Whether you own a business site, you’ve been in the blogging game for a few years or you’re just getting started online, you’ve probably heard of SEO. Search engine optimization is the process of making your website Google, Yahoo, and Bing-friendly, so that it shows up in search results when people search for specific words or phrases related to your business.
Another equally important aspect of successfully running a website is Conversion Rate Optimization (CRO). While SEO has become a buzzword over the last few years, CRO remains heavily underrated.
The guide below will share three simple ways to improve your SEO by using conversion rate optimization.
Because, at the end of the day, what is the point of ranking if your customers don’t take action?
After reading this post, you should feel confident enough to implement some CRO strategies on your website. So, let’s check out our top three CRO tips below.
Intro: What is CRO?
CRO, or conversion rate optimization, is the process of guiding people towards taking your desired action when they visit your website.
You design each page, and each element on your on your site pages towards visitor interaction. With more interactive sections on your website, you give visitors more opportunities to become buyers.
You can utilize CRO techniques on any of your webpages, including homepages, landing pages, blogs, and pricing sections. Spend some time looking at your website to determine where you can employ conversion rate optimization for the best results.
3 Alarming Reasons You Need to Invest in CRO for Your Website
Before we dive into the nitty-gritty of CRO and how to use it, you might be asking…why should I even bother using conversion rate optimization techniques on my website? You already have people reading and visiting your site, what more do you need?
Whether you monetize via affiliate programs, lead generation, or e-commerce, properly implemented CRO tactics turn visitors into customers. With the increase in revenue, you can turn out more high-quality content and have confidence that your site is effective as a sales tactic. The simple answer is that you should invest in CRO to gain more revenue from your website. If you want to make more money with your site, let’s go over some manageable ways to add CRO throughout your website without being too pushy.
1. Conversion Rate Optimization Leads to Sales
Before we dive into the nitty-gritty of CRO and how to use it, you might be asking…why should I even bother using conversion rate optimization techniques on my website? You already have people reading and visiting your site, what more do you need?
The simplest way for you to improve your SEO using conversion rate optimization is by partnering with an expert. Companies like Convertica focus exclusively on CRO for businesses. Whether you have a small following or a massive audience, getting a third-party to focus on CRO is helpful.
If you are just getting started, a CRO agency can help you organize your website to increase conversions by 20 to 100%. Plus, having a team dedicated to making your content and website optimized for conversions lets you focus on creating blogs your audience will love and growing your following.
If you have been blogging for a while, you’ll have a bit more work involved to make your site conversion rate optimized. It might seem overwhelming to focus on CRO if you have a lot of content already, which makes a third-party company’s involvement crucial.
2. Your Homepage CRO is Your Company Foundation
No matter what type of blog you run, your homepage is the prime candidate for utilizing conversion rate optimization. Your homepage is typically the first thing visitors see when they click on your website link or when they type it in because they were referred to you.
Your task here is to draw them in and keep them interested so that they continue to stay on your site and take the options you want them to take. Here are some essential CRO techniques that work well on a homepage without overwhelming your audience:
Emphasize Interlinks to Product or Service Information
Add Chat Boxes, Strategically Timed Pop-ups, and Call-to-Actions
3. Optimizing Your Best Blog Posts Skyrockets Rankings & Engagement
No matter what type of blog you run, your homepage is the prime candidate for utilizing conversion rate optimization. Your homepage is typically the first thing visitors see when they click on your website link or when they type it in because they were referred to you.
- Add call-to-actions on each page, which can range from through-links to email requests
- Make your audience curious enough to take action through your copy
- (for eCommerce) Set up a click-through opportunity to receive a discount at checkout
Limit the conversion rate optimization methods that you use to two or three per article, depending on the length. You don’t want to risk overstuffing with CTA’s and popups, ultimately turning away readers. The goal is to make them excited to take action without feeling pressured. Gather their interest, and then prompt them to take action.
Pro Tip: Be Subtle yet Assertive
Have you ever been on a site that had so many possible actions that it was overwhelming? *Forbes* If you’re like most people, busy websites are a major turn-off, and you end up exiting out of the page without taking any action.
With conversion rate optimization, you want to convert your audience into customers and leads without pressuring them. Keep this in mind while reading the next sections. Think about your specific audience and what would appeal most to them – provide real value.
Conversion Rate Optimization For Landing Pages
- The structure/outline of the page
- The design of the page
- The sales copy
Independent of one another, none of these are going to maximize conversions by themselves.
A great looking page with awful copy will make users bounce.
Amazing copy on the world’s ugliest web page isn’t going to reach its full potential either.
Even with an awesome landing page and rock-star copywriting, a user who doesn’t know how to get in touch isn’t going to. See where I’m going with this?
You need a beautiful, functional page that sends the right message to earn the most conversions. Sounds simple enough, right? So, here’s how you do it:
CRO Tip #1: Master the Page Structure
The next component is the body copy (more on copywriting later), which is designed to motivate the customer by explaining how the product or service will improve their life or solve a problem they have. Then, there is a call to action that encourages visitors to take that next step and convert. Once you have those three components, everything else on the page appears “below the fold.” This means the user will have to scroll down to see it. Below the fold, we’re going to provide our visitor with additional information or features that might help them make their decision. Finally, we are going to integrate elements that help us establish trust and credibility with the reader.
CRO Tip #2: Write an Irresistible Headline
Your headline has two primary goals. The first is to let your visitor know exactly what you’re offering. Second, we want them to keep reading so they can discover everything else your landing page has in store for them. After you write your headline, ask yourself whether it accomplishes those two goals.
CRO Tip #3: Write devilishly-convincing content
CRO Tip #4: Proper Use of the Call to Action
The call to action is how the user actually takes the action that you want them to take. Whether that’s calling you, filling out a contact form, signing up for a newsletter, or purchasing a product, you need to give the user the ability to take that action right away.
East Coast Launchpad is a perfect example. Notice how the phone number is located in the top right corner of the page so that users can click to call right away? You want those calls coming in!
Users who don’t want to call can submit their contact information via the form. And it’s presented with a simple but appealing style that looks great and takes people right where they want to go.
Don’t make your visitors jump through hoops to convert, your call to action should be immediately visible on your landing page.
CRO Tip #4: Detail Below The Fold
Above the fold, we have the headline, a brief introduction to the product or service’s benefits, and a clear call to action. Below the fold, we are going to give our readers more information including the product or services’ features, information about the company, and customer reviews.
One thing we can do is provide a simple list of specific services or features offered. This list lets the user know that they have come to the right place.
For example, I might have searched for an electrician, but what I’m really looking for is someone who can install a generator.
After clicking through to this ad, it’s immediately clear above the fold that I have found an electrical contractor.
Scrolling down, I see a list of services provided and walla! Generator installations are one of the services VanceElectric offers. I just have to hit the call button to speak with a sales associate.
CRO Tip #5: Flaunt It if Ya Got it – Establish Credibility
Let users know that they have not only come to the right place, but they have arrived at the best place ever! Customer testimonials and media exposure prove that you’re an authority in your industry. Plus they look great and provide a form of social proof to boost users’ trust in your product. East Coast Launch Pad takes advantage of both. Not only does the company routinely satisfy their customers, but several well-known media outlets have featured their work. It’s apparent that they know what they’re doing, and I can feel confident that when I click that call button, I’ll be speaking to an experienced professional.
CRO Tip #6: Write Copy That Sells
We’ve gone over the basic structure of the landing page. Now it’s time to think about what we want to tell our future customers about what we are offering, and how their decision to do business with us is going to impact their lives.
In the basic structure segment above we talked about where to place your features and benefits. Now we are going to discuss the difference between these two elements and how to weave them into your copy and create a compelling message.
In general, a product or service’s benefits are more powerful than its features. However, features might be the difference between two products that offer a consumer similar benefits.
- Benefits are the ways that any given product or service will enhance the customer’s life.
- Features are mechanisms by which the benefits are made possible.
CRO Tip #7: Track, Measure & Adjust
Eye tracking studies have helped us understand where users look first. These studies help us understand where users look first and the most, so we can place the most important information or elements within their natural eye patterns.
The most distinct patterns we’ve seen are the F-pattern and the Z-pattern. For pages with a lot of content, you’ll want to follow the F-pattern and place the most important information within the red zones — usually the beginning of paragraphs and sentences.
For less saturated landing pages, the Z-pattern comes into play as users bounce around with a quick eye scan. You’ll want to place your main content in a zig-zag pattern on the page to accommodate their eye movements.
At the end of the day it only takes a second for users to lose interest in your landing page, so place the main takeaways where their eyes are guaranteed to jump first.
I've Done What You Asked, Now What?
Remember, you probably won’t ideally make use of CRO on your first try. Keep experimenting until you find the combination of conversion rate optimization techniques that work best for you. Unfortunately, CRO, just like SEO does not work overnight – results from marketing takes time. Now you have to sit tight and wait while you run tests as traffic comes in.
You’ll want to run A/B or split testing once you’ve added the optimizations to your website. Essentially, you’ll be comparing the traffic of your old webpage to your updated site to see which garners more customers.
There are a few ways you can run the split testing, depending on how you used CRO. For now, keep tweaking and running tests until you find your ideal CRO balance that works for your business.
