So you’ve invested time and effort in driving relevant traffic to your website. So, In this article, we’ll explain how to take your online business SEO to the next level with CRO (Conversation Rate Optimization). You have spent time creating high-quality content on your blog, you’ve done a technical SEO audit. Checking your page loads quickly and all of your meta titles are the correct length, you’ve invested in Google Ads and social media advertising – but you need to increase your return on investment.
The untapped resource that you may want to invest time and effort into is Conversation Rate Optimization (CRO). CRO involves altering and ideally testing different parts of your site’s design in order to ensure that visitors are much more likely to convert on your site or store.
The basic principle of CRO is to alter one aspect of design and use test it against the original design using a testing software such as Google Optimize in order to see which design performs best.
Take Your Online Business to the Next Level with CRO
For example, you may look to change the call to the action button of “Add to Cart” from blue to ‘Amazon orange’. Using Google Optimize you can show the blue button to 50% of your visitors and the orange button to 50% of your visitors. When you have enough data, from enough visitors, you can then compare the buttons’ performance side by side to determine which color is the most effective – and which color you should use going forward.
As well as changing and testing colors, there are many other factors to consider when optimizing your website for conversions. To begin with, you may wish to compare how well your site is performing compared to industry benchmarks on Wordstream’s website here.
Before you start making changes to your website’s design, ensure that you have conversion tracking setup with Google Tag Manager and/or Google Analytics, and sign up to Google Optimize or a similar CRO product such as VWO.
Make Use of Trust Signals & Social Proof
People are reassured by other people’s opinions & experiences and are more likely to make a purchase if a product or service has a number of positive reviews. In fact, too many people, reviews are as influential as a recommendation from a friend and some reports state that 90% of people consult reviews before making a purchase.
If you do not have any reviews then it is a good idea to sign up for Google My Business and TrustPilot. Start building up a foundation of good (ideally 5 stars) reviews and use the TrustPilot widget on your homepage in a prominent position.
Other ‘trust signals’ include logos and symbols related to industry awards, memberships, and security. If your checkout uses encryption. Then it is often a good idea to use a logo on your website to state this. You will also need an SSL certificate to gain trust from potential customers. Without the SSL certificate, your web address will not show a padlock icon in the browser address bar. On some browsers, it can show some kind of warning. A security warning in the browser will definitely hurt your CRO.
Visual Cues: Online Business CRO Optimization
Using visual cues can lead visitors to look at a certain part of your website. This can be manipulated to make people look at a CTA button. A particular image or selling point related to your product or service.
Used in conjunction with social proofing. You can get a large percentage of visitors to look at a specific part of your webpage. The part that is most likely to make them convert. See the Moneypenny Answering Service’s homepage for a good example.
WordPress offers a number of personalization plugins, including “Advanced Personalization” by Flowcraft. The plugin can personalize specific aspects of the website including a specific message to first-time users. So, return users, people on specific devices and people who visit on specific days of the week.
Remarketing & Free Downloads Online Business CRO Optimization
Give visitors several opportunities to convert. Not everyone will be willing to make a purchase or submit a form on their first visit to your website; especially if you are selling high-value products like cars or holidays. To overcome this you can try and bring people back to your website or keep yourself in front of mind. By using remarketing adverts on social media. In addition, by prompting them to download a free eBook in exchange for their email address. As a result, a great online business CRO optimization.
You can also prompt people to sign up for a newsletter or take advantage of a special offer. With exit-intent popups. Hubspot offers a free plugin for WordPress that comes with an exit-intent popup designer and the ability to add live chat to your site.
In addition to the above, consider making your contact details and returns policy easy to find and reassuring. If for example, you run an online store from your spare room. Consider using a virtual address to appear a little more established. Make sure your product or service has a unique selling point. Such as price or quality standards ideally ready. A number of strong selling points such as next day delivery.