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What is Conversion Rate Optimisation?

Angela RosalesSeptember 20, 2021
what is conversion rate optimisation
The Internet has been around for a few decades now. In that time, it’s gone from being a new and exciting technology to one of the most utilised tools in modern society. But this wasn’t always so easy or straightforward- people had no idea what they were doing back in the day!
It started off as a platform for researchers and scientists. As such, early websites were all about text-heavy pages (think of Wikipedia).  With the advent of social media sites like Facebook and Twitter, this began to change- companies started appealing more to their audiences’ emotions by posting photos or sharing engaging videos.
Today, almost every business has a website, and most of them have a social media presence. But one thing is the same- no matter what type of business you have, it’s vital that your webpages convert visitors into paying customers. This is where conversion rate optimisation (CRO) comes in.

What is Conversion Rate Optimisation ?

Conversion Rate Optimisation (CRO) is the process of improving your conversion rates- in other words, it’s all about increasing the number of visitors to your website who become customers.

This is no easy feat- there are millions of websites out there competing for customers, so if you want to have a successful business, you have to work hard to get people to visit your site in the first place.
CRO helps improve your website by analysing things like traffic, page speed, content quality, and whether or not users are getting what they want when they land on one of your pages. The goal is to make any necessary changes so that you can optimise the entire process- from the number of clicks it takes to get to a conversion, right down to the final step that turns an interested visitor into a paying customer.
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How does CRO work?

CRO is split into three areas: Website, Messaging and Conversion rate.

Optimising your Website's CRO

konnect marketing CRO services
After you have done your SEO strategies for your website to gain more traffic, the next strategy you should do is to start making sure that your visitors will engage with your website by giving them action-oriented path, with clear next steps. Your site should be easy to navigate and include simple features like clear service or product information and images in case users want to know more about what you offer.

Providing a Clear Message and Content

Next, define your messaging and how it aligns with your business goals.  This is the most important part, as this is your first point of contact to your visitors. Determine the benefits you’re providing visitors to get them from point A (not knowing much about you) to point B (bought from you). Define your business from your competitors, what sets you from them and why your customers should choose to buy from you. This is what we call your business' Value Proposition

Create content that meets users where they are by using messaging that speaks to their needs. Provide clear and simple messages in your website and put them when customers need them. Don't clutter your website with all of your information and offers, give it to them in a clear visualised path.

Conversion

Now it’s time to focus on the conversions themselves. The first step is determining goals for your site, including identifying specific conversions you need to track and how they align with business goals (e.g., leads, sales or sign-ups). Once you know what you want users to do, think about what’s stopping them.
The final step is turning all this information into actionable hypotheses to test. Your next steps should be defined by your goals and business strategy, not personal preferences or opinions. You can use tools like Google Analytics to create a list of hypotheses that are tied back to specific pages on your site with specific changes.

Revenue is the ultimate goal of any business, but it’s important to keep your eyes on your site’s key indicators like page views, time on site and traffic sources. If you have a clear picture of what works and what doesn’t, you can focus on improving specific metrics that will have the biggest impact on your business.

How to optimise your website for conversions?

You don't have to be a conversion rate expert to know that every business wants to make more money. But how can a small business increase their conversion rates? Believe it or not, it's easier than you think. All you need is the right tools and guidance from industry experts.

Before you implement any major changes on your website, it's important to do some research first. Take note of these four factors so you know how to effectively optimise your website for conversions:

1. Traffic: Traffic is king! This doesn't mean you need to spend your life's savings on marketing campaigns, but you do want to make sure potential customers are able to find you when they're searching for products or services like yours.

2. User experience: There's nothing worse than having a great product or service, but a terrible website. You can have the best prices in town, but if your website is hard to navigate or takes too much work to convert, then you're not going to make any sales.

3. Social proof: If you think traffic is important for conversions, think again. The truth of the matter is that traffic means nothing if you're not able to convert visitors into customers. Social proof is what drives conversions on your website. For example, social proof can be testimonials or reviews from past clients. You can easily do this using facebook and google my business. Follow this guide on how to setup up google my business.

4. Calls-to-action: You've probably heard of calls-to-action (CTA) before but do you really know how they work? A CTA is a button or link on your website that drives visitors to convert. When you know what works best for your business, create unique CTAs and track the results so your team knows where to put more emphasis in the future. See this CTA below as example, go ahead and click it.

Converting leads to customers

CRO is all about transforming website users into leads and converting them further into customers. The process may not be easy, but it can be down with the help of communication tools. It is really important to reach out and respond to your leads whenever they need you. If a lead contacts you from the chat widget on your website, or from the contact form on your contact page, always remember to respond to them immediately, even just informing your lead that you received their request.

Keeping track with all your messages and communications with your leads from several apps or channels can be a very daunting task. Luckily, there is a way to optimise this and even improve your communication services to your customers. 

Konnected CRM is a tool that helps you get connected to your leads across several channels, from facebook, google, text, email, and chat widget and manage them all in one place. Konnected is equipped with the core features you need to nurture your leads in order to earn a sale. You can receive, reply and send messages to your leads easily and even on auto pilot. 
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