Last Updated: July 12th, 2017 by Dan Astriden

5 Ways To Boost Conversion Rate Optimization (CRO)

Example of A/B split test

Conversion rate optimization is the single most important thing you can do to increase profit and minimize expenses. The direct benefit is a lower cost in advertising, traffic generation and management fees. Search engines are looking for this exact signal so it’s essential to have a digital marketing specialist on your side. In this article I will cover some simple things you can do to increase CRO and a special offer at the very end valued at $125.

The highest converting traffic on the web comes from search engines. You can either pay to placed at the top with paid advertising or you can hire a search engine optimization specialist to improve you rankings. Neither one of these are cheap so the businesses that will prosper on the web will leverage conversion rate optimization on their website.

Let’s do some math. If the average pay-per-click ad is $6 per click, how many clicks do you need to convert a user? Let’s say you have a conversion rate of 10% which is actually pretty good. It will cost around $60 in PPC for one conversion. Let’s say you boost your conversions to 25%. The cost is now around $24. Think about how much less visibility you need to stay in business and how much more your competition will be paying for traffic that doesn’t result in a lead or sale. The higher your conversion rate is, the less money you waste on marketing and you position your business as a tougher competitor.

Use Auto Complete With Website Forms

This is literally a 5 minute change that can have a big impact on conversions. When you implement auto complete, the form fields will populate with browser stored information the user has typed into similar past forms. Auto fill is a life saver on mobile devices not just for the user but the website operator too since many users bounce completing lengthy forms.

Bonus Tip. Mobile devices are on the rise and the trend isn’t stopping. Ensure your forms are suited for both desktop and mobile users. Consider how much typing a mobile users has to do just to submit your form.

Website Recording Software

Recording user actions has been available for years and has only become poplar recently with the rise of digital marketing agencies. I’ve been using this technology with clients for many years and has had tremendous positive results. In my opinion you can look at analytics until you are blue in the face trying to determine where and why users bounce along with technical issues that all websites have. By watching how people navigate your website you get an inside perspective into the user journey and can easily spot issues that cause users to leave.

Bonus Tip. I monitored website recording for a client and noticed two mobile users in a row bounced when completing the contact form. I checked the analytics for the past year and the bounce rate was 100% on the page so I can assume they either attempted to complete the form and left or they viewed the lengthy form and left. Needless to say, we changed the length of the form and conversion on mobile and desktop improved.

A/B Split Testing

I can’t believe the number of businesses that create a website and do zero marketing or management. After a couple years they realize the website isn’t working and they do a redesign. To make matters worse, they technically don’t do the migration properly and they lose all the SEO signals that have build-up over time. The problem here is the business has no idea what wasn’t working on the website and put blind faith into a new design hoping it will work better. A/B split testing is constantly being used by all the big, successful companies. Whenever you do search on a search engine there are multiple A/B split tests being performed so they can determine what provides the optimal user experience.

Bonus Tip. Early in my career I thought split testing was a waste of time. I was working as a web developer with a company that hired an expensive digital marketing agency. The agency wanted to slightly change the color of a contact form submit button as well as the outlying border color. I made the change and when we reviewed the data the conversion rate was higher. I though to myself there wasn’t enough data or something else was responsible for the higher conversions. I actually ran the same experiment for years just to get more data and see if the color change really made that big of an impact. It really did.

Competitive Research

To crush it on your website and maximize leads, you need to take the journey through the eyes of a prospective customer. Simply put, you need to answer any questions a user may have and convince them you are the best fit for their needs. CRO should start with looking at every single website in the same niche and determining what works and what doesn’t. You don’t have to have the best website in the world, just the best option within the niche.

Some things to consider to make your company the best option:

  • Special Offer – Can you provide something the competition doesn’t offer?
  • Social Proof – Do you have reviews / recommendations?
  • Price Point – Can you offer the lowest price?
  • Trust / Authority – Member of better business bureau Number of years in business.
  • Standing Out – How are you different? What can you do better?
  • Employees – Do you have pictures of who the user may meet the user on the website?

 

Site Speed

Users have zero patience when it comes to the load time of websites. Studies have shown if the user doesn’t get what they want in two seconds or less; they leave. It’s critically important to have good web hosting (time to first byte), fast loading resource, optimized images and limit the number of calls to external resources.

Bonus Tip. A current trend is to have the homepage with a full background sized image or even worse a video background. I can tell you from watching millions of website recordings users to not wait for the image to load and they are scrolling down the page to something that has loaded. Hopefully the right message is displayed because remember, you have two seconds for the user to determine they are on the right website.

The Big Picture

The web is a critical component of a business. It acts as a platform where users can get information and is a contact point for the business. The web also provides social proof so social media properties are important and what people are saying about your brand around the web is very important. You can have the best website in your niche but if you don’t answer the phone, quickly reply to contact forms or don’t have a good product or service, conversion rate optimization won’t be of much value.

Bonus Tip. The search engines want the very best experience for their users so they track who is clicking on your website, what they do on the website, other websites they visit, if the user returns to your website, reviews and social comments around the web. If you want traffic from the search engines in either paid or organic results, you MUST provide an excellent service and tie this experience into the web.

Bonus

10/10 websites that I review have technical issues, legal issues and other problems that are holding back leads, conversions and sales. For a limited time I’m offering a free website audit which is a $125 value. Contact me for the special offer.

About the Author

Avatar for Dan Astriden

Dan Astriden Web Developer

Hello. I'm a senior web developer located in the Bay Area, California. I've been managing the web properties of several Silicon Valley tech companies for many years and have a strong background in web development, digital marketing and search engine optimization. Contact me for a free consultation and see how I can improve your business.

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