Many businesses make the mistake of thinking that their website is the finished product. It’s often just the beginning. Users are fickle, and what they like today might not be so appealing tomorrow. People have short attention spans, and your site needs to capture their interest from the first moment.
The competition for users’ loyalty is cutthroat. If you want your visitors to return again and again, you need to give them a reason to keep coming back. You need to convert them into lifelong fans – or at least create an experience that compels them to take action by signing up for your email list or buying something from you again soon.
If you’re struggling with attracting visitors, creating a user experience they can’t ignore, and converting them into leads or customers… read on!
What is Conversion Rate Optimization?
Conversion rate optimization, or CRO for short, is the process of making small, strategic tweaks to your website in order to improve the number of leads or sales you get from each visitor. What does that mean?
It means that you’re not trying to completely redesign your website or create a completely new marketing strategy. You’re simply identifying the parts of your website that need improvement, and then making small changes to fix them.
The key to success with CRO is to focus on making consistent, small improvements to your site. It’s the Hail Mary pass, not the quarterback sneak that brings a win. It’s the long, consistent grind that will get you the results you want.
– Bounce Rate – The percentage of people who visit your site and then leave without clicking on anything. A high bounce rate means that visitors don’t find what they’re looking for, or that they don’t like what they see.
– Click-Through Rate (CTR) – The percentage of visitors who click on your call-to-action (CTA) buttons.
– Conversion Rate – The percentage of visitors who take the action you want, whether that’s making a purchase, signing up for your email list, or whatever else.
– Goal – The action you want visitors to take on your website.
Why Is CRO Important?
It’s not a matter of “if” but “when” your website will lose the top spot in the SERPs. It’s a matter of when your visitors will stop clicking on your links and bouncing from your website. You’re competing for attention in a crowded marketplace.
You’re up against major brands who have been around for decades and have mastered their customer experience. You’re also up against startups that have no reputation to protect, but who are offering better rates and faster customer service.
You can’t depend on old-fashioned marketing strategies to win new customers. You need to be using the latest technology to get their attention and keep it. You need to be using CRO to make your website as user-friendly as possible and give people a compelling reason to click on your links.
How to Achieve Great CRO Results
– Do Your Research – Understanding your audience and their behavior is the first step to improving your conversion rate. Look through your analytics data, read your reviews, and ask your current customers what they would change about your website.
– Start Small – Don’t try to implement every change at once. Tackle one or two problems with your website at a time, and make sure they get fixed.
– Be open to New Ideas – Be willing to try new ideas that might sound crazy. The first time someone used a pop-up on their website, it probably seemed insane. It’s only later, after we’ve accepted that technique, that we see how effective it can be.
– Always Test – Once you’ve got a few changes up and running, test them against each other to see which ones are working best.
The Bottom Line
Successful CROs require patience, consistency, ongoing analytics research, and a willingness to try new things. You can’t expect to get great results with one or two tweaks. You need to be willing to make continuous improvements to your website in order to stay ahead of the competition.
If you want to attract more leads and sales, you have to make sure your website is as effective as possible. That means understanding who your customers are and what they want, and then making sure you’re giving them exactly that.
1-Click-through rate prediction in online advertising: A literature review
Received 20 July 2021, Revised 22 November 2021, Accepted 19 December 2021, Available online 5 January 2022, Version of Record 5 January 2022.
2-Predicting bounce rates in sponsored search advertisements
Online:28 June 2009