Is Your Website Optimized for Conversions?

Your website should be generating qualified leads for your business, and better lead generation begins with a website that is properly optimized for conversions. At FirstPage Marketing, we are encouraging all of our clients to begin thinking about conversion rate optimization as we transition into the fall and winter months.

What is Conversion Rate Optimization?

Conversion rate optimization, also known as conversion optimization or CRO, is a practice designed to help increase the percentage of website visitors who become customers or take a desired action on a webpage, such as filling out a contact form, downloading a PDF, or calling one of the business’ locations.

It is important to note that CRO is not a one-time action or adjustment. Proper CRO involves continuous testing, adjusting, optimizing, reoptimizing and retesting in order to find the best means to convert website visitors into leads and leads into customers. By continuously striving for improvement, a business can determine the most effective and efficient means to convert users into customers.

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While some marketing initiatives are designed to convert users into customers, all forms of digital marketing can be updated and optimized using CRO tactics to help increase the number of high-quality conversions. Some of the different initiatives that can be improved using conversion rate optimization include:

Homepage

In most cases, the homepage receives the majority of a website’s traffic; therefore, the homepage provides the perfect opportunity to make a good first impression and to funnel visitors further into your website. In order to keep visitors on a website, it is important to include engagement elements that provide value to users such as videos, product information, signup buttons, or chatbots that are present to help answer any questions visitors might have while browsing on your website.

Product Pages

If a business is selling products online through an online store, product pages on the website could be the determining factor for whether or not a visitor decides to purchase one of the products. Conversion rate optimization tactics can help an online store convert more visitors by optimizing product images, features, specs, pricing, and more.

Blog Articles

In addition to providing visitors with helpful content about your industry and products, blog articles can be a great top-of-funnel content opportunity for converting readers into solid leads. Consider adding calls-to-action (CTAs) throughout an article or inviting readers to learn more about the article’s topic by submitting their email address in exchange for a free eBook or PDF.

Landing Pages

Even though landing pages are specifically designed to encourage visitors to take a specific action, it is still important to test and optimize your landing pages every now and then to see if a new tactic will provide better results. A great way to see which CRO tactic will work best for a landing page is to perform A/B tests that change only one thing about the landing page, such as offering a buy-one-get-one-free option vs a 25% off option. Once the results of the A/B test are in, conversion rate optimization can be used to help drive more traffic to the better converting landing page.

Pay-Per-Click Campaigns

Pay-per-click campaigns can be a great way to drive better-qualified traffic through to a website by bidding on and optimizing for the right keywords. Consider changing up the design elements, such as buttons and forms, as well as adjusting your keywords from time to time in order to improve ad copy and to ensure that you are targeting the right customers.

Social Media Campaigns

Since social media trends and interests change on a daily basis, constantly adjusting your social media marketing campaigns can make all the difference when it comes to increasing conversion rates. Make sure to change the campaign layout or adjust the call-to-action being used to see which social media campaigns convert the best.

Why Conversion Rate Optimization is Important

Conversion rate optimization allows you to lower customer acquisition costs by getting more value from the users who are already visiting the website. Optimizing conversion rates can help increase the number of visitors converting into customers, allowing for increased revenue streams and business growth. Since there is always room to improve the number of conversions on a website, it is important to constantly improve and reoptimize the website to create a better user experience.

Benefits of Conversion Rate Optimization

Some of the main benefits of utilizing conversion rate optimization tactics on a website include:

1. Helps You Better Understand Your Customers

Since the majority of the research that goes into CRO is focused on who the customers are, a big part of effectively testing different elements on a website is to first understand who is being targeted and what they are looking for. Conversion rate optimization can help businesses develop buyer personas for a website for improved targeting.

2. Leverages Your Current Website Traffic

One of the main benefits of CRO is that it works to leverage the current traffic that is already visiting a website. While it requires time and resource investments to reoptimize website pages, conversion rate optimization can help businesses make the most of website traffic by using approaches such as SEO, social media, and email campaigns.

3. Lowers Customer Acquisition Costs

Increasing the conversion rate on a website can be a great way to lower customer acquisition costs because it generates greater results without the need for increased costs. By taking the time to optimize different marketing initiatives and by focusing on increasing the conversion rate of current website visitors, one can gain more high-quality leads for a much lower cost per lead.

4. Creates Repeat Customers

While a lot of online marketing efforts are centred around getting someone to click a link, visit a page, or purchase an item by offering special promotions, even the most effective marketing campaign can fall short if a website is not properly optimized. One of the biggest advantages of conversion rate optimization is being able to guide visitors through a website, funnelling them towards making a purchase or completing a specific task. By optimizing a website properly, marketing efforts will become more effective and customers will keep coming back, time and time again.

Using conversion rate optimization tactics can help increase the number of visitors converting into customers on a website. To learn more about conversion rate optimization, get in touch with the Internet marketing specialists today.