Conversion rate optimisation (CRO) is a relatively fast and very effective method to turn your website visitors into converting customers. For example, if you have 1% conversion rate, that means only 1% of the visitors to your website actually turn into customers and generate profit.
Not ideal? Then you’ll need to learn how to improve your landing pages to convert more visitors.
While often overlooked, as opposed to the number of visitors to your website, it is the conversion rate that actually matters if you want to make your business profitable. In fact, just increasing how much you earn per visitor can have a much bigger impact on your profits than a massive increase of visitors. The good news is that with the right CRO approach this is not impossible at all.
Read our 7 CRO tips, which will help your business create landing pages that convert even the most stubborn customer.
1. Start with the Headings
Let’s start from the top! The headings on your landing page are extremely important, and nothing is more important than Heading 1, or the main heading of your page. This will need to immediately ensure the visitor that they have landed on the page they need. Make it irrelevant, and you’ll see the bounce rates rocket.
The following headings, if any, need to remain relevant to your main points, and structured so the user can easily find the information they need under each one. Remember that testing is the best approach, and a simple change to the heading of your landing page can have a great impact on your conversion rates.
2. Personalise Every Page
When a user lands on your website they want to immediately have their intentions confirmed. Once they’ve gone past the headings, and decided to stay and browse around, it is the landing page’s job to make their time worth it.
Therefore, each landing page you create on your website should have a clear intention, structure, and reflect the user’s purpose. For example, if the user is visiting an e-commerce landing page they probably don’t want to read too much text. They want to see the product, its main features and potentially make a purchase. Don’t discourage them by adding unnecessary amounts of text.
Construct each landing page with the user in mind. Think about what you’d like to see and the actions you’re likely to take if your Google search took you to this page. A helpful tip is to break down your website and try to determine the main categories, sub-categories, etc. Map it out. Then set out your approach for each category and sub-category.
Exemplary categories can be:
- Company pages – About Us, When We Started, History of the Product
- Service pages – The Products or Services your business offers
- Blog/news pages – All the latest Blogs, Company Updates and Case Studies
- Job Vacancies – Job roles you’re currently hiring for
- Contact Us – A page where the user can easily find all the tools to get in touch with your business.
3. Content Matters
We really cannot stress this enough but CONTENT MATTERS. The content of your pages is the reason the website visitor will decide to proceed to the next step – purchase. Make sure this content answers all the needs and questions of the user, they need to feel understood and special.
To make this happen your content needs to be original, authentic and captivating. It will need to have a clear set target audience and invoke a powerful emotion from the user. Conscious and professional content can not only make more of your website visitors convert but also drive a higher number of potential customers to your website by helping it rank higher in organic search.
4. Have a Clear Call to Action
As brilliant as your landing page is, it is very unlikely to achieve any conversions if there isn’t a clear call to action. Although users might have visited your website with a certain intent, and even scrolled through the landing page and enjoyed the content, you need to give them the opportunity (or remind them) why they are there. This is where a great call to action will seal the deal and convert your users.
Try to keep your call to action simple but compelling. Instead of saying “buy now” you can offer the user to “get this deal” or even to “continue” if you don’t want to go for the hard-sale approach. Be imaginative – invite your customers to “download a free demo” “get started”, “start a trial” or “save for later”. A simple “buy” or “subscribe” button can be costing you customers.
5. Know What Matters with a Heatmap Analysis
Nothing is more important than knowing how your website visitors behave. Picking up insights and understanding what content matters is easy with a heat map analysis. This analysis will help your business gain a better understanding of whether website visitors are seeing the right content, whether they are clicking on the right buttons or are being confused by non-clickable ones, and whether people are experiencing issues across devices.
One of the most popular tools you could use for a website heat map analysis is called HotJar, and if you are planning to enlist the services of a Technical SEO specialist this is one of the first services you should be asking about.
6. Design with Mobile Devices in Mind
While a less than a decade ago you were probably just learning about how important internet presence and having a brand website is, today we’ve already moved to the next level – website content optimised for mobile devices.
It doesn’t come as a surprise, since October 2016 mobile and tablet devices overtook desktop traffic. This means that to make your conversion rates better, you need to be optimising your landing pages for mobile users. With mobile first indexing now the norm when Google crawls your site, having a website that isn’t friendly for smart devices is going to leave far behind the competition.
7. A/B Testing is Key
Staying on top of the latest trends and implementing changes accordingly is important to your CRO strategy, but what really makes a difference is knowing whether these changes had a positive impact. Running regular A/B tests on your landing pages will give you a good idea of what makes people convert and how to increase these conversions, as well as allowing you to identify negative changes before they cause a greater impact.
If you want to make sure your e-commerce or business website is converting visitors into loyal clients, we can help. Our dedicated team has two decades of experience in SEO and we are confident we can help your website start making profit. Get in touch today to find out more.