Conversion rate is one of the most important metrics that every business looks to improve regardless of the industry they belong to. Whether you are running a subscription-based website or selling products online, the conversion rate offers a detailed idea about how your website and the product is performing among your potential customers. That’s the reason why every website looks to find various ways using which they can optimize conversion rates.
If you are scrolling to the internet from the same then you have landed on the right article where we are going to answer various questions related to what is conversion rate optimization, the importance of conversion rate optimization, and most importantly how you can improve conversion rate.
Table OF Content:
- An overview of Conversion Rate Optimization
- What is Conversion Rate Optimization?
- Why Conversion Rate Optimization (CRO) Is Important?
- 4 Primary elements of conversion rate optimization (CRO)
- 8 Tips to Improve Conversion Rate of your website in 2020
An overview of Conversion Rate Optimization
Today almost every website and marketers focus on driving an abundance of traffic on their website with a goal to convert them either into qualified leads or close them by encouraging them to make the final purchase. Many online retailers think that they don’t need many optimizations just because their potential customers will land on their website whenever they wish to buy the product.
If a shopper is clicking the website then they are ready and willing to buy the particular product which means conversion is something that is very easy to get. Well earlier when there was less to no competition conversion was something that was easy to get but with the increase in the competition, websites will need some effective and proven tips that can help them to improve the conversion rate of their website.
Conversion is considered as one of the key elements of marketing that helps businesses to identify whether their potential customers are turning into paying customers or not. Not only that but if your website and products are not performing well among the audience then the metric helps you to notify that it’s time to reconsider the existing strategy or the website design.
Today on the internet you will surely stumble upon various tips and tricks that will claim to improve conversion rate and boost your revenue. Many websites that are not getting the desired conversion implement it in their website thinking that it will help them to improve their conversion rate. Sometimes they do, but do you really know what actually helped you to improve your conversion?
So the harsh truth is that there are no one-size-fits-all best practices that you can apply to your business (Belonging to different industries) and will offer you guaranteed results. Instead of implementing tips that are working for others, you should find the barriers that are harming your website and not offering your desired conversion. Sometimes your CTA may not be grabbing users’ attention or the design you are offering may drive users away. That is the reason why it’s important to understand what site visitors actually do to perform the final action.
In this article, we will be walking through some of the important and proven points that will help you to identify how you can improve your conversion rate. Apart from that, we have also answered some of the important questions like what is conversion optimization, why is it important for websites to optimize their conversion rate, and more. So make sure you stick till the end of this article to discover new and practical facts about conversion rate optimization.
What is Conversion Rate Optimization?
In simple words, conversion rate optimization is the process that focuses on increasing the percentage of website visitors who can complete or fulfill the desired goal. The goal can be filling a simple form, purchasing products/services/subscriptions, and more. Conversion optimization helps you to analyze your potential customers’ behavior and allows you to understand what motivates a particular group of audience to make their purchase decisions or engage with the marketing elements.
Not only that but it also helps you to understand the user more through your website, the actions taken by them, and things that are stopping them from making the final purchase. Once you have a clear answer to these questions then it will automatically become easy for you to improve your website traffic as well as conversion. The conversion rate optimization is more focused on persuading site visitors to perform the desired action. SO if your current website metric showcases that your conversion rate is lower than expected then you need to plan a conversion rate optimization campaign.
Running a conversion rate optimization campaign can help you to analyze the problems and has the full potential to offer incredible results as you are going through various facet based data, different data-driven approaches, and more to improve the conversion rate of your website. mOts of the time web design and different elements in the web designs dive site visitors away from the conversion funnel. If your current website is not giving your desired results then you can partner with an experienced and award-winning web design and marketing agency that can help you to create an effective conversion optimization strategy to drive more traffic and conversions.
Why Conversion Rate Optimization (CRO) Is Important?
In today’s highly competitive market place it has become difficult for websites to drive users to their websites. But somehow if you manage to get visitors on your website but fail to get them to enter the conversion funnel in the first go then there are less to no chances that they will return back to make the final purchase or perform the desired actions. This way you are losing a great opportunity to get new customers for your business.
The best way to get your site visitors to the conversion funnel and get more conversion on your website is by running a conversion rate optimization campaign that totally focuses on improving the conversion rate of your website by eliminating all the elements that are stopping users from performing the desired actions. Running a conversion optimization program not only helps you to improve your website conversion by saving a lot of time and money but also helps you to explore new opportunities and strategies that can make your conversion funnel more effective and lucrative.
There are a lot of advantages of the conversion rate option as it enables websites to improve their functionality and most importantly understand the site visitor’s behavior. Most of you might think that CRO is a one-time process but in reality, it takes multiple experiments to craft the right and impactful strategy for your conversion rate. On the other hand, if you take help from a reliable and experienced marketing agency then they will put their multiple years of experience in creating a strategy that helps you to improve your conversion rate.
If you wonder why conversion rate optimization is important for all types of business and website then make sure you check the below points:
1. Raising PPC Cost
People get organic traffic on their website but it takes time for the website to perform various SEO activities. They get their web pages positioned on the top of the search engine result page for a particular keyword. That is the reason why people make use of paid advertisement but with the increase in the number of paid ad users, the cost of the PPC is continuously increasing. The higher the demand the more the platform has to be to get their website placed on the top in SERP.
Today pay per click is considered the best way for small and new businesses to increase awareness and sell their products but what if the platform is offering you the desired amount of traffic but your website is failing to convert them into customers. Many online relatives have started to notice that their marketing budget is increasing but the conversion rate is decreasing.
Conversion optimization helps you to convert the maximum number of customers that are visiting your website. It also helps in making each click worth by converting users into paying customers because once a user clicks on your ads then you need to pay the assigned amount to google or the platform you are using.
2. Market becoming more competitive
Earlier when there were fewer competitors in the market people used to purchase the product regardless of the design and experience offered by the website. But with the increase in the number of online retailers selling the same product the market has become more competitive mainly when retail giants are offering all the necessary products with the best experience.
We don’t have to mention how realty giants are eating away small businesses and newly started online retailers. If you want your site visitor to become a paying customer you need to offer the best experience with an appealing website design that grabs a user’s attention and encourages them to make the final purchase. Some of the research-based website design automatically drives users to the conversion funnel and persuades them to take the desired action.
The more competitors you have, the more competitive design and service you need to offer. Conversion rate optimization is the process that helps you to identify what is discouraging the user to perform the desired action and also help you to stay ahead of your competitors.
3. Short customer attention span
With the increase in the number of competitors, users are becoming impatient towers finding the product as quickly as possible. You may think of it as a myth but it’s true that today’s generation has a short attention span. That means if the user is not able to quickly find the product they wish to buy or figure out the way they can find the product they need then they don’t have the attention span to wait around and spend more time in the search for the product in the same website.
Without any hesitation, they will shift to your competitor’s website or look for a website that can help them to find the product as quickly as possible. Pricing has become the secondary factor, if two websites are helping the consumer to find the product as quickly as possible then the consumer looks for pricing. That is the reason why people recommend optimizing your website’s navigation and design.
Conversion rate optimization is the process that allows you to find every small barrier that is stopping the user to perform the final action. It also helps you to combat this mentality and get your site visitor’s attention and encourage them to make the final purchase.
4. Makes You look more legitimate
In today’s competitive marketplace shoppers are afraid of handing their personal as well as financial information into the wrong hand. That is the reason why most online shoppers fail to believe in websites that are not legitimate. If your online store is not optimized or updated then people will fail to believe you, on the other hand optimizing your website makes you look legitimate.
You need to offer a design that encourages shoppers to visit your store and make the purchase apart from that your store navigation also plays a crucial role in making your website and business look legitimate. If shoppers fail to navigate to their product then it may offer a wrong and negative impression. You also need to look at whether the shopping cart is visible on all pages or not and whether it’s getting updated when shoppers add new products.
As mentioned earlier conversion rate optimization is the process that helps online retailers to remove all the barriers that are discouraging users from making the final purchase. So when you get started with the conversion optimization campaign then it will help you to improve every small aspect that will encourage your site visitor to enter into the conversion funnel.
5. Drive more conversion form the same amount of traffic
Nowadays marketers and websites focus more on getting an abundance of traffic but when it comes to conversion the metric starts dropping. Every website and business assign a marketing budget which is used to drive traffic using various mediums. Sometimes it’s running paid ads or making use of content or social media, either way, you are driving paid traffic to your website.
So if it’s costing you to bring a single user to your website then you may have high expectations i.e. converting them into paying customers. If they are not converting then all your money (marketing budget) adn efforts can go in vain. Conversion optimization helps you to convert the maximum number of audience in the same amount of money. Or we can say conversion optimization is the process that helps the website to convert the maximum number of audiences in the same amount of traffic.
Once you successfully craft a conversion optimization strategy then you will start getting lower acquisition costs per customer. That means if you’re within the same marketing budget you will be able to get more customers and the acquisition rate will automatically start reducing. Apart from the tv, your profit per customer also goes up when you have a proven conversion optimization strategy.
6. CRO is considered an integral part of
We don’t have to mention how the digital marketing landscape is constantly changing. Apart from that your audience’s behavior and preferences are also changing. Mainly things like – how users browse the internet, find the content, consume content, convert, and more. Technologies are something that gets updated every year and so as the preferences, both of them can come and go, that is the reason why you need to analyze and follow various data and allow the data to be your guide and test various assumptions before you implement it in your website.
Running a conversion rate optimization campaign allows you to gather some important data, create a hypothesis, create new designs, Run A/B tests, analyze different versions with a goal to identify what outperforms others, and more. In short CRO strategy allows you to analyze various data and test it so that you are able to identify what is working best for your website and business.
CRO not only helps you to move ahead of your competition but also offers you a detailed idea of whether the changes you made will work for your website or not they will help you to save time, effort, money, and most importantly your potential customers. Because a small bad experience on your website may impact your customer base and there are high chances that the user will not return back on your website.
7. Helps you to offer your customers what they really want
Earlier we have mentioned an effective CRO campaign starts with analyzing various data that means it is a data-driven service where business and site owners pull data from multiple resources. When we talk about pulling data from multiple resources then it’s not only from google analytics but also from surveys, feedback from customers, user testing, heat mapping, and more.
Remember the data you get from these resources is invaluable because it helps you to identify the biggest obstacles and barriers that are stopping users from performing the final action. Through CRO (conversion rate optimization) campaign you will be able to identify:
- What actually your potential customers look for after landing on your website?
- Where are they clicking on your website?
- What issues are they facing while scrolling your website?
- What is stopping or diverting them from performing the desired action?
Once you find the answer to these data points then you begin to discover what your site is looking for and how you can convert them once they land on your website.
8. Put your ahead of you competition
In today’s competitive marketplace you can’t expect your potential customer to make the purchase even if your online store is failing to offer an optimized user experience. CRO enables you to analyze every small barrier that your site visitors might be facing after visiting your website. When you start optimizing your website in a way that helps the user to get all the information they need without any barriers then it will become easy for users to make their decision faster.
These types of practices give your business and website a competitive edge in your industry. Leveraging conversion rate optimization strategies in your ongoing digital marketing campaigns helps you to get an invaluable insight into how users are engaging with your web pages and the whole website. Not only that but it also helps you to showcase your brand as a brand that listens to its customers and identifies what users are wanting to deliver the best user experience.
Remember even small changes in your web design like improvement in the website loading time, button placement, and more can help you to improve your conversion rate. With every testing, you will come to know what is working best for your website and business.
4 Primary elements of conversion rate optimization (CRO)
By now you must be aware of the importance of conversion rate optimization. An effective CRO campaign needs in-depth data to analyze results, run the various tests, tweak the design, and more so that the website and business become more relevant and related to the visitor and encourage them to perform the desired action. There are different elements of conversion rate optimization that most websites will encounter while running conversion rate optimization. Below we are going to highlight all of them:
1. Landing Page
The first element in the list is the landing page that defines the success and failure of the websites. The design and message of your landing page will play a major role in defining the success of your website. The more aesthetic the design the more people will get attracted to it. People that are visiting your landing page come with a clear intention of purchasing the product but sometimes they leave the web page without purchasing any product. It either becomes of the design or the message.
Remember it’s important for every website and business to understand the importance of the design as it can make and break the customer’s final purchase decision. Most of the retailer giants strategically design their product page so that customers are able to interact and engage with the web page. Like making the “Add to Cart” button stand out from the crowd (making it clearly visible), placement for CTA, title, and more. Apart from that, there are other aspects like using white space, highlighting product features, and more that can contribute toward encouraging customers to make their final purchase decision.
2. Content of your website
Next in the list, we have another important element “homepage and other web pages” that actually influences customer’s purchase decisions. A well-designed and intuitive website has the potential to drive more traffic and encourage site visitors to enter the conversion funnel. The words you use inside your web pages have the power to convert a site visitor into paying customers. That’s why it is always recommended to create highly relevant and engaging content that highlights the product and persuades the user to take action on it. So the website copy is divided into future more section like:
The headline on your web pages
We don’t have to mention that headlines are the first thing that your site visitor comes across after opening your web pages. The headline of your web pages creates the first impression of your website as well as a business. If your headline fails to grab your customer’s attention then it may impact the customer’s final purchase decision. Some of them may not even bother to scroll down and check other elements on your web page. That is the reason why it’s recommended to craft the best headline for your web page. Below we are listing a few things that you can consider while creating your web page headline.
- Sometimes the words in the headline are persuasive but the formatting discourages users to check the entire page. You can focus on the font type, size, and color to ensure that it grabs user attention and makes it easy to read and understand the fonts.
- Apart from formatting the writing style can also engage the user. Instead of highlighting your products directly as a question. For example, if you are offering SEO services then you can display questions like looking to grow your online organic traffic? Or looking to boost your revenue and more. Apart from that, you can also focus on including numbers so it will grab the user’s attention.
- Make sure your headline is short and simple and doesn’t have much jargon. Because you don’t know how educated your site visitors are. Sometimes adding too many difficult words drives away users from your website.
The body of the content plays a crucial role as it influences both search engine ranking as well as customer’s purchase decisions. That is the reason why it’s said to create a well-written body that answers every small question that users might have related to the product and services. The body should be clear, concise, and should contain simple sentences, and also portray your brand and website persona.
- Same as the headline you should consider formatting while creating the body of the content. Instead of writing long paragraphs focus on creating small paragraphs. Make use of subheadings to define the purpose of the paragraph. Add more bullet points into the body of the content. Focus on selecting the right font size, color, and type that make it easy for the user to read the whole paragraph.
- The writing style also plays a crucial role in making the body of your content more informative and relatable. Depending on the type of your target audience use the right tone (Fun, professional, casual, and more) in your content. Make use of stylistic elements like adjectives, metaphors, and more to highlight main points. Add key phrases in the body of your content. Make sure the body of your content is directly addressing the end-user.
3. Call To Action (CTAs)
If you are already running an ecommerce website or any other blogging or standard website then you must be aware of the importance of CTA’s. From the term, you can easily recognize that by placing the CTA you are asking the user to take the desired action. The action can be like subscribing to a newsletter, booking a slot of a webinar, seminar, making purchases, and many more. The more attractive and stronger the CTA is, the higher chances are of getting more leads and customers.
If you are looking to encourage users to take action after visiting your website then make sure to highlight your CTA so that it grabs the site visitor’s attention and doesn’t disappear in the crowd. To optimize your CTA you can always look at the industries best CAT strategies like
- Placing the CTA at the right position (strategic location)
- Adding more than one call to action in a web page
- Avoid adding multiple CTA for different purposes as it can confuse site visitors.
- Selecting the right color by understanding the color psychology
- Make it easy to find on your web page
- And many more
Remember the CTA is considered one of the important elements of CRO (conversion rate optimization). So spend more time identifying the best color and location for your CTA so that it garbs site visitor attention and encourages them to perform the desired action.
4. Website navigation and structure
Apart from CAT your site structure and navigation can be another element that you can look into while running a conversion optimization campaign. Your site structure should focus on creating an experience that allows users to navigate to the product easily. The site structure is nothing but a graph that shows how different pages in your website are connected and interact with each other.
The site navigation and structure of a standard website will be totally different from the site structure of an ecommerce website. If a user lands on the home page then they typically start navigating from the homepage and start exploring various categories then the subcategories until they find the product they are looking to buy. If the navigation process is streamlined then it will create a positive experience and also encourage the visitor to make a successful purchase.
On the other hand, if it’s unstructured then you will end up losing your potential customer because every shopper looks for the best experience. If they fail to find the product then they will not hesitate to shift to your competitor’s website. That is the reason why it’s said that site navigation plays a crucial role in driving site visitors to the conversion funnel. You need to ensure that your site visitors are able to find the product and services as quickly as possible.
In short, creating a streamlined website, navigation is one of the keys that will help you to increase your website conversion.
8 Tips to Improve Conversion Rate of your website in 2020
1. Setup Goal form your CRO campaign
Most of you must be expecting some tips that can help you to improve the conversion rate but in this article, we are going to start from the basics that will help you to identify every small barrier that is discouraging users from performing the desired action. As mentioned earlier conversion tips and tricks that are working for others may not work for your website and business that is the reason why it better to start analyzing things from the basics.
So first we recommend you set goals for your conversion rate optimization (CRO) campaign. When you set goals then things become much easier to achieve. For example, if you are running an online store then you must be looking to boost your conversion rate. Just having a goal to improve conversion will not offer you the desired result. Instead, you can plan to add some numbers like boosting overall site conversion by 10% or improving conversion on a particular product page or category page.
Before you start analyzing your analytical report and dive into A/B testing, it is recommended to set high-level goals to make your conversion rate optimization campaign more effective and impactful. Once you successfully set goals for your website next you can look into your analytical tool to fetch some important data which can be used to get a brief idea about how much you are looking to improve from the current metrics.
2. Start Collecting Data (Google Analytics)
Google Analytics is one of the most popular, powerful, and commonly used analytical tools by almost every website. Not only because it’s free but it offers you a brief idea about the traffic origination location, device, the activity of your site visitor, and more. In short, we can say it offers you every small detail that can help you to improve your website functioning and performance.
By now you must have a clear idea about your current conversion rate and from the above point, you must have defined goals for your CRO campaign. Now it’s time to identify why your website and web pages are not able to convert the site visitors. Directly jumping onto improving your current website will never offer you desired results.
Instead, you will end up spending more time, money, and effort to implement every aspect to identify the best one for your business. Analyzing your current analytical report helps you to identify the specific barrier that is stopping users from performing the desired action.
Not only that but google analytics also offers an insight that offers you an in-depth idea about whether the conversion is strongest and weakest. Most of the websites come across cart abandonment related issues. Through analytics, you can easily identify where people tend to drop off on your website.
Some of you might be running blogging websites so through google analytics you can easily identify which blog is not performing well and get a detailed report on which blog post is failing to convert readers into email subscribers. Apart from that, you can also check conversion rate differences between devices. Some of your web pages might perform well on mobile devices compared to tablets and desktops. Through this, you will be able to identify why your audience is not converting on mobile devices.
3. Make use of qualitative and quantitative data
Apart from analytical data you also look into quantitative data which can be used to increase the conversion rate of your website. There are various tools like crazy egg and Hotjar that help you to identify how users interact with your website and web pages after they land on it. Through this, you’re eliminating the guesswork and getting a detailed report on why users are not converting after visiting your website.
Quantitative data is good but when it comes to determining exactly why your site visitors are not converting then it is important for the website to collect qualitative data as well. You can collect qualitative data using in depth survey, feedback, skype interviews, and more. In reality, there are a million ways to approach your customer and ask them the right question that can actually help you to identify the barrier.
4. Run A/B Test
Businesses and websites who haven’t heard anything about A/B questions often ask how it’s conducted, the best A/B testing software, and how I can get started with the split testing. If these questions are troubling you then you may find your answer in this paragraph.
Well before we move ahead we would like to tell you that A/B testing can offer you effective results only when your website drives sufficient traffic on the website. It’s undeniable that if your website is not driving sufficient traffic, then your test will fail to reach statistical significance. There are various tools available that can easily indicate whether your website drives sufficient traffic for A/B testing or not.
Once you successfully identify whether your site is good for A/B testing or not, the next thing that comes to every user’s mind is “what do I test first”. It’s obvious that websites have multiple elements and things like buttons, headlines, images, descriptions, and more. So here is how you can get started with A/B testing.
- Start with the web pages that get a lot of traffic because if the particular web page is getting traffic then it means there are high chances of converting them. If your homepage is getting an abundance of traffic then you can start testing with the homepage.
- Next, you can look into the worst performing pages. With the help of analytics, you might have a detailed report on the number of web pages that are low performing. Once you identify them then you can get started with the A/B testing. Sometimes optimizing these low performing pages can help you to get 3X or 5X conversion.
- Apart from that, the data you collected will also play a major role as it will help you to get started with the fact-based data that you collected from users. For example, if the survey tells you that site visitors find it difficult to navigate to the product or find the button then you can give first preference to test those elements.
Now that you know how to split tests we also recommend you create a hypothesis so that you are able to test things based on logical and fact-based data. Because testing random stuff will never help to achieve desired results. Below are listing two different ways using which you can run a split test.
One of the most commonly used A/B testing methods is getting started with testing big elements and changes inside your web pages. Most of the time site owners commit a mistake by testing small elements like button color and more. Instead, you can start testing different versions of the web pages, and once you have the winning page, then you can test the small elements. You can also make use of the A/B software available in the market like Unbounce, VWO, Optimizely, AB Tasty, and more.
Once you are done with the A/B testing then the next step is to analyze the result so that you are able to improve your website conversion rate. If you are using an A/B testing software then you don’t have to worry about statistical significance. But the software will help you to know whether the result reached statistical significance or not. Once you are done with the A/B testing you will have a detailed report on what you learn during the testing process and elements and changes that can be tested in the future.
5. Create Conversion Focused Design
We don’t have to mention the importance of web design in driving traffic and conversion. Most site owners assume that web design is all about offering a good-looking design to users but there are other factors that site owners should consider while designing their website. So below we are going to list some tips factor that you can consider while optimizing your existing website design for better conversion:
Most of the site owners ignore writing image captions which are considered the best way to persuade users. The caption has the power to persuade site visitors because the image caption gets read 2X more than the image with a boring or without any caption. So we strictly recommend making use of these precious factors by wrong some persuasive copy that grabs site visitor attention.
Directional cues are another factor that can help you to make your website more conversion-centric. Using directional cues you can guide your store visitor to look at a specific place. For example, if your website contains an image that is either pointing in the right or on the left then the site visitor will probably look at the place where the person inside the image is pointing. Not only a person but if they look at an arrow then there is a high chance that their eye will go on the point where the arrow is pointing. This is how you can leverage directional cues on your website design
Make CAT clearly visible to your audience. Most of the time traditional-looking CTA works best in driving conversion. The best example is retail giant amazon, shoppers are used to accessing those types of CTAs. If you are adding CTA in the text or image then users will probably never know that they are looking at a call to action and your website will get fewer clicks. Apart from that, you can focus on understanding color physiology so that you are able to select the best color that helps you to drive more conversion.
Make use of the progress bar when you are offering multi-step forms or funnels. Adding a progress bar gives a clear idea about how much more is left for example if you are asking a user to fill the form then the progress bar will indicate to the user that there are more than three steps left. A progress bar encourages users to complete the final process.
Showcase your phone number on your website as it can help you to boost your website’s credibility and trust. People that are landing on your website at some point may look to connect with your executive, that is when the phone number will help site visitors to connect with your executive. Apart from that displaying phone numbers on your website gives an assurance that you are available whenever the buyer comes across any problem related to a product or services.
Reduce the total number of options and fields in your form. Adding too many options increases customer’s anxiety. Sometimes customers also get frustrated after selling a lot of options and fields. That is the reason why we recommend you cut out the option and make it short. even if you remove one option then it can make a huge difference.
If you don’t want yourself to get into the web design process then you can consult with an experienced website design company that can help you to create an attractive and conversion-centric website for your business.
6. Design Highly Converting Landing pages
Landing pages play a crucial role in conversion rate optimization campaigns because websites create landing pages so that they are able to convert users into leads or into paying customers. That is the reason why websites focus more on optimizing their landing page because if you are able to increase conversions on the landing page then it will help you in improving the whole website conversion. Below we are going to highlight some tips using which you can increase your website conversion.
Most of the time words on your landing page can make and break your customers. That is the reason why we recommend you test your landing page for the presence of negative words. If there are any we recommend you remove them and change them to something that can offer a positive impression. For email avoid using words like worst, loose, and more in your landing page headline.
Instead of using words like buying or sign up on your landing page, we recommend you to use benefit-oriented words like “try this” “start my free trial” and more. Apart from that, you can also include an action-oriented copy in your landing pages that persuade users to take action on it by offering every small detail and benefit. Many site owners create a passive copy that doesn’t work in the competitive marketplace. Instead, start to highlight some points on how your product and services can help users and advantage of it which can encourage users to take action.
Apart from that you can showcase your reputation and gain visitor trust by adding logos of the companies that you have worked with, or highlighting what industry experts say about your “in quotes”, what your existing customers think about your business and product. Most of the time adding social proofs encourages customers to perform the desired action.
Focus on creating an attractive headline because the headline of your landing page can influence customers’ final decision. Creating a hazy headline not only gives rise to abandonment but also creates a bad impression about your product and services. That’s why it’s recommended to create a headline that not only grabs user attention but also encourages them to perform the desired action.
Apart from that we also recommend removing jargons from your website so that your website can be accessed by a non Ph.D. holder. Most of the time adding jargon makes your web page more complex and when the user fails to understand the true meaning then they are left with no other option than to leave your page without performing the desired action.
Instead of using paragraphs to highlight important points and benefits we recommend you use bullet points to make your landing page look more effective and helpful. Apart from that if you think your product and service price is less than the price displayed on your competitors then we recommend you highlighting the pricing as it increases the chances of conversion.
7. CRO For Ecommerce website (Best Practices)
If you are running an ecommerce website then your conversion = revenue so here we are highlighting some of the important CRO techniques specifically designed for an ecommerce website.
If you are aware of price anchoring then it can be the best option that can help you to persuade customers on your website. So here is how price anchoring works when you show your site visitor a certain price then or we can say the suggested price to which most of the users get anchored until they find the actual price which encourages them to make a purchase.
You can also add a reassurance copy on the checkout page or to your product page near CAT so that it encourages users to take action and purchase the product. For example, adding benefits like free shipping, money-back guarantee, social proof and more can encourage customers to take action on it.
We don’t have to mention the importance of adding the image to your product page so we recommend you add multiple high-quality product images from different angles that give confidence to your audience and encourage them to purchase the product. If available you can also add a 360-degree view of your product.
We also recommend you to mark your top-selling products as it creates a strong impression and encourages shoppers to check their details. If you have optimized your product page properly with the proper headline and features of the product in bullet point then there are high chances they shopper may purchase your online store top-selling product.
Apart from that, you can also look into adding an advanced search bar that helps shoppers to find the product faster. If any of your site visitors are leaving your site without making the purchase then you can collect their email id so that you can nurture them and persuade them to visit back and make the successful purchase. m
Adding a product filter is another tip that you can consider to prove your ecommerce website conversion. Most of the time shoppers land on your ecommerce website with a budget or brand they wish to buy. Adding a product filter makes your product page more converting. And we also recommend adding a guest checkout option in your ecommerce website like most of the other ecommerce websites do to get more conversion.
Adding discount popups and a trust symbol in the payment make your ecommerce website more effective and converting. We also recommend making your product and category page load lightning fast so that it creates a positive experience and encourages shoppers to return back on your website to make future purchases. Apart from that, you focus on making your web pages mobile-friendly so mobile buyers are easily able to access your website and web pages.
8. Create Attractively and converting CTA’s
As mentioned earlier, call to action buttons can make and break your business. This is the reason why you should put special attention while creating the CTA of your website. A small wrong move can cost you more than you can imagine, people will visit your website but will never convert. So below we are going to list some of the strategies that you can consider while creating an effective CTA for your website.
Make sure you place your CTA in the right place as it can grab user attention and encourage them to take action. And the color of your CAT will also help you to separate it from the crowd. Apart from that, you can add an urgency trigger to your CTA as it can help you to convert your site visitor more quickly.
For example, adding statements like getting the product delivered in the next 2 hours or the next two days can persuade your site visitors to make decisions quickly. Apart from that, you can also add countdown time to encourage users to take action quickly.
Apart from that here are some of the best CTA targets that you can use to improve your website conversion:
- Placing the CTA at the right position (strategic location)
- Adding more than one call to action in a web page
- Avoid adding multiple CTA for different purposes as it can confuse site visitors.
- Selecting the right color by understanding the color psychology
- Make it easy to find on your web page
- And many more
By now you might be aware of different CRO techniques that you can use to improve your website conversion. Remember instead of following the steps blindly we recommend reaching core to identify barriers that are actually stopping users from taking actions. Once you identify those barriers then it will become easy for you to optimize your website conversion rate.
If you need further assistance related to website design and conversion then you can always reach out to an award-winning website design company that can help you to create a fully-fledged website that drives more traffic and conversions.