It’s all about the conversions. You work hard to drive as much traffic to your website as possible, so of course you want as many new leads as you can squeeze out of it.
Conversion rate optimization (CRO) is the way you do that, but what still works in 2020?
Let’s take a look at some reliable, established practices as well as some new tools to add to your kit.
Conversion Rate Optimization in 2020: New Tricks and What Still Works
Here’s a quick refresher: CRO is the process of analyzing people’s activity on your website and tweaking things to improve your conversion rate. There are a lot of ways to go about this, but ultimately they boil down to informed experimentation.
This means that the first step is, of course, to gather the data you need.
Collect Data with Services Like Hotjar
Hotjar and other services can be a strong starting point. The idea is that whenever someone visits your website, their screen is recorded and you can actually pull up the video and watch what they did on your site.
Of course, it doesn’t show you everything. Any digits such as phone numbers or identifiable information such as email addresses are blurred out or otherwise censored. That’s okay, though – your goal is to see how people engage with your content.
For example if you’re running a Google Ads campaign and you’re getting lots of clicks but a terrible conversion rate, watching exactly how people interact with your landing pages can tell you a lot about what’s wrong and how to fix it.
If you’ve got a page with a form and people are balking at the length of the form – namely, if they’re looking at the form, maybe they start filling it out, then leave – it might be worth trying to reduce the number of fields you’re asking for.
Let’s say you’ve got a lot of information that’s highly relevant. You don’t want to axe any of it, but it makes your landing page huge and difficult to navigate. You can tuck it inside an accordion fold or other “click-to-expand” solution.
But are people really going to click on it? If your Hotjar recordings show you that nobody’s clicking on it, it’s time to consider an alternative, because people aren’t seeing that info that’s crucial in convincing them to convert.
Use Dedicated Landing Pages
Of course you should present plenty of opportunity for conversion on your actual website. But for any kind of marketing campaign, whether it’s on social media, Google Ads, email lead generation or anything else, you need to use a dedicated landing page.
Why? It’s a lot easier to just send people to your website and let them learn what they need to there. You made an awesome product page for a reason!
Nope. When you send someone to your website, they need to click around and find the path to conversion for themselves. That’s an extra step or two, and every little extra bit of effort people need to take is going to drop your conversion rate.
A dedicated landing page lets you focus all the attention on what’s most important: the form they’ll convert on, and the information surrounding it.
If you’re not using landing pages for your campaigns, you really should be. It will give you an immediate conversion rate jump.
Combine CRO and Email
Just a minute ago we mentioned email lead generation. That’s a whole other topic, but it’s worth touching on because you can gain valuable CRO insights that way, too.
A quick primer: email lead generation is the process of using targeted, cold email marketing campaigns to large lists of high-quality B2B contacts in order to generate leads. Basically, you’re getting your marketing to potentially hundreds of thousands of people in your target audience.
Clickback’s Email Lead Generation software has something called Website Visitor Intelligence™ technology, or WVI for short. What WVI does in terms of CRO is this: it gives you in-depth insight into how your email contacts engage with your website.
It works whether they convert or not, so as soon as they click on your email campaign and hit your website or landing page, you’re gaining data. It’ll even track them if they leave and come back.
This is useful specifically to email because it lets you separate and nurture those contacts based on their activity on your website. In a more broad CRO sense, though, it’s an additional source of useful visitor data that you can use to drive your conversion rate sky-high.