In this article, we’ll discuss some approaches to some noted proven conversion rate optimization (CRO) strategies. Now, before we go into the thick of the suggested CRO strategies, we first need to explain what CRO strategy is and why you need to understand how it can work.
The key takeaway, much like we’ve covered in our other article about conversion rates, is that what works for one company may not work or even relate to the same methods of what may be effective for your business. Much like SEO, it’s very much a try-and-see approach for marketing and sales. No strategy is guaranteed to work. So, let’s first answer the question of what a conversion rate optimization strategy is.
What is CRO Strategy?
A conversion rate optimization strategy is a process to improve the likelihood of visitors converting or changing what stage of the sales funnel they are in. Moving down the funnel is the lifeblood of your online business and the fundamental piece of gaining a sale. As we covered in our sales funnel article, the sales funnel starts with awareness of your brand, ending with a returning customer who has made a successful purchase and continues to support your company and its products or services. This strategy ends with A/B testing, which determines what updates, if any, are needed and which changes should be implemented.
As mentioned above, strategy takes time, effort, and testing to prove itself, and no documented process is proven to end in a successful outcome. As an attest to this, Hotjar wrote an article as a first-hand account of what happens when you follow through on a great idea, only to see it fail through four key mistakes that were made. Their recommendation is not to do things on a whim, on a guess, or because your competitor did it. It leads to failure without research. You can read their article about how they learned 10 lessons after launching and killing their mobile app. Meaningful tests, with clear insight and accurate data, provide the best results.
What Are The Types of Conversion Rate Optimization Strategies?
Let’s cover each of the different types of conversion rate optimization strategies that have been used by other companies in the past. Think about your use case, what works and what doesn’t, and one of these ‘proven’ strategies may help improve your conversion rates.
One of the most effective strategies for CRO is to create a sense of urgency in your visitors. This can be achieved by using techniques such as limited-time offers, quantity-based special offers, and buy now before it’s gone or expires using scarcity marketing. Creating a sense of urgency by claiming a limited quantity or time of something, can encourage your visitors to take immediate action, which can drive to improve your conversion rates.
Shorten Contact Forms
Another effective strategy for CRO is to shorten your contact forms and limit the number of fields that are required. Keep your forms short and simple to keep your visitors interested and more likely to complete the entire form. Visitors are often turned off by long and complicated forms, and reducing the number of fields can make it easier for them to fill out the form and take the desired action.
Strong Colours on CTA Buttons
Strong colours on your call-to-action (CTA) buttons can help them stand out and draw attention to the desired action. Your website should already consider web accessibility, so your CTA buttons should also be a factor in considering high-contrast colours to make the button pop. Try placing the CTA high on the page, above the fold (before the scroll), which can increase its visibility.
Testimonials and Social Proof
Displaying testimonials and social proof can also be an effective strategy for CRO. Testimonials from satisfied customers can help to build trust and credibility with your visitors. Reviews, ratings, and endorsements can also help to persuade them to take the desired action!
Text-based CTA Links
Using text-based CTA links instead of buttons can help reduce banner blindness and increase click-through rates. Text-based links can blend in with the content and appear more natural, making them more effective at encouraging visitors to take action.
Using lead flows, such as pop-ups on your blogs, can also be an effective CRO strategy. By offering visitors a relevant and valuable resource, such as an eBook or a whitepaper, you can encourage them to provide their contact information and move down the sales funnel to become a lead.
Split-Testing On Your Landing Pages
Split-testing, or A/B testing, is a testing process by comparing different variations of a webpage to see which one performs better. By testing headline, copy, image, and CTA variations, you can identify the elements that have the highest impact on your conversion rates and optimize your landing pages accordingly. Don’t forget to test your landing pages with a heatmap to visibly track where your visitors go when they land on your pages!
Implementing a live chat feature can also be an effective CRO strategy. Why, do you ask? According to statistics, such as from TechJury, by providing visitors with instant access to customer support, you can answer their questions, address their concerns, and encourage them to take the desired action, which increases conversion rates. According to the results:
- 52% of customers prefer companies with live chat support
- The average response time for live chat support is 15 seconds, with the minimum being 5
- Live chat conversion rates can help improve conversions by 12%
Additional studies since 2021 have also shown that using AI Chat Bots, like ChatGPT, can also lead to increases in conversion rates, as long as it assists the visitor with quickly and efficiently providing them with the outcome they seek.
Retargeting and Abandoned Cart/Follow-Up Tactics
Retargeting and abandoned cart/follow-up tactics can also be effective CRO strategies. Retargeting is a marketing method of serving visitors who have shown an interest in your product or service, such as visiting a product page of your store, through various means, including ad campaigns on platforms like Facebook or Google. Site owners can also use an email list (if form data collection takes place) to remind visitors of what they left behind. This brand awareness strategy encourages them to return and complete the desired action.
Where Can CRO Strategies Be Applied?
Any high-visit area of your website that has methods of doing a conversion should be your focus point for your CRO optimization strategy. Pages that convert on the page, with CTA banners, in-text hyperlinks for offers like eBook downloads, subscription forms, or links to your products and product pages on your store should be your priority, including the following pages:
- Home Page
- Pricing Pages
- Blog Pages
- Landing pages
Is Conversion Rate Optimization Important?
Conversion rate optimization is an absolutely critical component of any digital marketing and sales strategy, and there are many different strategies that businesses can use to improve their conversion rates. From urgency-based sales approaches to social proof and testimonials, many other tactics can persuade visitors to take the desired action. As we called out above, not every process will be successful. Do your research, monitor your key performance indicators (KPI) and document your findings.
If you’re looking to improve your conversion rate strategy, reach out to the team at Alley Kat Web Consulting today for your needs assessment. By testing and optimizing different elements of your landing pages and workflows, we can help you improve your conversion rates and drive more revenue for your business!