Let’s say, in a day, your business is visited by around 1,000 people. They browse, ask questions, or just leave. Only 100 of these people actually buy anything or become the shop’s customers. But consider this: what if the majority of your visitors can be transformed into paying customers just by implementing a few tricks?
Whether or not your brand name is established, it means nothing if you can’t make the sale. Conversion Rate Optimization (CRO) has emerged as a surefire way to increase your business returns. When you can convert not 100, but 700 out of those 1,000 potential customers, not only will your pockets see the difference, so will your business confidence.
Here are the CRO secrets you need to optimize your conversion rates for 2020.
Just One CTA
Call to actions (CTA) are words or phrases which prompt clients into taking immediate action as desired by the seller. For instance, if you want to add customers to an email list, the call to action could be any variation of “Sign up now!”
It may be tempting to throw out as many CTAs as possible. We get it, you’re excited about your product, and you want others to be, too! But the fact is, less is more. Whirlpool proved this by making a small, but major, tweak to its 2012 Ice Kitchen Collection campaign.
Initially, Whirlpool included four different CTAs in their campaign, all directing potential customers to different places. Only one click-through brought the customer directly to where the campaign intended. Senior manager Thomas Mender decided to remove three of the unnecessary CTAs, only keeping the one entirely in line with the company’s goal. Whirlpool subsequently saw a 42% increase in click-through rate. That means a 42% increase in the chance that a customer will convert.
So think, quality over quantity! You only need one direct CTA to make a massive difference in your conversion rates.
Just as less is more with CTAs, so is it true with your website.
Approach your website with the same strategy. The sentences should be clear. They should be punchy. The customers should not have any difficulty understanding them. Your web page should be catchy but not distracting. Refrain from technical jargon and simplify the idea as much as possible. Wit is fine, but no one likes a smart alec.
Have a goal and stick to it, not being afraid to delete anything that does not apply.
Make use of white space in your designs, as well. A clutter-free website is a happy one.
The Power of Trust
Where there’s customer fidelity, there’s trust to back it up. You want to be a trustworthy brand and have a product that delivers. You also want to be an honest person in general.
Prove yourself to your audience. Be honest with them about your product without dissuading them to the fact that they need to buy it. In other words, you hold expertise on your product, tell the customer what is best for them.
But even before you get into the technical aspects of trust, think marketing. What builds trust with customers visually? People will form opinions about your brand just waiting for your webpage to load.
1. A Good Design
Make it sharp, slick, and attractive. This is the one place where superficiality won’t get you in trouble. Design a website that is aesthetically appealing. If they “like you,” they’ll trust you.
2. Use Real Photos
Not that you can use “fake” photos, but use real photographs of your products, not stock photos. I would go so far as to suggest that you don’t even use stock photos of people. These are staged — not authentic — portrayals of emotion. Not to mention, if you own a restaurant or catering service and use stock photos of your food, people may wonder what it is you’re trying to hide. Suspicion does not beget trust.
3. Be Accessible
Don’t hide in URL links and marketing copy; make your contact information readily available. Your customers want proof that you are there for them, and wish to contact you quickly. Put that phone number and email address on your header, footer, and sidebar.
Customers do not necessarily like going into something blindfolded, so why should they invest in your product blindfolded as well? Of course, if you try to sell them something, they’ll roll their eyes and brush you off as just another salesperson. However, if you have other people backing up your product, then by the power of group influence, you may have converted a whole bunch of new and existing customers. The people in the testimonials trust you, so why shouldn’t the potential buyer trust you?
Data Above Instinct
Going with your gut is a bold move, and usually a smart business technique for well-equipped entrepreneurs. For the most part, however, you should be looking at the numbers. You are not selling to your hunch. You are selling to trends. If you want to convert, you’ll have to follow what those trends are telling you and start thinking about ways in which you can improve important, relevant data points.
For example, conversion begins at the very moment someone clicks on the link to your website. If a website doesn’t load within 3 seconds, you can quickly lose a potential buyer. If you run a website performance report and notice that your page loading time is averaging 5 seconds and your average bounce and abandoned cart rate is more than what is acceptable, consider what you need to do differently.
Install some caching apps, maybe eliminate some unnecessary photos on your website — which can slow down site performance. Analyze the facts and make decisions accordingly.
A directed CTA, simplicity, trust, and a penchant for relevant data — these are the conversion rate optimization secrets you need. Like with anything, implementing these tricks takes practice. Come up with a strategy, see what happens, and readjust if the numbers say readjust.