Conversion rate optimisation can sometimes feel like a difficult thing to get your head around. Chasing tiny improvements with a long term aim to drive more revenue can be a frustrating process – and can make justifying the time and budget spent a challenge.
Now, sometimes there’s no such thing as a quick win and if you’re expecting there to be a one-size-fits-all approach to CRO then you’re probably going to be disappointed.
That said, there are some best practice tips that you can follow that can help you move things in the right direction. Just remember that a rigorous and consistent approach to CRO is the thing that is going to make the big difference over time, these are just a few ways to kick start the process.
1 – Forms, forms and forms
More likely than not, your website has forms. The conversion rate of those forms is probably one of several things that gives you a headache.
Forms are one of the most common problem areas when we’re looking at conversion rate optimisation. Thankfully, a few quick questions will help you figure out if your forms could be improved without too much hassle.
Firstly, ask yourself why you have that form. Consider what you’re looking to achieve and how important that is to your business. This might immediately suggest that the form needs moving, either to a position of higher or lower importance on the website.
Secondly, look at the fields on the form. Do you need them all? Do you understand why you have the fields you have? When you check your CRM, are all of those fields being captured correctly and then used? If the answer to any of those questions is no, then it’s probably time to trim the form down.
In most cases a shorter form leads to a higher conversion rate – plus it means you reduce the amount of redundant data you’re collecting.
2 – Layout matters
We’ve already mentioned the position of your forms above – but let’s dig into this subject a little more.
Every element on your page can have an impact on your conversion rate. It’s not just about the form positioning – there’s a myriad of other important elements you need to consider.
How clear are your calls to action? Where’s your key benefits copy? How convincing are your marquee images?
Take a holistic approach – look at the whole page and think about how your users move through it. What could you do to make them more likely to convert?
3 – Hierarchy matters too
Where yours sales messages and key calls to action live on the site is a vital consideration.
If your users have to go three levels deep into your navigation before they come across a clear explanation of your product benefits and the form you so badly want them to fill in, then it’s unlikely you’re getting as much traffic as you like to that page.
Moving those key conversion elements to positions where users will find them easier, and then ensuring they’re surrounded by persuasive copy and a design elements that make it easy for them to see where the all-important next step is, could give you the boost in conversion rate you need.
4 – Don’t assume when you don’t have to
If your website is failing to convert as many prospects as you like, don’t guess at why that’s happening. You might think you understand why users aren’t taking the action you’d like and there’s every chance you’re right. However, there’s also a chance you’re wrong – and that that’s why things aren’t going as well as you’d like.
Avoid this by asking your users the question – how did they feel about your website? Could they find what they were looking for?
You can do this through on-site surveys or through social media, or you could email existing customers and find out what they thought of the buying experience.
5 – Tools are your friend(s)
Asking your customers directly is one way to get the insight you need to form a strong CRO strategy – but sometimes you don’t just need opinions, you need data.
If you’re really into numbers, then your website analytics is a great place to start. Getting an understanding of where users come in and drop out of your website could be all the insight you need to start tweaking where those all-important forms and calls to action are sitting.
However, we recommend you go one step further. Click-mapping, heat-mapping and session-recordings are all available through relatively cheap and easy to use tools, so equip yourself with the software you need to make informed decisions about how to improve your website.
Let’s talk about CRO
Looking to do conversion rate optimisation for your website and not sure where to start?