Conversion Rate Optimization (CRO) is one of the key components to maximizing your online business’ potential. If you aren’t constantly trying to improve your conversion rates, you’re losing out on potential leads, and you’re probably losing out on converting leads into buyers (and eventually loyal customers) as you move those leads through your marketing funnels.
Fortunately, with just a little bit of work and persistent testing, you can generate more leads and sales without having to increase your traffic (though you should always work on driving more traffic when possible).
There are a number of elements that can help improve your conversions.
Conversion Rate Optimization: Targeted Traffic
Traffic generation is a whole topic in itself, but for this section, we’ll keep it simple, as it’s a crucial part of conversion rate optimization.
If you’re marketing to the wrong people, you’re hurting your conversions from the onset. It’s crucial to have an ideal customer avatar, or even better, multiple customer avatars that you craft your messages for.
If you’re experiencing issues with conversions, checking your traffic generation strategies to ensure you’re reaching your ideal customers is a great place to start. After all, if you aren’t sending the right message to the right people, it doesn’t matter how many visits you’re getting–untargeted traffic will produce much lower conversions than targeted traffic to the same offer, all other variables aside.
Landing Pages & Offers
No matter how you’re driving traffic, you need to present your offers in an enticing way. Dedicated landing pages built around a specific offer are a great way to go as part of the early steps in the conversion rate optimization process.
Landing Pages (essential elements)
A good way to increase conversions is to test your offers and how you present them.
Test your lead magnets.
Test your calls-to-action.
Trust & Proof
Using trust & proof to build credibility is crucial for every step of your marketing funnels.
Badges & Seals
Using badges & seals on your landing pages (whether you’re offering a free lead magnet, or selling a product on the landing pages) can help reduce friction and convince more visitors to take action. There are a number of official badges & seals you can add near your opt-in forms and checkout pages, and you can make your own. For more information about utilizing these elements, check out Using Badges & Seals.
Testimonials & Reviews
Utilize testimonials and reviews in every phase of your marketing funnels, starting with landing pages.
As mentioned in testimonials
Guarantees are an important element to include.
Test the copy you’re using on your landing pages, your sales pages, your emails, everything. Use proven psychological triggers to tempt & persuade your visitors to sign up for your lead magnets, to get them to purchase, and to get them to open your emails and take action. Be sure to test different sales copy in your pursuit of conversion rate optimization.
Engaged visitors are more likely to purchase, and make more purchases. While working on improving engagement is a great way to increase customer lifetime value, it can also be a good way to convert leads who have shown some interest but have not yet purchased anything from you.
Use Live Chat & Chatbots to Engage & Convert
In today’s world, instant gratification is the norm. People want things, and they want them now. People have grown more and more accustomed to interacting with businesses & representatives through online chat, and live chat can generate 4x-8x more leads. Unfortunately, 24/7 live chat support is not realistic for many businesses – the cost of paying someone to sit around waiting for a potential website visitor at 2am can add up quickly. Fortunately, chatbots are a great solution that can help engage your visitors and even guide them through sales funnels when implemented correctly.
Retargeting is a great way to re-engage people who have visited your website, landing page, or offer but didn’t take action. People have short attention spans, and there’s a good chance that even if they were interested in what you presented, they may not have taken the desired action. Maybe they had to leave to meet a friend or pick up their kid from school. Maybe they needed to start cooking dinner, or their favorite show came on so they left. Once they leave, it’s unlikely they will make much effort to come back without some nudging.
Using Scarcity to Improve Conversions
Using Seasonal Promotions
If you’re looking to generate spikes in revenue around key times of the year, consider creating seasonal promotions to capitalize on visitors who are already in the buying mood, and capitalize on the fact that they’re likely ready to spend if presented with the right time-limited offers.