Conversion rate optimisation (CRO) is the art of converting more visitors from your website with the same amount of traffic. Traffic figures are important for most organisations but what’s the point if that traffic fails to convert or produce results?
CRO plays a vital role but research shows that spending on converting visitors is low in comparison to other marketing activities. This is absolutely baffling given that even a one percentage increase in conversions can result in thousands of dollars.
The following are three tips that will help increase your online sales and grow your business.
1. Focus on the Benefits
Why should people buy from your business versus the competitors? What makes your company different? What is your unique sales proposition (USP)? These are important questions to ask even before starting on the content of your website.
Some benefits might include:
- No booking fees
- Lifetime guarantee
- 24/7 customer support
- Easy to use online ordering
These are only examples but focusing on benefits can help increase conversions by making consumers feel more comfortable doing business with your company.
2. Collect Feedback
Your customers should always be a top priority. Creating surveys and asking for feedback is one of the best ways to gather even more information about your audience. Consider asking the following questions:
- How was your shopping experience?
- Did you find what you were looking for?
- What is missing on this page?
- Would you make a recommendation?
If sales are low, you need to find out. Using surveys also allows you to determine whether a problem was prevent visitors from completing a transaction.
3. Make a Website That is Easy to Use
Users are turned off by websites that are overly congested with complicated navigation. Whether you sell products online or perform services locally, make it easy for potential customers to find the information they need.
This can include:
- Pricing details
- Order forms
- Download pages
- Sharing buttons
Confusion is probably the biggest conversion rate killer which you want to avoid at all costs.
CRO is highly underutilised in online marketing but has the potential of growing your business without relying on traffic generation techniques. Highlight benefits, speaking to your customers, and improving the usability experience on your pages are some of the best ways to improve conversions.