In modern-day, most marketing teams are focused on driving traffic to websites hoping it will convert, this cycle then continues and businesses start to grow and expand. However, this is a very simplified outlook within the marketers’ conversion playbook. There is a very necessary tactic that is quite underacknowledged, which is a cog in the proper functioning of long-term, sustainable success – that cog is conversion rate optimisation (CRO).
Here are some of the top areas that have the most potential to benefit from CRO.
The homepage of a website is the prime candidate for effective CRO. Not only does it make a first impression to visitors that have just landed on the page, it is an opportunity to retain them and keep them from bouncing away. What marketers want to do here is guide visitors and potential conversions further into the website but pulling them in and keeping them interested. (A little like a first date).
One great example of a homepage that offers good CRO is from driving and delivery company, Uber.
Uber has a very interesting homepage, the navigation bar can be seen in distinct categories (earn, ride, eat etc) which users can click on. This is both clean and simple for the visitor to look at, deciding if they would like to navigate to the next page.
It also offers to late-stage visitors who are now ready to sign up to deliver/drive as well as being really informative for those visitors that are still somewhat early into the visiting stage, offering to learn more about driving and delivering, as shown above.
Moreover, it’s imperative that you keep them interested in what you have to offer. Like a kid with a chocolate cake, it’s as simple as that. You can do so with a homepage by emphasising links on product information/services, offering a sign-up button to discounts/free stuff or a chatbot to ask any burning questions.
A blog is another significant area of any website that has enormous potential for tons of conversion. Alongside publishing thought-provoking, helpful advice and articles of topics in your niche, a blog post has the capability to convert readers into sales if carried out correctly.
Blog posts should have a good call-to-action (CTA) throughout articles to invite readers to learn more about topics or subjects by submitting emails in exchange for the likes of an ebook or discounts. This could also be a button to navigate away from the blog to a specific shop page so that readers can convert into customers if interested.
An exemplar way that this has been implemented is the popular fitness company, MyProtein. This company offers an array of products and services, used by millions across the nation. They even have a dedicated fitness and food blog that is optimised for CRO, with links back to new and existing product/blog pages and CTA’s sprawling across the footer that scrolls down whilst you’re reading through blog posts. A true winner in the eyes of any CRO.
Landing pages have been designed for visitors to take action regarding a product or a service. For example, an event landing page can be optimised with gifs, other moving images or videos of events from exhibitions that will encourage users to sign up this year.
Alternatively, if a landing page is being used to share free resources, marketers can optimise these with preview content that will hopefully encourage them to download the resource. Most marketing companies with a properly optimised website offer such things, one of them being Search Engine Journal, shown below.
Now that you know some of the top ways to optimise your website to transform visits to conversions, it’s vital that you implement the correct, most effective tools into your website. Not only is considering CRO impactful, it drives users to want to come back for more, bringing with them more users when they speak about your product/services with family and friends.
Thus, with the process of conversion rate optimisation, users will get more out of their existing websites all while ensuring that your pages are perfectly optimised for the new users to come. If you’re still after some help, simply contact the Colewood team for any advice that you may need.