tactic but retaining their attention and engaging them is the actual challenge. A high bounce rate indicates that the users are not engaged towards products and the content.
Scrutinize why and what is leading to a high bounce rate.
- Is the website optimized for mobile viewers?
- Does your home page look tight-packed, irritating the visitors?
- Are there too many types of content on a single page that is messing up the users’ attention?
- What about the design and UI, the colors and fonts?
- Is the navigation smooth and user friendly?
- How engaging and quality do the images on landing pages have?
Make a study of such aspects and focus on improving the engagement of users.
3. Use the FOMO Tactic.
Visitors may turn into buyers if we can create a sense of urgency, a sense of countdown, or a stock shortage. In other words, it is the fear of missing out on the product that may push users to buy the product.
Research how to implement the FOMO technique for your brand. Add a call to action that shows the limited time availability of the discount offer. Experiment with a clock showing the countdown of the reduced-price validity. Alert the user about the stock left in bright red to draw the attention.
The FOMO technique is best used along with the automated marketing strategies to draw enhanced results.
4. Use Testimonials and Reviews
Customers might think twice about purchasing a product that has not been tried and tested by others yet. Testimonials are proof that the product or service is trustworthy and reliable. By adding testimonials and reviews of your past customers and clients, a sense of trust builds up in the customers.
Add visually appealing and professional-looking testimonials to the landing page. Experts opine that testimonials can boost the conversion rate by as much as 400% when used in an impactful way.
5. Add a Human Touch to the Content.
While SEO keywords can help draw users, an overload of keywords might sound robotic. Users may soon get bored and feel like exiting the page as quickly as possible. Draft content in such a way that users should feel connected to it. Stick to the point and be specific content-wise. Do not add too much into one single page that may confuse the readers.
Visitors might often look for help or want to get more clarity about your products and services. A live chat functionality to the landing page might help in waving off doubts of users.
Summary
When it comes to CRO optimization, personalization, as per the brand needs, is the key. The strategies can vary with products and services that the brand offers. The competition and the end goals are also essential factors that decide conversion rate optimization strategies. If one approach does not work out, experiment with another one. Try variations in each technique, adding your brand’s touch at each step. Customers turn to the website for the brand name. So, let that reflect in SRO strategies too.
