The ultimate guide to Conversion Rate Optimization (CRO)

Getting people to your website is one thing. Getting them to convert into customers is quite another. Learn how to turn your site into a sales machine
Jan 12, 2020 • 7 minute read
Qasim Zulfiqar @BluLitmus
Technical Co-pilot
Cover photo for The ultimate guide to Conversion Rate Optimization (CRO)

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Turn those website visitors into paying customers by learning about Conversion Rate Optimization

Most brands today are spending a major chunk of their revenue to drive traffic towards their websites. The eventual goal is to have the traffic convert into sales. However, most brands struggle to convert incoming traffic into sales.

This is where Conversion Rate Optimization (CRO) comes in.

What is Conversion Rate Optimization?

Conversion Rate Optimization (CRO) is the systematic process of maximizing the number of visitors that take the desired action on your website. The many facets of Conversion Rate Optimization (CRO) include the understanding of user behavior and removing the barriers to user interaction.

CRO can be a major game-changer in helping you maximize the sales you make from your traffic. Having the right optimization in place can help you transform your lead conversion exponentially.

The goal of all major websites is to eventually convert visiting traffic into customers. This action is referred to as conversion. Conversions are actively happening all across your website. Whether it is interaction with your products or reactions to your blog, the ideal target is to increase the number of interactions people have with your content.

CRO helps you optimize these processes to derive the highest level of conversion on your website

This in-depth guide delves deep into the basics of CRO and provides you with a detailed framework on the steps you can take to realize your business potential.

Set clear objectives

The first step to improving your CRO is to establish defined target metrics. These metrics provide you with an accurate objective to have in mind. Without having clearly defined objectives, it is not possible to quantify the impact of your improved CRO.

While setting objectives, make sure that the objective is specific and trackable. This will help you with the gradual improvement of your Conversion Rate.

Important elements of Conversion Rate Optimization

While getting started with Conversion Rate Optimization, it is important to have the right tools in order to maximize the potential success of your campaign.

There are a number of different tools that are available to help you with the optimization of your campaign. Some of the most commonly used tools include pop-ups, interactive visual elements, and notifications.

However, the most consistent way to improve your conversion rate is to have the right Landing Page.

What is a landing page?

Landing Pages can be a major game-changer when it comes to CRO. These pages are tailored to incorporate interactive visual elements that will keep your customers transfixed to your product/service.

One of the biggest deterrents to good conversion is the bounce rate. The bounce rate is the number of people that immediately close your website/page after opening it.

Having the right Landing Page allows you to decrease your bounce rate by catching the attention of visitors. This leads to them interacting with your content, resulting in a high conversion rate.

This leads us to a very important question.

How do I create a landing page?

Thanks to the diversity in services available, users have a wide range of options available when it comes to creating a landing page.

It is important to make the landing page suited to your visitor’s mindset. Understand incoming traffic can be one of the most important aspects of creating a Landing page.

Don’t’ worry, the process is really simple as long as you stick to the fundamental rules of landing page creation.

Keeping your buyer’s persona in mind

While creating the landing page, it is important to consider who your buyer really is.

Their ages, usage habits, financial abilities and other essential traits that will help you successfully “push” your product.

While creating a Buyer Persona, envision your ideal target audience and make sure that you put in your time towards refining your target audience. Having a clear idea about your audience will make a major difference in the success of your landing page.

Keep in mind that the whole process might require a lot of testing and experiment so don’t shy away from using online surveys and other research mechanisms to filter out your target audience.

Provide value to your visitors

When a visitor opens your landing page, it is important to provide them with something that makes them stay.

Having a catchy introduction makes a major difference in retaining your traffic. You can provide value to your visitors by providing them a perceived discount or a coupon that makes then stay. Using the right opening strategy is one of the best ways to bridge the gap between leads and sales.

Having a catchy headline

Having the right headline is hands down one of the biggest game-changers in the conversion of your website.

According to leading metrics, five times more people read the headline compared to the copy.

So, make sure that your headline is crafted with the idea of hooking people into your landing page. Here are some pointers you can keep in mind while writing your heading.

  • Don’t reveal everything: Your heading must share a part of the story. It should leave some aspects open to the imagination of the readers to allow them of the possibilities.
  • Keep it simple: Simplicity is definitely the ultimate sophistication when it comes to headings, let your readers know what they heading into. Don’t overcomplicate things.
  • Connect it to your product: It is important to have the right connection between your content and your heading. This connection allows readers to seamlessly transition to the rest of the content.

By following these elements, you can make people interact with your landing page by clicking on the headline.

8 tips for writing landing page copy that sells

However, there is one thing that is arguably even more important than the heading itself; the Call to Action.

Perfecting the Call to Action (CTA)

The Call to Action is the little button that invites that prompts your readers to take action.

Having the right CTA allows you to push your customers to the next step and urges them to make the sale. This can be the most important aspect of your landing pages as it is the focal point of the sale.

One of the biggest reasons why customers change their mind at the last moment is because of inefficient CTA’s. This situation can be easily prevented by perfecting your Call to Action.

Here are some of the things to consider while creating your CTA.

10 tips for writing CTAs

Positioning

It is important to consider the thought process of the visitor while creating the CTA.

You don’t want to push the sale too early or drag the content too long. The perfect CTA is positioned at the right place to make the sale.

To determine the right positions, it is essential to evaluate the reading times of the content and include loads of user input into the process. Experimenting with split testing can also be a great way to compare and contrast what works.

The right positioning assures that your customer follows the flow of your content right towards your desired actions.

Visual integration

For a CTA to be successful, it is important to make sure it is paired perfectly with the UI of your landing page. Make sure you follow a consistent color and font scheme when it comes to your content.

Having the right visual elements can move your customers one step closer to making a purchase

Providing value

The best way to have the highest conversion is to ensure your CTA provides value to the visitors.

Whether it is in the form of a “free trial” or a motivating offering, the right value makes sure that your customer is drawn in to give your product a try.

With the integration of these elements into the landing page, you will be able to have a really strong base towards a much improved CRO.

However, it is important to take into consideration that the improvement of Conversion Rate is a constant process. It is important to have a detailed outlook of user behavior in order to consistently improve visitor interaction on your page.

One of the best ways to stay up-to-date with user behavior is heat mapping.

What is heat mapping?

Heatmapping is an advanced tool to assess user behavior. Heatmaps allow you to have a visual color-coded idea of user behavior by visualizing complex behavioral data and providing a multi-fold view of user interaction.

There are a number of different heat maps that assist with gauging variable metrics across your landing page.

How to use heat mapping?

Heat mapping can be one of the most effective tools to assist your redesign attempts.

Having a clear idea of user interaction can be a powerful tool to point out the difference in user behavior. This is a major trump-card when it comes to a/b testing. Allowing you to effectively get concurrent user behavior visualizations on different areas of your website.

The best way to use heat maps is to use them in coherence with the landing page and split testing, allowing you to create multiple different variants and track user interaction. This proves to be invaluable during active Conversion Rate Optimization as it instantly points out the areas which lead to bounce rates.

Using the right combination of tools and strategies allows you to actively improve your CRO which is a major step forward in increasing your sales.

Use talented professionals to streamline productivity

Using talented graphic designers and marketing professionals can be a major aid when it comes to the implementation of new strategies. Consider using the services of freelancer graphic designers to effectively create your landing pages and visual elements. This can be a great way to start out until your companies are able to hire a full-time in-house designer.

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