How can you improve the conversion rate optimization strategy of your website?
When website users and visitors land on your site and leave without interacting with your content, they cost you money. And at the same time, they are negatively impacting your Google rankings because not engaging with your site content is increasing your bounce rates.
In other words, several digital marketers have noticed that a flow of massive web traffic does not always convert, or translate to conversions. The reason being that several website owners are not taking advantage of website conversion optimization. They fail to acknowledge or recognize the values of conversion rate optimization.
Hence, the question;
Why Is Conversion Rate Optimization So Important?
Website conversion optimization is useful because it lets you profit from web traffic you already have. In simpler terms, with conversion optimization, you:
- Generate new leads
- Convert website visitors and users
- Increase sales, and
- Generate more revenue.
All these for free without advertising cost because you are using the traffic you already have. Hence, you can see that CRO cuts down customer acquisition cost (CAC) and improve return on investment (ROI).
What are the Major Components of Conversion Rate Optimization?
There are several critical elements of a sustainable conversion, which include, but not limited to, the following:
- Conversion path
- Lead quality
- Useful content
- A/B Testing
However, we will discuss only the top three components:
As the name denotes, a call-to-action moves users to take the desired action. Thus, placing a CTA button in your conversion patterns is a fantastic way to convert website visitors into leads and paying customers.
In other words, when web visitors and users click your CTA, it directs and guides them towards conversion on your landing page.
2: Conversion Path
The conversion path (CP) and call-to-action are like peanut butter and banana; they work hand-in-hand. Why is that so? It is because the CP is the progressive steps that web users will take after clicking a CTA to complete your ultimate goal of conversion.
With a solid CTA, you already know the action you want visitors to take on your website. Hence, a conversion path comes in handy because you will use it to guide users to your CTA. It is made up of the following four components:
- Highly useful content offer
- Landing page. Please, read this post to find the best examples of incredible landing pages.
- A thank you page.
Here is how it works;
To convert website visitors into leads, the visitor sees highly useful content offer, clicks your call-to-action button to gain access to the content offer. Next, he is directed to your landing page. When on the landing page form, he provides the information required to access the content offer.
Source image: The It Marketing Agency
After filling and submitting the form, he is directed to a “thank you page” where he receives the offer. That is the complete process of a conversion path.
3: A/B Testing
A/B testing is a vital element of conversion rate optimization because it gets rid of the guesswork and allows you to make better data-driven decisions. By A/B testing your conversion metrics, you guarantee that every adjustment you make on a landing page will produce outstanding positive results. In effect, it will boost your return on investment (ROI).
Actionable Tips to Optimize Your Website to Improve Conversion Rates
1: Use Competitive Analysis to Improve Conversion Rates
The use of competitive analysis in your conversion optimization strategy is crucial because it enables you to figure out the strengths and weaknesses of your competitors. It helps you to understand what your competitors are doing differently to increase website conversion rates.
Then you can replicate their conversion tactics by taking advantage of their strengths. Also, knowing their weaknesses, you can fill the gaps to improve on their weakness. It will enable you to run a successful website conversion optimization campaign.
In view of this, identify your top competitors and start analyzing their marketing strategies.
2: Create a Unique Value Proposition (UVP)
A UVP is one of the most vital conversion triggers that several marketers overlook. It describes the clear benefits of why consumers should buy your offer. By explaining how your product or services can solve the customer’s needs, your unique value proposition (UVP) separates you from the competition.
In other words, it lets customers understand why they should buy your product or pay for your services. In consequence, it should appear noticeably on your landing page. So use an offer that is difficult for your competitors to replicate.
Image source: Search Engine Land
It will walk you through from start to bottom of the conversation funnel.
3: Use a Contrasting Color for Your Calls-to-Action Button
Your call-to-action (CTA) should standout for visitors to notice and click. That is where using a contrasting color comes to play. As a result, use any color that enhances the view of your CTA button. It will, without fail increase your conversion rates.
However, try to keep a balance with your overall theme to maintain consistency. The idea is that the color of your call-to-action button should be in contrast with the background color. For example, to choose the right color for your call-to-action button, use the complementary color techniques.
A complementary color is always the first element that website visitors will when they land on a landing page; because it contrasts well with the opposite color to stand out.
Hence, the wheel above shows 12 color shades, with each opposite color blending with the other to produce a unique, attention-grabbing color you can use for your CTA button. For example, green compliments red, yellow compliment purple, etc.
Therefore, use color combinations to create fantastic CTA buttons to help you run a successful website conversion optimization campaign. Furthermore, the position of your CTA is critical to improving your conversion rates.
Call-to-Action Placement & Size
As with any business-online or offline, location plays a vital role in the success of the business. It means that the position of your CTA has a huge impact on conversion rates. Therefore, you should test your call-to-action placements by placing it above the fold, below and anywhere in-between to determine the best location that converts better.
For example, Unbounce A/B tested their landing page by assuming that positioning their pricing call-to-action button above the fold would increase conversion rates. What was the result of their testing? Their assumption was correct; the page with call-to-action above the fold saw over 40% increase in click-through rates (CTR).
Neil Patel also ran a test on his CTA position. His result shows that adding it above the fold decrease conversion rates by 17% while placing his call-to-action below the fold perform incredibly well. As you can see, there are conflicting results. My advice is, A/B test your buttons to define the best position that converts well because what works for Mr. A may not work for you.
Your Call-to-Action (CTA) Button Text
Make sure your button text is clear and easily understood. Using words like:
- Start Your Free Trial
- Get Started Now
- Add to cart
- Download now
- Take this course
- Get your free guide today!
- Join free for a month
These CTA texts are more specific and help the user understand what he will get. Unlike “Submit.” HubSpot’s research shows that marketers who used “submit” converted only 14% of leads, compared to those who used alternative text who increased conversation rate by 17%.
Consequence, submit is proven to be less effective in converting leads. So I would advise you not to use the “submit” word in your CTA button.
Nevertheless, several other wordings convert lesser as well, but I’m talking about the word “submit” because it is the default text that usually appears on a CTA button.
4: Add Video Materials to Improve Conversion Rates
Videos are among the best digital marketing assets that help increase conversion rates and for a good reason. Videos on your landing pages can increase conversions by 100%. That is, according to Unbounce.
For example, a HubSpot report indicates that 55% of consumers watch videos content daily, while 78% of users consume online videos weekly. Also, over 50% of buyers want to see more video materials, with email newsletters and social media visuals coming at 2nd and 3rd, respectively.
Therefore, it makes sense to add a video to your conversion rate optimization tactics to help improve conversions and sales. You can create a short video showing behind the scenes footage of your brand’s undertakings, a product description, or an instructional video.
However, don’t forget to A/B test your video because Yobongo tested their video and increased conversion rates by over 70%. Please, note; your video must be very brief.
5: Add Social Proofs to Increase Conversions
If social proof is not part of your marketing strategy, you’re missing out on fantastic business opportunities. Hence, my advice to you is, start gathering as many testimonials as possible and place them strategically on your blog or website.
The benefits are undeniable. For instance, Social proof increases:
- Brand credibility
- Influences buyer decision
- Add trust value to your product or services
- Increase leads and drives sales because consumers trust online reviews when making purchases.
For instance, research reveals that 80% of consumers trust online reviews the same as personal recommendations. Also, over 90% of buyers would read online reviews before making a purchase, while 54% of customers are more likely to visit a website after reading positive reviews.
In consequence, social proofs are critical marketing components that can help you increase conversion rates and drive sales.
6: Create a Sense of Urgency to Move Visitors to Action
This strategy makes web users feel the need to take action. It makes them think that they’re missing out if they don’t act fast, and several site visitors would not want. That’s the power of urgency. As a result, they respond immediately.
In your urgency strategy, you could say something like, “last chance,” “24 hours left,” “closing tonight,” etc.
However, make sure your sense of urgency is real. No one likes being deceived.
Although there are more ways to increase website conversions, the tips above will dramatically improve your site’s conversion rates. Apply them correctly to your sales funnel, and continue testing each strategy to determine the best conversion rate optimization strategies for your marketing campaign.