Your quick guide to developing a conversion strategy (CRO)

This article focuses on explaining how to develop an actionable conversion strategy!

A solid conversion rate optimisation (CRO) strategy is a must for every online business in the digital age. After all, what business wouldn’t want to fill the holes in the conversion funnel and generate more leads?

In fact, not only is your website your digital business card, but it is also a lead generation tool. So a CRO strategy should be treated as a priority.

Are you ready to generate leads and improve your website’s conversion rate? Then, keep reading!

What Is A Conversion Rate?

The conversion rate represents the percentage of website visitors that complete desired actions on your website. Desired actions vary from completing a sign-up form to downloading an e-book or purchasing a product or service.

Thus, having a high conversion rate means that site visitors interact with your content. This also indicates that your website is user-friendly and well-designed, and that it attracts the target audience with relevant content that answers search intent.

However, there is no such thing as a universal good conversion rate as every niche is different, hence average conversion rates vary from one niche to another. In fact, businesses in the same industry will have different conversion goals.

How to Calculate The Conversion Rate?

While desired actions vary, conversion rates are calculated in the same way.

If you want to have an effective CRO strategy, knowing your conversion rate percentage is a key factor in assessing how long it will take you to reach your conversion goal.

Your 4 Steps Conversion Optimization Strategy

Are you ready to convert your site visitors into qualified leads? Eager to optimize the sales funnel? Do you want to get the most from your existing traffic?

If so, you should be treating conversion rate optimization as a priority, not as an option.

Are you ready to gain a better understanding of what your visitors want and increase qualified leads? Keep reading!

1. Know Your Audience

At the heart of every business is human interest.

That being said, having a lot of website traffic won’t mean much if you don’t increase your conversion rate. This is why defining your target audience and tweaking your site according to user insight and other analytics is crucial if you want to adapt your strategy to your visitors’ needs and actually convert traffic into sales.

For example, by using CRO tools such as heat maps, you can gain insight into your visitors’ web-browsing behaviour. You can see how users interact with call-to-action buttons, which areas of your website are popular, and which ones don’t get attention.

Not only will you better understand your visitors, but you will also improve your website’s conversion rate by adapting your strategy to your visitors’ needs.

2. Define Your USP and Value Proposition

Once you’ve identified your target audience, you need to define the unique selling point (USP) that makes your brand memorable.

Nowadays, identifying and emphasising your USP is crucial if you want to gain an edge over the competition. So, the USP is all about your brand, about what makes it special, and differentiates it from your competitors.

Nonetheless, marketing teams should focus on both USP and value proposition, as the latter convinces prospective customers of the product or service’s benefits.

By highlighting what is special about your business and why your products or services are valuable, you will not only attract visitors to your website, but also convert them into paying customer.

3. Test The Landing Page

Landing pages are where the magic happens. After all, the sole purpose of a landing page is to convince visitors to take those desired actions and be converted into leads.

Essentially, a high-converting landing page will persuade visitors to click that call-to-action (CTA) button.

While the average conversion rate for landing pages is 9.7%, there are no such things as flawless landing pages.

In fact, if you want to improve conversions, you’ll need to get accustomed to consistent testing. This way, you’ll be able to adjust your landing page design according to your visitors’ preferences.

Having said that, techniques like multivariate or A/B testing should be integral parts of your conversion rate optimisation strategy.

In hindsight, too many CTA buttons or a pop-up that annoys visitors could be the reasons behind lost revenue. With conversion testing, you can identify these problems and improve your website’s  conversion rates.

4. Add Testimonials

Including customer testimonials on your product might just be the social proof that visitors need to turn into paying customers. Similarly, you could also share client testimonials on social media platforms in order to prove your credibility and raise brand awareness.

Positioning your brand as a thought leader in your niche will also help with converting leads. You could also invest in guest blogging and invite industry experts to write a blog post for your business.