“There are only two ways to get more customers and increase the return from your website – by increasing your website traffic, or by improving conversion rate optimisation (CRO),” says Christopher Lamotte from Real Marketing.
“Too many marketers and businesses focus 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 into paying customers.
“Increasing conversion rates is less expensive than increasing traffic, especially if you already have a good level of website traffic.”
We can probably agree that 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 starting point.
As one conversion rate guru, Jeff Eisenberg, said:
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.”
This article shares some suggestions on using customer psychology as well as tests to increase the conversion rates on your website.
Every aspect of your digital marketing, your website, presentation on 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 each page should be optimized to nudge the customer to proceed to 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).