Think of your website as a car engine. SEO is the gas that goes to the cylinders and fuels the engine so the car goes. Now, just because the car is moving doesn’t mean that the engine is at peak potential. It can be optimized to go faster. This is what CRO or Conversion Rate Optimization is.
It supercharges your site so that the traffic that you are already getting is more likely to convert. Often, an SEO wants to drive more traffic for the site to make more money. Usually, the answer is to increase conversions.
There are a lot of different methods to have your existing traffic convert into sales, or leads depending on the scope of your site. In this article, we will go over several of the things you can do to set up the ideal CRO strategy for your site.
1 – Optimize the content
The most likely culprit that is holding back your conversions is the site’s content. Starting here may show you some immediate results. Pay close attention to the language used as it has a direct bearing on whether people will convert or not.
Many content marketers try to use persuasive language to convince somebody to convert. This is the biggest mistake that can be made. You can’t convince somebody to do something they are not already inclined to do.
What has to happen is that you validate what somebody may already be thinking. Use a sort of path that begins with provoking emotion and ends with a call to action.
People make decisions more on emotions than on facts so you have to frame the content in a way that will bring emotions to the surface and then lead them to make a decision. Usually, they are already leaning in a certain direction and are looking for validation that they are right to have moved in that direction.
If you are not an expert in creating content that converts, then hiring a content marketing service like Brafton is a good start. A professional will craft compelling copy that is designed to engage and more importantly converts.
2 – Be available
Trust is one of the biggest factors when a potential customer or lead is on your site. If your site looks sterile and impersonal, it doesn’t exactly inspire trust. People like to know that there is a person on the other side of the screen that is there to help. During the investigation phase of their journey, they need information.
Having a phone number goes a long way to building that trust. When they see a phone number they realize that they can have their concerns addressed by a person so they feel a bit better about filing in a form or completing a purchase.
Customer support is crucial to get right and there needs to be a clear and immediately apparent way of getting in touch. Lots of people prefer a phone number, but you can also use a chatbot.
A chat function increases leads by a wide margin. In fact, having this function can increase leads by up to 45%. If you are afraid of costs you can use an AI-generated bot that will help answer many of the commonly asked questions and save money while still providing your site visitors with a way to get the information they need without having to dig around for it.
Outsourcing the chat function so you can have a live person on the other end will also help you in the long run if the questions are not easily answered by a bot. Once people have their questions answered to their satisfaction then they will likely commit to taking the next step. This is why the chat function or a phone number are essential.
3 – Have clear calls to action
Something sorely lacking from a lot of websites is a clear call to action for the reader to follow. Even when they feel like they have gotten the information they need to take the next step, there is little in the way of a prompt to get them to do so.
Sometimes you have to ask specifically for them to do something. If they have to figure out a way to fill in a form or to add something to their cart then they may feel like this is too much of a commitment and decide to think it over and come back at a later time, which they never do.
Instead, have a clear call to action that is explicit in how you want them to proceed. Ask them to fill in the form and let them know why it’s important. Give them something in return for filling in the form if it seems like it will help.
If it is to put a product in their shopping cart for purchase, make sure to give them a one button procedure to do so and make it obvious that this is what they need to do. Having a countdown for a deal is a good way to entice somebody to take action right now.
4 – Keep things simple
Forms are a great way to create a lead. Asking people to fill them in is tricky, though as it can seem like a commitment. Even worse for a lot of visitors are forms that are complicated. This is sure to drive them away.
Instead of having a form that has too many fields or takes too many steps to complete, keep it very simple. A form should have only enough information for your sales team to do their job once they have the lead. Their personal contact information is usually enough from the user themselves. You can have different forms for different functions so that the sales team knows what form led them there and understand where they are in the buyer’s journey through those metrics.
In essence a form should ask them to choose a topic they want to know more about and their contact information and that is it. Don’t ask the form to do the job of the sales team.
Conclusion on CRO
Take a page out of the book from the people that lived through the Great Depression. Make the best of what you have! You already have traffic coming in so it makes sense to try to get more out of those visitors.
Of course you should be focused on gaining traffic, but don’t neglect your conversion rate. Do a CRO audit and look closely at what the metrics are telling you.