Sometimes, digital marketers focus too much on content optimization, search engine rankings, and traffic goals that they forget what the actual goal is: turning visitors into paying customers and making money.
It’s not enough that you manage to attract new readers to your website. When they do get there, are you able to lead them to take action, i.e., make a purchase? This is the goal of Conversion Rate Optimization.
Conversion Rate Optimization is all about increasing the percentage of website visitors that convert into leads or customers.
Here are Five of the Basic Laws of Conversion Rate Optimization:
1. Narrow down your target audience.
Don’t try to target everyone all at once. While it may work for search engines, if the goal is Conversion Rate Optimization, this is a waste of time, effort, and resources. To convert more leads (and not just increase your traffic), you need to identify and understand your target audience and how to “capture” them.
Ask yourself the following questions:
- What types of people are the most likely to become paying customers?
- What do they need?
- How can I make them feel important?
- Where on the Internet do they spend the most time?
If you know who your target customers are, what they can get from you, and how to get your message across to them, you have a better chance of landing those “quality leads.”
2. Keep an eye on your bounce and exit rates.
To convert more leads, you need to reduce your bounce rates and exit rates. When these two numbers are high, it indicates that visitors are not engaging with your website and, consequently, your products and/or services.
Perhaps these visitors were lured to your website but were bored or felt duped when they got there. Maybe they didn’t find what they were looking for or they thought your website was too hard to navigate. Or perhaps they were on their phones, and your site isn’t optimized for mobile.
To avoid this, you need to figure out why there is a lack of engagement. One way to get answers is to add a pop-up user survey to your website.
3. Use FOMO.
Appealing to people’s FOMO or “fear of missing out” is an effective way of getting them to act.
If you’re a frequent online shopper, you know what this is about. Flash sales, limited-time offers, and the like are effective at getting you to instantly buy something you would have otherwise spent hours or even days thinking about. But with the “fear of missing out,” you jump at the chance to purchase lest you miss out on the sale or the product you want runs out of stock.
4. What works for another might not work for you.
So you read something about how Company X executed a successful marketing campaign by applying tactic Y. Does this mean that if you apply tactic Y at your company, you will find success as well?
There’s no guarantee.
In Conversion Rate Optimization, there simply aren’t any “best practices.” What brings Company X success may cause Company Z to fail spectacularly.
This doesn’t mean that you should ignore the Conversion Rate Optimization success stories you hear about. Instead, use them as motivation for brainstorming tactics and practices that might work for your company.
5. Don’t forget the CTA.
Don’t expect too much from the people who land on your website. More often than not, if you don’t tell them what to do, they won’t figure it out.
Add a call-to-action on your landing pages. Make the CTAs obvious and direct. For example, “Get the free e-book” or “Start now” are straightforward and action-oriented CTAs that will get your visitors to take the action you want.
Do you have any tried-and-tested tips on Conversion Rate Optimization? Share them with us in the comments!