Conversion Rate Optimisation for Beginners – Part 1

You’ve heard about conversion optimisation before but do you know how important it is for your website? A recent industry survey revealed that conversion rate optimisation (CRO) has been voted as the top priority for digital marketers in the second half of 2013.

Of course Search Engine Optimisation (SEO) is extremely important for any website that wants to stay competitive on the online platform, but you can’t discount the fact that conversion optimisation is a crucial component of an in-depth digital marketing strategy.

Why?

Simple. Think about it this way, even if you’ve got 50,000 visitors on your website a day, it wouldn’t do much for your revenue if they don’t reach the end of the sales funnel.

So, in order for you to turn your visitors into buyers, you need to make sure that your website has the ability to convert!

If you are still fairly new to conversion optimisation, you’ll find the following tips extremely helpful in getting you started.

Killer Landing Page

The credibility of your landing page(s) is highly important because it is the first thing that your target audience will see. It has to be extremely appealing to your visitors and the first thing you would want to think of is your content.

Content is great for SEO and it truly helps with CRO as well. Run a quick website analysis and see if your content is clear and concise. Create content that defines your products, brand and services, and make sure that your content structure is constructed with proper headlines, headers, bolded elements, images and so on. This will give your visitors a clearer path that will lead them deeper into your sales funnel.

Website Design

Your web design has to be clean and each element has to be organised properly if you want to give your visitors clarity. It helps visitors to find important information (headers, headlines, etc.) quicker and make important call-to-actions more visible. Also, it is highly advisable that you use a responsive design approach because it can easily adapt to mobiles as well. And don’t forget that most people are on their mobiles these days to shop of look for information. If your mobile website isn’t optimised for the small screen, there is a high possibility that your potential customers will “bounce” from your website to another competitor’s.

Call-to-actions

CTAs is another crucial factor that helps with conversion optimisation and the problem with most websites is that the CTAs (buttons, subscriptions, USP, contact form and many more) are not positioned well enough. Strategically positioned CTAs can do wonders for your conversion rate and the general rule of thumb is to place them above the fold (top of the page).These “visual cues” are designed to subtly encourage your visitors to keep moving along the sales funnel until they reach the end of it.

Credibility Indicators

Remember to add credibility indicators into your website as this will help you build trust with your visitors. Simple indicators such as reviews, testimonials, awards, endorsements, client or partner logos, and buyer ratings can play a big part in boosting the visitor’s trust in your brand and website. When they feel assured about your products and services, they will be more inclined to make a purchase!

These four tips will help you kick-off your conversion optimisation efforts but if you would like to find out more, please come back week for part 2 of our Conversion Rate Optimisation for Beginners!