In today’s digital world, your online traffic may be uncertain and inconsistent. Be it a website or a blog, many times your customers will move away without making a purchase or entering their details. Like all businesses, you want to avoid this to keep your bounce rates minimal. But how can you achieve that?
Conversion rate optimization (CRO) is your answer! CRO helps you optimize your pages to attract visitors that will take action and also to retain existing customers.
What are conversion rates in marketing?
Your conversion rate is the percentage of visitors that complete a desired action on your website from the total number of visitors. The desired action can be anything including signing up for your newsletter, downloading an eBook, giving their contact information, making a purchase, or more.
Here is how you calculate your conversion rate:
Conversion rate (x) = [(Total number of conversions / Total number of website visitors)] * 100
Let’s say that your website receives traffic of 500 people a month and achieved 100 sales from that traffic. Your conversion rate would then be 20 percent.
Conversion rate is an important metric that reveals a business’s health at any point of time. A high conversion rate implies that the business is doing well and has an audience that likes their products or services, whereas a low conversion rate indicates poor sales. To combat a poor rate, businesses need to incorporate CRO strategies.
CRO is optimizing your landing page, website, blog, ad or other platform’s experience to improve audience footfall and lead them to take the desired action. The right optimization strategy can be determined by studying customer behavior on your website, landing pages or other platforms.
CRO is not a one-time affair, but an ongoing process of studying your customers and optimizing your site consistently from time to time. Let’s look at various growth marketing strategies that will steer your business in the right direction by capturing many leads and leading to more conversions.
CRO marketing strategies to use
1. Retargeting
Putting yourself in the shoes of your customers is essential before you begin to market. Your target audience probably won’t take the necessary action the moment they land on your website. For this reason, you need to remarket to or retarget the customers that have already been to your website, and especially those that have visited high converting pages.
Retargeting tracks your website visitors and markets your products as online ads on other websites they visit. This enhances your brand recall and helps your product to stay at the top of the audience’s mind. To deploy this CRO strategy, you need to create persuasive content, and design striking visuals to capture your audience’s attention.
2. Lead flows
Lead flows are lead conversion funnels that turn your website visitors to quality leads. Lead flows can include pop-up overlays, slide-in boxes, drop-down banners, or any other design element that appears before your audience based on your business offer. In most cases, lead flows are triggered as the users enter or scroll down your web page.
Great lead flows attract the attention of your audience and encourage them to take a specific action on your website. A great CRO strategy is the one that reminds visitors of what they might miss out on if they don’t take immediate action.
3. Landing page A/B testing
Landing pages are imperative to your conversion rates, and can be the make or break between a successful campaign. Educating your visitors about a specific offer helps them convert into qualified leads and then customers by providing them with value. But how can you determine if the landing page that you design can meet your business goals?
A/B testing resolves this issue and helps you check the quality and performance of your landing pages. From page design and images, to content offers and contact forms, A/B testing helps you to optimize your page effectively to get the best responses from your audience and help you generate more conversions.
4. Build workflows
Marketing automation is more than mass marketing email campaigns. When coupled with workflows, marketing automation helps you reach out to your customers by creating personalized emails triggered by a prospect’s specific action.
For instance, your workflow could be a comprehensive campaign that sends the right email, with the right content, at the right time based on your potential customer’s action. A great workflow understands when to send strong content and also helps you grasp at which buyer’s journey stage your lead is in.
Be it improving sales or generating leads, workflow automation makes your work easy as a business. Partnering with a growth marketing agency can help you nail marketing automation and workflows effectively.
5. Getting started with live chat
Adding live chat to your website is another practical approach to increase your conversions. Many modern businesses include this feature in their websites, so you need to start thinking about it as well. But, you need to do it better. Your chat software should assist your visitors at every stage of the buyer’s journey, and in post-sales customer support as well.
Businesses that have implemented this feature have witnessed a 48 percent spike in revenue per chat hour, and an incredible 40 percent increase in conversions. Another 79 percent of potential customers prefer live chat as it addresses their queries during the purchase process, and 38 percent of them prefer to purchase from a business that has this feature incorporated in their website. If you don’t have it, then you’re missing out on conversions!
6. Optimize blog content
Blogs will have a massive impact on your business. Identify the blogs that garner a high amount of traffic but have low conversion rates. Once you shortlist the posts, look for their page bounce rates. Then optimize your content either by improving both your content offer or your conversion path by using different content, tools and frameworks.
Further, shortlist blogs that have high conversion rates. You want to drive more traffic to these blogs so they convert even more. Optimize these blogs so that they rank higher on the search engines and gain even more traffic.
7. Engaging text-based CTAs in blog posts
Many audiences tend to ignore banner-like information on websites. This is why it is important to include text-based calls to action (CTAs) in your blogs. If done poorly, your CTAs will fail to attract audiences, resulting in increased bounce rates.
Instead of using plain text, try incorporating hyperlinks that lead to specific landing pages that encourage users to fill up forms, download eBooks, or sign up for a product or service trial. Compelling text-based CTAs capture audience attention, build connections, and generate your audience’s interest to find a solution.
8. Incorporate videos
Videos give your audience a deeper understanding of your product or service, and build customer trust.
They do this by seizing your audience’s attention and keeping them engaged with your page for longer time periods – it’s the fear of missing out on great content! Additionally, they also help you increase your brand recall, and enhance customer relationships. All in all, it is a win-win for both businesses and website visitors. Investing time and resources for video creation is one of the smartest decisions that your business will ever make.
CRO strategies are essential for businesses in all industries, but may seem difficult to implement. To overcome this challenge, partner with a growth marketing agency that can advance your marketing efforts and increase your conversion rates exponentially.
Growth Marketing Genie is an accomplished marketing company that understands your industry and marketing goals, and can design effective customized growth strategies that will speed up your growth.
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