Conversion Rate Optimisation (CRO) Tips for Your Website
If you’re looking to increase customer enquiries and sales to your website, conversion rate optimisation (CRO) is essential. Working in tandem with search engine optimisation, conversion rate optimisation can help you engage with your visitors by tweaking some key areas of your website.
Check out our top conversion rate optimisation tips:
Use a strong headline that conveys the main benefit of your product or service, and ensure it includes the keyword you are optimising the page for. This ensures there is continuity when the user lands on your page (organically or via referral or PPC) so they know the page contains what they are looking for.
The tone of your content should suit the nature of your product or service. For example, a clear professional tone works well in health industries, but a more colloquial tone works well on fashion retail websites.
Keep a note of all the questions visitors regularly contact you to ask. If there are certain things that come up time and time again, include the information in your content. You might also want to create an FAQ page. Give the visitor the answers before they even ask the questions so they have fewer steps between reading your content and deciding to purchase.
Did you know that more people are using smartphones and tablets to surf the web than desktop computers? If your website’s not mobile-enabled you’re missing out on converting visitors on mobile devices. In contrast to creating an entirely separate mobile-specific website or app for tablet or smartphone visitors, responsive design causes your website to dynamically respond to the size of the screen displaying it, whether it’s being accessed on a desktop, smartphone or tablet.
The benefits are obvious: You build a website once, and it works seamlessly across thousands of different screens, eliminating the need for a different design and development phase for each new gadget on the market. For this reason, as well as future-proofing your website, responsive design also helps keep costs down.
At Sitely, all of our website packages are responsive as standard, so you can rest assured that whether your visitors are at their desks or in the back of a cab, they will be getting an amazing browsing experience.
Most sites have a contact form, which might get used by visitors for many different reasons like enquiring about the availability of a product, the dates of a service, or requesting a call back. Think of the primary purposes you want visitors to use your contact form for. Make sure the text on the page suggests these reasons, for example ‘Get in touch if you have any questions about our courses’. This reassures the visitor they are on the right track by using the form to contact you.
If you can feature your contact form on every page of your site either in its entirety of at the very least with a link to it, you will notice an increase in conversions. Set up Goal Funnels in Google Analytics to track exactly which pages best lead to contact form submissions and then optimise your other pages in the same way.
If your website navigation systems are unclear, slow at loading, or unclearly labelled, your visitors are likely to leave your site feeling unfulfilled and frustrated. Ultimately, they’ll go to a competitor.
All of your website pages should be reachable from the homepage. The easiest way of doing this is by using a horizontal, top navigation with drop down menus.
For e-commerce websites especially, the quality of the imagery used is paramount to the success of the website. The fact that in a majority of cases the user will not see a physical version of the product before making the purchase means that they have to be 100% sure that what they are buying is what they want.
If a site has pixelated images, or images which show a product from disadvantageous angles, then it is unlikely a customer will opt to make a purchase. Think of the composition of your photographs, the quality, and the visual perspectives from where they are taken. The more images you can provide of the product, the better.
If one of your conversion goals is social interaction, you should make sure your social sharing buttons are prominent on the page and are located next to what you think the visitor is going to be drawn to share (for example if it’s a product page make sure it’s clearly displayed next to the product images and description). There’s a bit of a trend by many big brands at the moment to put their social sharing buttons on the ‘Thank You’ page of their checkout process or contact form. This makes a lot of sense as visitors generally like to share what they’ve just bought online.
Downloads & Freebies
If you’re offering a freebie such an e-book or PDF, make sure the content on the page containing the link to download clearly talks about what the benefit of reading the content is. Don’t fall into the trap of pasting a snippet of content from the download on the page and leaving it at that, as this is not enough! If you have reviews or ratings for the downloadable content you should mention them on the page. On a functionality note, make sure these downloads open in a new tab so that you don’t lose the visitor if they download and then decide this particular download isn’t what they were looking for.
Having a reliable search tool can help users find what they are looking for even if your navigation doesn’t clearly point them in the right direction. Make sure you fill in the keywords area of your pages as this data is often used to determine search results from site searches.
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