With the possible exception of the military, there are not many industries that enjoy acronyms more than marketing. CPC, CTR, CPM, SEO, PPC, CMS, CRM…… It’s all a bit much. And not only that, instead of simplifying, they make subject areas seem prohibitively complicated.
Take CRO, Conversation Rate Optimisation. This is simply making more of the traffic who is already visiting your site by converting more visitors. It doesn’t have to be the reserve of consultancies or massive websites – it can apply to anyone. And to prove it, here are seven CRO actions which you can take to make the most of what you already get.
Do Your Research: Before you get carried away, spend time working out where you should be spending your time. Ask your customers about what they think about your site, run a survey and get deep into the analytics. Even the best planned CREO can have unintended consequences, so work out where you are going to focus your CRO efforts.
Search Your Search Results: If visitors to your website get stuck, they will use the search bar (if you have made your website enticing enough for them not to simply exit the site). You will be able to take a look at the words that people are searching from within your analytics and this is a helpful list of the areas that your website is either lacking completely or is too far into the menu navigation to be found.
Attract Better People: It may be obvious, but it is important that you have an idea of who you want to visit your site and that you are attracting those people. You should examine your acquisition strategy to make sure that you are trying to convert the right people for your business. If this stage is wrong, the whole CRO exercise will not work.
Test Custom Landing Pages: With a combination of the right user and the right product, sending traffic to a landing page which is dominated by a contact form. This might lack some of the sophistication of other methods, but I have used this tactic with clients previously with impressive results. Is it right for you?
Test Menu Options: Navigation is something that can make or break a website. If the navigation is intuitive then finding what you want is easy. If it is not, the process is frustrating and normally concluded by finding another place to achieve that objective. Any testing of your navigation will have a huge impact, so approach with extreme care, but testing different types of menu (e.g. using icons instead of words, hamburger menus or vertical menus) could work for you.
Use Split Testing: This can often be done in conjunction with specialist agencies, but there is nothing stopping you from trying this yourself. There are some good DIY options like Optimizely available to help you out by showing one version of a page to some of your audience and a different version of the same page to the rest of your audience. This is a great way of getting results quickly.
Watch Your Language: The language that you use in your content has (hopefully) been well thought through to reflect your offering. Rather than trying to re-write everything on your website, concentrate on the language around your call to action: is enquire, submit, apply, or something else the best terminology to use? The impact that this has on conversion is not to be underestimated.
Do you have any advice for people starting off on a conversion optimisation exercise? If so, leave a comment and share your experience.
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