You’ve worked hard to attract visitors to your website, maybe through social, SEO or paid advertising but once they’ve made it to your website, are you effectively driving them into an action? These actions, known as conversions, will vary depending on your business and could range from a purchase to a submission of a contact form. Conversion Rate Optimisation (CRO) is the business of ensuring your website is as effective as possible in generating conversions and a well rounded digital marketing strategy should give time and attention to CRO to help get the most from the visitors on your site. Ultimately, it should also improve the experience for the user. It can be a daunting task and there are countless opportunities for improvement. Here’s some ideas to get you started:
A good starting point for any website optimisation is the place on your site that drives a user into a conversion. The ‘Submit’ button on your contact form or the ‘Buy Now’ button on your product page is one of the most important touch points on your website. You can start by looking at the text on these buttons and the wording that is most likely to drive a conversion. There’s no right or wrong answer and definitely no official guidebook, this will boil down to your business and your customer. Start to experiment with variations on the messaging and the way you phrase it. For example, are you telling the user what you want them to do or telling them what to expect when the do it – ‘Enquire’ vs ‘Get a Quote’ or ‘Order’ vs ‘Get’. Although the changes may seem minor, they can have a big impact on your conversion rate.
One area of CRO which has been heavily tested is the colour of Call to Action buttons. Some studies believe that changing the colour of the button to red can increase conversions as it draws the eye, whilst others claim at one time to have succeeded with orange buttons to replicate those used by Amazon. Again, there are no colour combinations that can guarantee results but experimenting with different colours is a simple way to look for improvement. You can experiment with the colour of the button, the colour of the text, the font and even the shape of the button.
Imagery can have a massive impact on a website and can completely change the context, message, tone and much more for a user. As a start, you could look at pages on your site without imagery and see if you can improve the performance of a page by supporting the page with pictures. For pages where you have imagery, consider how you could change the imagery to better engage with website visitors. On the reverse of this, what if you take an image away from a page to test the impact. Image A may be the best image visually for your site but Image B may reinforce confidence in your business with the customer and encourage more people to convert.
Depending on your market, your customers may be driven heavily by price. Whether your pricing is something to shout about or you run promotions on products, by testing different messaging you can help identify what really drives your customers to make purchases or enquire about your business. Try A/B testing two different promos with customers to see if there is a greater take up on one of the messages. For example, ‘Free Delivery’ vs ‘Order today for 10% Off’, testing like this can help to improve conversions but also give you data to make well-informed decisions in future campaigns.
The layout and content of a website form can have a big impact conversion rate. You ultimately want to make the forms as clear and easy to use for the customer and one way to achieve this is by using CRO to test variations and make improvements. A form could be as simple as a ‘Contact Us’ form which is found on most websites or as complicated as a ‘Checkout’ page. Both are critical to successfully converting traffic to your website. Consider how you could change the layout, colours, and wording to improve the experience for the user. You could also review and test variations on the information that you are requesting from your customers.
There are some great tools out there to get you started with Conversion Rate Optimisation including Google’s very own Optimize. Read our guide on how to set this up and then go forth and test, test, test.
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