How To Grow Your Business Revenue Through CRO Practice
Conversion rate optimisation helps you get the most out of your website by focusing on increasing your number of conversions.
However, as with most marketing techniques, there is no guaranteed checklist for success. This article is, therefore, designed with this in mind, highlighting what you need to do to remove the guesswork and identify the key CRO practices you need to focus your time on.
What is Conversion Rate Optimisation (CRO)?
Conversion rate optimisation (CRO) refers to optimising the rate at which your website converts visitors.
While there may be plenty of people visiting your website and browsing the content, not everyone will convert. Therefore, conversion rate optimization is the process involved with increasing the number of people who make a purchase on your website.
Set Your Expectations:
Before we get into the nitty-gritty of your CRO audit and strategy, it’s important to mention that, unfortunately, higher conversion rates do not happen overnight. That’s just a fact.
Increasing your conversion rate will take a lot of time and effort, and you must rely on the process and be patient to see the results. Aaron Thomas, Managing Director of Hive19 explains that “Conversion rate optimization takes time and dedication. It requires that you know your audience, meet their needs and provide value. The smallest tweaks to a website can often result in the biggest improvement in conversions. Implementing a CRO strategy with clearly defined goals will help your business on its way to an improved return on investment.”
As such, setting your expectations from the get-go will help you successfully implement changes that will increase your business revenue over the long term.
The Best CRO Growth Strategies
While we have titled this section the ‘best strategies’, there is no right way to increase CRO for your business. This is because context is key. Your customers will differ from someone else’s – what encourages some people to convert, might not work for others.
However, listed below are some of the essential elements of a successful CRO strategy that can be altered to suit your business and the needs of your customers.
- Website Copy
A well-designed website is nothing without great content. Web copy that solves your users’ problems and provides value, encourages higher conversion rates.
The words you use can hook your readers in, emphasising the importance of your products or services, ultimately making the difference between visitors staying on your website or leaving it.
- Captivating Website Design
When it comes to high conversion rates, first impressions matter. Therefore, captivate your audience with a well-thought-out website design.
If customers visit your website and are unimpressed with it, they will leave without a second thought, taking their business straight to your competitors. As such, the more aesthetically pleasing your website is, the more likely you will be to successfully convert your website visitors into customers.
- Top Page Speeds
The time it takes for your website to load has a significant impact on your conversion rate. This is because page speed directly affects the experience of the user.
If your website is slow-loading, people will exit and shop elsewhere. Consumers expect speedy solutions to their problems, after all, so it is essential that your website loads quickly to increase the likelihood of a higher conversion rate.
- Calls To Action
The call to action on your website tells the customer what to do next. This action could be anything, whether it be signing up to your newsletter, filling out the contact form or making a purchase.
The stronger your CTA, the more likely it is to convert website visitors into customers successfully. Therefore, make sure it stands out on the page, is easy to read, and clearly instructs the reader.
- Target Demographics
If you want to improve your CRO, it is important to make sure you are targeting the right people. Increasing your conversion rate will be significantly harder if you aren’t promoting your content to the right people.
To determine who your target audience is and what they want, you will need to collect information such as demographics, income, hobbies, interests, and occupation. Using this information, you can then create marketing personas that help you market your business more effectively, ultimately earning more conversions.
- Offer Social Proof
One of the best ways to grow your revenue through CRO is by offering social proof. After all, did you know that 92% of people trust recommendations from others’ more than they trust brands? Because of this, companies that offer social proof are often seen to have a higher conversion rate than those which don’t.
Collect customer testimonials, accept product star ratings, and offer opportunities for reviews to be made. Providing opportunities for social proof in these ways will make people feel more confident about choosing your business over your competitors, encouraging more conversions and boosting your revenue.
- Use Urgency Messaging
Abandoned online carts are an increasing problem for businesses, as customers browse online, fill their cart, but fail to complete the checkout process. To avoid this problem happening to you, try implementing urgency messaging.
From countdown timers and alerts notifying low stock levels, to cut-off order times for free or fast delivery, urgency messaging is a subtle yet powerful way of increasing your conversion rate, putting extra pressure on a customer to convert.
- Include Search Filters
When a visitor arrives on your website, they want to find what they are looking for as quickly as possible. As such, search filters are a great way to cater to this need.
Without search filters, customers don’t always have the patience to manually search through your website for a specific product or service, causing them to leave without converting.
- Optimise For Mobile
The way we browse the internet is rapidly changing. According to Statista, for instance, mobile usage reached 51.89% of global traffic in 2018. That figure is far higher today, with users far more likely to browse your website from these types of devices.
Therefore, increase your conversion rate optimization by ensuring your website is well-optimised for mobile. It may sound simple, but it could be a quick and easy way of seeing your conversions increase substantially.
- Dominate Your Niche
To dominate your niche and stay ahead of the competition, it is important to keep testing the strategies you use.
Regularly testing your campaigns, your pages, and your forms, will mean that every element of your website will be optimised to the max for the best possible customer conversion rate.
Focus on CRO for Business Growth
Focusing on CRO provides you with a data-driven foundation for your website and your customers to encourage higher conversion rates.
As nice as it would be, CRO methods differ from business to business for a reason – customers react differently from one another to each specific technique.
However, by following the practices outlined above, you will put yourself in the best possible position, helping provide real value to your customers by converting your website into a revenue making machine based around them.
