As owning a business in an incredibly competitive arena, it has been critical that I become aware of all the elements that make USBMakers one of the most visible, and attractive option for customers and prospects.
For a long time, I was in a ‘traffic-first’ mindset, ensuring that we were implementing strategies that drove users to the website – and we were successful, but this is an inefficient model. Then I turned my attention to the number of users that were converting to customers and began to learn about CRO.
CRO, or conversion rate optimisation is the process of increasing the number of website users that complete a goal on your website, whether that is making a purchase, signing up for a subscription or service, requesting a quote or downloading a piece of content on the site.
Conversion rate optimisation involves looking at elements of your website and generating ideas on how they can be improved before testing the ideas – it’s a long-term strategy that requires close monitoring.
CRO is vital to all businesses because it means you can increase the value of your website visitors, through increasing the revenue of each one and lowering your acquisition costs. For instance, if your current conversion rate is 10% with 2000 visitors a month, then it generates 200 conversions each month, but if you can optimise the page, you could increase your conversion rate to 15% and you improve the number of conversions by 50% to 300 each month.
Some of the businesses with the best conversion rates are consistently testing and changing elements of their websites, removing the barriers that prevent conversions and creating a better user experience for customers. Below I will list just some of the areas that will enable you to increase your conversion rate.
All of your content and web copy needs to be written in a style and tone that your audience engages with. A generic writing style is a safe and easy bet, but it doesn’t always pay off.
Its worth testing writing styles, to find your ‘brand voice’; you can begin by writing content for an ad campaign in two styles, one generic and one that has a clear tone, and analyse which one drives the most engagement.
A smart phone repair company from the states did just this. They ran one ad that read ‘iPhone 4 or 4s screen repair’ alongside another that read ‘Did your screen have a rough night out?’. The second ad generated an increase of 18% more repairs, and further to this they were able to adjust all of their copy to the style that resonated with their audience.
Headlines are the first opportunity a business has to grab the attention of the audience, but when they are being written, their importance is often overlooked.
Carrying out A/B testing on the headlines on landing pages, blogs and contact forms will allow you to see what works for you. Carry out research into what it is that your customers want from your service.
For instance, on our website we use ‘Quick Quote’ rather than ‘Request a Quote’ or ‘Get in Contact’ – because we know that our audience is pushed for time and want to get prices quickly in order to compare.
Another example of this is a company called Iron Mountain; after noticing that their contact form was no longer being completed they changed the headline from ‘contact us’ to ‘Request a Quote’ and saw their leads increase by 140%.
Our brain processes images far quicker than it processes texts, and what’s more is that images of people engage an emotional response from users. We have found that increasing the number of images we use in our blogs posts boosts the pages views.
You don’t just have to use images as an element of a page, you can use it as the background – it’s a bold statement but it worked for a company called 37signals; they tested a product page that used the background of an image of a customer and their sign-up rate increased by 102.5% vs the original page with a white background.
A critical part of building a brand is trust, by adding testimonials to your site you increase your credibility – but to really work they must be attributed to a specific client. This way, potential customers can be assured that others have had a good experience using your business.
Once you add testimonials, it’s important to test where they are best placed on your website to drive the best engagement.
For instance, Wikijobs moved their testimonials from the bottom of the page to the top and saw an increase in their conversion rate of 34%.
Call to Actions
How are your current call to actions (CTAs) performing?
Many of the elements that we have already discussed can be applied to call to actions – the tone of the headline, the language and where it is placed. An important element of a call to action is that it is very clear to the user what you want them to do and that it has maximum visibility.
Hubspot analysed their call to actions and found that the one featured on their blog wasn’t being completed (a whitepaper to download). The button was statically embedded on their blogs, so they changed it to a slider that moved onto the screen once the reader was three-quarters through the post; this change saw them received 27% more submissions and their CRO increased by 192%.
The colour of the buttons can also have a huge impact on their performance, test the colour of your call of action buttons or forms to see if this can help to increase your conversion rate.
PPC Landing Pages
I’m going to hazard a guess that if you are running a PPC campaign, you have a couple of variations of the ad; I’m also going to guess that the ads all lead back to the same landing page.
The likelihood is that the page they refer back to, doesn’t mimic the message, language or tone that was used in the ad and the lack of consistency can be a barrier for conversion.
A company called Optimisely were guilty of this; they were running three PPC campaigns that led back to the homepage that wasn’t aligned with the message in each ad. By creating a specific landing page for each ad that used the same tone and terminology, they increased their leads by 40%.
These are just some of the ways you can increase your conversion, but this list isn’t exhaustive. The changes are simple if you know your way around the back-end of your site, if not you can enlist the help of a specialist in UX or CRO. Customer optimisation rate is there to enable you to consistently make sure that your website Is as effective as possible, increasing both your conversion rates and your bottom line.