Once you start analysing your sales funnel thoroughly, you may notice that there are many holes where your qualified leads are leaking through. To patch these holes and maximise sales, you need to build a solid conversion rate optimisation (CRO) strategy.
Simply put, a conversion rate optimisation means assessing your sales funnel, understanding why users leave before converting, and fixing the major problems. In other words, your goal is to learn what people want from you and give it to them.
Here are a few tried and tested CRO tactics to implement right now.
Write Textual CTAs within your Blog Posts
Overwhelmed with numerous brand messages, online users have started ignoring banner-like information on websites. Also, not everyone consumes your blog content in the same way. Some people will simply skim through your article to find the desired information, not reading to the bottom of the article.
Precisely because of that, placing traditional banner CTA buttons to the bottom of your blog post won’t always work. This is why you should combine them with textual CTAs – an attention-grabbing line of text linked to a relevant landing page. For example, if you are talking about creating a social media marketing strategy and you have previously published a comprehensive list of powerful social media marketing tools, you could write something like: “Download Now: An Ultimate List of Social Media Marketing Tools” in a paragraph when discussing social media marketing automation.
HubSpot’s limited test of 10 blog posts proves the effectiveness of this approach. Namely, end-of-post banner CTAs generated only 6% of articles’ total leads. On the other hand, between 47% and 93% of a post’s leads were generated through text calls-to-action.
Leverage Social Proof and FOMO Marketing
Social proof is a theory that individuals often adapt to the opinions of a larger group. In CRO, this technique plays an immensely important role. Namely, customers ignore brands bragging about their competitive advantage. They want to hear what your customers have to say about you.
For starters, you could enable customer reviews and ratings on your product pages, as well as encourage customers to write testimonials. You could also get customers to create user-generated content – creative photos and videos of your products that will boost your brand’s reach and authority.
To take your social proof strategy to the next level, you could also connect with relevant industry influencers and ask them for endorsements. Did you know that 40% of people have bought a product online after seeing that a social media influencer uses it?
You could use a CRO tool to directly show recent leads and purchases on your website. Knowing how many people are visiting your website or signing up for a free trial, your prospective customers will trust you more and convert faster.
This is a great way to trigger FOMO. Alternatively, you could offer time-sensitive offers, add countdown timers to your product pages, offer exclusive deals, or show product availability to encourage users to make impulse purchases.
Run Tests on your Landing Pages
Landing pages are a significant part of your CRO strategy. They have a specific purpose, such as to generate leads or build relationships with existing leads. Precisely because of that, each element on your landing page needs to be highly targeted and aligned with the page’s purpose.
To learn what tactics resonate with your target audiences the best, you need to A/B test everything you do. For example, test copy variants, images, CTAs, form questions, page design, and so forth.
You should also use heat maps and scroll tracking. There are two key tactics to implement.
The first one is using click maps that tell you how users engage with the site’s clickable and non-clickable items. Are there certain CTA buttons or links people are simply ignoring? Or, are there any non-clickable elements users constantly attempt to hit? Knowing what is confusing your visitors, you will be able to adapt your website design and prevent distracting your prospective customers from making a purchase.
The second is scroll maps that indicate how far people scroll through your page. This way, you can learn how relevant and user-friendly your content and website design elements are and adapt these elements to increase engagement and conversions.
Segment your Audiences
Today, digital marketing revolves around personalising user experiences. You cannot send uniform messages to prospects and expect them to convert. You need to prove that you know them and understand their needs, problems, and expectations. This is where you need to start segmenting your audiences, no matter if you are targeting leads via blog, email marketing, or PPC.
Let’s take the example of creating release notes. When strategised properly, they can engage existing users, attract new ones, and boost your revenue. When creating and sending them, you first need to know what your users’ expectations are. Based on this data, you can adapt your messaging to highlight why your updates are important to them. To make your release notes more personalised, consider inserting quality images, illustrations, or video content.
The same applies email marketing. To reap its full potential, ask your newsletter list members how often they want to receive emails from you, as well as what kind of news and information they would like to receive. You could segment your email lists by recipients’ geolocation, content preferences, age, gender, etc. to boost engagement and conversion rates.
To segment your audiences and personalise their experiences, you first need to collect their feedback via online surveys, polls, quizzes, feedback forms, social media listening tools, and so forth. Use this data to create buyer personas to guide you.
Over to You
There are numerous CRO practices out there, but ultimately, your goal is to find what practices resonate with your users and increase conversions. This is why the abovementioned techniques may serve as your solid starting point. They can benefit your website in multiple ways.
First, they will help you generate more qualified leads and understand your sales funnel better. Providing users with the right content and offers will help you convert them into leads and, preferably, into paying customers faster. Second, they will boost your ROI and reduce the time from lead to customer. Finally, more relevant traffic, website engagements, and conversions will tell Google that you are a reliable and relevant online resource and encourage it to rank you higher.
What CRO tactics do you use? We would like to hear from you!