You need people to visit your website and you need them to take action when they are there. This is where conversion rate optimization (CRO) comes into play. There are numerous strategies and tools that can benefit you in this area, however, with so many choices, it can seem daunting to narrow it down to the ones that might help the most. The key is to look at each option, consider your needs and then choose one to start with.
Basic CRO Techniques
There are numerous techniques that you can deploy to ensure you get the most out of CRO. Knowing what these are help to ensure that you are able to convert those who come to your website for a visit.
Mobile Website Optimization
A freakishly large percentage of people use mobile device as their primary way to access the internet today, and you need to cater to them. When designing your site, take the time to test it to make sure that everything is accessible and easy to see on tablets and cell phones. It’s critical to know that load times are just as efficient when someone visits your website from a mobile platform as from a desktop.
Use A/B Testing
This technique allows you to see which version of your webpage performs best. This is imperative since a website that isn’t fast and easy to use will not give visitors a reason to stick around or come back for another visit. It’s tough to convert visitors that aren’t there. You can use A/B testing to compare two versions and then choose the one that provides the best overall user experience on your website.
Ensure a Personalized User Experience
Every person wants to feel special – like they are your #1 priority. This is where personalizing the user experience comes into play. There are numerous ways for you to do this. Use elements that make your visitors feel an emotional connection to your website. Believe it or not, this CAN be done, and when it’s done well, people will want to click and share at a much higher rate.
Take Advantage of Video Content
Video content is hot right now (and for eternity probably) and research shows that it is an easy way to provide your visitors with valuable information. Also, when they are on your site watching a video, they are spending a lot more time compared to if they were just there to scan an article. Make sure you add a mixture of video content to your strategy in order to boost the time spent on site. Pay attention to page load time though. Videos and images are bandwidth hogs and a slow website is normally not a high-converting one.
Enhance Your Call-to-Action
Tell people exactly what you want them to do. However, you want to make sure that this is personalized so that they feel compelled to take action. Keep it simple to get the most benefit from using this strategy.
Beginner Tools for CRO
There are several tools to choose from when it comes to improving your CRO. These four tools are ideal for beginners.
Google Analytics: While this is not often considered a strict CRO tool, it is still important to mention. Google Analytics provides a wealth of critical information targeted at improving your conversion rate. Learn about who is visiting your website, when they visit and what pages they decide to leave on. This is a great way to tell which content works and which doesn’t – then create more of the former.
Feng-GUI: This tool puts a primary focus on the visual elements that are present on your homepage. Since this is the page that most visitors start with, you need to design it not only for the attraction factor but also so it intrigues them enough to stick around and see what else you have to offer. The tool reveals which homepage elements people like. It can also help you make design and/or layout changes thanks to predictive analytics.
Crazy Egg: This tool provides a look at exactly where your visitors go on your website via the customer journey mapping feature which yields valuable information regarding click behavior. See when and where clicks happen. This tool is also helpful for A/B testing, heat-mapping and scrolling analysis. The bottom line value is you gain insight into which pages might need to be changed to hold the interest of visitors.
YoRocket: This is an excellent choice if you have a WordPress website. It is actually a plugin, so it is easy to implement. When you use this tool, you will be able to find the keywords that people search for that brings them to your website. Remember that no matter how great your content is, if people can’t find it, the chance to convert them into buyers, customers, or to achieve any other conversion goals is – well – zero.
Hotjar: This nifty software offers valuable insight into where people go on your website and how they interact with pages and elements. See precisely where people click with the heat-mapping feature. Not only do you get excellent information, but you can use it to interact with your visitors and ask their opinions about any changes they would like to see. You can create a user poll through which visitors can express their opinions.
Though the CRO software field is admittedly crowded with selections, the four we’ve just discussed should all add value to your goal of increasing conversions. Don’t agonize too much about which is best. It’s a subjective question. Luckily, most offer a trial period that gives you a chance to dive into the thing and see how it works for your situation. If you try one and don’t like it, be glad you live in a free country that allows you to discard it and experiment with another one. The bottom line is that, if you’re serious about drawing visitors to your website and encouraging them to take action, you can’t afford NOT to learn CRO. Good luck out there!