Avoiding Conversion Rate Optimization (CRO) Mistakes
Conversion optimization is essentially any action taken designed to increase the percentage of website visitors that become customers. This follow-through can also be the conversion of non-active visitors to the site who take any desired action, whether making purchases, subscribing to a newsletter, or engaging with your content in another way.
This is a core element in internet marketing strategy – you need a high conversion rate from visitors to buyers to make a profit. Here are some tips for boosting your conversion rates by optimizing your marketing strategies and avoiding common mistakes.
Big Changes for Better Results
Basic CRO techniques such as making minor changes to the layout and design – e.g., tweaking line spacing, button colors, etc. – are not entirely unimportant to increasing click-throughs, but they are not the kind of changes that will drastically increase your conversion rate.
Make these smaller tweaks regularly to keep up with changing desires and keep your site fresh. This will only yield small digit increases in your conversion rate and generate minimal gains. This only provides a short-lived boost in conversion rate, which will plateau after some time.
For effective CRO, consider making more significant, more impactful changes to your landing pages for increased results and more return in profits in the long-run.
Thinking Outside the Box
For real results from landing page optimization, take advantage of more unorthodox techniques to put yourself ahead of the curve. From eCommerce to landing pages, marketers often use far too simple techniques and testing for CRO. Several complicated factors contribute to variables, ultimately affecting your conversion rate and, consequently, your sales and revenue, so it vital to work around these elements.
When You Can’t Work Harder, Work Smarter
Try a range of new page designs with various differences to find the one that works for you – the more you try, the more opportunities you have for success. This means putting the ingenuity and creativity into one larger batch of new pages and testing them all to compare results rather than making changes every now and then for simple A/B tests.
Improve Your Offer
Change your offer to stand out from competitors in your industry – rather than offering the most traditional deals like free trials, free consultations, etc. consider other techniques. Take Grammarly, for example, who provide a free service that analyzes your work but also offers full report access only with the premium subscription. Spotify also capitalizes on this method, by providing a full-service subscription for free, but includes a range of restrictions that encourage users to upgrade. Find something that works for your company niche and try something original and imaginative.
Make Interaction Easy
Make the processes you want your viewers to engage with easier for users to interact with, whether for subscribing, commenting, sending questions, downloading software, making purchases, or any other desired actions for viewers to complete. This means streamlining the process for users, so they don’t have to fill out lengthy forms or provide a lot of detailed information. To create better flow, consider only requiring an email and name for these actions and only following-up for further details at a later stage.
Finally, Remember: There is No Such Thing as A Negative Result
Even if you run an A/B or any other test to determine the potential rate of conversion for your site and produce a negative result, you have still gained valuable data. Just because you didn’t succeed in creating an improved page doesn’t mean you didn’t learn from it – now you know what doesn’t work. You have to be open to trying repeatedly and taking what you can from each result.
Beatrice Potter is a professional copywriter at Term Paper Writing Service and Essay Writing Services, she writes about CRO. She also teaches business writing.