Like many business owners and marketers, you can direct a lot of your resources to drive traffic to your website. And while this is important to improve your online visibility or presence, it isn’t enough to ensure your company continues to grow. You should find ways to ensure this traffic converts into qualified leads. This is where conversion rate optimization (CRO) becomes necessary.
In this guide, you’ll learn what CRO is and a few strategies you can employ to build a robust CRO strategy.
An Overview Of CRO
CRO is a process of increasing the percentage of a website’s online visitors who perform a desired action. These include subscribing to your monthly business newsletter and email list, filling out a form, and purchasing your products or services. CRO typically involves understanding how customers travel throughout their purchase journey, what actions they take, and what’s stopping them from taking the desired goals.
The conversion rate is computed by dividing the number of people who took your desired action by the total number of web visitors and multiplying this by one hundred percent. For instance, if out of the 100 people who visited your site, only 20 purchased your product, the conversion rate will be calculated as follows:
(20/100) * 100% = 20%
But one may ask, what’s a good conversion rate? There’s no universally accepted conversion rate. The management of each company will decide on the conversion rate they expect from their marketing campaigns. If your conversion rate is lower than what the management established, it’s considered bad. In such a case, you should consider optimizing it.
While that’s the case, creating an effective CRO strategy can be challenging if you aren’t an expert in this field. For that reason, consider partnering with a conversion rate optimisation agency. The firm hired will provide the expertise that may not be available to you and your team. They’ll also come with new ideas and specialist knowledge you may not have in-house. As such, you’ll build a robust CRO strategy and increase your customers.
Conversion Rate Optimization Strategies
You can employ several strategies to increase conversions for your business. They include the following:
1. Leverage Live Chat And Chatbots Technology On Your Website
It’s no doubt that anyone who visits your website would want to get answers or responses fast. This is why you need to invest in live chat and chatbot technologies.
Sometimes a customer may want to make a few inquiries before purchasing your products or services. If you take too long to respond to them, most will consider finding assistance from your competitors. And this hurts your conversion rate. A live chat solution will allow you to engage with web visitors in real-time and guide them throughout their shopping journey. As such, most will likely purchase from you or take any other desired action.
Live chat technology can enhance your customer service. However, sometimes you may have too many clients waiting in the queue. And the more they wait, the more they get frustrated. The good news is you can leverage chatbots in your website and improve things. These are software applications that can simulate human actions and conversations. They’ll allow web visitors to engage with your brand without much human intervention.
Chatbots can answer basic questions about your products or services, which helps build an instant connection with customers. All these go a long way in improving your conversions. Make sure whatever live chat and/or chatbot technology you select aligns with your company’s needs.
2. Increase Web Page Load Speed
Increasing website speed is another effective way to improve your conversion rate. No customers like staying too long online to find information. They want to take a second to find what they want and go somewhere else. If your website is slow, you’ll likely experience an increased bounce rate, negatively affecting your conversions.
The first step in increasing your web page load speed is to test the speed of your website. There are several tools you can use to achieve that. However, make sure you find the best solution for your company.
Once you determine you need to improve your web page load time, you should troubleshoot the problems slowing down your website speed. Common solutions to a slow website include compressing web images, using a reliable content delivery network, minimizing plugins, reducing redirects, and caching website pages.
3. Optimize Website For Mobile Devices
Today, more than half of online searches happen through mobile devices such as smartphones, tablets, and laptops. If your site isn’t responsive for mobile devices, you could be losing a lot of conversions. It’s, therefore, necessary to optimize your site for mobile to connect with this huge market. You can achieve that by investing in a mobile plugin solution. This technology can help you add a mobile-friendly feature to your website without building it from scratch.
Takeaway
Increasing conversions is the most important step to growing your business. It’s a practice of encouraging web visitors to take your desired action. Investing in live chat and chatbot technology, increasing web page load speed, and optimizing websites for mobile devices are effective ways to optimize your conversion rate.
