Many aspects of digital marketing are not an exact science. But Conversion Rate Optimisation (CRO) is exactly that! We will sift through exhaustive real-life examples of site usage to find those silver bullets – the small changes we can make to massively improve conversions.
Most marketing involves pouring more prospects into the top of the funnel, while CRO is just a case of making the most of what you already have... and that's always key to achieving great success.
Call-to-action (CTA) buttons are an essential part of a conversion path used in your website, alongside landing pages to guide users towards your goal conversion. It is because of this that they need to be so carefully considered. In this article, we will run through why CTAs and landing pages are so important and best practices for creating and monitoring them.
READ MOREAs one of the founders of SONDR®, Mark specialises in managing the online marketing and web services for our clients throughout the UK and Europe.
Conversion Rate Optimisation (CRO) is like a scientific discipline. It’s essentially about making the most of your existing web traffic. While many services that we offer are inbound marketing techniques to bring more new users to your website or social channels, CRO involves improving the user journey for the visitors who are already onsite or engaging with you.
Imagine this scenario - you have 5,000 monthly visitors to your website - an enviable figure. But when it comes to making a conversion such as a purchase, or enquiry form fill, those visitors are only converting at 0.5%, so 25 sales, leads or enquiries. However, if you work to up your conversion rate to an industry standard 2%, through making changes to page layout, call to actions etc., that suddenly becomes 100 conversions.
To put that another way - at a conversion rate of 2%, you’d only need to get 1250 visitors per month to hit the same target of enquiries. That could mean big savings on your marketing budget, through work that has long lasting benefits and long-term results.
Bench marking your conversion rate is crucial and each industry will have a different conversion rate. If someone’s on a food delivery website like Just Eat the conversion rate is very high - around 20%.That’s not surprising as you have a market with appetite! But for more traditional forms of eCommerce shopping such as retail, that figure is much lower at around 1.7%.
If you’re getting the traffic, but not the results, there can be a few reasons for that. It may mean you’re not making it very easy for your web users to complete an action, or it could be that some other factor such as price or availability is putting them off. The best thing to do is to put yourself in the shoes of the customer. In the same way that a good hotelier should try sleeping in the rooms that they’re charging customers for -it’s important to carry out user testing of your site. This can be done by your internal team with some guidance (it usually involves being given tasks to complete and making observations on the problems you face, or timing how long a task takes). It’s also possible to put together a focus group who can test the site with fully objective eyes.
Here are some of the most common causes of a low conversion rate:
At SONDR® we have a proven track record in CRO. We regularly partner with our development eCommerce agency, Iconography, to provide clients with front and back-end design and development solutions that result in the very best User Experience. We also run projects to measure and improve user experience through A/B testing, heat mapping and other tactics.
To find out more about our CRO services, contact us today.
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