Conversion Rate Optimization: Marketing’s Most Underused Weapon
Reading Time: 6 minutes If I add one more cheese slice, it will make my sandwich yummier. If I read one more chapter, maybe I can score better in my exam.
And only if I can get some more traffic on my website that would give me more orders, right? Wrong!
Not everything in life is black and white. At the time, there is a gray area that makes things more interesting.
Whether you are planning to start a business with your friends or are already struggling to sustain your current business, conversion rate optimization (CRO) is something that will keep you awake at night.
If your startup is not making people do something, then what is the point of keeping your shop open. Every day your goal as a business is to make people act on something.
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Whether it is a subscription to your blog, downloading an e-book or making a purchase on your website, if people are not giving you revenue, then this blog post is your only chance of survival.
#1. Use Catchy Headlines
You might not judge a book by its cover, but a visitor will decide whether to stay on your website or not just by reading the headline. A headline is like wrapping everything into one bold sentence.
It will bring curiosity among visitors. They will be eager to know more, or how will you solve their problem?
It is essential to understand that a well-constructed headline can grab user attention instantly, similarly a loosely constructed headline may miss some potential leads.
Have you ever read the news just because the headline was catchy enough?
Well. You cannot deceive the customer like those fancy headlines that don’t contain material related to headline, but you can learn how to create a good one for your brand.
The headlines of the website work similarly. People will only click on the headline if there is something that grabs their attention. And if the headline doesn’t attract them, there is a low chance that they will think of buying the service in the first place. This is one of the important parts of conversion rate optimization.
#2. Simple Navigation
One of the secrets of high conversion rates is primary navigation. Whether you have direct traffic on your website or just a few people visiting your site, if the navigation is not simple, it will be difficult for them to go through the buying cycle.
When there is a potential user on the website, mostly, they are there to resolve a need. If you can solve their problem within the first few minutes, it will be easy for them to order instantly.
Moreover, on the main page or the landing page, the navigation links are an essential part of the buying cycle. Whatever links you choose to place on the page, will determine how easy you want it for the customer to buy your service.
#3. Customer Feedback & Word of mouth
In the same way, in which you can earn a sale with excellent customer service, you can earn the trust of the customer by showcasing testimonials and referrals on your site.
When shown directly on the main page or the landing page, it creates an impact that builds trust among potential customers. A study by Neilson showed that 92% of the customers believe a recommendation from a peer, while 70% of the people trust someone they don’t even know.
When you display customer testimonials on the main page, it will be easy for the customers to trust you and do impulsive buying instead of leaving the site confused or with a ‘let me check it later’ attitude.
Moreover, when you place customer feedback, it makes a clear case for new customers to see how gracefully and efficiently you manage customers who love to show their feelings about your brand.
When a visitor sees a successful customer review, it turns hesitation into conviction. It shows the values of your brand and product to the potential client.
One of my personal favorite social proof of conversion rate optimization examples comes from Basecamp.
Without a doubt, this is how you can earn the trust of the customer right from the moment when they visit your landing page. And throughout the whole buying cycle, customers these social proof examples will revolve in their mind which will force them to buy from you.
#4. A distraction-free landing page
What about landing pages? Aren’t they supposed to bring some massive leads? Of course, they are. But to ensure that people buy from those landing pages, you must design these landing pages in a distraction-free manner.
As soon as the customer land on the page, everything from the core message to the image to the CTA must be clear.
If the customer is thinking a lot on the landing page, it means that you did a poor job somewhere. It would help if you eliminated all the distractions on the landing page so that the potential customer only focuses on buying your service/product.
As a brand, only you can decide what you want your first impression to be. Do you want to confuse the customer, or are you willing to give them a reason to buy straight away?
A simple A/B test on various landing pages from Hubspot revealed that there was a 28% increase in one of the landing pages.
In a Nutshell
The goal of every business is to generate a sale. If there is no sale, there will be no business to run. As you all know that there is a neck-tie competition out there. Everyone is competing against thousands of companies, both locally and on a global scale.
It is not just about survival of the fittest, it is about long-term survival. It is about following strategies that will turn first-time visitors into raving fans. It is about creating a beautiful bond with the customer and make them feel particular about using your service/product.
In tough times, it is necessary that among other things, you solely focus on your conversion rate optimization. If you have some strategies that are working for you, we would love to hear them in the comment section.
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