Conversion rate optimization (CRO) is, at its core, a way of improving the efficiency of your web site. Web site conversion happens when a visitor signs up for a mailing list, buys a product, or otherwise “converts” to a customer or client. Many different elements on a web site influence conversion rates and there is enormous benefit to be found from optimizing the process. After all, spending less money and resources to get the same results frees up assets to be directed at further growth.
10 Point Checklist to Improve Your Web Site’s Conversions
1. Know Your Consumer’s Needs
Every demographic is different and no two groups, no matter how similar, will necessarily value the same elements the same way. By understanding who your customers are and what they look for in a product or service, you can better tailor your CRO approach. For example, if your business targets the parents of young children, you might try emphasizing elements like convenience or safety. Another way is to make it easier to find what visitors are actually looking for. When someone clicks on your web site, chances are they don’t want to have to navigate around media statements or self-touted accomplishments to find product descriptions or address information. By understanding what visitors need from your site and putting it front-and-center, you can improve your likelihood of conversions occurring.
2. Tactical Design
The simple shape and arrangement of a web page can play a use part in conversion optimization. Seemingly minor steps like adjusting a navigation bar or reducing the amount of options visitors can choose from can help keep users focused and attentive. Negative space, colour, and more can also help direct attention towards what should be the main focus of a page. There is a reason that many businesses use a white background when displaying product images. It is also important to take the impact of colour into account. Many colours have different psychological or cultural connotations that need to be kept in mind. Blue and green are considered calming almost universally but others are more subjective. Chinese culture, for instance, places red as a lucky colour while Westerners tend to associate it with warnings or alarms instead.
3. Create Engaging Content in All Forms
There is much more to content than making sure it has the right formula of phrases to attract Google’s eye. Your search ranking means nothing if your content can’t effectively appeal to and engage visitor attentions. Ideally, web content should be easy to read, helpful, informative, a pleasure to read, have an engaging subject and/or tone, and prompt a call to action at the end. Other elements like video (not autoplay video!), images, or comments can help further interest in your message.
4. Have a Fast Web Site
Users are much less tolerant of slow web sites than they used to be and the very definition of what makes a page “slow” has changed dramatically in the past decade. Most users expect pages to load within a second—sometimes even less. Every second a page spends loading is time in which a visitor might click away and get distracted or even abandon the effort entirely.
5. Pay Attention to Navigation and Page Flow
Make sure to pay attention to how visitors move about your site. This can be done through solicited feedback or simply sitting someone down and watching them navigate. You may find that there are parts of your web site’s conversion funnel that confuse, distract, or even deter people from making the final journey. This could be something as minor as a button not being big enough or in a more visible position or as significant as your site not accepting a preferred payment method or asking for too much information during a sign-up. Google Analytics and other tools can be used to track user flow from one page to the next and can help identify such “bottlenecks”. If one is discovered, investigate in order to find out ways to further your web site’s conversion optimization.
6. Mind Your Headlines
First impressions matter a great deal and headlines are a huge part of what initially sells a piece of content to a visitor. There is no hard-and-fast rule on what makes a good headline so finding out what to use will require some experimentation and testing. Trying variances in language, specificity, inclusion of offers, keywords, catch phrases, and more until you find the formula that works best for your demographic.
7. Use Marketing Offers and Specific Landing Pages
A marketing offer is basically the “freebie” that is offered in exchange for information, usually the visitor singing up for something. When designing an offer, make sure it is something that is related to the product or service you are trying to sell or can somehow assist the user with the problem your business is meant to solve. An important CRO tip is to create a landing page dedicated to your offer so that users can sign up and access it easily. Make the most of the landing page by explaining the offer clearly and placing emphasis on the value being earned. Also important is to make sure you aren’t asking for more information about the customer than is warranted. The length of the form to fill out should always be proportional to the value of the offer.
8. Track Your High-Converters
Part of web site optimization involves finding out what is currently working well in addition to what isn’t. Being able to identify the pages and page elements that give you the highest conversion rates lets you narrow down on what is driving visitor behaviour the most. Do your best converting pages have more content? Less content? Logos? Buttons in a particular space or size? Experimentation should be encouraged in order to narrow down and accurately identify—and harness—your most successful conversion elements.
9. Design Easy-to-Fill Forms
No one likes filling out forms and you should make the process as painless as possible. Don’t make customers sign up for something in the middle of an order since it disrupts their flow, and make sure to only ask for the absolutely necessary information. For instance, if your product is entirely digital, do you really need to know the customer’s address? Another tip is to try integrating sign-ups with another service like Facebook or Google+ so customers don’t need to juggle extra login information.
10. Use a High-Converting Call-to-Action
The call-to-action (CTA) is the final message of a piece of content. It is what encourages the reader to “call now”, “learn more”, “sign-up today”, or take any other specific course of action you desire. A CTA often forms the first part of the chain that leads from your web site’s content to a successful conversion, so its importance can’t be understated. A good tip for web site conversion optimization is to ask yourself “why”. Why should a visitor call you or buy your product? Use these answers and incentives when crafting your CTA in order to make a better pitch and ultimately see better rewards.
Getting Professional Web Site Conversion Optimization
Numero Uno Web Solutions is a premiere provider of search engine and web site promotion services for businesses of all shapes, sizes, and industries. Providing conversion-optimized web sites is just one of the many ways we carry out this goal. Our strategies take into account both the latest developments in SEO and web marketing research along with tried-and-true approaches. Our precise, studied methods have benefited Toronto businesses along with industries across Richmond Hill, Vaughan, and more. Our success has even allowed us to extend our reach and offer SEO services to Texas, Massachusetts and Florida. For any business looking to achieve a more conversion-optimized web site, we are just a call away at 1-855-SEO-XPRT.