Conversion Rate Optimization

Getting traffic to your website is fundamental to success as a business, but what happens to that traffic once they arrive on your site? Converting those users into qualified leads and clients is critical to keeping your business running, but how do you make that happen?

Often, business owners and agencies forget that conversion rate optimization, or CRO, is a crucial component of any online marketing campaign. How well you convert those users on your site could mean the difference between profit, and loss.


What is CRO?

When you own a website that’s attached to your business, that website serves one primary purpose, and that’s to turn interested users into leads, customers, or clients. This could mean wanting them to contact you through a form, call your business to schedule an appointment, or even purchase something on your site. All of those things could be considered a conversion, depending on the scenario.

Conversions can happen through your entire website – your homepage may have a goal of converting them to call for more information, your restaurant may have online ordering, and your goal is to convert the user into a placed order, or you may be a plastic surgeon wanting folks to fill out an interest form to schedule a consultation. Whatever the situation, our CRO professionals can help you in converting more users.

CRO can help deliver significant impacts on your bottom line, and shouldn’t be an afterthought when planning our online marketing campaign.

Getting money out of a piggy bank

Why is Conversion Rate Optimization Important to Your Business?

Conversion Funnel

Simply put, you’re in business to make money, and conversion rate optimization helps you do just that. Having a healthy conversion rate helps improve your bottom line by reducing the cost of customer acquisition. The less follow up that you have to do to convert a prospect into a client or customer, the better.

Performing CRO on your website has definite benefits, some of those include –

  • A better understanding of your website’s users and target customers
  • Better overall ROI on your online marketing efforts
  • A Reflection of your business – an easy to use website that moves users through converting quickly is a reflection of  a company that doesn’t waste it’s customers time

If you’re engaging in Pay-Per-Click (PPC) advertising, then CRO is a must. Many business owners will scale up their ads at the first sign of conversion but applying CRO to your landing pages can really help explode the revenue that they produce.

Increasing the conversion rate of your website can significantly increase your leads, and customers, and make a major positive impact on your bottom line. Call us today to get started on optimizing your website!

How Do You Increase Conversion Rate?

When you set out to optimize the conversion rate of your site, you should have a good idea of what your goals are, and a strong knowledge of your audience. Start with the purpose of your site, and work from there.

Here are some other tips on how to effectively improve the conversions on your website.

Improve Your Calls To Action

Each of your web pages should have a purpose, and a goal to gain something from the user that is visiting. Whether you are generating more page views, leads, or sales, having a purpose for your page is important to get your users to take the action you want them to. To make that happen, your page needs to have CTAs, or Calls to Action.

You should work to have your calls to action on the top portions of your pages, above the fold of scrolling. This means your phone number should be prominently displayed, or your contact form made available to fill out. Pay attention to what your site looks like on mobile devices as well, and make sure your CTAs work effectively there as well.

Improve the Speed of Your Website

While the speed of your site may not seem like a significant contributing factor to conversion, but if your page doesn’t load quickly for a user, they may just leave. Working on your site’s webpage speed has many benefits, but helping users move quickly through the purchase or contact process is definitely near the top. Don’t ignore speed when building your site. A beautiful page is great, but if you can’t navigate through it quickly, it doesn’t do much for your business.

Show Off Testimonials from Your Customers and Clients

People often connect with other people’s experience. Showing that others have had a positive experience with your website and business can significantly influence a user’s decision to take the next step in engaging with you. Sharing customers opinions can help seal the deal and make your business really stand out from your competition. Don’t make the mistake of using fake testimonials or reviews though, as users can easily sport fake, generic reviews.

Use Quality Content

The words that occupy your pages matter. The content needs to read well and be easily understandable for the user. If it is grammatically poor or written at a less than professional level, you are going to be far less likely to convert those users into paying customers and clients. The content on your site is your opportunity to express your authority and expertise, and you don’t want to blow it. Optimizing your content can help your conversion rate explode.

Clean Up the Clutter

Set yourself up with a strong foundation to work from by clearing out the extraneous clutter on your pages. Many people think bright colors, and lots of call outs are best, but keeping this streamlined and straightforward will help keep your users focused on the page, and allow you to drive the engagement that you want to. Don’t give the user too many choices; they can become easily overwhelmed and lose focus.

How Do You Calculate Your Conversion Rate

A conversion rate is sometimes thought of as magical math, but in reality, it is relatively simple to calculate. If you take the number of conversions that have taken place in a given period of time and divide it by the total number of visitors to that page or site, then multiply that number by 100%, and you’ll have your conversion rate percentage.

If you have 100 visitors, and you are trying to get phone calls to your business, and you receive 9 phone calls, your conversion rate is 9% on that pages action. Conversion rates can go much deeper, delving into page and campaign level conversions, channel conversions, and even down to individual keyword.  Knowing how to analyze your conversion rate, and make decisions on improving it is a science all it’s own.

Seeing graph in telescope

How We Can Help You

As you can tell, CRO is not any one thing. It takes dedicated knowledge and expertise in analyzing user behavior and implementing the technical changes. As a business owner, it’s hard to both work on your business and in your business. Trusting your conversion optimization to an expert team like ours will help speed up your growth, and can help improve your bottom line. Contact us today, and let’s start to formulate a plan on how to best turn your users into paying customers!

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