Generate more leads through conversion rate optimization
Seeing an uptick in bounce rates or a drop in conversions? It might be time to take a second look at your website’s landing pages and your online conversions.
While many of us focus on Search Engine Optimization (SEO), we often neglect Conversion Rate Optimization (CRO). SEO can get people to your website, and CRO gets them to take action.
CRO can help you generate more leads and keep your conversions happening consistently by applying best practices to your landing pages and associated marketing channels.
So, what are some tips when it comes to CRO? Let’s go over three important ones.
1. Consistency is key
We’re comfortable with things that seem familiar so make sure to make your website visitors feel comfortable by creating your ads, emails, and social media posts with a similar look and feel as your landing page. When a person clicks on an email CTA or ad, they shouldn’t be jarred when they land on the page that has different content or copy.
Repetition is important to ensure your message sticks so use similar headings, copy, images, and a clear call-to-action (CTA).
2. Less is more
You’re not recreating the menu at The Cheesecake Factory so don’t give your website visitors too many options on what to click or what forms to fill out. Keep it simple and straightforward. Some will also refer to this as the blurry eye test, where you squint your eyes and see if you can still understand what’s the CTA button. If you can’t, you might have too much going on on the page.
Removing your website’s navigation can be a great way to force customers to scroll down the page to get the information they need and take the desired action instead of clicking off to other pages of your website.
The less is more principle also applies to the form itself. Someone who’s not even a customer isn’t going to give you all of their information. It’s best to keep your forms to five fields or less as you can always do progressive profiling and learn more about your lead as they continue to interact with your brand.
3. Give them a reason to convert
A person’s email address is a valuable asset so you better be offering something of equal value in return in order for getting it. Make the value of your conversion perfectly clear to your potential lead and give them a compelling reason to fill out your form in exchange for it.
Dive deeper into improving conversions with my conversion copywriting tips! Read the blog post now.
