When you have a new app or website, creating a strong online presence is usually the first goal. Once your website or app become recognizable and reach daily stable and significant amount of traffic range, the quality of traffic matters. Conversion Rate Optimization (CRO) is a handy technique to make your traffic more profitable. It is a complex yet simple process. You should just keep your process comprehensive instead of only sticking with content, acquisition channels or CRM. Each of these elements is complementary in order to reach better conversion rates. I have compiled the most result-driven tips in this article in order to help you develop better conversion rates.
1.Analyze your user behaviours on the web page
Real time users or customers give an idea for which pages don’t perform good. Check visual paths or funnels to see where the drop off occurs at the highest rate. If your website or app does have access to Google Analytics, go to Behavior> Site Content> Exit Pages. This report will give you the last pages users accessed before their session ends or they leave the site. If you realize specific pages dominate the list also have a high bounce rate, you may need to look at those pages closer and understand why your customers drop off specifically on those pages.
In addition to that, heat maps or scroll maps would be a good followup step. These maps provide significant information on how your visitors are interacting with the page. In most of the cases, the goal of the page is to guide the customer to the CTA button (can be subscription, purchase, more information). Heat maps show you the page elements where your customers focus on more than the CTA button. Hotjar and Crazzyegg are some of the most popular heat map providers in the industry.
2.Calculate your channels’ assisted conversion / last click conversion ratio
Assisted conversion / last click conversion ratio is usually being used for multi-channel attribution analyses. Although you don’t evaluate this analysis, you can benefit from this ratio in order to understand which channels of yours are successful at bringing conversion. The low conversion rate problems sometimes caused by insufficient channel management. Once you identify the channels with the lowest performance in CR, take it as a chance to improve it.
The ratio close to 0 indicates that a channel is tend be the final interaction a user has before converting. A value closer to 1 indicates that the channel assists more than completes the conversion path. Note that not all of the channels have to be conversion providers. Some act as a good traffic source and first touchpoint on user conversion path. For instance, although paid social media has high ratio around 1, its success rate in high CTR and longer session duration might be significant. So if the ratio is closer to or higher than 1, it doesn’t necessarily mean a defect. From the point of this view, you need to adjust your KPI and calculate channel cost and CPA based on the traffic target instead of conversion goal.
3.Don’t let the pages distract focus
Analyzing the exit pages and searching for any element isn’t contributing to the conversion. Your web pages should be informative, clear, concise, and easy to navigate. They need to guide the users towards the action. Remove the elements which pull your users in other directions. If you sell a wide-range of products on your web page, don’t give many options for users who know what they are searching for on your web page.
Secondly, use different design elements on your webpages. Test layout, typography, images, colour schemes continuously. Although the difference isn’t distinguishable for you, it might be for your users. The design of your landing page is the first impression, and a well designed page retains visitors and forward them to the following steps. CTA button experiment is popular design test and had proved its success in increasing conversion rate.
Other than content and design, your domain also needs to provide user-friendly and fast navigation. Google’s Mobile Website Auditor, and Page Speed Insight help you analyze and improve your pages’ performance. Also, Lighthouse is a very good open-source tool for increasing the quality of web pages. By running it against the web page, it gives you separate audits for performance, accessibility, progressive web apps, SEO and more.
Credibility of your web page or brand is crucial encouragement for your potential customers. But you can easily verify the accuracy of the information on your site by sharing third-party views such as citations, testimonials, reviews of your customers. Providing clear contact info (phone number, physical and email address) is also a way to boost trustability.
Secure payment systems are need to be highlighted, As customers also send their personal data together with the purchase amount. If you plan to take payments on your website, you need to insist on trust during the payment process. Integrated and multiple payment options, SSL certificates, credit card logos, security seals, informative checkout process, clear refund policies are essential futures of the webpages with payment gateway.
5.Be reachable to your customers
Either you have B2B or B2C products, creating effective communication with your customers and clients is a must. Try to be reachable to both your potential and existing customers. Regardless of their position on the conversion path, any help you can provide them allows them to feel connected to your product. Don’t leave their comments or reviews on the web or app page unreturned. Thank people for negative feedback as they are a great source for improving your product and presentation.
CRM becomes one of the best soldiers to create a well-planned communication with existing customers. Marketing automation tools have the ability to segment and cluster your target people in order to reach them with a tailored call. You can reach them via email, sms or notifications for reminding, promoting or simply asking feedback. If you want stronger CRM channels, customer support is a good option. Due to its costly providing, providing 7/24 customer support is not primary step for the brands.
In this post, I tried to explain quick tips to improve conversion rate without focusing on any industry or product, therefore, they are needed to be adapted and implemented to specific product. Nonetheless, the solution is simple. You need to analyze and remove hurdles on every touch points where your customer visits until take an action. To summarize :
- Analyze pages causes drop off on Google Analytics.
- Understand user behavior and the page elements they focus in a page.
- Measure channel convertibility by calculating assisted conversions / last click conversions. CRO process may focus on specific channels.
- Improve webpage content and simplify it for your goal action.
- Test your different page design and CTA buttons.
- Create fast, user-friendly webpage that also appropriate for mobile devices.
- Share 3rd Party comments about your product or service such as testimonials, referrals.
- If your webpage accepts payments, SSL certificates, credit card logos, security seals builds stronger credibility.
- Create a continuous communication with your users or customers.