Conversion rate optimization checklist


PHOTO: Glenn Carstens-Peters


Whether your business is trying to entice new customers to attend the latest webinar or turn more visitors to your online store into buyers, understanding how well those visitors convert in the next step is critical.

Every business hopes to convert visitors into leads, and ultimately, sales and improved conversion rates are the way to achieve this. According to a report by UnbounceSaaS companies had a median conversion rate of 3.0%, while companies in all industries had a median conversion rate of 4.6% across all industries.

We spoke to marketing experts to learn more about Conversion Rate Optimization (CRO), uncover some common CRO mistakes, and compile a checklist that can help you improve conversion rates on your website or your platform.

What is Conversion Rate Optimization (CRO)?

Conversion Rate Optimization (CRO) is a process of improving the percentage of visitors who take a desired action on your website. These actions might include adding a product to a checkout cart, filling out a form to download a white paper, or simply clicking a link to go to another part of your website.

Conversion rates help explain what factors motivate visitors to your website and whether or not you engage them properly and improve their user experience. By doing CRO, you not only find ways to increase sales or downloads of your products, but you also find ways to improve that overall customer experience.

While businesses are always looking for ways to improve conversion rates, there are some common mistakes that many organizations continue to make that hamper their ability to get visitors to take the desired action. Here are some common mistakes:

Don’t make data-driven decisions

Businesses have access to large volumes of data, but many people involved in improving conversion rates shy away from using that data and instead choose to trust their own instincts. According to Lynn Girotto, director of marketing at San Francisco, California. Heap, this excessive reliance on instinct can be a detrimental error. “There is a treasure trove of data out there – data that is easily accessible and actionable! – I’m just waiting to tell you what drives people to convert and what isn’t, ”she said.

Unfortunately, rather than using this easily accessible data to optimize conversion goals, many people put everything on their landing pages and hope for the best.

Associated article: Do you want to improve your customer experience? Find what works and build from there

Misleading content

Content is an integral part of any visitor’s conversion, given the role it plays in marketing. However, when businesses choose to use deceptive content, it can backfire and force visitors to leave instead. “One of the main factors contributing to low conversion rates is the use of poorly written or misleading page titles, headlines or links,” says Casey Crane, SEO content manager in St. Petersburg, Florida. SSL store.

If a visitor clicked on a link to find content and that content doesn’t really address their concerns or is poorly written, it can negatively impact conversions.

Use of generic CTAs

Having a call to action (CTA) signals the visitor to take the next desired step and is a great way to improve conversion rates. However, like Arthur Iinuma, president of Los Angeles, California. ISBX Emphasizes, “No matter how fast your page loads, how beautiful your design is, and how eye-catching your headline is, if your call to action is dull and uninspiring, it won’t grab enough people to click. on it and convert. “

CRO checklist

Here are some tips provided by our experts to help you improve your conversion rates:

  • Have a clean website design: A beautiful website can make visitors stick around and see what other content is available. This can lower your bounce rate and increase the chances of them taking the desired action.
  • Choose the right colors: As part of a clean website design, make sure that all the images, banners and colors used on your website contrast well with each other and do not interfere with the consumption of content for your visitors. Along with choosing the right colors, you should also include as much space as possible to keep things in focus and improve readability.
  • Showcase website security: Visitors don’t want to risk accessing a website that is insecure and could expose them to hackers. Make sure your website includes an SSL certificate and any other relevant trust seal to make visitors feel comfortable.
  • Include testimonials: Testimonials can provide social proof that shows that other visitors and customers have been able to solve their problems using the product or service you offer.
  • Use catchy headlines and A / B testing: Having a well-written headline that draws your visitors in with relevant information or an answer to their problems can get them to read an article or download a white paper. Try out several titles to find the tone that resonates with your audience.
  • Measure and iterate: Don’t just try one thing and just sit back and wait. Test, measure, experiment, and repeat until you find something that continues to improve your conversion rate and prompts visitors to take action.

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About Shawn Dufault

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