Website Conversion July 31st, 2013
Conversion Optimization – also popularly known as Conversion Rate Optimization (CRO) – is an Internet Marketing process that focuses on converting website visitors into customers.
Firms across the globe spend thousands of dollars for clicks. But what happens next? Has the traffic been converted into significant sales or leads? In most cases, the answer is a resounding NO.
If your current strategy only brings in meaningless clicks, then you are definitely on the wrong path. It is time to have a quality CRO strategy in place to take your business forward to the next level.
Here are some tips to develop a quality CRO strategy for your business:
An efficient CRO strategy may take 1 or 2 years to bear fruit. This is because a major analysis of the current website will be required to arrive at areas of improvement. Study the current bounce rates, conversion rates, the average time spent by visitors on your website and the average page views. Based on your findings, you may have to make significant changes to the homepage and internal pages to boost conversion chances.
A mistake several companies make is to not clearly define their value proposition to readers. What good is your website’s content if it fails to establish a connect with your target audience? Have an expert read through your content thoroughly to identify whether the value proposition is reflected in it.
Your website should be visually appealing and feature buttons that clearly define what they are meant for. A lot of companies play around with the look and functionality of their websites, ending up with designs that keep people away. Avoid Flash and other fancy functionality that keeps the user distracted from the actual purpose of your page.
You may have content with perfect grammar and a design that looks perfect. But all this comes to naught if they don’t appear persuasive. Look around for sites that are doing well online. How persuasive are their content and design? Use ideas from them to improve the way your website looks and reads.
Define your call to action properly and let your readers take the next step.
Is your website cluttered with too much information? Does the main selling point (as defined in your value proposition) have priority over others? Let your readers read and access what is important to your website and let them take action. Also, make sure you have a search box functionality for your website.
Study the keywords that bring traffic to your website and you will realize that they fall into two categories – the performing and non-performing ones. Pamper the keywords that are not doing well for your website by making them part of your PPC campaigns. At the same time, don’t ignore performing keywords – focus on them as well to ensure that you maintain rankings for as long as possible.
What is the nature of visitors who do not convert? Are they browsing from their mobiles? If yes, how mobile-friendly is your website? By studying your visitors, you will be able to arrive at a pattern that explains why they leave your website as soon as they arrive. Use your resources to rectify this as early as possible.
Check analytics to prepare a list of pages that have high bounce rates. Maybe the page is ranked high for keywords that have no relevance to it, thus resulting in an exodus of visitors. If that is the case, then you will have to either change the keywords optimized for that page or transform the content.
In case a landing page is not performing properly, you may have to either redesign the page or rewrite the copy.
Some visitors rely on sitemaps to navigate through the website. Ensure that yours is optimized with the right links so that visitors get information that directs them to the proper pages in an efficient manner.
Hope the tips featured in this article helps transform your website into a winning one. All the best!