It’s one thing to get traffic, and it’s another to convert the traffic or convince them to do what you want them to do. That action could be to opt-in for your free lead magnet, buy from you, or subscribe to your podcast etc.
If you’re not seeing the conversions you hoped for then there is probably something wrong with how your website is designed. Therefore it’s crucially important that you understand what conversion rate optimization truly means.
By definition, conversion rate optimization is the method of using actual statistics and specialized tools to improve the overall performance of your website. It’s finding out why you are not getting conversions and once you have that information, you use that to correct any issue/s noticed. But conversion rate optimization is not a matter of guessing which works and which does not. There’s a science behind it.
The first step to CRO is to determine your site’s current conversion rate. We recommend using Google Analytics and KISSmetrics to gather my site statistics but you can use any other analytics tool that you trust. When you get your numbers, you need to focus on these two things: total conversion and conversion rate.
But aside from those two aspects, you need to look at Bounce Rates and Exit Rates and the Engagement Metrics. These are also important because they would tell me the percentage of people who leave the site after seeing just one page, identify the pages with the highest exit rate and the average time and page views on site.
Once you have these facts on hand, then you also want to get feedback from your clients and prospects, then you can start working on improving your designs. You can perform split testing of ideas to determine if one changed version of the page will do the trick. The more popular method of multivariate testing will also be done to know the best combination of elements that will encourage the action you want a visitor to take.
Here are some things to consider split testing:
- Your Headline
- Your Lead Magnet
- Your Images
- Your Video
Your button colour (Tip: Try to have it a contrast colour to everything else on your page.)
After split testing, go over the data you have gathered and from there, you should be able to gather an almost foolproof action plan to boost your website’s conversion rate. The more common culprits of non-converting websites are laid out for you below to make it easier for you to pinpoint what usually drags it down.
So you want a catchy headline, something that is not the tradition and would most likely be click bait. However, there are times when people go overboard and it all ends up to be just that, click bait. And would you expect people to click on headlines from your website if you already conned them before? The boy who cried wolf, anyone? Your headlines need to correspond to the content and vice-versa.
Too Many or No Calls to Action Anywhere
No matter how outstanding your product is and its presentation, people are working around budgets everywhere so you have to have vital information available for them easily. Price is an important factor in making people buy aside from the quality and quantity.
Also, allow people access to contact you. It does not necessarily have to be your personal contact number, you can have your email address, or business phone. People who are interested in a product would ask questions as they are already considering how they should work around the costs of getting your product. Do not make it too complicated, too. As going on a website is supposed to make things easier for your customers. Don’t ruin that expectation for them.
Keep it Short and Sweet
You can thank smartphones for this new development in the human race: we now have shorter attention spans than goldfish. According to a study commissioned by Microsoft, our generation has fallen from 12 seconds by the start of the millennium to 8 seconds 15 years later. That might give you a better yardstick to base your content on.
Most people online do not have that much time and patience anymore to stay on one page for several minutes. Usually, they find an interesting headline then read the first paragraph then skim down. That is when they decide if it is anything worth bookmarking or not. When bookmarked, you can expect them to read that after a few weeks, but not anytime soon.
Unless your website is a blank white space, there is always a way around to get better conversion rates. Knowing where your weaknesses lie is already half the strategy to improve it.