When someone lands on your website and acts in the way you want them to, i.e., by buying a product or signing up for a newsletter, this is known as a conversion.
While lots of energy is spent by marketers trying to drive traffic to their websites, if visitors then leave without taking action, what has really been achieved?
This is why conversion rate optimization is so crucial to a marketing strategy and your business's success. It plays a hugely important part in how a website works and is laid out, and marketers need to think carefully about how they want a website visitor to behave once they land on the site to ensure that a conversion is the result.
What exactly is Conversion Rate Optimisation? (CRO)
CRO is the process of ensuring that your web pages are suitably enhanced to increase the number of people who convert – be that by becoming customers or qualified leads or any other desired action of the site.
An example of increasing your CRO is by adding an intelligent and clear call to actions (CTA's) on the page, so a user can easily understand what is being required of them. CTA's can be newsletter signup links, links to downloadable materials, links to products, links to emails and phone numbers, and more.
To optimize your website in this way, you first need to consider and define what the overarching goal is going to be. Not all companies have the same objectives. Some might want to increase their sales; others might be aiming to obtain contact information. Understanding your main website goals will influence how you set out the page to enhance the conversion rate.
A conversion takes two separate forms, Micro & Macro. Usually, businesses try to achieve a micro-conversion first and, from there, continue to progress the visitor along their journey to obtain a macro conversion.
For example, a micro-conversion could be signing up for a newsletter or creating an account. Doing so is a small step and an opportunity for the business to gain their trust. Following this, the macro conversion becomes the aim. An example of a macro conversion could be purchasing a product, subscribing to a service, or requesting a quote.
Making is as easy as possible for a user to convert is a crucial part of CRO. People are time-poor, are easily distracted, and have short attention spans. This means making it clear, simple, and obvious what you want them to do. Minimize the stages they need to go through to achieve a conversion, add CTA's throughout, and make sure that they are just one step away from converting.
An excellent call to action will
Stand out on the site – make CTA buttons bright and bold
Require minimal detail – keep forms short and concise
Be always visible – a floating widget to move when the user scrolls down the page can be useful.
It is also worth spending some time to ensure that your conversion funnel is as short as possible. This means reducing the number of steps a user takes before converting to the absolute minimum. By shortening the path the site visitor must progress down to achieve a conversion, you minimize the risk of the user bouncing from the site before they do so.
Paying attention to conversion rate optimization by making some simple site changes can see your conversion rate soar! Make the changes, be patient, and you'll soon reap the rewards of doing so.
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