Traffic is meaningless if you don’t get quality leads from it. It is crucial for businesses to apply a more customer-centric approach, which provides a more personalized experience in the different stages of the marketing funnel. Applying a conversation rate optimization (CRO) strategy is important to generate leads.

We need to understand what your potential customers are looking for when they visit your website and how we can let them achieve the result they want at the most convenient way. A good CRO strategy will help increase the number of conversions while maximizing your return of investment (ROI).

In developing a CRO plan, we need to look at data analytics and customer feedback to improve the performance of the website and the experience of the users. Consumer insight and behaviour should be taken into consideration with every business decision. As a marketer, we need to continually build and test our CRO strategies to make the user experience better over time.

Here are some conversion rate optimization marketing strategies to test in your business.

CREATE URGENCY

People have a fear of missing out. Creating a sense of urgency can encourage website visitors to make an immediate decision.  When you offer exclusivity and offer limited-time offers for a specific period, you influence your users to do the desired action in that specific time frame. Limited time flash sales, first-time purchase discount, referral discount, newsletter sign up discount, and free shipping are incentives that are often used. To communicate these incentives clearly, attention-grabbing keywords must be used. Communication should also be prominently displayed across the website. You can make use of website plug-ins to support incentives such as timers, countdowns or display low stocks and the number of people buying a certain product to urge customers to purchase as soon as possible.

CAPTURE INTEREST AT A GLANCE

The moment a customer lands on your landing page, they either stay on your website to explore more or they bounce. The reality is website visitors have a short attention span. Your communication and design must tell your story and wow users within 7 seconds. Users should be able to figure out what your website is all about at a glance. You can accomplish this through your logo, your advertising copy, your imagery and even through your colours and typeface. In other words, your website should capture a user’s interest so that they’d want to stay, make a purchase or refer your business.

COLLECT LEAD INFORMATION

Peppering your website with lead capture forms is a great way to help increase conversion. When you ask a viewer to provide their email address before they can see your product, service or portfolio, this allows you more opportunity to get to know your potential customer and allows you to personalize your sales pitch. By adding lead capture forms, your business will be able to track who is accessing content and how users are interacting with it.

USE SMART CTAs

Converting high-intent visitors to marketing qualified leads (MQLs) is no easy task. But it can be done through a combination of content, design and most especially smart CTAs.

Call-to-actions (CTAs) is a tool that influences users, visitors and possible leads to take the desired action your business wants. CTAs are used across digital marketing platforms and is usually in the form of a clickable link or button that encourage viewers to “purchase”, “book,” “subscribe”, “download”, “read” and so much more. When you generate leads by collecting information about the users, you can develop smart CTA’s that is relevant to your customer. Relevance will bring you more qualified leads.

MEET CUSTOMER EXPECTATION

You get only one chance to create a first and lasting impression on viewers. If your website overpromises, is dodgy or offers false promises, they will not come back and your business more or less will receive some form of backlash. The right product photos, providing the right descriptions, displaying reviews and testimonials can help strengthen your business credibility. You also need to clearly identify what product or service you are offering. The keywords you are using for SEO should match the expectation of your product and service.

BUILD AUTOMATED WORKFLOWS

Abandoned email notifications is a good example of an automated workflow to help increase conversion. Abandoned email notifications are follow-up emails sent to users who have added items to their cart but have not successfully checked out or purchased the product or service.

To learn more about conversation rate optimization strategies suited to your business, get in touch with us today.