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.
Crisis Management: Fail To Prepare, Prepare To Fail
The secret to a successful reputational risk management programme depends on leaders’ ability to move with agility as they respond to the immediacy and uncertainty of social media-fuelled crises.
The always-evolving communications environment has intricately linked reputation management with the digital world, and executives must now realise that brand perception functions more like a real-time trading desk with 24/7 news, social media and online conversations shaping brand perception without the participation of organisations.
Put simply, managing your reputation must be an active, ongoing strategic investment that starts well before any risk or crisis begins. Plans and procedures will prove useless if introduced as a crisis erupts. Preparedness planning needs to start at executive level with reputation management practices being built into the fibre of every business at every level.
The secret to a successful reputational risk management programme depends on leaders’ ability to move with agility as they respond to the immediacy and uncertainty of social media-fuelled crises, which cannot be overstated as social media gaffes are occurring faster than we can write case studies to learn from them.
Establishing a preparedness programme
Handling a reputational challenge or crisis effectively starts with recognising the warning signs early. With an established programme, guidelines and procedures in place, your organisation can keep its finger on the pulse of conversations. This allows you to begin what’s known as the OODA loop (observe, orient, decide and act), quickly and nimbly during a crisis.
Recent data shows that 28% of crises spread globally within one hour. The very action of participating in a crisis exercise helps build “muscle memory” and organisations that effectively navigate a crisis are ones with detailed crisis management plans that they are familiar with.
Establishing protocols and systems ahead of a crisis, and then testing and training on them provides discipline and structure.
If the first time you’re reading through a crisis plan is during an operational or reputational crisis, you’re going to be behind the curve and with the pace of today’s digital age, it will be hard to recover.
Related: 10 Laws Of Social Media Marketing
Building a digital foundation
In times of crisis, reaching out to those who count the most to your organisation is critically important. This goes beyond determining who has the most followers on social media as people often confuse influence with reach. The former can be defined as the degree to which someone can inspire others to do something.
To prepare, first identify core groups ahead of time: loyal fans, industry influencers, key opinion makers such as journalists and bloggers, and those who aren’t fans. Knowing potentially negative influencers such as those who might be sceptics or critics is equally important as knowing positive influencers.
Consider online monitoring to be your first line of defence to gauge messages about your organisation. When set up in advance, this monitoring provides an understanding of your overall perception and it allows you to adjust quickly to conversational trends.
There is no “one size fits all” content strategy for a crisis. The sooner you can identify and engage with those who matter, the sooner you can begin tackling the situation directly.
When you’re at the centre of an unfolding risk, you must demonstrate a strong voice to counteract the forces of social and traditional media that will quickly shape the narrative. Press releases and news conferences are insufficient to meet expectations for content that exists online.
Leveraging strategic content within the context of a crisis forces you to question how you are engaging your key stakeholders and audience beyond a simple text response.
Your owned media properties, particularly your website and social channels, serve as critical tools to provide information that frames the issue from your perspective, addresses misinformation and, if necessary, apologises for a situation with a clear action plan.
Our goal, as a leading communications marketing agency, isn’t to teach an organisation how to simply tweet through a crisis. Rather, we expect our clients to walk away with first-hand experience of working under rapid-fire crisis conditions that mimic an accurate scenario.
There’s a great deal of nuance around effective crisis and reputation management, including what corporate responses are suitable for different crises. Don’t go it alone. Invest in a partner, which has a deep understanding of the complex variables that have a long-term impact on the public perception of your organisation.
Five variables to address ahead of a crisis
- Who have we maintained consistent relationships with? You must make friends before you need them. Develop a list of important online and traditional stakeholders and maintain steady communications with this group during the quiet times.
- What is your threshold for who is influential? Be aware of the fact that there are people who reside outside your list of key stakeholders who are nevertheless influential and could have an impact on your business.
- How quickly does a conversation need to build up steam to warrant a response? The internet and social media now reflect thousands of smaller voices who can find each other and amplify a message. Recognising how conversations gain critical velocity is imperative to gauge when to respond and a crisis partner can help in this scenario.
- What is the timing of your response? You don’t always have all the answers and that’s okay. Often, a community just wants to know that you’re listening to them.
- Where will you publish a response and notify stakeholders? Sometimes, a response on Twitter, or Facebook proves sufficient, although other platforms such as a website or a blog helps to frame issues more comprehensively. A crisis partner will help determine the best way forward.
Why You Should Sort Your Social Media Policy (Like NOW!)
Strong social media policies are needed to prevent such behaviours and should always be considered when setting up and expanding your business.
With 2 billion active users on Facebook alone, sharing our toils, tribulations and triumphs online is becoming second nature. There are, however, downsides to the rise of social media. Habits online have the potential to affect your work and your business if not monitored appropriately.
Recent research combining a survey of 2,000 UK respondents and analysis of work-related Twitter posts has highlighted the behaviours of employees online that could lead to damage for the businesses who employ them. Strong social media policies are needed to prevent such behaviours and should always be considered when setting up and expanding your business.
The Risks of Social Media
Lost Working Hours
The average person now spends 25 hours a week online, with almost two hours a day (116 minutes) being used to browse social media platforms.
With so much time being spent online it’s almost inevitable that people will habitually reach for their phone to check Facebook during the working day. The survey research suggests the average person spends 52 minutes procrastinating every day, with most of this time being spent on social media.
Across the working year this amounts to 225 hours lost per employee, a total of 7 billion lost hours from the UK working population of 32,344,000. Failing to set clear boundaries of when employees can use social media in the workplace may cost you a lot in the long term.
15% of employees say that they have previously shared something negative about their work online, and a further 5% said they would do so in the future. This means that one in five workers think it is acceptable to take to social media to air their grievances with their company.
The volume of tweets found in Twitter analysis that contain negative work-related phrases illustrates how widespread the problem of employees complaining online is. In 2017, 8,186 tweets containing phrases such as #ihatemyjob, #worksucks and #hatework were sent, a 43% rise on the volume of similar posts in 2015.
It is not only negative posts from employees that pose a risk to your business – they might also be inadvertently sharing confidential information. Off-hand comments on social media about what they have done with their day may lead your employees to unintentionally reveal information about a client, future plans or other information that you would not want in the public forum.
This could result in lost business if a client feels their security has been compromised or may give your competitors important insight into your working practices, which they can use to their advantage. A clear policy on what is acceptable to post in relation to work will help prevent these risks.
How Can a Social Media Policy Help?
Social media policies should be issued and explained to all employees. Their purpose is to ensure proper usage of social media, in a way which will not negatively impact on your business.
A social media policy can set out when usage of the platforms is appropriate and what employees can share with regards to your company. The policy may not guarantee adherence, but it does allow you to set out proper practice to all your workers in a clear, accessible format, which can be regularly consulted.
Is Your Content Golden Enough?
Take a breather for a while and read our ‘gold-to’ guide for best digital practice in business.
Leading digital researcher, GroupM, suggested in their annual ‘State of the Digital’ report that marketers should convey a brand message “within the first second” of every social video. Not to take the shine off your expectations, but if today’s CMO’s don’t level up and grab consumers’ attention on-play, your video is going straight to the dump heap. No stickiness, no interest, no shares no thumb stopping. Nothing. Nichts. Nada.
Golden content is what we strive for: Videos, podcasts and solid written content with that Midas touch; content that will seize that first second and shake the shares out of it. Take a breather for a while and read our ‘gold-to’ guide for best digital practice in business:
1. Hold it Before You Load It
You know what you want to sell, and you have a strong message to go. Stop right there. Before you dive for the upload button, do the 5-point sense check first:
- Is this post too long, too short, too strong, too soft?
- Will the post deliver better results on Facebook / Instagram / Twitter or YouTube?
- Do I want audience engagement or audience awareness
- What do I want to get out of this post?
- What do I want my audience to feel and/or do with this post?
When you’ve answered these questions, and you’re clear about the what’s and how’s then, by all means, take that upload button and give it horns.
2. Get off The Island: Let Video, Audio & Lit Work Together
One of the great benefits of digital is the opportunity to collaborate your communication in the same post, using audio, visual and literature, to get your message across. When you create a podcast, use your literature platform to support the podcast, with a strong rationale, call to action or written article.
Same applies to video: You should have a transcript or article supporting that video, to better land your message. And if you’re featuring written content as the star attraction (blogs aren’t dead, yet!) it will benefit greatly from keywords, images and diagrams that grab attention – or better yet, a throw forward to a film piece that adds juice. Golden content is not an island, it doesn’t need to live alone in order to make an impact.
3. Get The Experts On Board
From your social media to your online video it is vital that your brand is authentic and in a way that fully represents the values of your business, brand, and offering. Choose the right agency to help you create content that is truly Golden and help streamline that content to ensure it works holistically in delivering your brand message to your target audience.
Working with the right team can make all the difference when it comes to creating above average content that connects with your audience. Choose an agency with experience in creating content that is Golden. Speak to So Interactive for expert advice on creating golden content for your brand.
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