If you're looking for easy-to-implement ways of boosting your website ROI, then conversion rate optimization may be the most effective solution. For those new to the idea of online marketing, your conversion rate refers to the amount of visitors that engage in the action that you're hoping for, when visiting your webpage. The more your conversion rate improves, the more your revenue increases.
Of course, conversion rate optimization takes time and effort, but there are ways that you can start to enhance your CRO power quickly and easily. Following are some of the best tips and tricks for improving your conversion rate, right now.
1. Develop a Compelling Value Proposition
Primarily, the potential of your conversion rate is established by the value proposition you present. A value proposition is the reason why your customers should bother buying from you, and in it you need to convince your audience that you can offer them something that they want. Crafting an effective value proposition means reflecting on what makes your products, services, and company unique. You may need to refine your value proposition regularly before you find a way to articulate your value in an instantly credible and clear sentence.
2. Continue to A/B Test
Some of the biggest conversion gains you can achieve will come from A/B testing - the process of using two versions of the same page or website and discovering which is the most effective. For online advertisers, A/B testing is one of the most reliable and efficient ways to discover which version of a call-to-action, graphic, or piece of page copy converts the most customers. If you're not sure where to start your testing, here are a few valuable places to consider:
- The color scheme
- The content density
- The style or size of font
- The size of images
- The placement of call-to-action text or the text itself
- The headline text
3. Situate Your CTA above the Fold
To increase the chance that your visitors will convert - try placing your call-to-action above the fold, where your audience can see it immediately. "Above the fold" in digital advertising refers to the part of your home page that a visitor sees immediately when landing on your website - without scrolling. You don't have to completely remove CTAs below the fold however, as if you use a significant amount of copy on your page you should also place a call to action at the bottom of the text - when readers may be ready to convert.
4. Offer Incentives to Take Action
Take a look at your current webpage and ask yourself if there is any sense of urgency. The tone of your presentation, the incentives you offer, and even the colors you use can all encourage visitors to take action and move forward faster. Perhaps one of the best ways to create urgency is to use scarcity - telling your visitors that there are only a limited number of products remaining at a certain price, or that a deal is about to run out. However, remember that fake scarcity can have a negative impact on your brand identity - as people don't like to feel as though they're being lied to.
5. Destroy Distraction
Generally, the aim should be to have your visitors focus on a single action - and not be distracted by other things on the page. With that in mind, take a look at your website and ask yourself whether there are items on your landing page that might draw the visitor away from the desired goal. The more visual inputs your visitor needs to process, the less likely they are to convert. Try shrinking or removing the menu, getting rid of huge headers and side-bars, and banishing irrelevant images.
6. Create Clarity
Even if you're tempted to write paragraphs of text persuading your customer to buy from you - remember that clarity always wins out. Don't attempt to woo your customers or trick them into buying from you by using complicated business jargon - this simply doesn't work. Your aim should be to write expressly for the people that use your website, so stick to speaking in their voice - using their terminology, and addressing their problems.
7. Prove Your Worth
Finally, a huge part of achieving better conversions on your website is about gaining customer trust. Unfortunately, most of the people who visit your landing page are unlikely to automatically trust what you're offering, so you're going to have to work harder to show that you're worth their business. Potentially the best way to develop consumer trust is using testimonials/case studies as these show users what other, happy customers have said about you in the past. To give your testimonials/case studies that extra punch, try including a picture of the actual person, their name, and a few details about them. The more real you can make the people behind the comments, the more your viewers will connect with them.