Did you just create your website, but it still doesn’t work like you expected? Well, don’t be disappointed because there is a solution for everything. This solution is called Conversion Rate Optimisation.
What is Conversion Rate Optimisation
The Conversion Rate Optimisation is a systematic and structured approach created to improve your website’s performances. The “conversion” is when a visitor to your website takes an action that you want to take them. But what does that look like to you? It could be signing up for an email newsletter, creating an account with a login and password, making a purchase, downloading your app, or something else entirely. Whatever it is you want your visitors to do, this action is what you are going to measure and what you are looking to optimise.
At its most fundamental, CRO means figuring out what users are looking for when they arrive at your site and then giving that to them. CRO takes many different forms, based on the KPI (key performance indicators) you’re trying to improve. Sometimes this involves making your call-to-action more apparent or placing it on a traffic-heavy (but under-optimised) page. At other times, this means removing or relocating unnecessarily complicated or time-consuming steps from your conversion funnel, as the added friction can prevent a conversion from ever happening.
The Importance of CRO
You should care about CRO for a few reasons. First, you are most likely paying for traffic to your site in one way or another, and a high conversion rate means a better return on that investment (ROI). It’s also much more cost-effective to convert a higher percentage of the visitors you already have than to attract more visitors. In addition to improving your ROI, optimisation helps to defend against the limited attention span of your average visitor by giving them what they want before they tire of looking for it and move on.
In this business, there are a few elements that you should follow in order to get to where you want. For example, if you scan several successful landing pages, you’ll probably notice they have several key elements in common—and for good reason, as these elements communicate critical information to users. For this reason, they are excellent candidates for testing and optimisation.
How to Implement CRO to Your Business Website
1. The headline
Firstly, you should focus on the headline. The headline should be attractive so it can get you visitors, just like a newspaper. It is known that a great headline is like a “hook” that that grabs the attention of the visitor.
2. The Hero Image or Video
Use the Hero Image, the primary image on the landing page to attract visitors or if your have a video use that and let it autoplay (great tip hide the video controls) because the image/video is the first element that somebody sees on a page.
3. The Benefits
The proof paints are benefits or other copy that “pays off” the promise laid out in the headline. It’s important to be precise and not to drag on and on. If you have lots of benefits then break them down into manageable points for easy reading.
4. Call to Action CTAs
Form or Call to Action (CTAs) – depending on the type of landing page you have, you may have either a form to collect data, a call to action (like a button to download your app), or both.
5. Social Proof or Testimonials
Social proof testimonials and other elements validate your brand or product. To create trust and confidence, you can leverage existing brands that are recognisable by your target audience. Has your business been featured in a known news publication or used by a prominent client? You can confer some of the trust associated with their brand by using their logo on your page (with their permission of course), that’s called the Third-party endorsement.
Finally, there are plenty of platforms out there that offer these kinds of services, the majority of them focus on landing pages for conversions which is totally fine but when you want to use WordPress then our suggestion is to go with Thrive Leads Content Builder.
So, if you have a website and don’t know surely what to do to attract more visitors, the solution is simple, use Conversion Rate Optimisation to promote and improve your business.