The conversion of potential buyers into customers is one of the main drivers of the growth and development of any business.
That is why it is so critical for organizations to create and implement effective strategies that reach the target audience and motivate them to take action. Customer experience and conversion rate optimization practices are the perfect solution in this case.
The importance of CRO (Conversion Rate Optimization) is that it is often a key factor when it comes to scaling a business. In addition, CRO increases the likelihood and percentage of users who perform the desired action, which naturally contributes to business growth.
Conversion rate optimization practices are designed to motivate the visitor to take the action we need on the corresponding page. In other words, it is a tactic to turn interest into action.
Let’s take a closer look at what conversion rate optimization is and what practices businesses can use to increase their sales and profits.
What Is Conversion Rate Optimization
Conceptually, CRO is the process of optimizing your website’s digital experience. The main factors that underlie conversion rate optimization are the behavioral patterns of your visitors and how they interact with your website.
The website’s adaptation to the needs and expectations of the user is the catalyst for increasing the chances of a successful conversion. After all, the more convenient the website is for the visitor, the higher the likelihood of their return.
Conversion rate optimization is a valuable tool that helps businesses understand what motivates potential buyers, as well as what can stop them and what encourages them. These three aspects can provide insight into who your visitor is and why they behave in certain ways. Then, based on this information, the business can build more effective marketing strategies and achieve its goals of attracting qualified leads and increasing conversion rates.
Best Conversion Rate Optimization Practices
Here are some of the most effective tactics businesses can use for conversion rate optimization. At the same time, remember that there is no one-size-fits-all approach. That’s why the best solution is to combine several tactics to achieve the desired result and evaluate what works and what doesn’t.
1. Data-Driven Decisions
This is perhaps one of the key practices not only for the CRO but for marketing strategies in general.
Decisions should always be made based on data and objective facts, not opinions or assumptions. Use analytics tools such as Digital Experience Intelligence for digital experience or product analysis.
With the tools, you can get real-time data on bounce rates, website traffic sources, customer segmentation, visitor behavior, and more. All of these give you valuable information and signals that can be used to improve a website to make it user-friendly and attractive to visitors.
Finally, visitor behavior analysis tools can provide you with data such as heat maps, session replay, user feedback, and how different features may affect the behavior of different users.
2. Call To Action
Call to action (CTA) is a key factor in conversion rate optimization. Therefore, organizations need to optimize the call to action of potential buyers. The main task is to ensure your CTA is clear and understandable.
To improve your click-through rate, you can use the following tactics:
- Align CTA with a landing page. It is essential to guarantee the content of your landing page matches the call to action, as this ensures consistency and keeps the user on the site.
- Encourage clicks. The CTA should stand out from the rest of the website’s content and encourage clicks. This is why clickable buttons matter in CTA.
- Testimonial. Feedback and user reviews are another driver of website visitors’ motivation. Add a customer testimonial to your website to increase visitor trust in your business and increase conversions.
- Use numerical evidence. The number of purchases, downloads, registrations, etc., available to website visitors is also a motivation for action and increased trust. In addition, this approach will create a sense of urgency that promotes the CTA.
- Be clear. The CTA should be concise, clear, and easy for the user to digest. Briefly describe your offer and how the visitor can access it.
- Use geodata. Create a location-specific CTA to optimize the conversion rate on your website.
3. Website Navigation
Navigation is critical to CRO and increasing visitor time on site. Therefore, it is essential that the processes of buying, adding a product to the cart, registering, searching for the content, etc., are convenient for the average user.
To optimize website navigation, you can:
- Use different formats to draw attention to the content;
- Ensure your content is relevant to your target audience;
- Ensure your website and content are understandable, accessible, and readable;
- Align your website with the customer journey;
- Ensure all website elements, especially links and clicks, work correctly.
- Use the Digital Experience Intelligence tool to analyze website navigation;
4. Heatmaps
Another effective way to increase your conversions is using different types of maps, such as heatmaps, click maps, scroll maps, etc. This approach helps to understand user behavior, which is an essential factor in CRO.
- Heatmaps. These maps give you information about what users are doing on the page. With their help, you can get a graphical representation of the data and identify areas that attract the most attention.
- Click maps. These maps provide data about user interactions with your website.
- Scroll maps. Conceptually, they are similar to click maps. However, with the help of scroll maps, you can analyze and understand how a visitor scrolls through your website. This can give you information about user behavior and problem areas of the website.
Learn more about conversion rate optimization and the architecture of web personalization at Elevatedthird.