If you’re getting a lot of traffic to your website or landing page and still not getting enough people to convert, it is time to think over your conversion strategy. Sometimes going beyond what the conventional conversion rate optimization tips state is the key to success! And no, using a different bright colour (read, never used before) for your call to action doesn’t count.
Each one of us – marketers, business owners, etc, have heard and most likely, read tons of posts giving advices on how your CRO strategy can be made better. But the problem with this advice is that it is in a very literal sense, ‘common’. And just about every other person out there has read it – like you.
To stand out from your competition, businesses need to go beyond what’s commonly known.
So here are 9 conversion rate optimization tips you can use today to get that edge over your competition:
1. Analyze your competitor’s strategy
While it is a good practice to stay up-to-date with trends and create a ‘unique’ strategy for your brand, it is also a smart call to analyze what your competitor is doing.
If you consider a business as your competitor, clearly it is doing something that is working for them and bringing them customers from the same market you want to fit into. And they must have revamped their CRO strategy multiple times to get there. Try and analyse what they have been doing over time – the tests they run, their frequency of changing strategies, etc to learn the most effective tactic in your industry.
Monitor your competition and make a note of even the slightest of variations they are introducing in their campaigns. It will not just let you know what campaigns are working the best for them, but will also help you identify their weak spots and strategize on how to capitalize on them.
Or you could slot test campaigns according to your research, experience lesser conversions on some and then learn what works best. But if you’re choosing the smarter approach, don’t try the copy-paste strategy.
2. Create and test multiple step forms
Websites should have simple and short forms. But what if you needed your prospects to give you more than just an email id?
Instead of assuming less is better or compromising on the data you require for your marketing campaigns, experiment with creating and testing multiple step forms. While it might seem like you’re increasing the steps towards conversions, people may actually feel compelled to finish the ‘small process’ when a form is broken into smaller multiple steps.
Displaying a single step of the form at a time, makes the visitor feel there is less work to do. Once they start filling it in and moving to the next step with this frame of thought they’ll end up completing the form.
However, it is not necessary that this hack will work for your business. The important thing to do here is, ‘test’. Test different number of multiple steps forms to find an optimal number that your users are willing to complete.
3. Track your visitor’s movements
Because, it won’t be called stalking.
Set up a heat map or mouse tracking tool on your web pages or landing pages to analyse the visitor’s movements and which part of them interests them the most. This allows you to understand where you shouldn’t be investing too much time in optimizing and which sections need overhauling for better conversions.
4. Use exit intent technology
Recognized which page and which part on your website gets the most traffic using heat maps and similar tools? Good, but what if they are leaving without making any kind of interaction with your business?
Make use of exit intent technology to reinforce your value proposition just before they leave your website. Be it a limited time offer, a newsletter subscription or a nudge towards using a free trial of your product – create a copy that makes them think twice about their decision to leave and compels them to convert.
For example: We know our target audience is looking at ways to increase their website’s leads and sales. So we decided to reinforce our message by addressing what they were looking for!
5. Align incoming keywords and calls to action
If you want the exit intent technology to work its magic on your CRO, you need to bring the right people to your website. And that starts with targeting the right keywords in marketing campaigns.
You don’t want to bring in someone looking for baby products, when you’re actually selling a marketing automation tool. It is not just going to disappoint them, but also lower your conversion rates.
To avoid the shemozzle, ensure that you use keywords that resonate with your business and campaign. This lets search engines index you better for search results – bringing in only those people who are actually looking for a value proposition similar to yours.
A great way to do so is by making use of the Google Keyword Tool. It shows you the related terms people are searching for when seeking information on the topics you enter. By setting up the right keywords at the top of the funnel, you can ensure that all your CRO efforts on the website don’t go waste.
6. Introduce a sense of urgency
Most of a website’s traffic doesn’t convert – no matter how high it is. This is because people have the feeling that they can ‘come back’ to a product or service later, which usually doesn’t happen. To defeat this common tendency of stalling decisions, introduce a sense of urgency on your website.
Create a marketing message that is not just clear about your value proposition but also lets the visitors know that it might not be available for them to avail it the next time!
If you want more people to purchase your products during the weekend or the holiday season, set a time limit to the offer you make. It will get people to act and complete the purchase, thinking it is a one time deal that they might miss on stalling.
For example: When Koovs – an ecommerce website for fashion products, runs their sales, they make sure they add a time limit to it. Here you can see them saying that the sale is only for 48 hours to create a sense or urgency in those who visit their website.
7. Make your message more relevant
In continuation to the tip above, you won’t be able to create a sense of urgency if your message doesn’t have 3 important parts – relevance and a deadline.
For a relevant marketing message, you need to understand who your target audience, what they are looking for and what brought them to your website. This understanding allows you to create personalized copies that are instantly relatable and engaging.
The best way to do so is by recognizing the major segments of your ideal customer personas, and creating different campaigns to address each. A behavior-based analysis can really do wonders for your marketing campaign; so go beyond the general age and gender demographics and look into technology, interests, locations, etc.
8. Make use of both micro and macro conversions
Macro conversions are the primary conversion goals of a web page – buying a product, signing up for a subscription, etc. They are targeted at driving in direct revenues.
On the other hand, micro conversions are smaller actions that help build up to a macro conversion eventually – watch a tutorial, follow on social media, etc. And they are targeted at increasing the engagement with your business.
Define the two call-to-actions in a such a way that they compliment each other, yet have different goals. Identify a relationship between the two, track their performance and test different CTAs before settling in for one. But remember, to keep them relevant to your marketing message and definitely try to encourage an interaction from your customers – no matter how small it is.
9. Include social and security proof to your marketing message
It is a known fact that people trust other people more than brands and in today’s day and age, they take their online security seriously. So include social and security proof to enhance your marketing message on the landing page or the web page you’re expecting to convert people on.
A few things that can really boost your credibility include – customer testimonials, real-time usage numbers, accreditations and certifications from known industry names, and business features. It is common for people to think that if a business has a few names associated to it, it is more credible.
For example: FreshBooks displays testimonials from its customers right on their home page.
Over to you
Becoming a market leader means you need to stand out from ‘all’ the alternatives your target audience can resort to. If you are able to find new, innovative and relevant ways to boost conversions, you’ll definitely be acquiring customers and increasing revenues more effectively.
If you stick to what others are doing, you’re more likely to always be at least a step behind them. Which automatically means they will remain the first choice for your customers.
But innovation doesn’t mean it will work magically on your conversion rate. You need to test out different ideas, marketing messages and approaches to reach your audience and understand what works the best for your business. After all, every business is different in its own ways!
What is the most effective and innovative CRO tactic you have made use of or seen someone in your industry follow?