Conversion Rate Optimisation

Optimize the user experience (UX)

Optimize the layout of your webpages to ensure the most compelling and interesting content is visible in priority areas. Be mindful of user device preferences for visits and conversions, and optimize the page experience to suit mobile and desktop devices as needed. Add site search, and consider using live chat. Use pop-ups sparingly. Add more (or better) social proof, such as customer reviews and user-generated content, to increase your credibility and trust among consumers.

Optimize your messaging

Optimize your website landing pages. Make sure that your landing pages match your messaging – and the copy or ad that brought them to your pages. Use and optimize lead magnets. These are free resources that you give away in exchange for user data, such as email addresses (while being aware of data privacy standards). Different lead magnets should be aligned to specific stages of the buyer journey. For example, checklists and online quizzes are usually made available to customers who are at the awareness stage. Optimize your content, title tags, and meta-descriptions to align with top-performing keywords. 

Use buyer personas to understand your customers

To improve your customers’ experience on your website and encourage them to convert, it’s critical that you know who they are and understand what motivates them and what they want your product to do. You can build buyer personas to help you uncover this information and apply it to your content, site layout, and CTAs. A buyer persona is a profile of your ideal customer. To develop a buyer persona: Read customer reviews. Ask customers questions via polls or surveys. Look at your customer data. Engage customers and prospects in conversations.

Optimize based on hard data

Optimize your website based on high-quality data, not on feelings, emotions, or instincts. You can use an analytics tool like Google Analytics to generate hard data on your bounce rate, exit pages, cost per conversion, and other key metrics, and then take concrete actions to optimize these areas. Bounce rate. A high bounce rate is generally accepted as being anything above 56%. If your bounce rate falls into this category, address it immediately. Focus on your main pages and try to improve the content. Exit pages. Use an analytics tool to identify your exit pages, then try to figure out why people are leaving your site on those pages and address those issues. You can do this by analyzing the content on your exit pages and improving it to make it more relevant to visitors. Cost per conversion. If you’ve set up conversion tracking in your analytics tool, you can track how much each conversion on your website costs. You can use this metric to decide if you’re getting value for money from your marketing spend.

Use SMART goals for CRO

Always set SMART (Specific, Measurable, Attainable, Relevant, and Time-bound) goals to help you improve CRO performance. For example: Don’t say: “My goal is to increase conversions.” Do say: “My goal is to increase conversions by 10% in the next 3 months by implementing a targeted email campaign.”

Test your CRO strategies

You can use both A/B and multivariate testing to test your CRO strategies. For best results, you can use both test types together. An A/B test is also known as a split test. It allows you to directly compare different elements on two web pages. This test is particularly useful for testing headlines, calls-to-action, images, or copy. A multivariate test tests multiple variations of multiple elements on a webpage. The goal of this test is to determine which combination of variations performs best. Here are some best practices for CRO testing: conduct an A/B test, save time with TamperMonkey, preserve query parameters, test on multiple devices, and ensure statistical significance.

Conduct competitor research

Assess your competitors on a continuous basis and find out what tactics are working for them. Your goal is not to copy their high-performing strategies and techniques, but to get inspiration from them and put a new twist on your own activities. To assess your competitors, you can carry out three types of audits: content, SEO, and Social media audits.

Conduct user research

Your goal with this type of research is to find out exactly how visitors interact with your website. You also want to know how they got to your site. In addition, it’s essential to find out if they encounter any obstacles while using your website, particularly any that prevent them from converting; and conversely, which aspects of their visit run smoothly. During your user research, you’re also going to analyze technical problems with your website, such as broken links; user interface (UI) issues that impact the user experience, such as poor navigation how users perceive your website generally.