Conversion rate optimisation (or CRO for short) is the process of making improvements to ads, web pages, mobile apps, etc, with the goal of increasing the likelihood that a visitor or user, turns into a paying customer.
CRO can take many shapes and forms depending on the product or service, the goal, the platform, what stage in the buying process a person may be at, etc.
What is a conversion?
A conversion can mean many things, again this depends on what your business offers.
A macro conversion is usually the final step on the path to a visitor becoming a customer. Macro conversions take place when someone buys a product from your website, requests a quote or subscribes to a service.
Depending on the product or service on offer from your business however, there may be other micro conversions that are important to track. Micro conversions are indicators that a website visitor is moving along the buying path. Signing up for an email newsletter, creating an account, downloading a brochure or adding a product to their cart are all signals that a visitor is doing more than simply browsing.
To get the most from your campaigns, you must look to optimise for all conversions, macro and micro.
Why you need to optimise for conversions
If we look at a very basic model, the importance of conversion rate optimisation is plain to see. Let’s take the example of a website that has 10,000 monthly visitors. Currently, the website has a conversion rate of 2% and the revenue generated from each of these is £100. If your business needs more sales, you have two choices, get more visitors or, increase the conversion rate.
Whilst this is a very simple example, it clearly shows that by making small improvements to the conversion rate, this will give you a far better return on investment than simply investing in more traffic.
How to increase conversion rates
There are a number of ways to help improve conversions from your online campaigns. Before you start investing money in sending traffic to your website, it’s always a good idea to follow some best practices for conversion rate optimisation, but it is then essential that you embrace an ongoing culture of testing, so you can continually increase the returns from your online campaigns. Below are just a few areas on any website that need to be optimised and why:
- Page speed: This became a ranking factor for all of the big search engines some time ago. If your site is slow, it will not rank well so straight away you have a problem as people won’t find your site. Then when you take into consideration the number of web visitors on mobile these days and their desire to see information instantly, ensuring your website loads fast is the first step in any CRO efforts.
- Mobile friendly: We mentioned mobile above but speed is not the only consideration for mobile users. Make sure your pages are responsive, images are optimised for mobile, use click to call so mobile users can contact you easier. Make sure font sizes are not too small.
- Home page: You never get a second chance to make a first impression, so make sure your homepage is clear and transparent, offers real worth, highlight benefits to your visitors, show positive reviews, have clear and easy navigation so people can access the information they desire.
- Pricing: Be clear and transparent how your products or services are priced. The cost will always be a large part of any decision-making process so be sure to have prominent pricing.
- Give and receive: Having a blog and/or resources page on your website can be a great way for visitors to make those first all-important micro conversions. Offering help, advice, guides, etc in the form of blog posts, white papers, infographics, etc are a great way to break the ice.
- A/B or split testing: Testing theories is simply the best way to determine what works best with your website and online ads. Make a slight variation of an ad or page, split the traffic that sees them, then look at which version performs the best. With your ads and pages, you can test different headings, text, images, colours, call to action buttons and messaging and many more.
These are just a few suggestions. When it comes to effective and ongoing conversion rate optimisation, you should never stop experimenting.
Here at Optimyzd we can consult, design and build ads and landing pages to make the most from your paid campaigns. These are created following best practices and then continually tested and optimised to ensure your campaigns get the best possible results.
Get in touch with us today to find out how we can help you get better returns without increasing your ad spend.
Increasing your conversion rate means you are increasing the percentage of users that convert to leads or customers, without increasing the traffic making your campaigns more profitable.
Your Users Are
With such a large amount of traffic being mobile these days, a separate approach to CRO on mobile can bring even more success and profits. Sign up forms, shopping carts, page layouts etc should all be optimised for mobile.
Multi Campaign Performance
Regardless of where your ads run, online or offline, social media or search, by improving your the experience on your website, all of your campaigns can benefit.
- Conduct thorough audits of your current or previous campaigns
- Give recommendations for optimisation, or make the changes on your behalf
- Optimise campaigns, ads and landing pages for mobile search
- Recommend, design and build better converting landing pages
- Identify new opportunities
- Duplicate your campaigns from Google to run on Bing and Yahoo
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Want to get more leads/customers without increasing your ad spend?
By targeting campaigns better, by testing ads, by testing landing pages and by continually optimising every aspect of the campaigns we run, you can get a better return on your ad spend.