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6 Conversion Rate Optimisation Strategies To Try

6 Conversion Rate Optimisation Strategies To Try

Conversion rate optimisation (CRO) increases conversions on web pages by changing the website's design. CRO is a form of search engine optimisation (SEO), but the two have essential differences.

Conversion rate optimisation can be an overwhelming prospect. It's a lot to think about. Some of the strategies you could try might seem daunting. But that doesn't mean they won't work. You might find that some of the strategies you've tried in the past haven't worked for you because you weren't applying them correctly. You've just been focusing on the wrong things.

Conversion rate optimisation is one of the most important parts of marketing. It uses various strategies to improve your website's conversion rate. A reasonable conversion rate is the number of people who perform an action on your website divided by the total number of people who visit your website. It is a crucial part of your overall marketing strategy because it lets you understand how well your marketing campaigns work.

If you are still stuck on where to start with your conversion rate optimisation strategy, here are some of the best tactics to try.

What Is Conversion Rate Optimisation Exactly?

What Is Conversion Rate Optimisation

Many eCommerce stores have low conversion rates. As a result, they lose potential customers, revenue, and profits. To avoid this, many eCommerce businesses employ Conversion Rate Optimisation tactics to improve their conversion rate.

You can apply conversion rate optimisation to any web traffic. For example, a conversion could be:

  • A sales order
  • An online form submission
  • An enquiry through your website

You could also refer to any form of traffic as “conversions.” It doesn't matter if the traffic converts into a sale, an enquiry, or a form submission. All that matters is the result of the traffic.

This article will explain conversion rate optimisation, why it is crucial to a business, and how to apply it to your eCommerce store.

We can define the conversion rate as the ratio of visitors that become sales, enquiries, or other desired actions. In other words, the conversion rate is the percentage of site visitors that take the desired action, such as a product purchase, a request for a free trial, or submitting an enquiry.

Conversion rate is the final goal of every eCommerce website owner, no matter the business size. This is because the conversion rate is the primary indicator of the success of a business's marketing strategy

A high conversion rate means your business attracts the correct type of traffic likely to convert into sales, enquiries, or other desired actions. A low conversion rate, on the other hand, indicates that your business is attracting the wrong type of traffic. This could mean your target audience is uninterested in your products, services, or content.

A high conversion rate is usually attributed to solid website design, relevant content, and a strong product or service. However, the primary cause of a high conversion rate is having a large audience.

An audience interested in your products, services, or content is the main reason for your business's success. If you're interested in your audience, you can communicate with them, which helps you build a loyal, long-lasting relationship with your potential customers.

This is why keeping an eye on your conversion rate is essential. If you notice your conversion rate is low, it's a great idea to investigate the following points:

Regarding your conversion rate, it's crucial to monitor your performance daily. If your conversion rate is low, it may indicate that your website or product is not attractive enough or that your audience is not interested in your product or services.

You can improve your conversion rate by improving the quality of your content, designing your website, and creating relevant social media posts and other promotional materials. In addition, you can keep your conversion rate high by monitoring the data collected from your cookies, website analytics, and social media platforms.

Why CRO Is So Important

Your business is not optimised if your customers aren't converting into sales or leads. There is a high chance that this is due to poor or ineffective conversion rates. This is where conversion rate optimisation comes in. Conversion rate optimisation is the art and science of optimising landing pages and content so users click the button they want.

You can track and measure your conversions using Google Analytics or similar tools. There is a lot of data available about conversion rate optimisation that you can analyse to see how well your website is doing and what you need to improve. You can also measure how well your content is doing on your website, which can be measured using conversion rate optimisation tools.

Let's say your goal is to increase the number of visitors to your site, and your goal is to convert them to sales.

You'll want to focus on three things as your conversion rate optimisation plan.

  1. Content – Make sure that your content is compelling. Consider what you're trying to convey and your message, and ensure it's consistent. You can test different content to see what resonates with your visitors better.
  2. Design – If the content doesn't stand out, then the design doesn't matter. Ensure that your text is clear and your calls to action stand out. Use colour and imagery to create a design that is simple and appealing.
  3. Promotions – Don't forget the basics. Ensure your promotions are always active and your calls to action stand out. You can include social media buttons or banners in your design so your audience can share your content.

How Can I Improve My Conversion Rates?

Average Conversion Rates Online

There are many things that you can do to improve your conversion rates.

The first thing you should do is test different forms of content. Different content formats can help drive traffic to your site, but you'll need to know what works. You can test different content formats, including infographics, video, text, images, or any other format that you think would be effective.

You'll need to ensure that your content is relevant to your audience. Your audience is different, so your content needs to be designed around that. It might be that the same content works better if you tailor it to a specific group of people.

It's also possible that your audience is looking for a specific piece of information, so you must ensure that the content you use conveys that message.

How Can I Measure My Conversion Rate?

In addition to tracking your traffic through various means, you'll also want to be able to measure your conversion rate. There are several tools that you can use to help you measure your conversion rate. These tools will let you see how many people are coming to your site and what percentage are converting.

These tools include, but are not limited to:

  • Google Analytics – This free tool will enable you to see all kinds of statistics related to your website, including visits and revenue.
  • Kissmetrics – This free tool can show how long your users spend on your site and what actions they take.
  • Clicktale – This is a paid tool allowing you to analyse your visitors and see which ones are converting.
  • Moz Analytics – This is another free tool that will help you track your visitors and analyse their behaviour.

What Are Some Conversion Rate Optimisation Ideas?

In addition to these conversion rate optimisation tools, there are several conversion rate optimisation ideas that you can use.

For example, one idea is to include videos on your site. You could use a tool like Screencast-o-Matic to create compelling and accessible videos for your audience to understand.

Another great way to improve your conversion rate is to get creative. Create different types of content tailored to your audience rather than focusing on just one type of content. If you create infographics or other visual content, ensure they are clear and help your audience understand your message.

Your goal is to improve the conversion rate, which means you want to drive more visitors to your site, but you also want them to convert. The best way to do this is to ensure your content is relevant, engaging, and accessible to your audience.

The 6 Most Effective CRO Strategies

RO has become the buzzword in the marketing industry because it can improve conversion rates (more often than not).

There are many ways to improve conversion rates. But what are the most effective strategies? Here are the 6 top CRO strategies for marketers:

Use a bold colour for all CTA (call-to-action) buttons.

Bold Call To Action Cta Conversion Rate

When designing a website, you want to keep your eye on the ball and focus on making sure that you are converting your visitors to qualified leads. You should use a bold CTA button that stands out. You don't want to waste time clicking on a plain, bland button that only serves to remind your visitors that you are an online business.

A bold, clickable button can increase the chances of getting clicked and, therefore, convert more visitors into customers.

Best Practice: A Bold, Clickable Button

A large, black CTA button is the best way to get attention and drive conversions. If you want to use a more prominent button, you can add text on top of it, but if you use too much text, you'll lose the CTA button's boldness.

In addition to using a large, bold CTA button, you should avoid using complicated or hard-to-read text. Remember that people only have a limited time to see what you offer, and you should ensure that your copy is short, easy to understand, and attractive.

Use urgency to drive sales.

Urgency is the feeling of pressure to act, whether positive or negative. Urgency can apply to marketing messages, product features, or the process. It's a powerful driver for action, making people do things they wouldn't normally do.

Here are five reasons why urgency is such an effective tool:

  1. It increases customer engagement. Urgency can build excitement, and it tends to draw the customer in once it does.
  2. It makes the sale. When you have something to eliminate, it makes you want it.
  3. It can drive conversions. Knowing you need to take action before your competitor gives you the urgency to act.
  4. It creates a sense of urgency. When you see people rushing around, it creates a feeling of hurry.
  5. It helps you stay focused. You're only thinking about the urgency, not the task itself.

It's important to remember that you can use that urgency correctly. It's not always good to make someone rush through the checkout process. For example, if your website is loading slowly, you could be increasing the urgency of the site for some people, which could cause them to leave.

Instead, urgency can work for you if you're selling a product. When you're offering a great deal on an item, it's likely to increase urgency. But if you're selling a subscription or package deal, you may have to use other tactics to increase urgency.

How Can I Use Urgency Effectively?

Urgency Fomo In Conversion Marketing

You can use urgency to increase the likelihood of sales, but you can also use it to increase engagement and customer loyalty.

Think about ways to use urgency in the following ways:

  • To make the customer aware that there's a limited purchase period.
  • To make it easier for the customer to buy your product.
  • To build anticipation around an event or promotion.
  • To promote a service or to encourage the customer to engage with your brand.
  • To increase brand awareness.
  • To keep customers on your page longer.
Related:  Why Good Ecommerce Customer Experience Is A Must

When Should I Use Urgency to Drive Sales?

You'll have to experiment to determine when to use urgency to drive sales at the right time. There are times when it's appropriate to use urgency, and there are times when it's inappropriate.

For example, if you're trying to sell your product or service on a Sunday, you shouldn't make a big deal about it. However, if you're running a special offer on that same day, you'll find that people are more likely to act because of the urgency.

How can you tell when the right time is to use urgency? Look for these signs:

  • People are looking to buy, or they have the intent to buy.
  • There's a limited time to make a purchase.
  • People are asking for information or details.
  • People are engaging with the brand.
  • People are sharing their experiences.

When Should I Avoid Using Urgency?

If you're using urgency to drive sales, your customers may find it difficult to buy from you. Here are some reasons why:

  • People think that you're forcing them to buy.
  • People feel like they've been sold.
  • People don't like being forced to act.
  • People feel that you're trying to control them.
  • People get angry if they can't do what they want to.

Display testimonials.

Landing Page Testimonials

Your website visitors will see your testimonials on the landing page of your website. They will know your product or service is effective when they read them.

Your testimonials should be written in a clear, honest manner and contain your contact information and an explanation of your business. They may include one or two sentences describing how your product or service is superior to your competitors, why your target audience should use it, and what benefits your clients enjoy.

A testimonial is the most potent form of marketing that you can use, and it's free. You only need a simple testimonial that gives a positive, unbiased impression of your business.

What are the benefits of using testimonials?

The first benefit of using testimonials is that they will convert visitors into customers and increase sales.

Visitors will notice that testimonials are present, and they'll want to read them. You can capture their attention and lead them to your sales page or an opt-in form.

In addition, they add credibility to your website by showing that other businesses are recommending your product or service.

First, you need to choose the best place to put the testimonials. Ideally, You should display your testimonials at the top or bottom of your landing page. If you have a lot of content on the page, it's a good idea to separate the testimonials from your content.

You can create a testimonial section with your HTML code, or you can use a third-party testimonial platform that allows you to display customer testimonials anywhere on your site.

Run A/B tests on your landing pages.

Ab Testing Landing Pages

We like to test many ideas to find out which works best.

That's why we often run A/B tests on our landing pages — to determine the best-performing ones. An A/B test compares two versions of a web page — such as two different images, two different headline headlines, or two different copy blocks.

So, what happens in a typical A/B test?

You'll create a new web page version and compare it with an existing one. For example, if you want to test a different button design on your landing page, you'd create a version of the page with the current design and another version with the alternative design. You'd then display one of the pages to a group of visitors to your website and measure the success of each version based on the number of people who clicked on a button to follow your lead generation form or opt-in to receive further information.

The idea is to understand which variation performs better to improve your conversion rate.

What Should I Do If I Don't Want to Run A/B Tests?

If you're not interested in running A/B tests on your landing pages, that's perfectly fine.

Sometimes, people prefer a single approach to their web pages rather than testing different variations. For example, some people don't like running multiple A/B tests on a page and prefer focusing on one.

Sometimes, people find that one A/B test yields excellent results, and they don't feel the need to run a second test. Whatever your reason for not wanting to run A/B tests, there are a few things you should be aware of:

1. A/B testing is still essential.

It's essential to test different versions of your landing pages because they may perform differently for different groups of visitors.

For example, you might see that one variation converts better for visitors from the U.K. but worse for visitors from the U.S. In this case, your conversions could be skewed by visitors from a different region of the world.

2. Running A/B tests requires effort.

Running A/B tests is not quick and easy. It's not always possible to run a full-scale test and compare two versions side by side because it's not feasible to display the new version of your landing page to everyone visiting your site simultaneously.

So, you'll have to do some comparison testing. You can look at different parts of your landing page, for example, the image, headline, and text. You can compare a new version to the old version or compare one version of your page to another.

3. A/B tests are a powerful way to learn.

When you run an A/B test, you'll observe how different elements of your landing page perform. And when you do, you'll learn a lot.

One element may convert better than another, which could help you understand what types of content work well for your audience. It might also help you determine why certain content doesn't convert well. For example, maybe a visitor didn't click on a button or fill out a form because he didn't see the value in your lead generation offer.

As you learn more about the performance of various parts of your page, you may even be able to improve the conversion rate by changing the content or layout of your landing page.

How Do I Know Which Variation Works Best?

This is where it gets interesting. After you run an A/B test and have observed which variation performs better, what do you do next? The most common answer is to implement the winning variation. But that's a mistake.

The winning variation is performing better because it has the right combination of content and design, and you should use that information to build more successful versions of your page. But, if you change your page to the winning variation, you won't get any further conversion improvement.

Why Is This a Problem?

It's a problem because you'll never get the best results by improving your landing page based on the performance of a single variation. Instead, you should focus on finding the right combinations of content and design for your audience.

Focus experiments on content above the fold.

Above And Below The Fold Min

Conversion Rate Optimisation is an investment in your business that increases profitability and improves conversion rates on your site. This is achieved by improving the content of your page and eliminating distractions and barriers that prevent your users from converting.

Most online businesses are focused on increasing traffic and sales.

But often, businesses don't know why visitors are not converting into customers. They're missing out on high-quality content that leads to an improved user experience.

Why Content Above the Fold?

The content above the fold is the first content a visitor will see when landing on a web page.

The goal of CRO is to increase the likelihood that your page converts into a sale by optimising the content above the fold to maximise the amount of money you'll make.

Focusing on this web page area ensures that many visitors see the information they need to purchase your product or service.

This strategy allows you to create relevant content for your audience, encouraging them to take the next step towards becoming customers.

Use lead capture forms.

Getresponse Lead Gen Landing Page

In general, web analytics platforms report traffic statistics, such as the number of pages viewed, the average duration of a visit, and the average time spent on the site. However, these reports typically do not distinguish between the actions of individual users. For example, if 100 people view a page and 10 click through to a product page, the total number of conversions is 10. 

However, if 20 people view the same page but only ten click-throughs, the conversion rate is 50%.

This problem is addressed by using a lead capture form. A lead capture form is a form that leads to a unique URL and can be used to track information on individual visitors to a website. When a visitor fills out a lead capture form, they become a qualified lead, which indicates that they have demonstrated interest in a company's products or services.

Lead capture forms are frequently used for direct response marketing but are also helpful in gathering information from users interested in your services.

For example, let's say your goal is to generate a list of subscribers to your newsletter. You could ask visitors to sign up for your newsletter, but that would only count the first person who signs up. Instead, you can place a lead capture form on your website and track the responses to determine whether the visitor is qualified.

Lead capture forms are typically designed to collect basic contact information from the user, including name, email address, phone number, and mailing address. If you want more information, you can ask the visitor to fill in a custom question or answer.

Once the visitor completes the lead capture form, you can link the visitor's information to an online form that collects additional information, such as name, address, phone number, credit card information, etc. You can store this information in a database for future use.

Which Lead Capture Form Is Right For Me?

The two types of lead capture forms are:

  1. Single-page forms: Single-page forms are simple and easy to use. In addition to collecting contact information, single-page forms enable visitors to subscribe to your email newsletter, enter their name, address, and phone number, and register for a special promotion.
  2. Multi-step forms Multi-step forms are used for gathering more information from the visitor. They typically contain several questions the visitor answers to progress through the form. Once the visitor is qualified, they can complete a free offer, sign up for an email newsletter, or sign up for a special offer.

Why Is A Lead Capture Form Important?

Using lead capture forms in web analytics enables a better understanding of which areas of your website are converting and where your site visitors are experiencing difficulty.

Specifically, if a visitor is experiencing problems, the form allows you to identify the source of the problem. This helps develop your website or blog and improve your conversion rate.

Another benefit of lead capture forms is that they help you understand which pages are the most popular. Knowing which pages are the most effective in driving traffic and revenue can help you optimise your website for higher conversion rates.

Lead capture forms are also helpful in determining the effectiveness of your content. You can use lead capture forms to measure the impact of your blog posts, product descriptions, and other pages.

Using lead capture forms to evaluate your website's performance is a great way to improve the experience for your visitors. In addition to increasing the quality of your content, lead capture forms are a valuable tool for helping you get more leads for your business.


So, what is CRO? In short, it's about improving your conversion rates. While several factors influence a successful conversion, the main one is the quality of your landing page.

There are various ways to improve your conversion rates, including improving your landing pages, using conversion-friendly headlines and images, and using conversion-optimised copy.

Conversion rate optimisation (CRO) is improving the success rate of a website's visitors from one stage of the sales funnel to another. It's one of the most important aspects of online marketing, and it's something that you can do quickly and cheaply.

As long as you know your competition, you should be able to do well.

Want to read more about conversion rate optimisation? Read this article to find out how to improve your conversion rates!

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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