3 Tips To Improve Conversion Rate Optimisation
Conversion Rate Optimisation (CRO) is an important aspect of your digital marketing strategy and requires considerable attention. It is CRO that turns browsers into buyers.
You can determine how much CRO your website needs attention and in which areas by analysing how many people visit your website and how they interact with it.
CRO requires you to improve your website. A sure-fire sign, you need to make updates is if you receive a lot of visitors, but they do not stay very long, or the ratio between visitors and sales is low.
So what quick-fixes can you put in place to improve your rate of conversions?
The first thing to address is your content. Does it engage readers and evoke emotion? If your bounce back rate is high, it is a signal visitors are not impressed with your content.
Content is important to CRO as it is used to earn the trust of the consumer and guide them to buying your product or services. It should offer information they need to know and include a call to action telling them what to do next.
Consumers do not want to have to search your site in order for them to progress to the next stage of the purchasing process. They want a clearly defined path and signals telling them where to go.
If the navigation on your website does not make it easy for visitors to locate information, they will click out and go to a competitor. Navigation is one of the most important aspects of a website and has a major impact on conversion rates. Its very important to have careful thought on your website’s navigation and user experience
in order to boost your conversion rates.
Once your content and navigation is fixed, you increase the likelihood of visitors purchasing your products and proceeding to check-out. But if the buying process is too complicated or disruptive, they will abandon the transaction.
Make the sales path as simple as possible. Do not distract the buyer or present them with obstacles. For example, if they are purchasing an iPhone, do not bombard them with offers of accessories until they are about to confirm payment.
The best method of making sure the initial sale goes through and selling additional merchandise, is to create a clear path to check-out and allow customers to enter payment details undisturbed. Once payment details have been entered, then you can ask them if they want to add accessories to the order – and perhaps for an offer price.
Sales can be lost and gained by how user-friendly you make your website and the easier it is to use, the more likely you are to increase conversion rate.
Author: Jonathan Gillespie