The basics of Conversion Optimization begin with your business’s goals and how we can use your website to accomplish that.
What is your conversion goal? If you can clearly define this, then with that goal in mind realize you only have two options or ways to accomplish this online goal.
A. Get More People Visiting (increase your traffic)
B. Increase Your Conversion Rate
Often when thinking about these things our first thought is to improve the call to action. Do A B testing to discover which call to action button produces the greater results? Then we quickly look at our options and begin testing everything about it; the location, the display width and color. Maybe the address verification or there needs to be a social proof inclusion? Then we begin testing these things quickly to learn that these things are quite time consuming, especially if you don’t have a tremendous amount of traffic yet.
Here’s an example of doing just that, by utilizing a heat-map on a clients website we determined that his visitors were being driven not to a booking page where he wanted them. But as you can see, the clicks were going to the logo and off into space on the right side.
But in truth that isn’t the only aspect of CRO. Those are the details behind CRO, but true Conversion Rate Optimization goes far beyond simply the call to action and heat maps. In fact conversion rate issues may have nothing to do with the call to action at all, and may have everything to do with exterior factors. Real conversion rate optimization is something that moves your customers (visitors) all the way down your customer funnel of discovery, learning, and then converting. Moving them from knowing very little about you, to becoming a subscriber, a client, a paying customer; that’s what true CRO is. And you’re never going to get there if you’re only looking at the details.
So what’s the answer? How do we at OLWM solve complex issues, and narrow down your challenges into actionable solutions? There’s no simple answer to that, but there are many places we like to start.
One solution is to ask. Segment your customers and ask them. Discover what it is that is driving customers away, or not allowing them to proceed or to accomplish your goal. Or a better way to say it is what is stopping your customers from making their goal, your goal?
Here’s the true challenge, you need to discover the objections and overcome them. That’s what true CRO is. Much like the example above, we learned that the objection was simply giving them an easy to find Check Availability button.
Here are some additional actionable tips that are helpful to take, and that we would be happy to help walk you through. Here we’ll touch on them, but know that we are happy to sit down with you to help you figure out the best approach to increasing your conversion rate optimization.
- Make Pages Load Faster
- Align Visitor Intent and Page Purpose
- If you have done the research behind your customers then you’ll know exactly what your visitors are after. Align this with what your purpose is.
- Good Design Sets the Stage
- If your design is poor and doesn’t match up with what your visitor intent is, then you’ll lose them without a doubt.
- Know What Tools Are Available
- Be it opensite explorer, to keyword sky, to survey monkey. Know what options are available to you.
- Don’t Force Unnecessary Steps
- Concrete and Emotional is Always Better Than Abstract and Intellectual
- Free Works
- Using just the verbiage Free can produce surprising results
- More Product Detail + Better Presentation Equals Conversion
- Video Works, Very Effective (as long as you optimize them!)
- Don’t Just Copy Other’s Results
When deciding what to do understand that a solution for someone else may not be the solution for you. There is no one size fits all. Do the research, look at the number, make a decision, and then test your results.
And that’s it, this if your first taste of Conversion Optimization. If you have additional questions please give us a call and we’ll walk you through it.
So by creating another landing page and website, and re-analyzing the heat-map this is what it looked like after the change. You’ll quickly notice that now many of the clicks are landing where the client wanted them, on their Check Availability page.
Beyond just the an improved click through, what did this change do for their bounce rates and traffic? See for yourself. Their bounce rate immediately dropped dramatically, and their Time On Site, Pageviews, and average Pageviews all increased substantially.
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