Conversion Rate Optimisation (CRO) is a marketing diamond, as it’s a method used to create more customers from websites visitors. CRO is the umbrella term which is used in online marketing, really, it should be referred to as just Conversation Optimisation (CO).
In this day and age, nobody is prepared to sit around and wait for a website to load. Why would we, when we can just look at the next best one on our search? Making your website as coherent as you possibly can in order to increase your revenue is something you want to keep on top of.
So the question we’re asking here is: Do you even CRO, bro?
So, What Is Conversion Optimisation?
It’s a system which is used to increase the percentage of visitors to a website who then become customers, or in more general terms, take any desired action on a webpage.
A business might be struggling to create leads online due to the fact that their website fails to capture the information that visitors are looking for — this is where the business may begin to fail.
Because of this, a business might have visitors on their website, but aren’t generating many leads — this is how you know you’re lacking in CRO.
As we’ve mentioned, the main objective of CRO is to get the customer to take the next action, whether this is adding something to a shopping cart or signing up to a newsletter.
Through user data, it’s feasible to understand how visitors are engaging with your website, and CRO relies on the analysis of this data in order to come up with concrete strategies to influence user behaviour. Clever, right?
It’s important to note early on that CRO and Search Engine Optimisation (SEO) complement each other, and go hand in hand.
SEO enables you to generate more traffic to your website, or target a very specific type of traffic to your website, and then Conversion Optimisation allows you to convert these into leads and customers.
The Benefits of Conversion Optimisation
Conversion Optimisation is a fundamental part of any business, in order to see why you’re not getting your site visitors to follow through with a transaction, and isn’t showing very attractive numbers when it comes to your sales.
In order to get a sale, you need a lead first. We’re going to explain two different types of leads:
- Sales Qualified Leads (SQLs): These are leads which are ready to purchase – a website is likely to be set up to target
- Marketing Qualified Leads (MQLs): Are leads which aren’t ready to purchase straight away, but with the right nurturing, will in the future (hopefully).
MQLs happen in the process of researching which business can solve their challenge — they’ll be checking out your competition as well.
Without the right Conversion Optimisation strategy for gaining MQLs, it’s possible you’ll lose them to a rival and they’ll never come back as SQLs.
Understanding Your Audience Better
The process of Conversion Optimisation helps you to understand your users, both in theory and in practice and this is done via A/B testing, as we explain later on.
Many agree that Conversion Optimisation improves their understanding of their customers.
A lot of the time, companies believe that having more traffic means more sales, which, in fairness, might be true although slightly inaccurate.
Your cost per acquisition is exactly the same as you continue to improve rankings in an ever-growing competitive sector.
It’s essential that you’ve grasped your buyer personas.
When someone chooses a product or service, people automatically go towards businesses they know and trust.
The best way to build trust is to show genuine understanding for your customers.
Showing your potential customers that you get them by addressing their pain or need, will allow them to be open to exploring what you have to offer.
Producing buyer personas and consistently using them as a way to guide your business can help keep you focussed on what your customers’ needs are.
How to Recognise Poor Conversion Optimisation
There are a couple of points to consider when it comes to recognising poor Conversion Optimisation, and what this looks like.
A lack of customer research is going to be apparent when you aren’t hitting the volume of leads you’re expected. This could be a case of not enough A/B testing, quantitative and qualitative data, and generally getting to know your visitors like the back of your hand, and putting as much in place in order to convert visitors into buying customers.
In accordance with this, only testing your traffic for a short amount of time is going to be obvious – you need to give it enough time to be able to assess your customers’ behaviour as accurately and in-depth as possible.
According to the Director if Raindrop Digital, Michael Rippon: “70% of tests fail, and this is a good thing as you’re beginning to understand your audience.”
Which leads us onto…
How to Improve Your Conversion Optimisation
Firstly, what are your competitors doing? We’ve come up with some points which we believe should be highly considered:
- Identify who your competitors are: Both direct competitors of businesses that sell the same product/services as you, as well as indirect competitors who sell products/services that fulfil the same need.
- Google Search for relevant keywords: Make a list of keywords which is relevant to your business, and search them on google. The businesses which appear on the first page will be your top competitors.
- Try out your competition: Analyse every aspect of the process of your competitors, in order to see what you believe they’re doing right and wrong.
Consider analysing the user experience (UX) of your competitors’ websites, considering a good UX is an essential part of Conversion Optimisation.
When doing this analysis think about:
- Are there too many things going on within their webpages?
- Is the process of adding to the cart and finalising purchase straight forward?
- How easy is it for you to find your way around the website?
Their traffic and rankings: Using SEMrush for competitor performance analysis allows you to see a report on the website’s paid and organic search traffic.
You’ll also be able to compare the amount of branded and non-branded traffic and get some insight into the PPC campaigns of your competitors.
Landing page and pricing strategies: Keeping an eye on these are important — do either of these enhance their Conversion Optimisation efforts, and what can you take from it?
Also, having a structure on how you execute your website is essential; if potential customers aren’t able to navigate their way around, you have no true reason to expect them to stay at the least, let alone make a purchase.
Examples of this are if a website was not to embed enquiry forms onto a landing page, furthermore, ones that do get as far as landing pages, seem to lack thank you pages — there’s a lot to remember, folks.
Think about your call-to-action, from your analytics, is this where you’re finding your customers are dropping off? Changing this up by adding a Lead Flow to aid the conversion of website visitors into leads through pop-up overlays, or even a dropdown banner that is triggered by scrolling.
Something as easy as this could be the difference between 10 leads and 20 leads.
Do Opinions Cut It, Though?
Testing based on opinions, rather than figures may sound like a better way to extract information, but the figures won’t lie to you.
The process of Conversion Optimisation helps you to understand your users through the use A/B testing.
Many businesses would agree that CRO improves their understanding of their customers.
If you think about it, every single innovator in history has had a process of experimentation that led to great breakthroughs.
If you want to be one of the best, we think it’s essential. More than half of companies plan in order to increase their budget for optimisation within 12 months.
Of course, in this day and age, we want a website that loads quickly, and if your website just isn’t up to this standard, your chances of converting your visitors into customers are going to be significantly reduced.
A/B testing can be done on pretty much anything on a consistent basis.
Users’ tastes and preferences change over time, so your marketing should adapt to this. User Research: Qualitative and Quantitative
Quantitative data gives you numbers and allows you to identify concrete facts such as bounce rates. You can use that data to improve the page such as through visitor heatmaps. It allows you to see how long people were on your site but doesn’t say much beyond this.
Qualitative data, on the other hand, is the method of research which helps you to understand why your customers are behaving the way they are, and their motivations, so it’s useful when you want to study how your users are interacting with the page. You can do this by video recordings, surveys and reviews.
If your current call-to-action is in the area of the site which is receiving no click or hover engagement, you can move it to more popular spots on the page for better conversions.
Additionally, it’s important that your analytics tool such as Google Analytics are set up correctly before you do anything, as often many accounts are recording data incorrectly and businesses are making decision based on poor quality data. Auditing your setup will enable you to improve your data accuracy and help you make informed decisions.
Conversion Optimisation and SEO Together, Forever
From looking at your site from all perspectives and understanding every last element to establish which one of your audiences most respond to what stage of your website.
From this, you’ll be able to improve the number and quality of your leads, amount of sales and then increase your overall revenue and return on investments.
All of this improves your website in order to provide maximum value and this is CRO’s purpose.
When you’ve used SEO and CRO strategically, they complement each other, so it can boost the power of the other and will likely make you a lot in sales from your website.
Putting this into context, think about shop and cart rate. How many people are shopping and viewing items, and even putting them into the basket, but then aren’t going through with the transaction?
Using SEO and CRO together will help you to identify these pitfalls and increase your leads overall.
As many still see them at different ends of the marketing world, they can allow businesses and online marketers to strongly achieve their goals: SEO drives the traffic to your website and CRO finishes the deal by making them stay and purchase.