Every business dream of high traffic or prospects on their website, but what they wish the most is to convert them into customers. Whether organically or with paid Ads, getting the most out of existing and new traffic can hurl a company towards sustainable and long-term growth.
Any leading Digital Marketing Agency in Kolkata can help businesses with the best CRO strategies and practices. That is where Conversion Rate Optimisation comes to play its role. Let’s explore everything about CRO in this write-up.
What is Conversion Rate Optimisation (CRO)?
Conversion Rate Optimisation (CRO) is the practice of improving a website or webpage to boost the conversion rate. In other words, CROs are collective strategies for converting more page visitors into your goal, i.e. sales or leads.
So, the conversion rate is basically the percentage of page visitors who complete a desired action, such as filling up a web form, purchasing a product, or signing up for a service. More conversion rate can increase website sales without requiring more traffic. Thus, CRO involves strategies like enhancing UX, improving marketing ROI, etc., which are discussed below.
A more customer-centric definition of CRO
Apart from the standard definition of Conversion Rate Optimisation, marketers must consider an alternative way of defining CRO. A more holistic and customer or user-centric way is to focus on understanding what impels, stops and entices users. Thus, you will be able to offer the best user experience, which ultimately results in higher conversion. A professional digital marketing agency can guide the business through the drive that brings visitors, a hook that stops and persuades them to convert.
How to calculate Conversion Rate Optimisation?
The general rule for calculating the conversion rate is to divide the number of conversions or the desired action done by the visitors by the total number of visitors and multiply it by 100. So, for instance, if a web page has 200 sales and 5000, the page’s conversion rate is 4%.
What are the benefits of Conversion Rate Optimisation?
Conversion rate optimisation is essential as it enables businesses to reduce customer acquisition costs by churning more value from existing users and customers. Whether a business avails a profound PPC ads agency in Kolkata or a digital marketing company to optimise its conversion rate, it can leverage the following benefits.
Increased sales and revenue
By optimising the conversion process, businesses can increase the number of visitors who become customers, leading to higher sales and revenue.
Better customer experience
CRO helps to create a more user-friendly and effective website, which leads to a better overall customer experience.
Increased customer loyalty
A better customer experience leads to increased customer satisfaction and loyalty, as well as repeat business.
Higher return on investment (ROI)
By increasing sales and reducing the cost of customer acquisition, CRO can result in a higher return on investment.
Improved website functionality
CRO helps identify and fix any technical issues that may be preventing visitors from converting, improving the overall functionality of the website.
Better data-driven decision making
CRO provides valuable data and insights into customer behaviour, allowing businesses to make more informed decisions about their marketing and website strategy.
Increased competitiveness
By optimising conversions, businesses can differentiate themselves from their competitors and stay ahead in the marketplace.
The primary element of Conversion Rate Optimisation
The primary elements of CRO consist of conversion research, user experience, website persuasion, split testing, and personalisation.
Conversion research
With the help of web analytics, visitor analysis, heat mapping, and several surveys, businesses can gather insights and improve ideas from conversion research.
User experience
You must improve the user experience of your website and web page for the betterment of browsing and navigation convenience. Thus, visitors can convert more easily.
Website persuasion
Website persuasion refers to the techniques used to influence and encourage website visitors to take a specific desired action by persuasive copywriting, design elements, social proof, and user-centred design.
A/B testing and personalisation
A/B testing and personalisation techniques generally unearth a website’s highest converting experience. Any leading Digital Marketing Agency in Kolkata can help a business with A/B testing.
Where to implement CRO strategies
The areas of a website mentioned below are potent to derive the most benefits of conversion rate optimisation.
Home page
The home page enables you to create a first impression on the visitors and an opportunity to retain them. In addition, the home page helps visitors to navigate the website and perform the desired action.
Landing pages
Landing pages have the highest average conversion rate of all signup forms as they are intrinsically designed to entice people to take action. The best PPC company in Kolkata helps with tailor-made landing pages that generate high conversion.
Blogs
Blog pages offer a website with huge conversion opportunities. Besides helpful and thoughtful content, call-to-action and redirection to a landing page, blogs can be optimised to generate conversion.
Pricing page
The pricing page can significantly impact a visitor’s decision to purchase a product or service. A clear and easy-to-understand pricing page can help visitors quickly understand the product or service’s value and make an informed purchasing decision.
Best strategies for Conversion Rate Optimisation
Several CRO strategies can work for a website, but a Digital Marketing Agency in Kolkata can guide you with the best ones. Here are some effective conversion rate optimisation strategies to implement in your marketing.
Landing page linked CTA in blog posts
A text-based CTA comes into action when a line of text is linked to a landing page. Usually, to attract more attention from the visitors, instead of placing it at the end of the blog as a CTA, it is placed as an H3 or H4 to see if they work better. While CTA is considered one of the best practices to induce visitors to take the desired action, they often fail.
User Read Also: Tips and Tricks to Improve User Experience for Your Business Website
Run A/B testing on your landing page
Landing pages are an important tool in modern marketing strategies. These pages are an integral part of conversion rate optimisation as they are tailor-made to entice visitors to perform an action. An A/B test on a landing page helps discover the best engagement performance, design, and content features to which the audience responds well.
Implement workflow to empower your team
Modern marketing brings several automated workflows that can be implemented to help and enable a team with marketing automation software. Marketing automation software allows to automate of emails with workflows, enable leads to book meeting with representatives and many more. For instance, it can be used to send notifications or emails of the latest deals and offers to e-Commerce customers to avoid cart abandonment.
Turn leads into marketing-qualified leads
We know how important a buyer’s journey is, but sometimes, visitors just want to get straight into the business. They just want something and immediately want to talk to the sales rep to explore more instead of being nurtured. Thus, with specific actions taken, businesses can encourage such high-intent visitors to complete their actions and become marketing-qualified leads.
Leverage high-converting keywords for Ads
When setting up a paid Ad to generate leads through a landing page, targeting high-converting keywords is one of the best practices. One can use Google AdWords Keyword Planner to research relevant, high search volume and low to moderate competition keywords. In addition, a leading PPC agency in Kolkata can use metrics such as conversion rate, click-through rate, and cost-per-click to monitor the keywords’ and overall ad performance.
Add lead flow pop-ups on your blogs
Lead flow pop-ups are designed to seize the attention of visitors and offer them valuable content. Not only does this increase the visibility of offers on your blogs, but it also presents targeted and offer-based messages and content. In addition, it helps in collecting valuable data about your visitors to improve marketing and sales effort.
Utilise chatbots on high-converting pages
Utilising chatbots on high-converting pages can be a useful strategy for improving your website’s CRO. Chatbots can provide instant customer support and help guide visitors through the buying process, reducing friction and increasing the chances of a successful conversion. Additionally, chatbots can collect valuable data on customer behaviour and preferences, which can be used to optimise the website for improved CRO in the future.
Retarget to re-engage your visitors
The harsh truth of marketing is that most of your website visitors do not take the desired action. Therefore, it is essential to retarget your existing visitors to make the most out of them. One can leverage social media platforms to re-engage visitors by retargeting them. It works by tracking the website visitors and showing them online ads when they visit your highest-converting web pages.
Optimise your high-converting blog
Posting blog articles creates opportunities to convert visitors by serving them valuable information and knowledge. While you can utilise CTA’s in your blog posts to generate leads, well-optimised blog content can induce your visitors to convert.
Use geotargeting and available channels
Geotargeting and utilising available channels can be effective strategies for improving CRO. One can use geolocation data to personalise your website experience for visitors based on their location. Segmenting the audience based on factors such as location, behaviour, and demographic data to create more personalised and effective marketing campaigns.
Finishing it up
In conclusion, Conversion Rate Optimisation (CRO) is a crucial aspect of digital marketing that helps businesses increase their website’s conversion rate and drive more sales. In 2023, CRO continues to evolve, and businesses must stay up-to-date with the latest best practices and strategies to remain competitive.
A leading Digital Marketing Agency in Kolkata can help businesses create some of the most practical and effective CRO strategies. Implementing CRO effectively takes time, effort, and patience, but the payoff is significant and well worth it.
