These days, most marketing teams’ main goal is to get people to visit websites in the hopes that some of them will become qualified leads that sales workers can then close. That’s only half the game, though.
Getting more out of traffic and leads that are already there (rather than getting all new traffic) can help businesses grow in a way that lasts. One way to do that is through conversion rate optimization (CRO).
CRO is reached by making changes to the material, doing split tests, and making the workflow better. When you optimize your conversion rate, you get highly approved leads, more sales, and lower acquisition costs.
What is a click-through rate?
The number of visitors who do what you want them to do, like fill out a web form, sign up for a service, or buy something, is called the conversion rate.
If your website has a high convert rate, it means that it is well-designed, well-formatted, and appealing to the people you want to visit it. A low conversion rate could be caused by a number of issues with the design or performance of the website.
A low conversion rate is often caused by things like a form that doesn’t work, a page that takes too long to load, or copy that doesn’t show how valuable the deal is.
How many sales should you get?
What makes a conversion rate “good” depends on many things, such as your area, goals, traffic source, and the type of people who are visiting your site.
At the end of the second quarter of 2022, 2.3% of people in the United States who visited e-commerce websites actually bought something. But in Great Britain, the rate of conversion for internet shoppers went up to over 4%.
It’s time to optimize your conversion rate if it’s lower than you’d like it to be. It could be below the average for your business, below that of your top competitors, or just below what you want it to be.
Your homepage, price page, blog, landing pages, and other pages on your site can all lead to conversions. Each spot should be optimized so that you can turn as many website visitors as possible into paying customers.
SEO and CRO
Search engine optimization (SEO) is the process of making your website more visible on search engine results pages (SERPs) so that it gets more free traffic and sales.
And as we already said, CRO is all about making your website work better so that more people become customers and more conversions happen. The end goal of both CRO and SEO is to boost sales, but they do it in different ways.
When you optimize your website to be more noticeable on popular search engines and make it work better to get people to buy, you set your brand up for success in the long run.
Strategies for Improving Conversion Rates
Here are some useful marketing techniques for improving your company’s conversion rate that you can try out and use.
- Put text-based calls to action (CTAs) in blog posts.
Even though it’s recommended to have calls to action (CTAs) in blog posts, they don’t always work to get people to do what you want them to do. Why?
Banner blindness is a real thing that happens when people get used to missing information on websites that looks like banners. When people visit a site, they don’t always read all the way to the end of a blog post; instead, they “snack” on information, which means that something needs to be changed.
That’s why the text-based CTA is useful. Text-based CTAs are single lines of text that link to a landing page and are styled as an H3 or an H4. At HubSpot, we wanted to see if they would turn more visitors into leads than regular CTAs that are at the bottom of a web page.
- Test your landing pages.
As we already said, landing pages are an important tool for modern marketers and are an important part of improving conversion rates.
That’s because a landing page is where a website user turns into a lead or where a lead who is already interested in your brand learns more about it. To make a landing page work better for your viewers, you should use A/B tests to find the best design and content.
You can quickly and easily test different versions of your website copy, content offers, pictures, form questions, and web pages with A/B testing to see what your leads and target audience respond very well to. You may find that a page or form is too long and stops people from converting.
- Set up processes to help your team.
With the help of marketing automation software, you can set up a number of automated processes that will help your team.
For example, processes can be used with marketing automation to send emails on their own. After that, leads can easily set up talks with reps with just one click. At the same time, reps are notified when leads do high-intent things like look at the price page on your website.
If you work in e-commerce, you can send people who leave their shopping cart an email to remember them.
Moosend study shows that emails about abandoned carts can be very useful. At 45%, they have a high open rate. 21% of texts that are opened are clicked on. About half of the people who clicked on it buy something.
- Help leads turn into MQLs.
People sometimes just want to get right to the point, skip some parts of the normal buyer’s journey, and talk to a sales rep right away instead of being nurtured.
You should easily turn these high-intent users into marketing qualified leads (MQLs) by getting them to take certain actions. Well-thought-out web pages, compelling and clear copy, and smart call-to-actions (CTAs) can help them do this.
This does depend on your product and sales process, but the best thing you can do is try different things to see what brings in the most customers. Then, make it work best for that process. The important thing is to find ways to make your sales process smoother.
- Improve blog posts that are already doing well.
Once more, writing blog posts opens the door to a huge chance for changes. Even more so if you already have blog posts on your site. At HubSpot, most of our monthly blog views and leads come from posts that were released more than a month ago.
Before you start improving your blog posts, find the ones that get the most visitors but don’t convert very well. (This problem could be caused by SEO, the offer you’re pushing, or your call to action.)
Also, look at the blog posts that get a lot of conversions. You want to get more qualified website visitors to those posts. You can do this by making the content better for search engines (SERPs) or by updating it as needed to keep it fresh and current.
- Use tracking to get website visitors to come back.
The harsh truth is that most people who visit your website do not do what you want them to do. It doesn’t matter what your main conversion measure is. You can get people who left your website to come back by using advertising on Facebook and other sites.
With retargeting, you can show ads to people who have been to your website while they are on other websites. This works especially well when you retarget people who visited the pages on your site that converted the best.
For retargeting to work, you still need well-written copy, interesting images, and an offer that people want to take advantage of.
Conclusion
Determining what constitutes a “good” conversion rate depends on various factors such as industry benchmarks, target audience, and business objectives. But to stay competitive in today’s digital world, you need to keep an eye on and improve conversion rates all the time.
Combined with other marketing methods, like search engine optimization (SEO), increasing the conversion rate can also lead to better results and long-term growth. SEO focuses on making a website more visible, while CRO makes sure that users are compelled to do what you want them to do, which leads to more sales and money.
Putting together successful CRO strategies requires a mix of strategies, such as using A/B tests on landing pages and adding text-based calls to action to blog posts. Using marketing automation tools can also speed up tasks and improve lead nurturing, making the whole process easier for possible customers.
In a digital world that is always changing, businesses can find new ways to grow and be successful by constantly refining and improving turn rates. Every action you take to increase conversion rates, from tweaking blog posts to using tracking plans, helps your business stay in business and make money in the long run.
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