Your website gets good traffic. Reports back this up. Organic traffic is dramatically increasing. However, you are not seeing contacts from visitors or sales matching your traffic. This is where conversion rate optimization (CRO) comes in. Knowing more about what it is, and the tools that can help you to achieve a better conversion rate, can help to take your website to the next level
What is CRO and Why is It Important?
CRO is a type of process that is used to increase a mobile app or website’s conversions. It typically uses multivariate testing or A/B testing to ensure a comprehensive study of the website’s elements. From here, it provides ideas about what can be done to improve how many visitors become buyers (when working on an ecommerce website, for example).
If your website is dying, or even if it has sufficient traffic, but is lacking conversion, CRO can provide significant improvement. When it comes to increasing conversions, there are always things that can be done.
The first step is identifying your conversion goals. The following describe the common conversion goals based on industry:
- Ecommerce: Add-to-carts, email newsletter signups, service or product sales and shopping cart completion rate
- B2B: Deals closed and leads generated
- Media: Ad views, recommended content engagement, pageviews and newsletter subscriptions
- Travel: Ancillary purchases, booking conversions and social shares
The following are the top benefits regarding conversion rate optimization:
- Success despite increasing pay-per-click costs
- Combat increased digital marketing costs
- Stay on top of your competition
- A better experience with social media marketing
- Avoiding the effects of a short consumer attention span
- Streamlines and legitimizes your business
- Improving the effectiveness of your other marketing efforts
- Saving you money
- Changes that enhance your website’s efficacy right away
- Improving the overall look and layout of your online store
The next step is identifying which CRO tools are out there for beginners. This allows you to narrow down the best choice for your website.
This tool has a variety of different CRO features for websites of all sizes. It puts focus on on-site visitor behavior. When you know what visitors are doing on your website, it is easier to identify what they do not like so that you can fix those elements. Some of the most useful functions include:
Heat mapping which works to give you a visual representation where your visitors are clicking and looking the most.
Conversion funnels provide valuable information regarding where your sales funnel is broken. It also precisely identifies when visitors are disengaging so that you can make the proper changes.
Visual Recordings that allow you to essentially see your website from the point of view of your visitors. It records the mouse movements of the people who are actually visiting your website.
If you want a tool that can tell you what is wrong with your website regarding traffic, this is the one to consider. While it cannot give you every detail, it can help identify why people are not clicking on a particular website element. Since more clicks can equal better conversion, this tool can greatly enhance your site and its traffic patterns.
This is a WordPress plug-in that helps you to write tags that people want to click on. Creating these tags can be a challenge, especially when you need to do extensive keyword research.
When you are creating tags, just input your title into this plug-in. It will give you a variety of word choices and arrangements. All of these are likely to have a strong conversion rate because people will want to click on them and visit your website.
This tool was created based on Feng-Shui, the ancient Chinese art. It basically provides guidelines to make your work or living environments as harmonious as possible. This tool works in a similar manner for your website. It will look at the visual elements on your website’s homepage. It analyzes all of these and suggests those that are not likely to be viewed, and those that are the most appealing.
This tool uses predictive analytics and machine learning to make its recommendations. It does not look at the behavior of individual visitors but puts more emphasis on the layout of your website, particularly the homepage. This is critical since your homepage is where most people will start when exploring your site. If you cannot hook them here, the likelihood of conversion is relatively low.
Google Analytics provides more than 50 reports that you can use to better identify your audience and what needs to be done to ensure greater conversion on your website. This is a free resource with multiple reports and features you can use for CRO purposes. There are some additional functions and features that you can pay for too, depending on your needs.
There are multiple metrics that can be highly beneficial for CRO purposes. Some of the most important metrics for beginners to evaluate include:
- Bounce rate: This tells you how long people stay on your website before they leave.
- Time on site: This tells you the average duration visitors stay on your site.
- Pages per visit: This tells you how many pages are visited per user.
- Returning vs. new visitors: This tells you more about your audience and who comes back.
- Devices: This tells you what devices people are using to visit your site, including mobile, desktop and tablet devices.
- Exit percentage: This helps you to determine which pages people leave your site after landing on.
- Site speed: This tells you the average speed per page.
What is most important is that you find a CRO tool that you are comfortable with. Due to how vital these tools are and the information they can provide, you want one you can fully utilize. This ensures that you get the most benefit. You might also consider using several tools for a more comprehensive analysis.