Researching leading edge website CRO strategies is sometimes frustrating. Articles often explain what CRO is and provide vague tips like “analyze customer behavior and optimize accordingly”, then fail to explain what you should actually do.
You’ll find the same bits of information repeated everywhere, but finding actionable strategies with details is much harder. Nobody seems to want to give away concrete information.
Your website is your biggest opportunity to generate leads. We’re going to give you some tips and strategies for getting the most out of your website traffic.
Leading Edge Website CRO Tips You Can Actually Use
We’re going to cover the basic concept of CRO very briefly before we dig into detailed strategies, just in case you need a refresher.
When someone visits your site, you have a particular action you want them to take. When someone performs that action, that’s called a conversion. Most commonly, it’s filling out a form or otherwise handing over some information so you can add them to your marketing funnel, but it could also be a purchase, or any other action you want a visitor to take.
In a nutshell, conversion rate optimization (CRO) is the process of optimizing your website to make it as easy as possible for people to take that action, and to get more visitors to convert. The idea is that you test every change you make. Identify a change that could make an impact, make that change, and test how well the changed page performs against the original.
Organizing and Planning Your CRO Projects
For best results, for each CRO project you want to execute, perform a quick analysis on it first. Try the PIE method. Apply a score of 1 to 10 for each of the following metrics:
- Potential: How much potential for improvement does this page have (i.e. how well it’s performing versus how well it could be performing)?
- Importance: How valuable is the traffic that lands on this page? The most important pages are the ones with the most traffic (or most expensive traffic).
- Ease: How easy would it be to set up a test for this page?
Using this method, you can prioritize which pages to focus on first. The pages with the highest score will have a lot of room for improvement, high traffic to them, and comparatively little time or effort involved in setting up a test.
To score a page with this methodology, take the score you assigned to each factor, total it, and divide by 3. The higher the score, the higher you should prioritize that page.
Getting Usable Visitor Behavior Data
The biggest weapon in your arsenal is knowing how your visitors are engaging with your website. What better way to find that out than watching them in action? Tools like Hotjar let you record videos of how people are interacting with your pages.
Analyzing this data – watching where visitors click, what elements and content they read, how far they scroll and at what point they click away – can give you extremely valuable insight into what parts of your site you should focus on optimizing.
You might think it would be the parts that aren’t getting as much interest, but that’s not the best angle of attack. Rather, focus on the areas of your site that the most visitors are paying attention to. Add calls-to-action and engaging content there.
Heatmaps and click maps are also very valuable tools for understanding where your visitors are engaging and where they aren’t.
Optimize Your Blog
Blogging is a powerful marketing tool, and if you’re not doing it, you should consider starting. Not only does it do wonders for your organic search traffic, it’s a great place to focus on CRO.
Of course, if you’re blogging, you’re likely already including a call to action at the end of your posts. While this is a fairly standard practice, it may not be the best approach when it comes to driving conversions.
It’s common for people to “snack” on content, and many people will never read to the end of your blog post. It follows that you should have a CTA further up the page, so that more people will see it. But a button might seem out of place halfway through your blog post, right?
Try using text link anchors instead of a button for this purpose. You can even make it a standalone piece of text, styled as a lower-tier heading like H3 or H4. Here’s an example:
It grabs attention without interrupting the flow of the content as much as a button would, and you can put more information in it than you could reasonably fit into a single button.
Another way to optimize your blog is to add a slide-in box or pop-up with your CTA button or form. Have it appear after a set number of time spent on the page, or when they have scrolled past a certain point. This commands attention, and the motion of the slide-in draws the eye without getting in the way of their reading.
A Little Language Change Can Go a Long Way
The smallest tweaks to your messaging can be incredibly powerful, especially in your CTAs. Your visitors will react differently to “Free Trial” than they will to “Try for Free”, for example. Something seemingly inconsequential can have a massive impact on your conversion rate.
Just like everything else, the key is to thoroughly test these changes.
If you notice that people aren’t scrolling all the way down your page, or are focusing on a particular area, try shifting your CTAs and power statements to where people are looking. Combined with the messaging you tested, you can put a compelling piece of copy and a form right in front of your visitors’ eyes.
Optimize Your Forms
Your form is the key piece of content you want visitors to engage with. Make it easy for them. Keep your forms as short as possible, enable auto-fill, and be clear about what you’re asking for (and why you want it).
For mobile page CRO, ensure the form is easy to fill out. Test it out and make sure all the fields are easily reachable with your thumb, ideally without having to scroll.
What About Visitors Who Don’t Convert?
The hard truth is that most of your website traffic doesn’t convert no matter how great your CRO is. In fact, only 2-4% of your visitors convert. What about the rest? Well, you might be able to get a few of them to convert at a later date using remarketing.
That still leaves a lot of your website traffic that just vanishes, though. You might think that there’s not much else you can do about that – after all, you’ve already got remarketing campaigns going. How else are you going to reach those missed opportunities?
Clickback WEB is a software solution for website visitor tracking. It lets you get the most out of your website traffic by identifying companies that visited your website but didn’t convert. You get actionable contact information for key decision makers at those companies. Why wait for your remarketing to draw them back when you could?
You can learn more about how it works and get a free 14-day trial of the software here. We’ll even give you a personal 1-on-1 live demo of the software to make sure you start off strong.