In this blog, we are going to drill into Conversion Rate Optimisation (CRO) and provide you with 10 CRO tips that can help improve your conversion rate on your website, meaning you will generate more leads and subsequently, more revenue for your business.
The first thing you hear when you start a business is that you need a website. But what is the point in having a website? One thing that is pretty consistent with businesses, whether you are selling something on your website or simply have it up there for informative purposes, is that you want it to be able to help you convert potential customers to paying customers.
At GLO, we understand that in order to generate leads online, you need a website that converts web traffic into customers. Understanding the importance of CRO is the first step in the process. After all, the higher the number of ‘converters’ in relation to web visitors, the higher your conversion rate is. You may have thought to yourself in the past:
“I get a lot of visitors to my website but I haven’t got any enquiries from them.”
“My website is just my online business card.”
“I get all my business from referrals, I don’t need a website.”
This reminds of a saying from Henry Ford, “Whether you think you can, or you think you can’t – you’re right”. I mention this because all the people who believe their website is not there to generate their business more leads are probably right! And the reason for this is most likely that they are unaware of their conversion rate and the ways to optimise it. If the website wasn’t designed with the purpose of convincing people to convert then it’s not likely that potential customers will convert, or even having anyways their customers can ‘convert’ in the first place.
Firstly you’ve got to start asking yourself, what do I want my website to do for me? You may want to sell more of your products, increase subscriptions to your mailing list or get people to enquire about your services. What is the point in having a website if it’s not working to achieve the goals you’ve set for it?
What is a conversion?
A conversion is a point at which a visitor on your website completes a desired action, such as making a purchase, filling out an enquiry form or subscribing to your email newsletter. The conversion rate of your website is, therefore, the percentage of web visitors that complete a desired goal (a conversion) out of the total number of visitors.
Micro Conversion vs Macro Conversions
Your ‘Macro Conversion’ is the end goal that you are looking to achieve after your website visitor goes through the different levels of your marketing funnel.
It is important to note that this ultimate goal looks different for every business. An e-commerce website will be looking to get a purchase from its visitors. However, a service provider may wish to focus their efforts on getting visitors to request a quote for one of their services.
To get to a ‘Macro Conversion’, the visitor may take a series of smaller steps which can be defined as Micro Conversions. These can then be further split into categories, known as Process Milestone and Secondary Action.
As the name suggests, a process milestone is a significant step on your potential customer’s journey where they take an action that brings them closer to a macro conversion, i.e. your ultimate goal. Some examples of process milestones include a visitor inquiring further about your products and services via live chat or adding products to their wishlist.
Secondary actions are still desired actions taken by the user but are seen as more distant from reaching a macro conversion. An example of a secondary action is a user coming to your website and downloading any free resources you are offering by entering their email address, commenting on your blog posts or signing up to your newsletter. Your website managed to get their attention and create some interest, but it may require a bit more nurturing to bring this particular user to a macro conversion.
What does Conversion Rate Optimisation (CRO) mean?
CRO is an umbrella term used for all of the tools and methodologies digital marketers use to optimize their sites and campaigns. In this article, we’re talking specifically about website CRO and things you can do on your website to improve your conversion rate.
Traffic may be coming your way via an effective SEO, paid search, social or content strategy, which is great! Unfortunately, the people visiting your site aren’t achieving the goal you actually intended them to achieve in the first place. They’re not converting. It’s time to think about conversion rate optimisation.
Digital marketers track the percentage of web visitors that are converting (conversion rate) in order to assess how well your website is getting web visitors to perform your goals (completing a conversion). Conversion rate optimisation (CRO) is the process of optimising your site to increase the likelihood that visitors will complete that specific action.
This continuous process of tracking the user browsing behaviour and adjusting the website elements accordingly, to get an increased percentage of users to perform your desired actions is known as Conversion Rate Optimisation.
Marketing Funnels & CRO Strategies
Every business has a marketing funnel in place. This is essentially your customer’s journey with you, and it usually includes the following steps: Awareness, Interest, Consideration, Conversion, Loyalty and Advocacy.
Converting a lead will mean something different at every stage of the marketing funnel and so each stage may need a different CRO strategy.
Furthermore, CRO strategies vary from business to business but there are some best practices we can offer you today that can help optimise the conversion rate of your website.
As a business, you are out there to make a profit. Spending hundreds or thousands of pounds on a website that isn’t converting is not going to help you achieve that goal. Conversion rate optimisation is an ongoing process that will transform your website into a lead generating tool, helping you earn more revenue.