As so much of modern business is now conducted online, it is crucial that you have everything optimised to guide your target market and potential customers to conversion with as little friction as possible. After all, if you are investing in a successful digital marketing strategy that builds awareness and interest in your brand, you need to have a website or social media presence that encourages further engagement, consideration, and then completion of a certain objective.
Conversion Rate Optimisation (CRO) exists to help you do just this. Simply put, it is the practice of improving the percentage of visitors to a website who take a desired action, whether it be making a purchase, submitting an enquiry, calling the office, or signing up for a newsletter. CRO is a blanket term that can be used to describe any improvement of your online presence that affects conversion rates, including the design of pages, the presence or absence of features, wording, the use of images or videos and even the placement of your calls to action (CTA).
If this is something you feel you may need assistance with, the Clearwater team has compiled 4 CRO strategies that might just help to boost your sales.
1. Tailored Copywriting
Copywriting is one of the most important aspects of conversion rate optimisation. The words on your page need to persuade people to take a desired action, without making a hard sell. Guide visitors through an engaging, well-crafted story that balances an appropriate tone, and a clear demonstration of how your products or services will benefit them, coming from a place of understanding, authority and reliability. This will hook their attention as soon as they find their way to a landing page, and carefully transform that into genuine interest as you shine a mirror on their problems and pain points, before finally directing them to the simple solution of making a purchase or an enquiry through unique CTAs.
Anyone can string a sentence together, but strong copy that is tailored to a target audience can make all the difference between a visitor who leaves your website and one who converts.
2. UX & Web Design
User experience (UX) and web design are important factors to consider when trying to improve your website’s conversion rate. Poor UX can dissuade potential customers from converting as it makes your brand look unprofessional, while good web design can make your site more appealing and encourage visitors to stick around longer.
One of the most important aspects of good UX is making sure that your website is easy to navigate. Visitors should be able to find what they are looking for quickly and easily, without having to fumble around or click through multiple pages. You can do this by using clear and concise menus, as well as by logically organising your content.
Your website must also be responsive and look terrific on all devices. In today’s world, more and more people are browsing the web using their smartphones and tablets, so adopt a responsive design template to ensure you don’t lose potential customers with different device preferences.
You can further improve your website’s design by using attractive fonts, images, and colours, as well as by organising your content in a visually appealing way. Just make sure that all elements are optimised within a site that has fast load speeds, as there is nothing visitors hate more than a slow-loading website.
Customer testimonials are a valuable marketing tool, but they’re often underutilised. People are more likely to convert if they can see that others have had a positive experience with your product or service. They provide a form of genuine, social proof, and should be easily found on your website with images and videos, or at least written compellingly to engage audiences.
4. Email Marketing
If you have a list of email subscribers, you can use email marketing to encourage them to take the desired action. For example, you could send a special offer or promotion to people who have visited your website, added items to their cart, and entered an email address, but haven’t made a purchase. In fact, you can make obtaining new email subscribers the objective you are trying to achieve to prompt return customers, boosting future repeat conversions.