7 Useful Ideas for Conversion Rate Optimization
In digital marketing, your key most important indicator is called “conversion rate”. Even if you do massive marketing campaigns and achieve impressive results such as traffic to your website, awareness for your brand and products, or minimal cost-per-click, this will have little meaning for the business. Unless you drive enough conversions. In this article, we are diving deeper into the meaning of conversion rate and giving you some proven strategies to optimize it.
What is conversion rate?
Conversion rate is the result of your marketing efforts with the greatest meaning for you as a marketer, salesperson, or business owner. Simply said, the conversion rate is the percentage of users who complete the final step desired by you in your marketing campaign. This could be finalizing a purchase, completing a registration form, signing up for an event, etc. You can calculate the conversion rate by dividing the total number of visitors who land on your website by the ones who convert.
Is your conversion rate good enough?
Good conversion rate depends on numerous factors – from your website design and performance, through the planning and execution of your campaigns, to the copy and the value of your offerings. And you should bear in mind that conversion rates vary significantly across industries. Recent data by Statista tells us the average conversion rates in the biggest industries worldwide for 2021. If you just discovered that yours is not good enough, then you might keep on reading to learn about some best practices for CRO.
How to optimize conversion rate (CRO)
Marketers may give an endless list of possible actions you can take to optimize the conversion rate for your web pages. We are giving you the top 7 of them that are tested by HubSpot and give proven results.
1. Run A/B testing on your landing pages
Landing pages play an essential role in your digital strategy since they help you move users to the next step in their customer journey and engage strongly with your brand. A good approach for optimizing landing pages is to run A/B tests with variations of your copy, designs, layout, images, etc. Then, monitor which variant performs better and gives you a higher conversion rate.
2. Identify best-performing blog posts and optimize them
You can turn blog posts into one of your most powerful weapons for driving conversions. Just pay attention to any of your posts that drive significant traffic but do not lead to purchases, registrations or subscriptions by the user. Identify ways to optimize CTAs, add content and link to additional materials (whitepapers, case studies, etc.).
On the other side, as a best-case scenario, you might have some blog posts that generate both high traffic and good conversion rates. Use them as part of your SEO strategy and update them regularly to keep them on top of the search engine results.
3. Include messages on your web pages with the most conversions
It is very likely that the pages from your website with the highest conversion rate are those with your product descriptions or your pricing plans. Being at this step before the acquisition, customers might have questions or uncertainties about some features, benefits or pricing that may stop them from converting. What you can do to prevent it is to add live chat and messaging options on certain pages to enable the opportunity for direct communication between users and your team. Thus, you can make sure that you will minimize the number of leaving users and abandoned carts and optimize your conversion rates.
4. Back to blog posts: Add text CTAs
A great idea to increase conversion rates of blog posts is to try adding text-based call-to-actions as part of the post. Despite being a popular strategy for content marketers, adding CTAs to articles often gives poor or no results. Have in mind that today users avoid clicking on banners or rarely reach the end of a blog post where usually call-to-actions are placed. HubSpot’s test shows that users respond better to text CTAs formatted as H3 and H4 headlines within the main blog post’s text.
5. Try adding lead flows
Those are the high-converting pop-ups that appear on different web pages and blog posts with special discounts, limited offerings, or something else. They are designed to attract users’ attention and can significantly increase your CTR bringing more conversions.
6. Identify the most common lead flow of your own users
Users will come to your website from different traffic sources and will go through various steps before converting. Monitor their behavior and interaction with your website and identify the most common flows that turn them from leads to marketing-qualified leads. For example, leads coming from your newsletter might be converting more than those from your PPC campaigns. In such a case, what you need to do is to ease and optimize the process for the first ones to drive conversions faster with fewer interactions.
7. Focus on remarketing
Those, who know your brand and services, are a few steps closer to a conversion. This means you must include remarketing in your digital strategy and retarget users who have been on your website on Facebook and on the Google Search and Display networks. Have in mind that today users may need much more time and many more interactions before making a purchasing decision than you think. Your retargeting campaigns will make them recall your product and come back to read more, compare, and, finally, to convert.
CRO for your brand
As a takeaway, remember that marketing strategies for conversion rate optimization may vary across industries and depend on the position of your brand on the market. Being a full-service marketing agency, we at Brandanizer help IT businesses within the process of planning and executing their marketing strategy and driving more conversion for the business. Learn more about our expertise and get in touch with us.