According to Wordstream, a website converts about 2.35% of its visitors on average while the top 10% converting websites are seeing 3-5x higher conversion rates than average.
Driving tons of traffic to a website may not be the solution to more sales if your website is not converting visitors in the first place. While many realize that having an online presence is essential to surviving in the post-COVID environment, few understand the power of optimizing a website for conversions.
In a recent marketing conference by Neil Patel, he mentions how conversion rate optimization is the smallest investment you can make with the biggest return of investment. While the price of paid ads is only going to increase over the years, investing in optimizing your website could potentially bring in sales/leads in multiples while making your money worth on constantly increasing ad prices.
What is conversion rate optimization?
Conversion rate optimization is increasing the rate of sales/leads/conversions through optimizing the web page’s speed and overall UX/UI (User Interface/User Experience).
Simply put, it is increasing the rate of conversions without increasing or decreasing traffic.
Here are some of the best ways to increase CRO:
Faster page load times
According to Section.io, bounce rates increase as page speed increases. Most people are not willing to wait for a website to load. People want instant loading times or it is not worth the wait. As a brand, if you have a slow website, it is also a poor representation of your company. Investing in a good web host and optimizing pages is a good idea to prevent potential customers from leaving your website before even building the first impression.
When someone lands on your website for the first time, they are going to want to know right away, what’s in it for them? What value can this website bring to me? Clearly defining the value proposition to the visitor is likely to keep them on the website to keep reading your content.
Distinctive and clear call to actions
What is your end goal when a visitor lands on your page? You can’t expect the visitor to navigate their own way to figure out where to find more information or purchase a product. Leading the visitor and having a clear call to action at the beginning or end of your website is a strong way of converting the visitor into a potential lead or customer.
This one is an overlooked optimization that is starting to become essential to online websites and applications. Creating copy and pages personalized to a targeted audience is going to be much more effective in converting because the audience is going to identify with the content more and find value since it is custom made toward the specifically intended audience. People don’t want a robotic experience where everything seems generic and scripted. Tailored content is likely to resonate with a visitor and more likely to result in a conversion.
We obviously want to increase conversions, but visitors to a website are not always ready to make a purchase. We can maximize the likelihood by creating a smooth and engaging experience for the visitor. Making a bunch of optimizations and changes for CRO may be important, but most of all we want to create a tailored experience for the intended audience otherwise they are likely to leave the website uninterested. Also, understanding at which stage in the conversion funnel a visitor is in will decide whether we need to provide more information or continue with closing a sale.
Thanks for reading!