If you had the opportunity to double your income under the same circumstances and the same expenses, would you like it?
If you had the opportunity to get a customer to buy more in a brick-and-mortar store and spend more money on you, would you like to?
This is what this three-letter abbreviation is called – CRO.
CRO = “conversion rate optimization” – conversion rate optimization.
How can this ratio be increased? How to get more visitors to become customers? So we’ll talk about that in this article.
Imagine a situation where 10,000 visitors come to your website a month and you sell a product for $ 10. Your conversion rate is on average 1%.
Under these circumstances, your revenue will be $ 1,000 (10,000 x 0.01 x 10).
If you want to double your monthly income, you have the following options…
- 1. Double the number of visitors coming to your website. If the conversion rate remains, you will double your revenue with 20,000 visitors.
- 2. Double the price of your product. If you raise your product to $ 20 and your visitors are not deterred from purchasing it, the conversion percentage will remain at 1, doubling your revenue.
- 3. Optimize your website for conversions and increase your conversion rate from 1% to 2% to double your revenue…
Which option is the easiest to find?
How much effort would it cost you to bring another 10,000 visitors to your site?
How would shopping work if your product was twice as expensive as before? Would that discourage visitors from buying?
If you haven’t already thought about optimizing conversions on your website, now is the time.
The whole theory of conversion optimization in one sentence
Find out why your visitor won’t complete the conversion and fix this issue. That’s it.
It looks very simple and in essence it is so simple. However, finding these assassins for your conversion process may not be so obvious.
That’s why I’ve prepared the following 4 ways to identify and fix weaknesses in your conversion process:
1. Look at your website through the eyes of your visitors
We keep repeating one thing – get to know your target customer. Your website must be created taking into account its current knowledge and overview in the field. Try to use such words and such wording of the problem to understand you. Try to make your message so crystal clear that even the crystal itself cannot be crystal clearer.
Information about what you offer your visitors must be written with regard to the basic motives that motivate the customer to convert:
while also taking into account the psychological mood of your target customer.
Do men buy from you? Or rather women?
In most cases, men tend to have an analytical focus, they want to research and compare everything.
On the contrary, women shop more on the basis of emotions.
On the sales page, you should answer the following questions to potential customers to satisfy the curiosity of different natures:
- What do you offer the customer?
- Why should he buy the product?
- When should he buy it?
- How should he buy it?
- Who is this product for?
When writing a sales page – a page that converts your visitor to a customer – try to use benefit-oriented texts.
Don’t highlight product features, focus on the benefits it will bring to the customer.
2. Website traffic analysis
First, you need to find out what the traffic is and what the conversion rate is. You need to know what affects conversions and whether positively or negatively…
Which sites are most visited?
Find out which pages of your site are most visited and place appropriate calls to action on those pages.
Calls to action should always be placed in a place where visitors can see them as soon as the page loads. And without being forced to scroll down or to the side.
What are the landing pages of your site? Which page is the first one on which the visitor appears most often? This site should be perfectly adapted to your target customer in all respects.
What good is a perfect home page when visitors most often come to the page with your offer?
Where do visitors come from?
The statistics make it easy to see where your visitors come from most often.
If you have links to different websites whose visitors differ from site to site (in their way of thinking, needs, interests…), you can create a separate page for each such site, which you will link to from that site. Of course, you will then “tailor” this page to the given visitors.
Where do visitors who shop most come from most often? Such a source of traffic needs to be given increased attention. This site can be visited by your ideal target customers… Or the way of linking can be more effective than elsewhere…
Find out why what works and try to reproduce it elsewhere.
Which sites do visitors leave?
Which pages do visitors leave most often? What’s wrong with this site? Will text editing help? Or is it necessary to completely redesign the page so that it does not discourage visitors? Again, look for what doesn’t suit your target customers on this site and how you can meet them.
3. Technical problems
The technical side of things can be to blame in exactly the same way.
What if your copywriting and layout of elements on the page is well done and the customer does not complete the conversion just because the page does not load properly in Internet Explorer?
Let’s look at the most common technical errors that can prevent a visitor from converting to a customer.
Do the pages display well in different browsers?
Each browser is a little different and works a little differently.
If you want to get a better conversion rate, you need to make sure that your website does not differ much from browser to browser in terms of functionality and appearance…
Try to go through the whole conversion process in different browsers…
Does everything work as it should?
You don’t want to lose customers and money just because your visitor uses Opera, where your form doesn’t work…
Is the page not loading for too long?
Internet users are eager – they do not like to wait.
If it takes too long to load your website, the conversion rate will decrease.
With every second of waiting, you lose customers.
Optimize images and graphics on your website so that your visitors don’t have to wait long…
Is conversion easy for the customer?
If your visitor decides to buy, the path from the decision to the completion of the purchase must be absolutely clear, simple and as short as possible.
The longer the journey from decision to completion, the fewer customers will reach the finish line.
Try such a purchase on someone else. Also take into account that many users may not be extra capable of working with a computer. And yet they will want to buy your product.
Make it as easy as possible for them, even a small child should be able to handle the purchase (if he has enough money: D).
Are there any errors?
What if a visitor decides to purchase a product and receives an error message when he clicks “add to cart”?
Maybe he’ll try again, maybe not.
Thoroughly check your progress through the conversion process to make sure you’re not losing customers just because of a stupid technical error.
4. Feedback and survey
Keep asking your visitors.
Ask what they like, what they are interested in and what made a positive impression on them.
Also, ask what they don’t like and what they don’t like, what they would change and do differently.
Is there something your visitors are missing?
You can get information easily:
- by e-mail – you can send your customers an e-mail with a question or questionnaire,
- using the survey on their websites, Facebook and other social networks,
- by telephone contact,
- personal contact,It is interesting to use negative information. People complain rather than praise. Try to directly ask visitors what bothers them, what / who they would like to complain about and so on. Just turn to the negative concept and you will see that the response will be greater than the question “what do you like about us?”