There is no sure shot process of getting constant traffic in digital marketing campaigns unless you opt for conversion rate optimization (CRO). If visitors aren’t coming to websites or landing pages or online posts on the first go, chances are, they won’t return to the same online destination.
The overall efforts become a lost cause. The best way to avail more traffic and get more conversions is to create and run efficient conversion rate optimization campaigns. It will save a lot of time and money. You shall get to explore multiple new growth opportunities in web & mobile marketing.
What is conversion rate optimization?
In simple terms, conversion rate optimization is a process to optimize a website, the landing page experience, and digital marketing strategies according to the behaviour of the website traffic. It is a trial and error method of learning and implementing.
What are the 6 most significant factors of conversion rate optimization?
While running a CRO campaign, a digital marketer needs to consider certain elements that need to be optimized. They are as follows:
1) Landing page design: This is the primary element that users will encounter the moment they visit the website. Designs play a pivotal role in driving conversions. How? Let us share an example.
If you observe Amazon’s product pages, they are intricately designed to make sure that every single detail of a product is prominently visible to a visitor. Starting from “add to cart”, to checking out reviews, ratings, specifications, and other related products everything is designed categorically in a single page clearly visible to the visitor.
Also, it is imperative to use intense color to complement the website background and make it easy for visitors to take the required action. With the right use of color and smart use of images, you can also highlight the product features that draw the attention.
2) Website copy: A well-designed visually appealing and aesthetically pleasing website will draw more traffic in a web & mobile marketing campaign. If it is combined with relevant and engaging content focussing on the product features, it plays a key role to enforce the user into staying on the website.
Headlines can make or break a CRO campaign. It is the first thing that anyone is going to see. It is imperative to keep the following things in mind while writing headlines.
- Try to ask a question
- Segmenting your answers
- Address directly
- Focus on numbers
Also, make sure that the body content describes all the details on what the user is looking for. They must get the answer to “what’s in store for me?”
3) Call to Action: This works as a request or calls to the target audience to take the required action. It can be anything, starting from making a purchase to availing a service. Some of the best examples of CTA buttons include “book a free survey” or “Get a free quote”.
4) Navigation and Structure: The website needs to be designed in a user-friendly way so that every user can experience seamless navigation. In general, users start with the home page, then they visit their desired category page and then to the subcategories till they have found what they were searching for.
The navigation feature should make sure that the user doesn’t get lost in the process. Also, they are able to quickly weave from one section/category to the other.
5) Forms: Forms are important for a lot of organizations, especially for the sales funnel. Make sure to optimize the following touchpoints.
- Lesser number of fields work better (a generalist perception, but if you want something tailored, then it’s okay to have more fields).
- Nice looking forms equal to nicer experience (you can experiment with progressive forms for improving the conversion rates).
- Make sure it is easy for the users to create a new password
- The best idea is to create one-click forms to log in using Facebook or Google SSO
6) Page Speed: The page speed load time has a direct impact on the overall performance and the conversion rates of the website.
If the load time of a website is approximately 1.7 seconds, it is faster than 75% of the websites. If it is loading on 0.8 seconds, then it is faster than 94% of the websites. A load time delay of 1 second can reduce the conversion rate by 7%.
Why is conversion rate optimization important?
- Conversion rate optimization helps in improving digital marketing ROI. It helps in analysing the performance of the website by running multiple tests and trials. Thus, you can opt for the best possible variations that ensure conversions.
- Conversion rate optimization ensures better revenue from the same target audience. Every change you make on the website or digital marketing campaigns, increases conversions. You can run A/B testing to enhance conversion rates.
- To make the visitors stick around, it is imperative to offer a seamless navigation experience to the users and conversion rate optimization enables you to make the entire website easy to weave through.
- Also, a conversion rate optimization will also offer better insights into the visitor behaviour for instance which sections of the site they visit the most, where they spend more time on. All these features help you in understanding the desire and behaviour of the user.
Which businesses can use a conversion rate optimization?
Conversion rate optimization is useful for all sorts of businesses regardless of the industry they are in. From a well-established organization to a startup, any business can opt for it.
In B2B organizations, lead generation is the most important factor which requires a clear idea of the desires and search-queries of the target audience. A conversion rate optimization can help in gathering multitudes of information through different means of trial and error.
Most of the ecommerce companies face a challenge of shopping cart abandonment. Approximately 69% of the visitors abandon their shopping cart due to distractions, difficult to checkout, and hidden charges. An effective CRO campaign in digital marketing helps to identify these issues and solves them to enhance the conversion rate.
For entertainment, media, and publishing houses, it is crucial to keep your target audience engaged on your platform for a long time. CRO can help in testing the variables and elements of the platform to capture more attention and pave way for new promotional opportunities.
Travel agencies face a lot of difficulty in availing conversions because the consumers take longer than usual time to avail a service. They compare multiple sites, the deals, discounts, and offers. A CRO campaign in web & mobile marketing can effectively identify the drawbacks, challenges, and analyse potentials to enhance conversions.
What are the steps for an effective conversion rate optimization?
In the following section, we have divided the conversion rate optimization frameworks into a few steps. This will make things easy to perceive for anyone.
Step 1: Research Phase – this is the phase of identifying the areas that a website needs to improve
Step 2: Hypothesis Phase – Here you need to create a well-defined hypothesis
Step 3: Prioritization Phase – This is the phase where the trial and error of ideas happens.
Step 4: Testing Phase: Once the ideas are categorized, this is the phase where you opt for the right testing methods and run experiments.
Step 5: Learning Phase: Analyse the test results and opt for the best method for enhancing conversion.
These are the compilation of the steps that you need to implement for an effective conversion rate optimization. For availing an effective CRO strategy, get in touch with Skyram technologies here.
For more information on conversion rate optimization, read our blogs here.
