Conversion Rate Optimisation

Conversion Rate Optimisation or CRO is the process in which the percentage of visitors who come to a website and take the desired action is improved. This can come in the form of purchasing a product or service, filling out answer forms and more. The process in the world of CRO involves finding out how users go through a website, the actions that they take and what is hindering them from accomplishing its goals. This is especially important for optimising the success of Google Ads campaigns.

What are Conversions?

These are basically the term that is used whenever a visitor accomplished the goal/s of a website. These goals can be many things. If you’re selling products through your website, the main goal here is for the user to buy something. Smaller conversions are possible before a user accomplishes a goal such as signing up for the weekly newsletter or filling up forms. Macro-conversions are the accomplishment of bigger goals while the smaller ones are called micro-conversions.

How CRO Can Benefit SEO

Although Conversion Rate Optimisation is not directly related to bringing in organic traffic to a website or giving it a higher ranking in search engine results, it can benefit SEO in a number of ways. Such as:

Enhanced Insights – CRO is capable of giving users a higher understanding of their audience to find the message and the language that they are looking for. Locating the target customers for your company is what Conversion Rate Optimisation does well. Getting people to engage with your business isn’t good if they aren’t the ones you’re looking for!

Higher ROI – A higher conversion rate will lead to getting more resources in the long run. By learning how you can make the most out of your efforts, you can get more conversions without the hassle of bringing in new potential customers all the time.

Improved Scalability – Although the size of your audience doesn’t always scale with the growth of your business, CRO will allow you to grow your business sustainably. Audience amount won’t last forever, but turning browsers into shoppers will let you grow your company without running out.

Higher Trust – Before you can get your potential customers to share details about them, they will need to have a level of trust for a website first. That is why company websites are the best sales person an owner can have. So just like any sales team, the website will need to look professional, act courteous and be prepared to answer questions all the time.

Better User Experience – Users who are browsing a website that they feel is sophisticated and smart will tend to stay longer than others. By knowing what works and then using this to your advantage, you can improve the user experience of your website and attract even more people to it. Users who feel that your website is a great place to visit may eventually share their experience with others.

Ensure A Conversion Element Is Always Available

When designing your website, you want to make it as easy as possible for a customer to enquire regarding your product or service. Consumers have a short attention span and if it is too difficult to contact you, they will simply lost interest or go to a competitor. Therefore, it is important that a customer can easily contact you without having to scroll or change pages on your site, whether they are on desktop, tablet or mobile.

Sticky Header

A sticky header is when the header of your website remains visible at the top of the screen even when a user scrolls through the site. This allows for easy navigation to other pages without having to scroll to the top of the page. It is important to have a contact number and email address in this header to easily allow for the user to make contact.

Create Clear Calls To Action

The ultimate goal of preparing a website that drives conversion is to lead the users toward a call to action. And if the call to action is not appropriate or clear, it might act as a recipe for disaster. To resolve this, the call to action should be crisp and show the intended goal to the users. Normally, it is added at the bottom where you need the user to contact the company or business for buying services or products.
The call to action is the key element of any web page and acts as a signpost that allows the user to know what to do next. Without it, users might not know the next steps to take to purchase a product/service or be unaware on how to sign-up. They may even choose to leave the site without accomplishing anything.
For example, if there is no call to action at the bottom of a blog, the reader might simply visit another site for obtaining more. Conversely, if there is a call to action, the user might look for other blogs on your website and might even subscribe to the site’s emails or newsletters.

Use Lead Capture Forms

Without lead capture forms, the content on any website is useless. Using lead capture forms will turn your ordinary page into a lead-capture spot which is also known as landing page. This will get your visitors to fill out the forms with their contact information in exchange for a piece of content.
The formatting and design of your lead capture form poses a direct impact on your conversion rate. Hence, it’s critical that you design and use them wisely. Here are few tips to help you out:
·       Organize and then decide the lead form’s positioning on the landing page
·       Decide on the length of lead capture forms, it should be precise and not too long or short
·       Use only the essential form fields
·       Don’t forget to mention your privacy policy
·       Design and place lead form submission button

Integrate Live Chat

Statistics show that generally for a website that isn’t optimised to convert, only around 2% of site visitors will actually convert to an enquiry or sale. That works out to 20 people for every 1,000 people that visit your site.
Live chat adds a human element to your site, and provides the user with immediate assistance should they require it. Another factor that research shows is that people like live chat because they can multi-task – you can chat whilst on emails or doing something else.
Live chat can play an important role in the customer decision making process – by answering some initial questions – or barriers that may be stopping someone from enquiring – you are able to qualify a lead, with the hope of converting.
The call to action is the key element of any web page and acts as a signpost that allows the user to know what to do next. Without it, users might not know the next steps to take to purchase a product/service or be unaware on how to sign-up. They may even choose to leave the site without accomplishing anything.
For example, if there is no call to action at the bottom of a blog, the reader might simply visit another site for obtaining more. Conversely, if there is a call to action, the user might look for other blogs on your website and might even subscribe to the site’s emails or newsletters.

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