Conversion rate optimisation, otherwise known as CRO, is a 21st-century way to turn visitors to your website or blog into followers of your information or customers of your product or service.
Therefore, whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.
What Is Conversion Rate Optimisation or CRO?
Internet marketing, or what some people call online marketing, is promoting your product or service on the Internet through the digital channels available. Driving traffic is to your website or blog is hard, but it’s something you need to do in order to sell your product or service, so the last thing you want is to leave money on the table.
Traditionally, from the traffic you drive to your blog or website, a percentage of that traffic will become your customers or followers.
CRO is conversion optimisation strategies that puts a focus on your blog or website to determine what small or big changes need to be made to convert as many of your visitors as possible.
It’s the classic case of not working harder, but smarter.
Changes such as a new headline, new sales copy, a different coloured CTA (Call-to-Action) button, and more, are tested for effectiveness. This helps you take out all the guesswork and make changes that are proven to convert more sales.
Techniques such as A/B testing, where you create two different landing pages and send the same amount of traffic to each, is one example.
At the end of the day, the version that receives the most conversion is the one you would choose. A site with significant traffic may successfully test over a shorter time. On the other hand, in order to get accurate data, a site with a smaller amount of traffic will likely need more time than a larger one for testing.
What Happens When You Convert More Visitors Into Customers?
It’s a no brainer, when you convert visitors into clients and customers, your sales increase, and that’s the number one goal of any company or business. CRO can help you grow your business by receiving the same amount of traffic that you’re currently receiving.
Technically that means that you can make more sales without having to spend more money on marketing.
That also means that you’re not focused on the number of traffic you pull in with a mind on percentages, but rather focused on making the most of the traffic you currently have which makes the most of your marketing efforts.
Not Utilising CRO Means You Are Leaving Money on The Table
Let’s say you’re a small company with a goal of R50,000 a month in revenue. Your job is to turn a percentage of your visitors into customers. Without the correct conversion rate optimisation strategies, you’re looking strictly at numbers. You find that 1,000 visitors turn into 50 customers with a revenue of R20,000, which is R30,000 away from your goal.
Without the correct CRO strategies in place, you would work to increase the number of visitors to your site. However, with CRO, you implement e-commerce CRO tips that result in those 1,000 visitors turning into 125 customers. That brings you to your R50,000 goal. Without performing conversion rate optimisation, you’ve left R30,000 on the table.
Now that you’ve reduced your cost per acquisition, or what you pay per sale or click or form submit, you can either invest more in advertising or just bank the profits. Now that you understand what conversion rate optimisation is all about, let’s have a look at some of the best strategies that can help you take your business to a whole new level.
20 Of The Best CRO Strategies
You can spend loads of money on a fancy website or blog, but if it isn’t converting correctly, you’re losing customers and sales. That’s why conversion rate optimisation is becoming the number one priority with websites and blogs in the 21st-century.
1. Create an Effective Headline
If you are trying to convert visitors into followers or customers from a specific post, then your headline is one of the most important elements. It’s not there for a hard sell; it’s there to draw your potential customers to your site so that they’ll check out your product or service.
Your headline must show people what benefit they will receive from using what you have to offer.
Keep changing up those headlines till you find a strategy that works.
2. Reduce Huge Blocks of Text with Bullet Points
The way you present the content on your website is crucial. Give a potential customer too much information, and they’ll leave your site with eyes glazed over. Any material you present should be not only easy to understand but short and to the point. One of the best ways to do that is with bullet points.
Bullet points create an organised presentation that keeps potential customers interested.
3. Include Your Contact Information
Significant changes can be done to your website or blog to increase conversions, but so can small ones. Include your contact information on your site or blog. This shows that you’re accountable and don’t mind being contacted, which can lead to customer trust and eventually sales. Include your phone number, email address, and even your mailing address.
4. Replace Phony Stock Photos
You know what a phony stock photo looks like. It’s the kind that you purchase from stock photo sites, and they’re the kind that you often see at more than one website. These types of photos look phony, and they reduce your credibility. Replace fake-looking stock photos with professional, unique photos or good quality photos that you’ve taken.
For example, instead of using a stock photo model with a cheesy grin, use a picture of one of your employees.
5. Use a Pop-Up Form
One effective way to convert visitors into followers and subscribers is a pop-up form. When visitors come to your side, a form pops up that encourages them to leave their name and email address, or just their email address, to become a subscriber. When you have a list of subscribers, you can then turn them into customers through newsletters, emails, etc.
6. Eliminate Unneeded Form Fields
A website or blog that is not user-friendly when it comes to form fields may not translate to customer conversion. A form field is where your customers type in their information. What is the bare minimum of customer information that you need? You ask for the name, but do you also need the company name, for example, or can you do without having a customer type that in?
7. Remove Automatic Image Sliders
Images that flash before your eyes automatically may look attractive, but automatic image sliders have been proven to create banner blindness and therefore, reduce conversion. Use static images instead.
8. Include Videos
Videos have proven to be effective in drawing visitors and turning them into customers. If your site sells fishing products, for example, include a video of an expert fisherman using one of your fishing poles. Make sure the video is no more than two to three minutes long and be sure to put one on your landing page.
9. Make Your Call-To-Action Button Pop
Here is another strategy that seems small but that may prove to be very effective. Alter your call-to-action or CTA button. For example, is it more efficient for your button to say “Download Now” rather than “Buy Now”? Is it better for your CTA button to be a bright red rather than a navy blue? By testing changes to your call-to-action button, you can determine if such a change will be effective.
10. Limit Your Call-To-Actions
If you have one call-to-action button on your website, that’s a wise choice. Too many call-to-actions can confuse potential customers and turn them off from your site. Put your focus on one effective call-to-action.
11. Have You Included the Word “Free”?
If there’s one thing that people love, it’s free stuff. What can you offer potential customers that are free?
For example, let’s say you sell psychic readings. Offer your potential clients a 10-minute free reading and display the offer prominently on the front page of your site. Chances are you’ll get a lot of conversions for your niche. Once you’ve drawn in customers with the free deal, you can better bring them to your paid services.
12. Match Your Landing Page to Your Ad
When your ad matches your landing page, the colour co-ordination and organisation can translate to conversions. In addition to the colour, the copy you use on your ad should match, in some way, with your landing page. So, when you draw potential customers to your ad, you gently move them to your landing page with no sharp differences.
13. Incorporate Trust Seals on Your Checkout Page
If there’s one thing that draws customers to a product or service, it’s trust. Incorporating trust seals on your checkout page and other places on your website is an excellent way to show that you are legitimate and to increase conversions.
For example, if you are offering dental products, a seal from a trusted dental association helps with customer trust.
14. Convey a Sense of Urgency
When you are promoting a product or service letting your potential customers know that a particular price will end soon, or that a product or service will only be offered for a limited, time greatly helps with conversion.
For example, let’s say yours is a site that sells cookware and you’re providing a crock-pot at a temporarily discounted price.
You would display on your blog or website a photo of the crock pot, along with content and possibly a video, and you would show the price and when the price ends.
15. Give Them a Money-Back Guarantee
There will always be a percentage of customers who are on the fence about your product or service. So how do you get them over that hump and create a conversion? One way is to offer a money-back guarantee and to display it where it can be seen.
Keep in mind that it’s good to put a time limit on the money-back guarantee to something like 30 days or 60 days.
16. Include Live Chats
Many companies are adding live chat prominently on their websites to answer customer’s questions in real-time. This is an effective solution that can lead to conversions. It allows you to take care of all a client’s issues to lead them into a sale. Many companies utilise chat apps to help with this process.
17. Retarget Your Ads
There are large and small changes that can be made to your website to increase conversions, but changes to the way you’re handling your ads could be done as well. Retargeting customers, can help increase conversions period.
When visitors come to your site, you create a customised targeted ad to get to them as soon as they leave.
If a visitor has come to your cosmetic store looking for an eye shadow, when they leave your site you target them with an ad for a different eye shadow in your line. The goal is to keep a visitor engaged with your product or service while staying top of mind.
18. Give Them Free Shipping
Shipping costs for a product can often make or break a sale. So, if there’s one thing that can contribute to conversion, it’s free shipping. Let your customers know that shipping is not a cost that they have to concern themselves with.
If free shipping seems unaffordable for your company, work with ways to cover shipping costs with your product prices.
19. Include Real Testimonials With Photos
One of the best ways to instill confidence in your product or service is with real testimonials. Have customers write testimonials of 50 to 100 words about your product or service and include a photo of the customers next to their testimonials. Include their full name with their picture.
20. Get Customers to Share Their Purchases on Social Media
These days, almost all of your clients are likely to be on at least one social media site. Encourage them to share the purchases they’ve made of your products on social media, such as Instagram.
Every time a customer buys one of your products or your services, automatically give them an opportunity to share and talk about what they’ve bought with a user-friendly share process included on your site.
The sooner you work on conversion rate optimisation tips on your blog or website, the sooner you’ll be bringing in customers in the most efficient way.
Customers translate to profits and profits translate to a successful company or business. CRO takes time, but with patience, your website or blog will see vast improvement in conversions.
Here Is Why Your Facebook Ad Campaigns Aren’t Producing Results
Below are 5 expert tips to help you create Facebook ads campaigns that will convert more visitors into customers.
With over a billion daily active users scrolling through their Facebook newsfeed on a daily basis, Facebook presents a massive opportunity that can help grow any business. Business owners underestimate the amount of attention Facebook yields.
Twenty years ago, if you wanted to tell customers about your products you had to rent a newspaper ad, or pay for a billboard next to the road. Not only was this way of advertising expensive, but it was also a hassle. Contracts needed to be drawn up, quotes needed to be passed around, and it could take weeks to kick-start a campaign.
Today, with the push of a button, Facebook can help you show your product and service in to millions of users through something called Facebook Ad Manager. All it takes is a few clicks, and a couple of bucks of course.
However, getting your ads onto people’s news feeds is the easy part. The harder part and the part you’re most likely after, especially if you are a small to medium sized business owner, is how to make your ads convert into qualified leads or potential customers!
In my experience, a lot business owners doubt the power of social media, and the main reason for this is because they’ve experimented with it themselves and no “luck”.
My question to the business owner in return is usually, who’s going to utilise a hammer and a nail the best, me or a professional carpenter? I might be able to start the process, but only a professional is going to be able to create a modern kitchen cabinet.
In the same way, just because you’ve boosted a post on Facebook that didn’t produce any results doesn’t meant the platform is the issue.
If you want to market your product, service or offer effectively, ads need to be tailored to the market, and the business in a way that makes the offer irresistible.
A great way to do this is by narrowing your target audience and placing the right message in front of the right people at the right time.
Below I’ve outlined 5 expert tips to help you create Facebook ads campaigns that will convert more visitors into customers.
You Don’t Have Any Social Proof
As simple as a social proof might seem, it’s a very effective tool when it comes to building trust in potential clients. People are already scared of getting scammed, that is why you need to help them overcome the hurdle by ensuring them that your offer or company is real.
A social proof is a figure that indicates the number of people using a product or service.
For instance, a company’s social proof might be something like this “join over one thousand satisfied customers”. This shows that there are over a thousand people who are happily using the product.
With such a large happy customer base using the product, potential customers will be more willing to trust your brand. After all, over a thousand people are satisfied, so why shouldn’t they be too?
There is No Incentive
How do you draw a user’s attention to your ads amidst the loads of competitors present in the news feed?
Customers are wiser than ever and won’t be sweet talked into buying a product any more. Nowadays, nothing draws people’s attention more than a good incentive.
In order to grab a user’s attention and to convert someone into a customer; offering an irresistible incentive is your best bet.
By granting incentives, in the form of coupons, discounts, freebies, user’s attention will not only be drawn to your ads, but it will also cause excitement, and most likely, sales.
There is No Time Stamp
Adding a time stamp offer to your offer will help create urgency when it comes to getting the customer to seal the deal. If there was no end date, the customer has all the time in the world to think about whether this offer is really the best offer at hand.
People are always afraid of missing out on a great deal and studies have shown that customers are just more inclined to take action the moment they are aware that a deal might expire. The emotion of loss is a powerful psychological marketing tool.
You Are Not Testing
Facebook offers numerous ad placement options and below are just some of the ones you can look into:
- Desktop newsfeed
- Mobile newsfeed
- Right hand column on desktop
- Instagram newsfeed
- Instagram stories
- Facebook Messenger home screen etc.
Knowing this, how do you determine the best position to place your ads for maximum conversions?
To do this, you can go with the A/B testing tool which rotates your ads between the different positions while providing real-time stats about the performance of your ads. By finding the best can help you lower cost per engagement while increasing the number of conversions.
You Are Not Consistent with Your Message and Offering
Customer expectations are high when it comes to promotions and offers. It’s essential to not leave them disappointed. How many times have you clicked on an offer and then realised it’s only when you spend an X amount or only at a certain store.
To further boost your conversions, ensure that your message is crystal clear and that there is no room for customer disappointment.
You Are Not Targeting the Right Audience
Be honest, as a business owner, have you ever boosted a post from your page hoping it might translates to sales?
Now, don’t get me wrong, there is nothing wrong with boosting a post, however, if you want to ensure you get the best bang for buck, and if your main goal is to ensure you are targeting the right people at the right time, then your focus is going to be in Facebook Ad Manager.
This is where you can access your Facebook Pixel’s data and either retarget specific customers or target ones that showed interest but never converted.
Example, you can create a Facebook newsfeed ad and only target people who clicked on the services page but never took the plunge. There’s a reason they didn’t submit their details? What could it be? You might never know, but at least now you have a second chance to help them convert.
Custom Content Via E-commerce Heralds The Future Of Marketing
Informative, catchy content is key to ecommerce engagement. It is an affordable marketing strategy with high impact on ROI.
Content does not demand huge resources; a blog can be launched fairly quickly. However, consumer attention spans are pulled in many directions, so they demand the best on offer.
With two hours per day spent by the average person on social media, it makes sense to harness the potential of these platforms for product inspiration and building hype and desirability of your brand. Studies have shown that most consumers value posts written by other consumers above scripted advertising. Advertising does still have a role to play, but the approach needs to be fresh in enhancing customer experiences alongside customers’ peer reviews to build relationships.
Millennials are so aware of an oversaturated market place that they are difficult to sell to. Images and messages are easily crafted and edited into being what they are not.
Likewise, influencer support can be faked or bought. Supposed sponsorship can be off-putting when relied on in excess to lend gravitas to a post. While influencer endorsement is rife, it must be approached with discernment. Fake engagements are equally rife. From buying followers to staging fake boosting of your friends’ posts, fraud is everywhere, but ultimately cannot sustain.
What does sustain is authenticity, and this is what Millennials are searching for. Brands are wise to allow consumers inside the real stories that make their brand what it is.
Consumers value brands that stand for more. Ethics, social welfare, and edu-commerce. Content that encourages development, both personal and communal is a draw card. Enlightening consumers as to how to get the most out of your products means you are concerned about maximizing value. In the age of ecommerce, transparency and authenticity, brands need to be clear on their vision and mission. In this way, a brand can consistently stay true to its values, and build relationships and trust with the consumer. Next level transparency means revealing all aspects of what makes your product what it is; taking pride in manufacturing, reviews, and individual relevance.
Shopping via the ecommerce is undeniably where it’s at for a myriad of reasons. Ease of price and product comparison, convenience, Generation X time constraints and techno affinity are all factors. Consumers now expect a slick, omnichannel shopping facility that meets their unique lifestyles and personal needs. A majority of customers value customer experience over price when choosing a brand. With sound content enhancing ecommerce engagement, the future of marketing has great potential.
Staying Relevant In The Facebook Age Of Meaningful Social Interactions
With Facebook announcing that it is pushing brand and publisher content out of news feeds, how can businesses, especially small and medium enterprises in South Africa, remain relevant?
It was deemed a “rude awakening” early in January 2018 when Facebook CEO, Mark Zuckerberg, announced that the social networking platform had changed its algorithm, basically meaning it had changed what users see on their news feeds.
This follows a pretty harsh year for Facebook, where it was criticised for not having the right countermeasure to stop the spread of fake news and propaganda. So now its set of rules has changed; bumping up users’ friends and family members’ status updates and photos, and underplaying public news articles and content published by brands.
But where does that leave the small or medium businesses reliant on communicating their brand messages through Facebook? How do they now reach Facebook users (estimated to be approximately two billion)?
There is still a way
“’Meaningful interaction’ is not something new to Zuckerberg’s focus on how brands engage with their Facebook audience,” explains Jodene Shaer, international business owner and head strategist of social media engagement specialist, Chat Factory.
“There is a place for paid media, but if a brand is trying to be seen organically, then it must feel like it is part of the flowing content people want to see from friends and family. It is pushing for the reason that Facebook was created in the first place – to be social.”
Truly embracing the power of live videos and video content on Facebook – and then creating reasons for the public to engage with those posts – is an excellent move for any business that is budget conscious, Shaer adds.
“The ranking for visibility of organic content is highest when live. Live videos are absolutely the route to go, as followers receive a notification that you are live and there is greater chance of visibility. A big advantage is that you can save that content to the page and it becomes shareable, and can be uploaded to YouTube, where there is still a strong call for business content.
“And it doesn’t have to be high budget either, but it must be authentic, informative, engaging and encouraging. Of all things, ensure that all comments are responded to and shares and reviews are acknowledged.”
Looking beyond Facebook
Shaer believes that smaller local businesses can make their ad rands stretch further on Facebook by moving onto Ads Manager, instead of simply using the Boost button. “The reach is different, so invest in watching some YouTube videos as tutorials,” she recommends. “Boost to unique target audiences and turn the boosting into a science, by watching your reach. Set up smaller boosts and spread your spend across a few posts instead of one big boost. Track your stats and see which audiences work best.”
“One way that South African SMEs could also make use of InstaStories, as these are gaining organic reach. They could also look at varying hashtags, but using a few to reach a very specific audience.
Related: Marketing Tips For Start-ups
“We’ve seen the opening up of the use of LinkedIn and had people return to using the power of Twitter, so it’s worth investigating how to maximise other platforms while trying to keep your budget low.
“None of this should put a small business off, but should create exciting and challenging opportunities to shift how social media is used and explore the outcomes of each post, to truly develop a social media presence,” she adds.
Shaer will be one of an entire panel of dynamic, expert presenters speaking at the upcoming Madex 2018 show, the ultimate marketing, advertising, design, social media and all that good stuff expo.
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