Today, most marketing teams are focused on driving traffic towards websites in the hope that this traffic converts into qualified leads for sales reps. The cycle goes on and on.
Although it keeps an eye on the standard marketing playbook, it is relevant to most businesses and marketing teams.
But something is missing – a strategy that few marketing teams focus on, yet one that inspires companies that lead to long-term, sustainable success and growth: get more from existing traffic and leads Doing (vs. completely new traffic).
This is where Conversion Rate Optimization (CRO) comes.
What is the conversion rate?
A conversion rate is the percentage of visitors who complete the desired action (in other words, convert). For example, the desired action is completing a web form, signing up for a service, or purchasing a product.
The conversion rate is calculated by dividing the number of your conversions by the number of your visitors and multiplying that number by 100 to get a percentage.
Conversion rate optimization, or CRO, is the process of increasing your website and content to promote conversions. A high conversion rate means that your website is well designed, effectively formatted, and attractive to your target audience.
The process of optimizing for conversions allows you to improve the number of highly qualified leads, increase earnings, lower acquisition costs, get more value from your current leads and customers, and, simply, better growth.
Conversions can occur on your website (e.g. homepage, pricing page, blog, landing page, etc.). As a business, you want your website to be designed in a way that converts website visitors into paying customers. With so much potential in these areas of your website, you have to optimize each location to allow for conversions.
How websites benefit from CRO
Here are four areas of your website that have the potential to benefit extensively from conversion rate optimization.
The homepage is the prime candidate for the CRO. Apart from making the first impression on visitors, the homepage is also an opportunity to retain those visitors and direct them further into their website.
You can offer free signup buttons, emphasizing links to product information, or even include a chatbot that solves questions from visitors at any point during their browsing experience.
2. Pricing page
A website’s pricing page can be a make-or-break point for many website visitors. CROs can help turn a pricing page into customers by modifying pricing intervals (such as cost-per-year vs. price-per-month), describing the product features associated with each price, and for visitors. A phone number is also included. A price quote.
A blog is a mass conversion opportunity for a website. In addition to publishing thoughtful and valuable content about your industry, a blog can use CRO to convert readers into leads.
This process often involves incorporating a call-to-action (CTA) in an article or inviting readers to learn more about a topic by submitting their email address in exchange for an ebook or industry report.
4. Landing Page
Landing pages are naturally designed to get people to take action. An event landing page, for example, can be customized with videos from last year’s event to encourage visitors to register this year. And if a landing page is being used to share a free resource with visitors, it can be customized with preview content from that resource to encourage visitors to download.
Now that you know where you can optimize for conversions, you may be wondering how you will know when you are ready to start your business process.
When is CRO right for your business?
Simply, if your business is attracting website visitors, then you should keep the CRO in mind. This is because no matter how established or large your company is, you want to convert your visitors into qualified leads, customers and brand advocates – and you want to do so in the most effective, effective and reliable way.
With the process of conversion rate optimization, you will get more than your existing website traffic, ensuring you target qualified leads.
Although it is a straightforward concept, setting conversion goals is not as easy, “This page has converted 50 people this month, so we want to convert 100 people next month.”
You don’t want only 50 more conversions from the webpage. Instead, you want 50 more conversions for every X amount that it sees. (This is your conversion rate – the percentage of people converting on your website based on how many people have touched it).
To provide a better understanding of where you stand at any time in relation to conversion rates, here are three commonly used formulas that can be used to understand, analyse and improve your business.
CRO Count 1: Conversion Rate
As we mentioned earlier, to calculate the conversion rate, you have to divide your number of (or generate) your visitors (or web traffic) and then multiply that number by 100 to get a percentage. Will happen.
CRO Count 2: Net new customer count
CRO Count 3: Lead Goal
And finally, to calculate your lead goal, take the number of your new customers and divide it by your lead-to-customer close rate (which is the total number of leads divided by your total number of customers).
Here is an example of these sources in action:
If your website has 20,000 visitors per month that generate 200 leads – and consequently, 20 customers every month – the website visitor-to-lead conversion rate will be 1%.
What happens if you want to generate 20 customers each month?
You can try to get 20,000 visitors to your website and hope that the quality of your traffic will not decrease – however, this is a risk you might want to avoid. Instead, you can get more leads from your existing traffic by optimizing your conversion rate. It is less risky and more likely to produce better results for your bottom line.
For example, if you increase your conversion rate from 1% to 2%, you will double your leads and your customers. The following table is proof of this – you can see a positive impact as a result of increasing your website’s conversion rate:
Monthly Site Traffic 10,000 10,000
Conversion rate 1% 2% 3%
Leeds 100 200 generates 300
New Customers 10 20 30
When you increase your conversion rate, there is a huge increase in the number of new and net customers generated.
Not only that, but it is clear that generating more website traffic is not necessarily the right approach when trying to improve your conversion rate – in fact, this chart shows you how to make your business grow well without increasing traffic Can increase from
Cannot believe it? Think of it this way: Pretend you were trying to fill a leaky bucket. If you add more water to the bucket, you will not fix the root cause of the problem – instead, you will end up with a lot of water that is unusable (not to mention, a bucket that will never be filled).
Are you ready to take the first step towards CRO in your company? Review the strategies below and start experimenting. 5 ways CRO takes advantage of SEO
While not necessarily directly related to attracting organic website traffic or ranking on a search engine result page (SERP), conversion rate optimization has different benefits for SEO. These include:
1. Better Customer Insight.
Conversion rate optimization can help you better understand your key audience and find out what language or message best suits their needs. Conversion rate optimization takes the time to find the right customers for your business. If they are not the right kind of people then acquiring more people does not make your business good!
2. Better ROI:
A higher conversion rate means creating more resources than you have. By studying how to get the most out of your acquisition efforts, you will get more conversions without bringing in more potential customers.
3. Better Scalability:
While the size of your audience may not scale as your business grows, CRO lets you grow without running out of resources and potential customers. The audience is not infinite. By changing more browsers into buyers, you will be able to grow your business without running out of potential customers.
4. Better User Experience:
When users feel smart and sophisticated on your website, they stick around. The CRO studies what works on your site. By expanding on what works and how you will have a better user experience. Users who feel empowered by your site will engage more with it – and some may even become promoters for your brand.
5. Enhanced trust:
In order for the user to share their credit card, email or any type of personal information, they have to have real trust on the site. Your website is your number-one seller. Like an internal sales team, your site needs to be professional, courteous and ready to answer all your customers’ questions.
It comes in many forms. Some not-so-effective CRO methods include:
- Guess, hunches, and gut feelings
- Doing this because your competitor is doing so
Change based on the opinion of the highest paid person
All of these examples have something in common: they are not data-based and may also contain random shots in the dark. It is better to spend time collecting and analysing data so that you can create meaningful tests based on clear insights. Nobody likes to run tests that fail.
Put your skills to work
- Google Analytics: Website analytics service offered by Google.
- Mosaic Pro: Take out the legwork to identify top landing pages by linking your powerful tools to Google Analytics profiles to create custom reports. This takes into account only those traffic efforts that see the most traffic. Also, we’ll show you recommendations for page-optimization
- Google Consumer Surveys: You create surveys; Google recruits participants and provides results and analysis.
- Qualaro: Poll your visitors while they are on your site with a popup window.
- Usertesting.com: User testing recruits user users in less than 1 hour to test your site.
- Inspeclet: View recorded sessions of real users visiting your site. Heat maps are included.
A / b test
- Optimizely: Perform A / B and multivariate experiments on existing pages.
- Unbounce: Create and test new pages.
- Google Content Experiment: Perform A / B testing (but not multivariate) against your Google Analytics conversion goals.
Optimizing PPC Conversion: Start with the Right Keywords
Landing Page and Conversion Rate Optimization
The quality of your specific landing pages can have a climactic effect on conversion rates. Think about it – a specific customer stumbles upon your page as the result of a specific search query. If the content and offering of that page are not relevant to what they were looking for or hoping to find, they will return to their search and you will lose that lead. And the negative effects do not stop there! Poorly built landing pages can also cause your Quality Score to drop, which, in turn, can reduce your cost per click, cost per action, and your ad rank so that it becomes harder to win spots in Google’s ad auction process.
So, what is a good landing page? Common best practices for page design include some key elements:
- Compelling Title – Create a compelling headline that is relevant to your PPC keywords and forces future customers to stay on the page to complete your desired action.
- Short, targeted copy – The content of your page should clearly convey your offering, and speak directly to the keywords associated with that ad group. Use bulleted lists to prevent a copy from getting too long or heavy.
Eye-catching, clickable call-to-action (CTA) – Make sure your CTA button is visually erect, appears clickable, and uses short, profit-focused text.
- User-friendly lead capture form – A good form contains all the fields needed to complete your offer, but not so many that potential customers are visually overwhelmed. Consider carefully what information is really necessary to build your form.
- Attractive overall design – Landing pages must be clean and streamlined, providing customers with both trustworthiness and professionalism for the future. The design should be tailored to your brand to prevent a frustrating browsing experience for visitors.
Adhering to these best practices will keep your landing pages relevant and high-quality, creating a valuable boost to both CRO and Quality Score. To see if your AdWords landing pages are optimized for conversions, try the Technical Landing Page Grader.
Now you know exactly what conversion rate is and why conversion rate optimization is so important.
In your business, revenue is your most important success symbol. The conversation is the next best thing.
If you can increase the percentage of people who become paying customers, you can quickly increase your revenue and grow your business by optimizing those resources and capturing more of your low-hanging fruits.
Here, once more, are your first 5 steps to optimize conversions:
- Start A/ B test
- Create a powerful customer value proposition
- Use simple language instead of making your copy more complicated
- Urge your customer to take action
- Eliminate and overcome the concerns of your customers