Conversion Rate Optimisation (CRO) is the process of maximising the conversions in your websites. In our extensive research, we have found that most companies are just concentrating upon building websites and social media pages, but they are failing to understand that in order to get a maximum number of conversions they need to optimise their landing pages and website design. This would make them achieve higher profits from their incoming traffic without any additional cost.
At Langoor we use a 5 step Conversion Optimisation process which has helped us double conversions for our clients.
The various steps involved in improving your conversions are described below:
- Be Clear of Your Goals:
A good understanding of the business goals helps define goals for your CRO. Prioritise the most important elements for your business.Ask yourself some questions:
- What are you expecting from them once they land on your website?
- How much time are they spending and is that helping in conversion?
- How many of them have subscribed to your newsletter?
- These business goals form the basis for defining the CRO objectives. Once you are clear about these in your mind you can then start looking at areas for improving the conversions. Most often, people skip this step and don't spend enough time doing the required due diligence in this phase. Establishing the CRO objective is the first step of the Conversion Rate Optimisation process.
2. Begin with Data Analysis
As with all aspects of Digital Marketing, analytics is the foundation for CRO too so the first step is to look at opportunities inside available data. The most obvious place to look for this data would be by having a look at the Google Analytics data to understand.
- Find entry points and exit points.
To understand how visitors are interworking with the websites we need to first find the most popular entry pages a.k.a. Landing pages with which the user is landing on the website. It also makes sense to understand the sources of traffic for each of the landing pages.
- Analyse Conversion Funnel.
Identify areas to run a test Once there is a good understanding of the various areas in the funnel where there is a drop off, we can choose areas to run tests to improve the drops offs in each step of the flow. The tests involve making changes to the landing pages and Call to Action buttons so that we can improve the conversions
- Identify areas to run a test
Once there is a good understanding of the various areas in the funnel where there is a drop off, we can choose areas to run tests to improve the drops offs in each step of the flow. The tests involve making changes to the landing pages and Call to Action buttons so that we can improve the conversions
3. Improve the Landing page
The users of your landing page would be your most prospective real time customers, hence improving a landing page is a highly recommendable task. The kinds of information you provide to them are extremely important
- Be honest
Try to be crisp and clear on what you have to offer or say. There should be an interconnection between your keywords, product or an ad copy. A simple honest message goes a long way to help the customer who is being constantly bombarded with messages which are promising the moon. We really like the landing page made by Instapage for its simplistic, clutter- free messaging conveying the honest
- Encourage users by adding call to action
The landing pages should have a Call to Action which indicates what the user has to do. Don't get them confused by adding unnecessary information- keep it crisp, informative and as simple as possible. Instapage landing page does a good job of mixing an honest message with a call to action.
- Be Informative & Highlight the Benefits
Never hesitate to provide in depth details about your product and its features. Depending on the domain for which the landing pages are created, you may want to provide detailed in-depth information about the product in the content which is below the fold and thus support users who need more information by allowing them to scroll down to read more. So, while the above fold content has to be clutter-free and direct, don't hesitate to provide additional information below the fold if need be.
- Win their trust
Include a few of your client's testimonies. This improves your credibility and addresses the anxiety which the user may have in taking action on the suggested CTA.
4. Provide Excellent Customer Service
You gain customers by earning their trust; don't make them feel alone post-conversion. Postconversion experience is what makes your viewers loyal to you. Be informative to the new viewers and try to convince them that trusting you cannot be a wrong step.
- Always be supportive
Be there always when they need you. In fact by providing means to interact with the company immediately after the conversion process increases chances of the customer finally becoming and staying your customer
- Add your contact inputs
Along with your regular phone number and email id, suggest them to follow your social media pages. Following your social pages is probably a way to convert them into future customers by engaging them regularly.