Conversion rate optimization (CRO) has recently led business leaders to understand the importance of a comprehensive marketing strategy.
What is conversion rate optimization?
CRO is the metric for browsers, viewers, clickers and readers that turn into buyers. CRO is vital for any brand wanting to boost sales and remain competitive.
Today, we look at 2017’s Top Conversion Rate Optimization Tips:
- CTA Placement. CTA, or call-to-action, elements are what ultimately transition campaigns from advertising to sales. But a CTA doesn’t do your sales any good unless it is strategically positioned on your site and in your campaign posts. Research studies show that consumers navigate web pages from the upper left-hand corner across and down. Just one tip to experiment.
- Use pop-up and slide-in forms the right way. Pop-ups can be a totally annoying when used inappropriately. Flailing random offers and requests for emails as your consumers browse is a proven way to ensure that they won’t be back for more content any time soon. For this reason, pop-ups have gotten a pretty bad rep. But if used correctly, pop-ups are an effective way to reach the consumer. For example, your consumer is reading a blog about parenting. They scroll down and 3/4th’s of the way through a post, and a pop-up surfaces for a parenting newsletter or monthly package of products. At this point, the consumer is invested in your content, so the pop-up is not assumptive. It is well-timed and informative, presenting a solution to the problem you’ve just presented. Another option might be a pop-up for an offer as a customer shops your store. On the store page, the discount is timely. If the discount pop-up offers while reading the “about” page, it is inappropriate and irritating.
- Anchor text with offers. Anchor text in web copy and blog posts links readers from one page of your site to the next, following relevant patterns of thought. It is common to leave CTA banners at the bottom of posts, but weaving H3 and H4 headlines that link to landing pages helps the offer stick out from the body of the post. Because it is inserted as text, not ad space, the offer presents itself to the reader more fluidly.
- Support campaign launches with relevant blog posts. Whenever you have a reader in front you, do what you can to get them to read more on your site. Remember, website visitors are the objective, but repeat visitors and multi-page browsers are the goal (which lead to sales, of course). The more clicks you generate per page, the higher you move in search engine algorithms.
When you launch a campaign, tie the content back to previously posted blogs. Introduce the blog posts seamlessly by hyperlinking a strand of words in sentences or insert the proposition as a hyperlinked headline (the anchor text we discussed above). When you are selecting keyword phrases for anchor text, research long-tail search keyword phrases about your topic or offer. This way, you double up with SEO on the campaign landing page before it leads readers to other pages on your site. Tying promotions to blogs boosts your SEO, and it shows the consumers how invested you are in the content of your campaign.
- Social Media for lead generation. Social media is notorious for its branding and communication capabilities. What it isn’t quite as famous for is its effectiveness in generating leads. At the end of every company’s SEO and high audience number efforts is the bottom line objective to sell. Social media is an incubator for a generous number of potential consumers. These audience members are already tuned into your brand, they’re listening to what you’re saying and they already like you. Hone in on their presence and convert them into sales. This is one of the most direct conversion opportunities we find in web efforts.
- Don’t sacrifice quality for quantity. It is hard not to be enamored by high traffic numbers, especially when they are attached to a new offer you place. But how true to your brand core was the offer? If you are selling small business insurance and promoting an Equinox membership giveaway, the quality of those leads is poor. You want to attract leads that care about your product- your small business insurance, in this case. This will take time and cleverness, but that’s okay. Investing in authentic campaign ideas will actually boost your CRO because the generated leads have more optimal potential for conversion into consumers.
- CTR converts to CRO. CTR, or click-through rate, is a mighty metric when it comes to conversion rate optimization. There is a positive correlation between the two: the higher the CTR, the higher the CRO. So, the question begs: how to increase CTR?
- Use high commercial intent words. These relate specifically to transactions; they focus on which trigger words yield purchases, e.g. ‘buy now’ or ‘free shipping.’
- Ad customizers induce FOMO (a fear of missing out) which creates a sense of urgency in consumers, prompting them to click through to the offer.
- Emotional triggers in your promo copy is more likely to engage the reader and prompt a click-through.
- Brand familiarity eventually leads to sales conversions. Instead of focusing on getting the word out to every possible potential consumer, pulse your brand name in front of your targeted audience. The more times this group sees your brand, the more familiar they become, the more likely they are to make you their choice purchase when in need of your industry’s products.
- Copywriting. Make sure to write specifically for your audience, using both tone and jargon that resonate well with their natural vernacular. This creates a more fluid conversation during content absorption. More absorption leads to more time spent on site, higher CTR, affinity and eventually, purchase and advocacy.
Whichever CRO elements you decide to implement into your 2017 marketing strategy, make sure to perform metric measurements and determine the effectiveness of each element in your sales. For any guidance or hands-on marketing assistance, get in touch with the Executive Digital team!