In a world of uncertainty, businesses need to overcome and adapt. You already have a value proposition, and a fantastic offer! The only thing left is to work towards a completely optimized sales channel to take advantage of marketing investments that you have already made.
Think of a website as a conversation with a customer, every little detail will alter their perspective of your organization. This means that every decision made regarding your website can positively or negatively impact the user experience, meaning higher or lower sales. Across the board, the average conversion rate for an optimised website is at least 2x higher than an unoptimized website, this equates to 200% more online sales.
In the world of marketing, It’s a belief that you should just ‘know’ what will increase your conversions. However, why not let the data do the talking? Conversion Rate Optimisation takes out the guesswork, having a well-planned, well-designed strategy allows you to complete a combination of multivariate statistical analysis and good old-fashioned detective to ultimately boost revenue.
In the words of legendary Neil Patel, an English Entreprenuer who excells in the SEO & marketing realm, Conversion strategists know three important things:
1. The only conversion rates that matter are relative.
2. Conversion rates improvement is a means to an end-and that end is profit.
3. Learning from hypothesis is more important than winning with every test.
Therefore, a good conversion strategist does one thing and one thing only, conversion rate optimisation. Now with that out the way, let’s get into the tips to boost your business.
CRO is the strategy which maps out the entire customer journey, and each element and ensure it's being comprehensive measured and optimised to ultimately increase revenue. Understand both Micro and Macro elements of your website. Every click, scroll, hover as well as every checkout, sign up, account creation. This will help you in determining what elements are useful, and what can be removed.
The goal is to reduce the number of micro steps required to complete a macro action. As mentioned earlier, treat your website like a conversation with the customer. There is no round-about way to sell someone something, get to the point as quickly and efficiently as possible.
Review the content displayed on your customer journey, take out 50% of content, and then do it again. Ensure that each web element is being optimised to squeeze additional revenue out of your website without making any further marketing investments.
Once a potential visitor has made a buying decision, your focus is converting this lead as soon as humanely possible. On average, 7 out of 10 customers abandon their cart during checkout.
If you’re able to optimise your checkout process in such a way, that you’re able to reduce that number to 6 out of 10. You’ve done something wonderful, something so brilliant which will be instantly recognized. What does this achieve? To put it lightly, you’ve just boosted sales by 15%.
There is no shortcut to increasing conversions, each decision must be well-planned, well-documented and well-executed to increase revenue. It's essential that the decisions you make enhance the customer experience, which is what the CRO strategy is all about.
Conversion rate optimisation should be the most important part of your marketing plan, as ultimately, it’s where the customer makes the buyers decision and generates revenue. The market average conversion rate for an unoptimized website is just a measly 2.6%, to make life simple. This means 97.4% of customers visit your website without becoming a customer. However, an optimized website can see conversion rates anywhere between 5-10%. Who wouldn't want a 200-400% increase in online revenue?
Conversion rate optimisation shifts organizations from being business-focused, to customer-focused. There is nothing more important than the customer, the age old saying 'the customer is always right' comes into play with CRO. However, don't stop there! Go one step further and understand why the customer behaves the way they do, and use that to your advantage.
The aim is to maintain your competitive advantage and grow your business organically. Conversion rate strategists know that an ongoing structured process where you are continuously learning and improving delivers the best results over time.
The second you stop optimising, you don’t just stagnate, you allow the competition to overtake you. The standard of websites within your market will rise, leaving you behind.
It’s an unforgiving world, but it’s something that is both necessary and hugely rewarding.
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