Conversion Rate Optimization

In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.

CRO is not:

SEO (search engine optimization), which is focused on optimizing content to get more organic search traffic to your site. Instead, CRO is about working with visitors who are already on your site.

Why Is Conversion Rate Optimization Important?

Conversion rate optimization is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have. By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.

1. Improve Landing Page Design

Landing page design is the first and foremost element that defines the usability and success of a website. The more aesthetically designed a site is, the more traction it will get!

More than anything else, you want your site to be smooth, attractive, and easily readable. It should be, relatively speaking, a pleasure to navigate your site.

Generally speaking, avoid anything that psychologically keeps a visitor from signing up or purchasing. Design friction is anything in the design or layout of your page that hinders visitors from moving forward. Some really easy friction points to fix are:

  • Too many fields. Only require the bare minimum when it comes to filling in fields. Too many fields causes fatigue, which then sends your visitors away.
  • Slow loading time. If your website takes more time to load, you’re going to lose conversions.
  • Too much useless text. If the pages on your site are unnecessarily long, people will get bored and go watch cute cat videos.
  • Hard to read fonts. We’ve all visited sites that use a weird font. What do we do? Get out fast. Don’t get overly creative with artistic fonts and colors. Above all, your site should be easy to read.
  • Too many actions. You should be driving your visitors toward a single, primary action, such as purchasing or signing up or contacting you. If you’re pushing visitors toward multiple actions, people can become confused and overwhelmed, leading to a drop in conversion rate.

2. Compelling Website Content

Provide visitors with absolutely everything they need to know about your product: What are the features and benefits? What does it look like? What are the possible uses? Who will benefit most from it? How will it be delivered?

Most consumers are too savvy to fall for hype-based copywriting. Lose the hype, and focus instead on writing clear, compelling copy that helps your visitors make a purchase decision.

Once people find and visit your content, they will come with the intention of converting or not. If you want to persuade them to convert, creating and optimizing content for conversion-oriented keywords will result in encouraging conversions.

Follow these tips to optimize your content for conversion-oriented keywords:

  • Include your keywords naturally in your header, subheaders and within your content. Avoid misspelled keywords and keyword stuffing.
  • Focus on user preferences. Pay more attention to the types of content your target audience needs the most – pricing charts, videos, third-party comparison reviews or product pages.
  • Optimize your SERP snippets. Write an appealing SEO page title and meta description that will show up in organic results.
  • Include target keywords in every single piece of content. Your purchase intent keywords related on a certain topic should be targeted in subsections within your content and in each FAQ page that helps customers get answers to their questions before making a purchase.

3. Website Conversion Rate Optimization tools

  • Google Analytics

Google is clearly the king of search engines and, as such, serves as one of the best tools for researching which keywords people are searching. It also shows helpful date for CRO, including which devices those visitors use, their demographics, how long it takes for them to bounce from your site, backlink sources and more. What it can’t do is link specific emails or contacts to those visitors. But hey, it’s free!

Every second that it takes for your website to load is one second too long. If you’re anything like me, you have little patience to wait for images and text to appear on your screen and will hit the back button to look for another resource that provides a more streamlined user experience. Google Pagespeed analyzes your website’s load time and provides suggestions for how to make it faster.

Key takeaway

SEO and CRO can work wonders together. Your site should be easy to find, but it should also provide value to the user, offering useful content that addresses users’ needs.

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