You’ve spent a lot of time on SEO and you’re now getting steady streams of qualified search engine traffic. Still, you may not be making the conversions that you need to either sustain or grow your business.
In other words, your fantastic website isn’t doing the job you want it to do. Now is the time to change that via a process called conversion rate optimization (CRO).
You’ll be surprised at how much of a difference simple formatting changes can make. For instance, you can optimize your graphics and tweak your forms. You might even choose a new font to make your content more readable.
In addition to those basic methods, you should also consider the following seven advanced CRO tactics.
Ad and Landing Page Matching
The message in each one of your ads should precisely match the content to which it links. In other words, your landing pages should be completely relevant to and a natural extension of your ads.
One way to improve this match is the use of dynamic text replacement. This helps you precisely match a greater number of audiences with the content that resonates with them.
2. Increase Personalization
Customers increasingly expect to have a customized experience with their favorite brands. As a matter of fact, personalization is so important, it could be the reason people are choosing your competitors.
Every part of your marketing campaigns should be precisely optimized for your recipients. Generally, this can be done through list segmentation and automation.
3. Engage with Small Commitments
Rather than trying to convert prospects into customers in a single step, use micro commitments to get them moving in the right direction. For example, encourage people to share content or follow you on social media in exchange for a freebie.
4. Test for Usability
Implement software that will help you test different formats of your website to see what your audiences prefer. This multivariate analysis can give you real-time, real-world insights into the colors, elements and styles that prompt the most visitor conversions.
5. Look for Patterns
Find out how people use your website by tracking their mouse movements and clicks. This type of assessment will provide you with a graphic portrayal of how people move through your pages and give you a chance to optimize your site’s design.
Visitor recording can also help by allowing you to replay user sessions to see for yourself what people do while they’re visiting your website.
6. Collect Feedback
If you have many visitors, but few conversions, why not just ask them what’s going on? Choose a survey or poll app to run on your site that can learn more about customers and how they feel about their experience with your brand.
The feedback you receive will give you insights into the reasons people have for visiting your site and how they feel about the customer experience that you provide.
7. Monitor Flow
Pay attention to the entry points to your site and how customers proceed through your conversion process. Using the right analytics tools, you might be able to tell where shoppers quit or get distracted.
After reviewing the flow of activity on your site, look for ways to directly connect visitors with the content they want.
Choose the tactics above that make the most sense. As you work, monitor the performance of your site, so you know what works and what doesn’t. After a while, you’ll improve your site to the point where you get the conversion rates that you deserve.