Have you been looking for ways to increase your sales or revenue? You may have different company products and services. You can have an online bookstore, an IT company, or even a local charity, but you all have the same vision – to have page views that convert. And that’s where CRO comes in.
How Can CRO Help You?
How persuasive are you is your web copy?
Conversion optimisation works great if you’re looking to turn in a percentage of your site visitors into real customers. In other words, they act to your call to action. The action can be downloading an ebook, filling up a form, making a purchase or signing up for a course.
According to Wikipedia, “In internet marketing, conversion optimization, or conversion rate optimization is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.”
The goal of CRO is to increase the number of conversions from the amount of traffic available. It’s a test and learn approach where marketers experiment with the components of a webpage to find out the impact on conversion.
A/B testing and multivariate testing to determine the best combination which converts more visitors into leads or customers.
CRO Visitors Channels Groups in GA
Common CRO Mistakes
Did you try out CRO strategies on your website, only to see no noticeable results? Redesigning the whole website isn’t always the right way to go about things.
No, CRO and SEO don’t hurt each other. To get the most out of this, you need to put the two in the same bag. And that’s where most marketers fumble. It’s a few common CRO mistakes you’re making that are stopping you from moving ahead. We will just take a look at a few reasons for the roadblocks below.
Conversion Forms
You have included a conversion form with a catchy CTA but still, don’t get the desired conversion. Recently, you have also got more incidents of abandoned carts what mistake did you make?
Turns out, that many marketers put too many distractions in their cart page or conversion form. You might find it tempting to get lost in an array of colours, fonts and text, but that might not translate to conversions.
According to another new survey, buyers look for a distraction-free shopping experience. Take a look at Amazon’s checkout page! Amazon eliminates all distractions like links or extra information to channel the buyer through the shopping experience.
CRO distraction free Amazon shopping cart form
Airbnb also does a good job of removing clutter and distraction and encouraging the user to take action. The first thing you see when you land up on their website is the conversion form!
So don’t put anything that can derail the customer from completing the order or action!
Site Speed
If your site loads at a snail’s pace, you are surely going to lose on conversions. 50% of users will expect a site to load in under 2 seconds. Also, a delay of one second in loading time can reduce 7% conversions.
Google also uses site loading speed as a ranking factor, for that decides whether you get traffic in the first place. Here are a few tips to address slow site speeds:
- Use tools such as Google Page Speed Insights to determine your response time
- Compress the images without lowering their quality
- Cut down on HTML and CSS/JS files
- Use CDN and advanced caching
Impact on Mobile
Google has officially declared that mobile searches have outpaced desktop searches. So if you don’t have a ‘mobile-first’ approach, you are going to lose on conversions.
Now it’s not enough to create a responsive website that works on mobile devices. You need to optimise your website for mobile traffic and then work on it to make it suitable for desktops.
What are the advantages?
- Increased ROI
- Content first design
- Content first design
- Omnichannel customer experience
- Improved customer segmentation
- Enhanced information architecture
If you check your analytics, you will see that considerable traffic comes from mobile devices. You can’t ignore your mobile audience.
Landing Pages
Are you using your landing pages to convert your leads?
Landing pages enable the customer to focus on a single concept. You can encourage your visitors to take action without confusing them with other information.
MarketingSherpa says that 62% of B2B companies own less than 6 landing pages. You can create a separate landing page for your product or service and optimise the page elements to drive more conversions. You can also boost your search engine ranking by working on the keywords, links, content and images.
Landing pages also help you to monitor customer activity closely. You can easily conduct A/B tests on various variants like images, content, page design and website copy to find the ones that work best.
You can use different testing tools to make your job easy!
Automated Workflow
Automating your workflow can empower your sales team and achieve more conversions. Did you know you can automatically re-engage customers who abandon your cart with an email? Or your sales reps can get instant notification when a lead checks out your pricing page?
You can also send emails to leads and enable them to book meetings with a click!
Achieve all of it with marketing automation. You can tweak your website and set up the automation to get more conversions out of your traffic.
Understanding Statistics
Say you are running a test and stop when it reaches 90% statistical significance. You think 90% is good enough and you can base your results on the statistics.
But it’s one of the biggest mistakes you could be making! Statistical significance is just like placing a bet. So are you ready to bet, based on 90% odds of the test results? A statistical significance of 90% is as good as declaring, “I’m 90% confident that this is the right method to place my bet on it.”
When it comes to CRO, 90% significance is not enough to conclude. Marketers run their tests until they achieve a rate as a percentage of 98% to 99%.
Understanding statistics is important to determine the accuracy of your results. Unless you know how to find the right statistics, your marketing efforts are not going to be successful.
Set aside some time to learn how to interpret them. You can find guides to teach you about statistical significance, sample size, percentage change, confidence intervals and so on.
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