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Conversion Rate Optimization: Nearly Everything You Need To Know ( Tactics that worked )

What is Conversion Rate Optimization?

Let’s make it Simple!

Do you know that online traffic is highly inconsistent? Hence, if you’re not employing the right strategies to carefully guide your visitors to enter the conversion funnel, you have a low chance of turning them into a customer.

So, you must be wondering about the best ways you should do this.

The answer is Conversion Rate Optimization.

A strategic and well-planned conversion rate optimization campaign assists you in saving time, money, and efforts. It also helps an organization explore new growth strategies.

Website Conversion rate optimization helps you in understanding your website’s performance better. It also provides valuable customer behavior data.

This way, it helps optimize the user experience and delivers better results.

Before we start telling you about the benefits of conversion rate optimization, let us understand what it exactly is.

Conversion rate optimization is the process of improving conversions on your site or landing page by improving the experience based on a website visitor.

Website Conversion rate optimization is not a one-time process. For efficient results, you must continuously follow the process of monitoring, analyzing, and tweaking according to your goals.

What are the Primary Elements of Website Conversion Rate Optimization?

A successful CRO campaign is the one that uses relevant data to analyze results and runs multiple tests with the help of conversion rate optimization software. Based on the results, the marketers tweak the campaign strategy to make it more relevant to the audience.

Throughout the journey of a CRO process, a marketer will encounter the following primary elements that can be optimized.

  • Landing Page Design
    Landing page design is one of the most critical element that define the usability of a website. The more aesthetically designed a site is, the more traction it will get!
  • Call to action (CTA)
    CTA is a significant factor in driving conversions. You must show and guide your visitors to the next step in the customer value journey.
  • Forms
    Incorporate forms to collect information from prospects so you can get in touch with them for further communications.
  • Conversion funnel
    As you collect enough data about your target audience, you can build a conversion funnel that will help optimize your campaign.
  • Multivariate testing (MVT)
    Run multiple tests and tweak accordingly. Website conversion softwares assist marketers in conducting experiments.
  • A/B testing
    Run two versions of your campaign by changing one variable
  • SEO
    Employ the right SEO strategies to help rank in search engines. This is an excellent way to get discovered by prospects.
  • Website usability
    A visitor is more likely to make a purchase if the user experience is good. So utilize some resources such as conversion rate optimization tools to make your webpages have good UX. Remove any elements that stop the user from having a smooth and frictionless experience. Irrelevant content or no CTA or not being mobile-friendly can be a cause for fewer conversions.
  • Navigation and Site Structure
    Your website structure must focus on building a user experience that’s easy to navigate. Site structure could be described as a graph of how different pages of your site interact with each other.
  • Page Speed Page speed or page load time
    This has a massive impact on the overall performance of your site. This is one factor that cannot be ignored as it directly affects the experience of a user, the conversion rate of the site, and its ranking on the search engine.

Create specific goal-oriented content

Only write what is necessary. Keep the goal in mind before curating content.

Why is Conversion Rate Optimization Important?

  • Cost-effective: You can leverage on existing traffic organically without spending money on ads
  • Trust: Build more trust with your target audience
  • Customer retention
  • More revenue
  • Better understand your customers’ wants and needs
  • Reduce customer acquisition costs
  • Improve brand perception
  • More knowledge about competitors
  • Enhancing UX

If you are a marketer or a company, you are definitely in the lookout for techniques and tools to optimize your website for better conversions.

The marketing team at Digitalscool has been studying various case studies of brands around the world and has released tactics that worked for them. You can use them too!

Brand: L’Axelle
Goal: L’Axelle wanted to get more people to click on their “add to cart” button.

  • Initially, they had a copy that could be described as ” comfort-oriented.”
    The goal was to sell on the basis of people feeling relieved and relaxed.
    Action taken ( CRO test )
    The team changed the copy. They made it ” action-oriented”. It spoke about solving a problem of the target audience
    Result:
  • The action-oriented content increased the conversion rate to a 38.3% conversion rate. According to the report, this was 93% better than the original!

Key takeaway

  • The brand’s copy “Put an end to sweat marks” is action-oriented and assures some relief for customers. The crucial point to note here is the word “end.” It makes the audience feel good that if they use this product, their sweat marks problem would be solved forever.
    Source:
    http://www.abtests.com/test/125001/landing-for-laxelle

Brand: 37signals
Goal: Increase conversion rate on their website
Initially, the product page had a white background
Test: This brand(a customer ) added an image on the product page
Result: Adding a Picture of a Person Increases Highrise Signups by 102.5%
Key takeaways:
The small change the brand tested yielded excellent results.
Source:
http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final

Brand: Nature Air
Goal: Increase conversions on their landing pages.
Test: They had 17 landing pages. They added the CTA in the content area
Result: Conversions went from 2.78% to about 19%, meaning their conversions improved 591%!
Source:
http://www.blastam.com/blog/index.php/2009/06/google-website-optimizer-increases-conversion-591/

Brand: FigLeaves
Goal: Get website visitors to make a purchase
Test: The brand added product reviews on the site
Result: Adding Reviews Boosts Conversions More Than 35%
Key Takeaways:
Helping the visitors navigate and making it easy for them to make a decision proves to be helpful at increasing conversions.
Source:
http://blog.arhg.net/2010/02/reflections-on-bryan-eisenbergs-keynote.html

Getting started with CRO

What are the goals of the company?
Goal-setting is the first step and an essential factor. Your data gathering and testing should be aligned with these goals. Micro-conversions can include things that contribute to the bigger goal.
Do you have a unique selling proposition?
Every organization must project its USP in this cluttered world. Why should people choose your products/services over your competitors? For example, offering something free with a purchase is something that may help improve conversions.
What does the sales process look like?
It is at this point that you should review and tweak sales funnels in analytics. Sometimes a technical problem may be the reason for a lesser conversion rate.

What is the current traffic breakdown?
A conversion rate optimization specialist uses this process to get deep into existing analytics data to get a better understanding of the current traffic.

  • Current traffic to the website: Research and collecting data on current traffic statistics at this stage is important
  • Your existing customer avatar: The demographics-behavior, desires, and pain points of your current and target audience.
  • Technology and device being used by your visitors.

The Testing Phase

The testing phase is highly critical during a CRO process as it helps to understand if a specific change on your site can help earn better conversions. A/B, Split, and Multivariate are three testing methods. You can use a conversion rate optimization software for this.

The Learning Phase

How to Analyse A/B Test Results?

Take note of all the new information gathered for future testing. You mustn’t just look at short-term benefits while analyzing the data. Some relevant data can be of use in the future.

Mistakes to Avoid While Running a CRO Campaign

1. CRO is mostly A/B testing.
A/B testing is just one tool of CRO. A/B testing involves testing a single variable against another. This way, we can see which will deliver better results, includes systematic processes and testing methodologies to lead your website visitors to take the desired action.

2. Not conducting enough research
Your CRO process should always start with research. Because the research and analysis you do in this step will lead you to the bottlenecks.

3.No Evaluation Of The Source Where Traffic Is Arriving From
One common mistake marketers do is they tend to ignore the source of website traffic. This data will help you gather data on the intent of the visitor and how you can build strategies to help appeal to them. A conversion rate optimization software will help you with it.

4. Running A Test Without Previewing On Multiple Platforms
A highly essential factor in conversion rate optimization. You need to check if your page is optimized over all devices.

5. Writing Copy That Doesn’t Match Your Business Goals

Even if you have curated and developed great content, it is of no use if it is not aligned with your goals. The content must highlight your brand’s USP.

We have given out all possible strategies and tips that you may include to maximise conversions on your website. But remember that what works for one audience may not work for another. So, testing is the key here. If you need more practical tips and case studies, get in touch with us!

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