Did you know that you could even double or triple your sales with the same traffic volume just by making a few tweaks at the right places? Companies can achieve long-term, sustainable growth by maximizing existing traffic and leads with conversion rate optimization (CRO).
As we move forward, we will cover every tiny detail about how you can optimize your conversion rate to gain healthy leads.
What is a conversion rate?
The conversion rate is the percentage of visitors who complete the desired action, such as filling out a web form, signing up for a subscription, or purchasing a product. Furthermore, a high conversion rate indicates that your site is well designed and formatted according to your target audience.
However, a low conversion rate could be caused by a number of factors such as your website’s performance, design, or content. Long loading times, a broken shape, or a copy that fails to convey the product’s value are some common causes of low conversion rates.
What is Conversion Rate Optimization?
CRO (conversion rate optimization) is the method of enhancing your website and content in order to increase conversions. Therefore, conversion optimization helps with:
- Increasing the number of highly qualified leads
- Increasing revenue
- Lowering acquisition costs
- Getting more value from your existing leads and customers
- Making you grow.
Conversions can occur anywhere on your website. For example, they can occur on your main page, sales pages, blogs, landing pages, and other areas of your website.
The key to achieving excellent conversion rate figures is to optimize each location to maximize converting website visitors into paying customers.
Where can you implement conversion rate optimization?
To make this a little more interesting for all online businesses, we have compiled important information regarding where you can opt for conversion rate optimization to add value.
1. Main Web Pages
Webpages are excellent CRO candidates. The homepage is the first thing a user sees and is, therefore, the most critical place to retain the visitors and guide them further into your website. The first impression is the last impression still counts in some cases!
You can accomplish this by directing attention to links to product information, providing a free sign-up icon, or even integrating a live chat that asks the visitors’ questions at any point throughout their browsing experience.
The copy in the above image is directly talking to the target audience, i.e., new home buyers, by addressing their pain-point. Anyone who’s new to real estate and is very serious about buying the perfect house would click on the ‘get started’ button to find out more.
2. The sales page
A website’s pricing page can be the make-or-break point for many visitors. You can test out different things like price menu design, call-to-action-buttons, and design elements to see what works best.
Since the sales page is the last thing a user needs to convert, it’s highly crucial. So make sure everything is perfect, so you don’t give them a reason to exit the page.
3. Blog Page
A blog is a huge conversion opportunity for a website. Therefore, it can use CRO to convert readers into leads and publish helpful content about your industry. Incorporating calls-to-action (CTA) throughout an article or inviting readers to learn more about a topic by submitting their email address in exchange for an ebook or industry report are common examples of this process.
Blogs are also excellent in getting more traffic and you know what that means. More traffic = more sales, that is, if you do your conversion rate optimization correctly.
4. Landing Page
Landing pages, by their very nature, are designed to encourage people to take action, so it is no surprise that they have the highest average conversion rate of all. Just make sure the call-to-action is above the fold so it has maximum impressions.
It is vital to create a hook for the visitors to download a free resource in exchange for their emails. When they sign up, you will land a lead, and from there, your sales team have to work their magic to convert them into a customer.
To ensure more people download the email magnet, make sure to include a preview of the gated content so they can be more motivated to get access to the content.
5. Pop-up Forms
Pop-up forms are another way of capturing leads as they are extremely hard to ignore. They will always pop up in front of users, but the design and copy are responsible for making them stick around. Your headings should be catchy to make the reader pause and properly pay attention to the text.
You can also advertise your lead magnet in them. Don’t forget to add the word, ‘free’, and make it clear and bold so readers are more inclined to download it.
Different headings, colors, the type of lead magnet, and call-to-actions, all play an important role in optimizing the conversion rate for pop-up forms.
How to calculate conversion rates?
Businesses must keep track of the conversion rates from different pages or actions.
To find the conversion rate for a page or action, divide the total number of conversions by the total number of visitors to that page and multiply by 100 to get a percentage. The figure you get is your conversion rate and should be treated as a base figure on which you have to improve upon.
The definition of a “good” conversion rate differs by industry. Some industries have lower conversion rates than others for various reasons, for example, market saturation, the average price of the product, and buying power of the target audience.
So, what is a good conversion rate?
A conversion rate that lies anywhere from 2-3% is considered good. Anything above that is considered excellent. But of course, these are just average values. It really depends on the type of industry you’re in.
For starters, don’t immediately target a high conversion rate. Instead, try to improve upon the conversion rate you currently have. Take baby steps.
Because landing pages are among the essential pages on your website (where you convey value, establish trust, and transform visitors into leads), you should try to optimize those to the fullest.
Let’s talk more about how to increase conversion rates in detail.
How to do conversion rate optimization: 8 Tips!
Tried to increase your conversion rates but to no avail? Don’t worry, try the following tips! You’d be surprised at how even a few minor tweaks can completely change the game.
1. Simplify your forms
Reduce the amount of information needed in your sign-up forms.
Humans are impatient beings and cautious by nature. So it only makes sense to make the sign-up form as simple as possible. Don’t ask for a lot of information. Just the first name and email ID will do. After all, it’s what you’re really after, right?
2. Use more content
Your words hold a lot of power, so choose them wisely. You need to speak the language of your audience to truly engage and relate with them. A strong connection is very important to convert a visitor into a lead and then a customer. Don’t be afraid to include more content on your sales/landing page. Users appreciate more information as it makes them feel more confident in their decision in investing in your service/product.
3. Include visible call-to-actions (CTA)
Make sure you have a call-to-action button above the fold and clearly visible to the user. Try to use colors that aren’t used anywhere else on the page to make it stand out as much as possible. It should be hard to ignore.
4. Present valuable and unique gated content
The information you’re offering to the users in exchange for their email addresses should be interesting and unique. Gone are days when a simple ‘subscribe to our newsletter’ works. Instead, offer them a free guide, templates, etc., to hook your audience.
5. Guide the user until they convert into a customer
It would be best to plan a whole journey for the user. From visiting your website to finally buying a product from you. So if a user does sign up for your ebook or newsletter, don’t just leave them at that. You worked hard for the email address, and now it’s time to sell. Each email should bring them a step closer to the final destination. You should state clearly what you want the user to do next. Guide them gently until you both benefit from this partnership.
6. Use the right keywords
Use popular keywords that are also your customers’ pain points to hit the bullseye. Just head on to https://keywordtool.io/google and type in whatever term you’re looking for. The free keyword tool provides you with the exact search volumes of the term as well as other terms related to it.
If the pain point terms are popular, you know you have to include them or address the issue in a heading/subheading to make the content/page as relevant as possible.
7. Plan your content accordingly
Customizing your messaging based on your industry type and target audience is always necessary. If a prospect has never heard of your brand or product, focus on the benefits rather than your brand to capture their attention. Similarly, you should emphasize your brand name to a user who has been exposed to your brand multiple times and is already a loyal follower.
8. Include the chatbot feature
Make use of a personalized chatbot to enhance the conversion rate. The chatbot can answer any questions the user has and give more information to them. They can also dismiss any doubts the users have about the product, which will strengthen their decision to invest in it.
There is no right formula to optimize conversion rate, but the above tips will definitely help you get a headstart! Optimizing a landing page or a sales page isn’t a one-time thing. It can take years to perfect the copy and design to maximize your conversion rate.
Over the years, you’ll come across many different conversion rate optimization techniques, but only some will work for your business. It’s all about experimenting. We hope you get the most out of traffic and get splendid conversion rates.
Best of luck!