Picture this: you’ve spent thousands of pounds on a brand new website. You’ve meticulously chosen the colour scheme, logo, layout – everything you can think of has been scrutinised and thought about to make your website the best website it can be. You promote your new website, shout about it as much as you can and when it goes live you can barely hold back the excitement and anticipation of the upturn in business it’s going to bring you. But then a few weeks pass and then a few months and the improvement your new website has brought to your business has been negligible. You can’t understand it, people are visiting, you can see they’re visiting, but they’re just not doing what you want them to do. They’re not converting.
Conversion Rate Optimisation deals with optimising and improving your website so as to get customers to do the thing you want them to do. It can be as simple as signing up to a mailing list or creating an account, most commonly it’s the customer making a purchase. Whatever your goals are, you want your conversion rate to be as high as possible because otherwise, your website is just an expensive advert. A vast percentage of large businesses and corporations put in place detailed CRO strategies implemented as part of their wider marketing activities. So if your website just isn’t cutting the mustard, what simple things can you do to improve your website’s conversion rate?
Conversion Rate Optimisation 101: Key Tips To Succeed
Understand your customer’s journey
By having a thorough understanding of the journey your customer has taken from initially becoming aware of your business or service all the way through to them becoming your customer, you will be much better equipped to optimise your web presence in a way that is appealing to them in order to get them to take the final step. Eliminating ‘pain points’ for customers will lead to more conversions, so a good way to start this is to navigate through your website as if you were a customer and take note of any areas of the site that aren’t working, or that aren’t making your experience easier. As you do more research and learn more about your customer’s journey, by ensuring it’s as smooth and easy for them as possible, it’s much more likely they will convert and continue to bring you business in the future.
Test, test, test again!
If you’re running a big web campaign, a great way to research for CRO is to create multiple landing pages and analyse which performs better. For example, a 50% off summer sale is sure to be appealing to a large number of customers, but which landing page leads to more sales? What can you learn from the differences between the two? It doesn’t have to be just visual changes, you can change around the copy and layout of the page to see what works and what doesn’t. Over time this will enable you to create pages that will lead to more customers converting, especially if you continue to test as your customer base changes and grows!
Talk to your customers
You need to understand your customers as best you can, so why not talk to them? Running surveys is a great way for you to hear feedback straight from the horse’s mouth as to what people like and dislike about your website which could lead to some valuable insights as to why they’re not converting. Imagine you picked out a font that you loved, but a lot of people are finding it really difficult to read and so they just give up rather than trying to plough through. You might have been looking at your customer data baffled as to why so many customers were leaving your website, and you could have got the answer for free! Don’t worry that you might be bothering or harassing people – most customers are happy to complete a survey or opinion poll to help a brand or business they love, so ask away!
We’ve just scratched the surface of CRO in this blog, it really is one of those marketing tools that you can go down a rabbit hole with. But the key takeaway is this – try to get to know your customers as much as you possibly can – what they like, dislike, what they find annoying, what they want – the more you know, the better you can align yourself with them and get them to convert. By starting with the tips above you should be able to start to improve conversions, but if you are after some more in-depth advice, why not speak to Koncept today?