We work within the promotional product industry; it’s extremely competitive, but I think they key to our success is the focus that we have had on our digital presence. Driving traffic to our website is of utmost importance – but once it’s there it has to convert; this is where conversion rate optimisation (CRO) comes in.
A process for increasing the number of website visitors that will complete a goal, such as making a purchase or requesting a quote, CRO is essentially, a technique for growth.
For many the current digital strategy is one-dimensional – more traffic equates to more sales right? Well yes, but it’s also an incredibly inefficient model. Let’s say the conversion rate is currently 2% and you only need another 50 visitors before another goal is completed. But, this also means that 98% of your visitors aren't converting – that’s a lot of potential leads. Rather than thinking ‘traffic –first’, we need to move to ‘conversion-first’
By exploring your current conversion rate (the number of sessions divided by number of unique times a goal is completed), you are able to understand how your website is working, how traffic moves through it and where it can be improved so that your conversion rate can be increased.
Call to Actions (CTAs)
Are the CTAs on your website working?
Hubspot noticed that theirs weren’t, so rather than keep the CTA button as a static element on their blog, they introduced it as a slider that appeared when the user got three-quarters of the way through their blogs.
This small change increased their CRO by 192% and generated 27% more submissions.
Often, CTA buttons are statically embedded, the slider increased its visibility, putting it in clear view of the audience.
It’s important to test the changes you make; by changing one variable at a time you can analyse what works for you to ensure you are maximising your conversion rate.
Marketing strategies are often viewed as separate entities, and the overall goal becomes forgotten. Some implement PR, content marketing, and PPC campaigns that are misaligned, but by aligning PPC with landing pages you can also increase your conversion rate.
The chances are, you are running several PPC ads, using a different language or hook for each one, but they all lead to the same generic landing page that may not necessarily mimic the message or headline in the ad, and the audience becomes confused. Try to create specific landing page for each ad in order to remain consistent.
We overlook the impact that a headline can have, they are an opportunity to grab the audience’s attention and entice them to complete the goal.
By testing headlines on landing pages and contact forms, you can monitor the type of content that resonates with your audience.
Iron Mountain found that their contact form wasn’t being completed, so they changed the headline from ‘contact us’ to ‘request a quote’ and saw a 140% increase in leads.
You need to develop a consistent brand voice in order to engage with your audience, but you must go through stages of A/B testing to find the tone that resonates.
Generic writing styles don’t always work, by writing content in two styles, for instance, one generic and one in the ‘brand voice’; you can then run both as ads to see which drives the most engagement.
An iPhone repair company in America tested this, they ran one ad that read ‘iPhone 4 or 4s screen repair’ and another reading ‘Did your screen have a rough night out? The second variation led to 18% more repairs being scheduled, enabling them to adjust the rest of their content accordingly, knowing that this style engages their audience.
There are other areas in which you can test the changes that increase your conversion rate, but you must be strict with the process of monitoring and testing to ensure you are capturing your audience and maximising your profits.
By Richard LeCount, sales & marketing director at USBMakers
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