Search Engine Optimisation is an integral part of any online marketing campaign. Yet as important as it is, it still serves as a means to an end. There’s a reason for SEO, which is to drive customers to a website, but not just to leave them there without a purpose. They are funneled there to take one form of action or another.
Conversion Rate Optimisation (CRO) is how you turn browsers into buyers. If you run a blog and are subscription-driven, a great CRO campaign lands you more subscribers. To put this simply, CRO crowns the efforts of SEO.
You might have spent a lot on the digital marketing aspect that is dedicated to attract customers to your site’s landing page. It could be through PPC, organic SERPs, guest posts or blog posts. CRO is the last step to finalise the whole process set in motion by SEO to produce Return on Investment.
According to an Ascend2 research on CRO, 71% of marketers reported that an effective Conversion Rate Optimisation is “very important” in the general success of marketing campaigns. 61% of the marketers further stated that a poor CRO strategy hinders the success of marketing tactics.
So, without refining your CRO efforts, the purpose of your entire marketing campaign is defeated. Every bit of procedure leads to the landing page and conversion must happen if a business is to make any ROI.
What is Conversion Rate Optimisation?
CRO is the process of methodically improving your website to compel a higher percentage of your visitors to carry out a specific action. These actions may include subscribing for newsletters and other services, buying products, providing information through forms, or becoming long-term customers.
CRO involves a lot of analysis. It studies how site visitors react to the current settings and environment of the website; why they don’t take actions, why they do, what compels them to, and what deters them. These analyses are then used to fine-tune the website to address the negative aspects and improve on the positive ones.
Breaking it down
When a particular visitor completes an action on a site, that visitor is said to be converted. The measure of the general visitors of a site per the converted visitors is called the conversation rate.
What this means is:
If a user simply peruses the content of a website, checks out product descriptions and even makes it to the landing page without completing an action, they remain visitors and conversion has not taken place.
How to Calculate Conversation Rate
Calculations with regards to subscriptions and purchases are different. This is because a single visitor needs to subscribe once for a subscription based site, while a customer can make multiple orders or buys on an e-commerce site.
So let’s look at purchases:
When it comes to purchases, conversion rate is calculated by dividing the total number of purchases/orders on a landing page by the total number of sessions, regardless of how many users have clicked on the page. So if there are 2000 sessions in general and 200 purchases from the 2000, the conversion rate becomes:
200 ÷ 2000 = 10%
So the conversion rate here is 10%.
Now for subscriptions:
With subscriptions, conversions are measured with unique users rather than all the sessions of every user. This kind of conversion can prove harder to track. But here is how it works: if there are 3000 users and 500 have subscribed, the conversion rate would be:
500 ÷ 3000 = 6%
So the conversion rate here is 6%.
With subscriptions, the number of subsequent visits by a subscribed user is not accounted for.
How to Improve Conversion Rate Optimisation for a Website
To fine-tune your website for higher conversion rates, you have to employ a number of systematic processes. You have to try as much as possible to execute your optimisation processes in detailed precision.
These processes will enable you to find out where to optimise, who to optimise for, and how to carry out the optimisation. Data is key to these processes.
CRO is a form of profiling. Analysis of visitors’ behaviour is carried out to determine their preferences and the elements of the site that don’t sit well with them.
There are a number of practices to carry out when optimising a website for more conversion. We will be touching on them chronologically.
First, employ a great user experience (UX) and user interface
The User Experience of a website determines how friendly the website can be and how users enjoy their interaction with it. With a great user experience, site visitors will stay on a website longer, and that increases the likelihood of being converted.
A user interface works hand-in-hand with a UX. It is the medium of communication between the website and the visitor. Font style, theme, colour and other aesthetics and responsive elements on a website are components of the user experience.
Perform A/B testing on your landing pages
A/B testing tracks how site visitors respond to two different versions of the same web page -sales copy or app. By carrying out this test, the preferred version is quickly recognised and improved upon.
This testing procedure can enable you to understand how the outlook of a landing page affects the visitor. Elements are ideally taken and new looks are presented to the same category of visitors to find out their relative responses.
Use analytics tools to track user engagement
With an analytics tool like Google Analytics, you can monitor visitor behaviour towards your website. This tool will provide metrics on how they engage with your site. Some of the data you will be able to pool includes:
- The kind of visitor you’re dealing with. This will help monitor ideal prospectives that are actually in need of the products or service you offer.
- The device and browsers a visitor used. You can streamline your website to perform better on these applications and devices. For example, if the majority of your visitors access your website with mobile devices, you should optimise your web pages to work better on these device types.
- Where they land on your site. The web page on your site that welcomes most of your visitors. You can optimise by enhancing the look, experience and interface of the page.
- How they got to your site. Through blog posts, search engines or referrals. Check out the funnel oath that supplies most visitors to your website and focus on it.
- Where they leave your site. You can get to know what they were doing and what likely made them leave. You can remove this element entirely, or improve on it.
With this data, you can direct your focus to specific parts of your website and improve on them. This will lead to higher user engagement and conversion rates.
Identify prospective customers and survey them
Once you have used the analytics tool to gather data on your site visitors, you can find out the kind of visitors they are and which ones you should target. Once you have identified the ideal prospective customer to target, you can begin to survey them.
With this process, you get to ask questions like: why were they compelled to visit your site? Which product or page appealed to them the most? What kind of service do they expect from you?
With this information, you now know what your visitors are looking for more or less. The next step will ideally be to provide these services in a way that will appeal to them.
Create a live messaging platform and make a team member readily available
Using a live chat platform provides a communication pathway between you and the customer,
which is particularly effective if you run an online business, where you need a customer to make an order, purchase or to simply contact a sales team member.
It isn’t just a great communication tool. You can use this tool to learn about issues, difficulties and confusion in real time. Then, you can speedily provide solutions to these issues and also enhance those categories.
Promote customer reviews and include comments sections on your blogs
Customer reviews can tell you where your site – or even products and services – are falling short. With these, you can make the necessary changes. Using a third party review site can also boost your CRO, as more than 78% of prospective customers, according to a study, trust reviews just as they trust personal referrals.
Also, implement an easy-to-use comment section on your blog pages, and a review section on your product pages. These can yield feedback that you can turn into a weapon to help refine your website better and increase your ROI.
What you should avoid
Stay away from non-fact based decisions, like pursuing an instinct and implementing changes based on it, blindly following your competitor’s methods and adhering to the suggestion of a single customer or visitor.
With an effective CRO, your website can yield many leads and your conversion rates can rocket. Small changes can amount to huge implications, so make sure your procedures are data-driven and guided by verified facts.