How frustrating can it be to have a great looking website with lots of traffic and almost no conversions! If you find yourself in this situation do not despair – you are not alone. Toast Inbound use conversion rate optimisation (CRO) best practices and some great CRO tools to help clients create a constant stream of quality leads to grow their businesses.
If, while reading up on conversion rate optimisation tips, you got the impression it is all about A/B testing then read on. It is a little more than this. If you want to get serious about CRO, then it starts at the planning stage with being intentional about creating leads. Every piece of content that you create for websites, blogs, social media posts, emailers should all be around the conversion that you want to make. One of the critical parts of the strategy is identifying the marketing persona that you are targeting with an understanding of their key business challenges and the propositions you have to solve them.
Your first CRO project should come from your business strategy. What area of the business do you think is underrepresented online and yet has real potential to create growth? Once you have done that then there is a great deal of analysis to determine:
Once that report is in then you have the information you need to begin preparing content that will attract and convert visitors online.
Every conversion rate optimisation activity fits in a funnel. At the top, we have all those who have become aware of a problem and are starting to research potential solutions. Our task is to take them into your funnel and take them to the middle of the funnel where they are assembling a list of possible partners to work with on their problem. Finally, we need to take them to the bottom of the funnel when a decision is about to be made. That should be to use your products or services.
A website pillar page, supporting website pages, blogs, dedicated offer landing pages, calls-to-action, automated workflow emails are all common conversion rate optimisation tools. Every word and image inside these online assets can contribute to conversion optimisation. Here is an example. A simple change on an offer form button from saying “Submit” at the end to “Get your xxxxx now” creates a more action-oriented invitation to the viewer to act now. We can show you many such CRO tips across all the content.
With the conversion rate optimisation checklist completed it will be time to set the content free and begin to monitor movements into and through the conversion funnel. This stage is where the correct tools are essential to measure everything that happens. Any snags in the funnel need to be tracked to page content or a call-to-action design to smooth the customer journey through to conversion.
You can create the finest conversion rate optimisation funnel known to humankind but it will go completely unnoticed if you have a shockingly bad website. And by a bad website, we are not referring just to an old design. We are referring to a website that, however beautiful to look at, has so many missing pieces or broken parts that Google will cross the road to avoid it.
The health of your website is so important – so before any conversion rate optimisation activity then you should get one of our website health check reports (also known as an SEO Site Audit)
Our extensive marketing and sales experience, combined with our technical expertise in digital marketing, helps us to fully understand the needs of both your organisation and your customers. This means that when it comes to maximising the conversion of visitors to leads, we are best positioned to develop your website and content for maximum impact and thereby top conversion rates. Not only do we know the right tools to use, but we know how to apply them in the most effective and efficient manner. Whether you are looking for a one-off piece of consultancy to address a conversion issue, or want help longer term, we are more than happy to help.