Once your campaigns go live and you’re collecting valuable data about your audience, their behaviors and intentions, now it’s time to ramp up your results with conversion rate optimization.
Conversion rate optimization or CRO is the process of making your website more relevant, customer-centric, and valuable for your end users.
The term “Quality” is at the heart of search engine optimization. You’re basically helping Google deliver to its users a quality product.
To deliver a quality website, put yourself in your average prospect’s shoes. It helps to construct a buyer persona, which is a profile of your ideal consumer.
Your buyer persona can contain demographics information, buying habits, problems, and desires. You are even encouraged to name your BP and find an accompanying photo, just to make the person as real as possible in your eyes.
Knowing your buyer persona can help you improve your website and all other offerings, because you’ll know just what your customers want, and how to give it to them.
Ideally, your site should load within seconds, one or two preferably, so that the time between the click and the page loading is nearly instantaneous. Anything other than that screams that something’s wrong, and people just don’t have time to deal with a site that has problems.
Get rid of any overly large photos and plugins that may be weighing your site down.
The more streamlined your site is, the better the experience your visitors will have. Your site will also load super fast.
The new generations of Internet users have incredibly short attention spans, much like a goldfish. That means that within the span of just a few seconds, a visitor to your site will come to a decision that could mean the difference between engagement and exiting immediately, otherwise referred to by marketers as a bounce.
If your site is off-putting with dark colors, if the text is difficult to read, if there are no paragraph breaks in the text, and if the navigation is in any way more complicated than it needs to be, your visitors will skedaddle, and your site’s bounce rate will increase.
A high bounce rate can indicate a problem with a particular page – or the entire site – but not always. Still, the goal is to make your prospects land and remain on your site long enough to convert – whether you hope they’ll call, subscribe or buy. That’s just not going to happen with an ugly, cluttered, and complicated website.
On the other hand, if your site is simple, attractive, and easy to figure out, you’ll maintain a low bounce rate and/or a high conversion rate, which can contribute to higher rankings and, thus, greater number of leads and conversions.
Note: You now have added motivation for monitoring and optimizing your conversions. That’s because higher converting sites get better ranked on Google!
Google has rolled out its mobile-first index, which means that any sites that aren’t friendly for tiny screens may lose valuable rankings in the SERPs. Today’s consumers are using a variety of electronic devices to access Google, including desktops, laptops, mobile phones, tablets, wearable technology, and even appliances.
Your site should tailor itself to all of these devices instantly, the moment the visitor clicks and lands. This is referred to as being “responsive.” The good news is that many of today’s WordPress themes are responsive by default.
If you’ve assessed that mobile visitors are leaving your site in droves, consider the following solutions, just in case Google’s Mobile-Friendly Test doesn’t catch them.
Turn off Autocorrect for all forms and turn on Auto-Capitalize.
Step 2: If your site asks for the user’s email, use the ”email” specific input field so that users get presented with an “@” without having to switch to an alphanumeric keyboard.
Step 3: Set image widths to 100%.
Step 4: Use standard fonts.
Step 5: Use a responsive platform.
The latter is the best way to make a website mobile-friendly. Using a content management system like WordPress (coupled with a responsive theme) will ensure your website tailors itself to all devices flawlessly.
Aside from responsiveness and tailoring a site to the device, you’ll want to ensure that all content is easily accessible to all users. Make sure important information is above the fold so that users don’t have to scroll to see what they want, and don’t have to click too many links to find the information they crave.
When attempting to optimize your website for maximum conversions, you’ll want to try to see your site through your average visitor’s eyes as much as possible. That way you can identify any improvements, such as roadblocks that are preventing visitors from buying from you.
When assessing your website’s UX, you’ll want to ask two important questions:
Google wants to know that you do in fact have its search users in mind. To communicate that, every piece of content you publish should offer some sort of value. Your blog posts should offer tips, advice, and unique insight into the problems your audience faces.
Case studies should showcase to your audience that your products and services do well to appease your customers. And your downloads should be unique and useful that they encourage visitors to share your content, subscribe to your newsletter, and return to your website over and again.
A website that is difficult to navigate is hardly visited if it’s even visited at all. Web users today are used to dragging and dropping, clicking and swiping, but these actions should be kept to a minimum if you hope to maximize the web experience for the visitors who do in fact choose to visit and remain.
Usability is critically important to get right. The easier your site is to use, the more frequented and recommended it will tend to be.
To check to see if usability is a factor in diminished rankings, you can use a tool like UserTesting.com, which will tell you all you need to know about improving your site’s user-friendliness.
Other than that, the best advice I can give you is to put yourself in your prospect’s shoes. Visit Google.com and search for what you would want, given the person’s issues. Assess the SERPs and take notes. What can be improved? What is your competition doing better?
Click through the Google listings and see your homepage for the first time, if you can. Are the colors and layout pleasing? Is the page too cluttered to make out what visitors might come to see and learn?
Aside from all the technical stuff, thinking like a prospect and visiting your site as if for the first time is an excellent way to learn customer sentiment, and improve your SEO.
Another aspect that can help to improve the usability and friendliness of your site is to use heatmaps. Heatmaps, such as the one provided by the original heatmaps provider CrazyEgg, allow you to determine user behavior in all new ways.
Using the technology, you can tell where users are clicking, hovering their cursors, using the most attributes on forms, and which form questions they might be avoiding. This information allows you to mold your site according to user preferences.
These tools are a great way to put a new pair of eyes on your site to see how visitors behave once landing, improving the customer experience and increasing your site’s conversion rate.
If your business relies on phone conversions, putting a service like CallRail into play can help you maximize your results. The service allows you to create trackable phone numbers that can then be placed on your website or other marketing materials. Callers can then be tracked and their calls recorded for later analysis.
Using trackable phone numbers and listening to phone calls only helps if you manage to act on the insights you glean. Listen to the calls and you’ll learn where your gatekeepers need work, as in extra training, and a host of other information, such as your customers’ issues, questions, and concerns, directly from their own mouths!
The bottom line is that if you’re having trouble converting your prospects by phone, CallRail is the way to go.
If you ‘ve ever seen the movie The Matrix. In one scene, there is a woman in a red dress walking on a crowded city street with hundreds of other ordinarily dressed people. Immediately, Neo sees her. Why? Because she’s different.
In today’s world, where you and your competitors are conveying similar messages, standing out makes a huge difference. At Millionairium (our company), we started offering a pay-per-lead SEO program.
Immediately, we started signing up clients who wouldn’t pay us any attention if we tried to sell ourselves the old-fashioned way. So, stand out and be different – in a good way – and watch your conversion rates skyrocket.