I’m going to share some suggestions on using customer psychology, as well as analytics and tests, to improve the conversion rate optimisation (CRO) on your website. Increasing your website’s conversion rate optimisation (CRO) is probably an area that you should be reviewing and investing in.
The world of marketing is continuing to change with the growing dominance of digital marketing and the improving understanding of customer psychology, or ‘neuromarketing’.
There are only two ways to make more money and increase ROI from your website and digital marketing – by increasing:
- Website traffic, and
- Conversions (conversion rate optimisation).
Many marketers focus mainly on attracting more traffic to their websites but don’t pay enough attention to what really matters – converting more of the traffic that they already have.
Increasing conversion rates is less expensive than increasing traffic, especially if you already have a good level of website traffic. Investing in conversion rate optimisation makes a lot of sense.
The primary job of good web design is to get customers to convert. And to have a successful business, improving conversion rates is a good place to start.
As one conversion rate guru, Jeff Eisenberg, says: “It’s much easier to double your business by doubling your conversion rates than by doubling your traffic.”
Every aspect of your digital marketing, your website, portals, email campaigns, blog, and social media platforms, must be designed with your customers’ psychology built in so that conversion rates are optimised.
Your goal should be to get the potential customer all the way through your sales funnel, one step at a time. That means that conversion rate optimisation should be considered throughout your digital marketing to nudge customers to take the next step.
Conversion rate optimisation is a science
One of the keys to CRO is testing. It’s essential to carry out analysis to determine what’s working and what isn’t. When you conduct tests and make changes based on the results, you increase your sales without increasing the amount of money you spend on marketing communications.
You should run tests to test only one aspect of your website at a time (but you must run the test for a long enough period of time).