Prioritize Website Conversion Rate Optimization if You Want to Scale
How much action is your website seeing? How much of that action is your desired action? Basically, you want to be asking yourself this: how many people are coming to my website, and once they’re there, are they doing what I want them to do? This is what is known as your website’s conversion rate – and it’s so important to the successful growth of your business. And it’s where website conversion rate optimization (CRO) comes into play. If you want to achieve scale online then you will heavily prioritize your website’s conversion rate strategies.
Every website has well-performing aspects to it, and aspects that can be improved upon. That’s the nature of online commerce, where rankings, shareability, and updates rule the day. By making your conversion rate a priority, you’re taking a good look at your site and making it work better. And a better-performing website has the potential to really work for you. Increasing the number of visitors your site sees, and growing your leads and sales numbers is all possible when your website is running at peak levels.
Whether you’ve been in business for years, you’re looking over your first-year figures, or you’re getting ready to launch a new venture soon, optimizing your website should be one of your top priorities. Let’s look at three reasons you should be focusing on your site’s conversion rate:
1. Your website needs to be visible
In order to generate lots of interested visitors each day, people have to be able to find you online. Sounds simple, right? Well, you do want to make it simple for your future customers – but wading through page after page of search results can be anything but. That’s why your website needs to be at or near the top of Google search results whenever someone searches for something related to your products or services.
Say someone is looking for a new vacuum cleaner. What sort of things might they search for? “Best vacuum cleaner”, “vacuum cleaner ratings”, “affordable vacuums”, and “vacuum cleaners near me” all might be what they look for on their phones. Or they’ll go to their go-to site, browse through a few vacuum models, and start looking at reviews. What does this have to do with your business’s website? When someone is looking for your products or services, you want to make sure you come up for those relevant searches – AND you want to become their go-to website when repeat business applies. With the right CRO strategies, this can happen.
Conversion rate optimization aims to make you the most visible to your target audience – those people interested in what you have to offer – getting your website up to speed for today’s standards and keeping you ahead of your competitors.
2. Conversion can be encouraged
When people do find your site, this is when you want them to take action. You don’t want visitors to just take a quick look and leave, you want them to click through your site, place an item in their cart, make a purchase, sign up for email notifications, leave their contact info, etc. In other words, you want them to take meaningful action – or convert — on your website.
Getting more visitors to convert on your site isn’t luck. It takes real strategy, and conversion rate optimization is what top-rated digital marketers are focused on in order to achieve better sales and greater ROIs.
To encourage people to click through and order from your site, you want your website to be:
First, let’s tackle what professional means. Your website is likely the first impression you’ll make on each new customer. There’s no place for outdated info and text errors here. You’ll want to have industry-friendly and SEO-ready content throughout your site and the highest-quality site design possible. Your website should have a sense of authority and expertise to it, while still being welcoming to new visitors. Visitors to your site should never question its legitimacy. And your site should be built out correctly, with enough well-performing sub-pages.
Next, you’ll want your website and the content within it to be shareable online – namely, across social media. Sites like TikTok have become incredibly popular lately, and Instagram, Facebook, YouTube, and Pinterest are still holding their own. Creating content like blog posts, images, and videos that can be shared on these sites, will help your website perform to its maximum potential and attract a larger audience in your industry or niche.
Last, you want your site to be positive. That means it should be an active, engaging space online. Fresh, timely content should be added, deals should be updated, reviews should inspire consumer confidence, and important info should be easily accessible on desktop AND (especially) mobile devices.
CRO tools and strategies can be applied to your website so that all of these elements are present and performing well for your business or brand.
3. Conversion roadblocks can hurt you
To get ahead online this year, your website needs to be doing everything right, but there are also some site mistakes you don’t want to be making. With so many options at a consumer’s fingertips, just one or two conversion roadblocks on your website can send a potential customer looking elsewhere. You’ll want to make sure your site isn’t actively preventing conversion. Signs of a poorly converting site may include:
- a lack of updates or activity
- not enough information about products
- unappealing product descriptions or photos
- it’s too much ‘work’ to place an order or find info (this should be simple)
- no reviews, testimonials, or ratings
- an outdated appearance or an un-navigable site
and anything else that isn’t making full use of the potential that exists in today’s market. Getting more visitors to your website, growing sales, and seeing profits rise is possible when you’re making use of every opportunity available to you. Find out if you’re making any of these mistakes with a free website audit from a conversion rate optimization expert.
4. CRO tools must be used!
Also tools like Google Optimize are a must to run A/B tests and experiments with your on-page elements. We are experts in utilizing Google Optimize (and other CRO tools) to boost conversion rates on landing pages and product pages. “CRO tools in general are the main conduit for conversion rate improvements,” says Experience Advertising founder Evan Weber.
A good website shouldn’t go unseen, and a good website shouldn’t be left to underperform. That’s what conversion rate optimization services from an experienced digital marketing agency can help you fix.
At Experience Advertising, we can help you identify all of the possibilities available to you for growing your business or brand with CRO strategies and tools. We will work with you to reach your goals, using cutting-edge strategies and our unparalleled experience. Contact us today to get started putting top CRO strategies to use for your website.