Don’t Under-Estimate the Value of Conversion Rate Optimisation (CRO)
Getting more of the visitors to your website to convert into customers will ensure that your website works for you.
You’ve already driven the traffic to your website so converting more website visitors into customers costs little and significantly improves the return (ROI) from your marketing.
You should see that improving conversion rates is a profit multiplier:
- Your revenue = your visitor numbers x your conversion rate x the lifetime customer value
Websites need to be customer-focused and customer-optimized to win.
Tips on How to Improve Your Website’s Conversion Rates
1. You may be able to increase your home page, or landing page’s, conversion rates by over 50% by improving some of these components..:
- value proposition (USP); strapline; headline; introductory offer; guarantee; pictures; readability and clarity of messages; usability and navigation;
- pricing; testimonials; calls to action; phone number prominence; percentage of abandoned baskets; returns policy.
2. It often makes more sense to get your current website working properly rather than invest in a new website. That’s what leading ecommerce businesses do – they make lots of incremental improvements. Think Facebook, Amazon…
3. Ensure your website designer has put enough thought into the functional aspects of your website, as well as your broader digital marketing. Too many web designers do not, unfortunately.
4. Use a scientific approach to web design with A/B testing. Ensure Google Analytics is properly set up, including goals.
5. Do user tests to improve the work flows – this is easy to do and a great approach for small businesses and start-ups.
6. Add (live) chat to respond quickly to customer queries.
7. Improve the clarity of the content on your website – learn to write clearly, in brief and for websites. Create a clear value proposition.
8. Instantly communicate trust.
9. Improve your approach to pricing and use pricing psychology.
10. Review the presentation of your products and services. Ensure they are well ‘productized’ and packaged up so they are easier to sell.
You might be interested in my blog on the role of psychology in improving conversion rates.