Marketing teams for the most part nowadays are more focused on driving traffic towards websites. The increased traffic, when channeled through valuable content, becomes leads for the sales teams to close. This is an effective strategy and once it starts to generate results, the marketers look for ways to increase the traffic even more.
It is a very simplified method of stating the process but that’s pretty much the standardized way of this working. Then there are marketing teams, though rare, that take another approach. They focus on getting more out of the traffic that they’ve already been generating. This is something that’s known as Conversion Rate Optimization.
This post will tell you all about conversion rate optimization, what it can accomplish, why you should employ this and strategies which you can use to implement it.
What Is Conversion Rate Optimization?
Most websites nowadays are focused on converting their visitors from potential customers into definite customers. This conversion happens to take place everywhere on the website including the landing page, blogs and pricing pages. The conversion can be optimized in order to get a higher number of visitors to convert into customers. The act of optimizing this conversion rate is what is called conversion rate optimization.
It’s something which isn’t yet very well explored but for those who use it, they find it to be very surprising how tweaking things here and there can massively increase the conversion rate.
When Conversion Rate Optimization Is Right for Your Business
Once your website starts attracting more and more traffic resulting into leads for your sales team to close, it is as good a time as any to start looking into conversion rate optimization.
A lot of businesses have a limited demand for their products and services, which is why they should seriously consider making the most of what they have in hand. Tools like Google’s Global Market Finder can be used to see the online search volume so you can get a better idea of customer demand. Once you’re aware of where your potential customer demand stands, you should look to make the best of the traffic which you currently have.
In order to help you understand the impact of conversion rate optimization, let’s consider a scenario.
Your website generates 100,000 customers monthly, that results in 1,000 leads and from those 10,000, 100 of those visitors become customers every month. This makes your website’s conversion rate at 1 percent.
In attempts to get more customers, many marketers focus on getting more traffic on the website. For instance, they would think about having 200,000 customers to the website every month. That isn’t something which would necessarily mean more customers are guaranteed. You would essentially be relying on faith in the increased traffic that the quality of traffic will be the same as before or better. It might work or it might not. A better way to convert those 10 customers into 20 is to increase the conversion rate from 1 percent to 2 percent.
Here’s a look at some strategies which can help you introduce conversion rate optimization to your company.
Text based CTAs in Blogs
While it is always good to include a CTA in your blogs, they’re not always able to convince people to take the course of action which is intended. That’s because Banner blindness is something real. It’s basically when people no longer pay attention to information on a webpage that looks like a banner. Then there’s also the fact that the customers might not just pay attention to the last line on a blog post which has a strong call to action.
There’s something which can be done to tackle that. You should keep the call to action where you have them but adding on to that, you should strategically place more text based CTAs within the main body of the blog post. CTAs which are anchor text based tend to attract more attention and create more leads for the sales team.
Test Your Landing Pages
One of the most important things in a marketer’s arsenal is the landing page. The landing page is basically where a visitor to the website becomes a lead. They’re important pages you have.
This is why the landing pages are very important for your website. You should run tests to see how effective your landing pages are in the process of conversion of visitors into customers. Tweak the landing page based on results you get from gauging the landing page traffic and activity.
Build Workflows For Sales Team
There are multiple ways you can go about creating a workflow for your sales team. An example would be the fact that it’s possible to enable automated emails being sent to the sales representatives as soon as there is some action being taken by a potential customer that would intimate they are probable leads for them to close on.
If your website is an ecommerce business, you can even send an email to the clients who happen to abandon their cart. This is all possible via automated means without you having to lift a single finger after having put the system into place.
High Performing Blog Posts
If you’re someone who’s been blogging for a while now, you will know that there are some blogs which perform much better than others. Blog posts are a very good means for you to optimize your conversion rate.
For starters, take a look at and identify which are the blog posts which garner the most traffic but their conversion rates are not so high. There could be many reasons for the low conversion rate from that blog post like unclear call to action. Update the content on these blog posts so that they align more with the business goals you have.
Alternatively, you can also take a look at the blog posts which generate higher conversion rates. Focus on driving better quality traffic to those blog posts to make the most of your existing traffic.
Implementing Conversion Rate Optimization
Conversion rate optimization projects should be prioritized based on the potential a project has, the importance of it and how easy it is to implement. Think about these three factors and determine how beneficial each project is and start working on those that rank highest.
Make sure that it is someone’s full time responsibility to handle the CRO and not something you’re adding onto your own plate. It’s better to have someone specialized handle conversion rate optimization. Use the aforementioned basis to prioritize projects. It will give you a more systematic approach to achieving adequate conversion rate optimization.
There are so many conversion rate optimization best practices out there that you can choose from. However, actually, you’re the one who is supposed to gauge which practices better align with your business’ overall goals in terms of marketing. The conversion rate optimization should be something that needs full focus in order to be effective so make sure you’re not giving it any less attention than increasing the website traffic. You’ll find that conversion rate optimization works like a miracle when augmented by better website traffic.