You have a great website. It has a modern design, provides a great user experience and has a solid information architecture strategy. It’s quick, SEO Friendly, packed with great content and yet it’s still not delivering the amount of leads or sales you want. Why?
It doesn’t have good enough Conversion Rate Optimization (CRO).
CRO is what people do to get people to act when they get to your beautiful website. It includes visual design and copywriting, but can also encompass psychology and neuromarketing. Josh Steimle in Forbes defines CRO as, including everything you do with your marketing and website that influences conversions.
Zachary Jarvis, founder of Magnate says, thinking about CRO means that you may make positive changes to your web design that you may not even have considered before. Simply put, the best way to have real success is to make genuine connections with your customers.
Impact’s case studies showed that some simple choices can have a huge effect on people actually converting. Adding human images increased sign ups by 104%, adding Live Chat improved conversions by 211% and even removing a Trust icon increased one site’s conversion by 400%.
With that said, below you will find some of the primary CRO strategies that people forget to consider when trying to increase sales and leads from their website:
Your Calls To Action Are Not Streamlined
Calls to action are important. They are the tool that turn interested people into leads and then leads into customers. Every part of your website needs a call to action to draw people into the next step of action on their consumer journey. It could be to find out more, to enter their email for a competition, to sign up for a free trial or to use a special offer. All of these are good and necessary.
Are you sure your advertising call to action matches your website call to action?
Say you are a company that installs boilers. You may have a call to action that’s a special offer giving 10% off. Great. Then you might find out that the government is offering a grant to people giving them $1000 towards the price of a new boiler. That’s another great call to action.
However, if an ad promoting the grant goes to a page promoting the offer, there may be confusion. Does that mean there is 10% off the $1000 grant. Does taking the 10% offer stop you taking the grant? Can they be combined. Rather than having a clear route for your customer to follow you create confusion and you may drive them away.
You Don’t Have Consistent Messaging
It’s very important to have a clear and consistent tone across your website – visually, tonally and with SEO keywords. People spend a lot of time perfecting this within their web design. Then they use an entirely different team for their advertising and fail to give them guidelines for creating ads.
Adverts give the first impression of your website.
If the design language and tone of your adverts is markedly different from your website, people won’t assume that they have just interacted with a bad ad, they will assume that your website is bad.
Consistent messaging isn’t just important across the website, it’s important across all the ways your business interacts with the general public. If your business is being promoted by a new campaign, you need to bring elements of that campaign into your website for consistency.
You Didn’t Implement Cross Platform Design
Your design may work beautifully as a standalone website, unfortunately your website doesn’t stand alone. It’s linked to the rest of the advertising and digital marketing that you do. People can focus so intently on what the user experience is like when you are within the infrastructure of the website that they forget that people come to it from outside the website.
Where are you directing people to and where are they coming from?
People can come to your website in a variety of ways. They may find you from a web search. If you are a clothing company, you may be optimizing for keywords like shoes, dresses and fashionable. If someone types in ‘fashionable shoes’ will they be directed to the same front page that someone who searched for ‘fashionable dresses’ will go to? Does your homepage make it clear that you sell both shoes and dresses?
Don’t forget to ask your audience what they like and don’t like. One site utilized user surveys to redesign their home page, and saw a 16% increase in their conversion rate as a result.
You’re Not Analyzing the Data or Split Testing
There are two schools of thought regarding CRO. The first believes that you should test the best way to increase website, campaign or landing page conversion rates. The second believes in thoroughly understanding and pre-testing the audience so that they can deliver a targeted message. Web design falls firmly into the second camp. A website needs to be designed before the customer uses it, which leads to a pre-testing approach.
You don’t have to stop testing after you have done your pre-testing.
One of the great things about the evolution in analytics is that split testing, or A/B testing, is much easier to do. The use of psychology on CRO shows that changing the color of a call to action button can have an impact on the number of people that click through (a 21% increase… really). This may seem silly but NatureAir increased their conversion rate by 591% by simply moving the position of their call to action button in a split test.
Using Facebook, for example, you can create lookalike audiences, and direct each of them to a different homepage. Within 24 hours, you can see if the change on each page made an impact, then switch your targeting to the better landing page.
You can use this split testing to check copy, design and even customer destinations. Using things like Facebook Pixel, you can then track what customers did after visiting that page, giving you a wealth of information to help refine your design. Feel free to test everything and don’t be afraid to analyze the data – it’s there to help you turn people into customers.
You’re Not Retargeting
One of the things you should be using is an activity tracker like the Facebook Pixel. This is a piece of HTML you put within your website that tracks what the customer does after seeing the message. If they go on to purchase, that’s great. If they don’t, it means you haven’t lost them. You can retarget them with a new ad to drive them on the next process on the website.
If you are retargeting someone who has already visited your site before, you may want to think about including a new landing page for them that recognizes they’ve come back. You can split test to see what works, but going back to the same site with no new call to action isn’t likely to convert them a second time round.
These are not landing pages that will be available through your regular site map, but are created with a singular purpose: to turn already interested customers into leads.
Using Facebook’s Ad Platform and the Audience Network tool, you can also track customers across their devices and also across Facebook, Instagram, websites and in-app adverts. You can reach them with text, video, picture carousels – even Facebook Live. Even better, you can still use retargeting to find how much interaction you have had in the past.
Adweek found that the Audience Network had a higher conversion rate than News Feed and came in at around a fifth of the cost of display ads.
How to Improve Your CRO Right Now
Try and look at your website from a new customer’s perspective. It may be beautiful, but does it meet their immediate need? How easy is it for them to get to the next step of the sales process?
Now imagine you are a retargeted customer. Is your website offering anything new to entice them to click this time?
CRO and increasing website leads is all about making it as easy and compelling as possible for a site visitor to become a customer. Great design, great content and great calls to action mean nothing if they don’t serve a purpose.