Maximising the effectiveness of online marketing efforts is crucial for a business in today’s ever-growing digital world. One of the key strategies to boost online platform performance is conversion rate optimisation, also known as CRO. Ultimately, conversion rate optimisation is a crucial aspect of digital marketing and provides valuable insights into consumer behaviour and can lead to significant improvements in overall business performance and long-term growth.
In this article, we will delve into what CRO in marketing is, strategies for it, what a conversion rate is and how to calculate it!
What is conversion rate optimisation?
Conversion rate optimisation is the process of increasing the percentage of visitors who complete a desired action. The process of CRO involves analysing user behaviour, identifying barriers to conversion and implementing changes to improve user experience and the effectiveness of a website.
Strategies for effective CRO
Now that you know what CRO is, you might be after some conversion rate optimisation strategies. Let’s explore some ways that you can ensure your CRO is effective.
- Improve your website by making sure it’s easy to navigate, optimising website speed and enhancing the design and accessibility.
- Implement heatmaps to analyse user behaviour and to find areas where users may be experiencing difficulties.
- Simplify forms and checkout processes to minimise the number of steps taken for completion.
- Enhance the quality of content to address your audience’s needs and interests.
- Show testimonials and reviews to build trust.
What is conversion rate?
Website conversion rates are the percentage of website visitors that complete a desired action out of the total number of visitors. Examples of desired actions include completing a transaction, signing up to a newsletter, filling out a contact or feedback form or clicking on a specific link.
Conversion rate formula
You might be wondering how to calculate conversion rate. Luckily, this calculation is pretty simple – all you need to do is divide the number of visitors who complete a desired action by the total number of visitors, then multiply the result by 100 to get a percentage!
A high conversion rate means that your website is appealing to your target audience and that it’s well designed, whereas a low conversion rate may be because of bad website design or slow loading times.
Areas of your website to implement a CRO strategy
Implementing a CRO strategy in these areas of your website can significantly drive higher conversion rates. Here are the key areas:
Homepage
The homepage is the most important area as it is the first impression a visitor has of your website and is an opportunity to guide visitors further into your website. This can be done by using design elements to highlight important information, emphasising links to product information or even offering a free signup button.
Blog
A blog is a great opportunity to get higher conversions and with effective CRO it can turn readers into leads. With a blog, focus on delivering engaging content with engaging headlines and strategic CTAs. Ensure the blog is mobile friendly and designed for easy navigation with minimal form fields.
Landing pages
Landing pages are designed for visitors to take action. Ensure landing pages are focused and visually appealing. Start with a compelling headline followed by high quality images or videos to engage visitors and to support your message. It’s also important to incorporate trust signals such as reviews to build credibility.
Product pages
With adequate CRO, visitors can be turned into customers on product pages, so make sure to provide detailed descriptions and high quality images. It’s also essential to make pricing clear and highlight any discounts or offers.
Why is conversion rate optimisation important?
CRO is important because it maximises the effectiveness of your website, increasing return on investment, improving user experience, reducing customer acquisition costs and enhancing competitive advantage.
It provides valuable insights into user behaviour which means you can make more effective decisions on your overall marketing strategy. By continuously improving your website by testing and adjusting elements, your website becomes adaptive and will constantly address user pain points.
How can Milk & Tweed help?
Still can’t get your head around conversion rate optimisation? Milk & Tweed are your experts in CRO. We work with businesses to transform their websites and enhance user experiences, leading to higher conversion rates and better business outcomes.
Ready to take your online presence to the next level? Reach out to us today! Let’s discuss how we can help you optimise your site and achieve your goals.
