15 Conversion Rate Optimisation Tips
If a website is not making sales, many people have the automatic response to spend lots of money on various types of advertising including; pay-per-click, social media advertising, paid directory listings and third party companies.
Users finding your website is only one half of the conversion. A full conversion is a visitor finding your site and then making a purchase through it.
The user experience of your website relies on a number of different factors, including how your website is designed, the use of images and content, and whether the user feels satisfied enough to make a purchase on your site.
Increasing the user experience of your website, including usability and functionality leads to generating a higher rate of conversions, hence conversion rate optimisation (CRO).
So why do we need to optimise our websites for higher conversions?
- To Make More Money
Unless you give away items on your website for non-profit, the main reason for selling products/services online is to make money
- Increase Advertising
Once you obtain higher conversions and more sales, you can begin to spend advertising capital more efficiently. PPC, Affiliate Marketing and other advertising streams will suddenly become much more affordable and profitable.
- Increase Market Share
Everyone wants a bigger slice of the pie, and often market share dictates the revenue that we make. Increasing our market share means that a higher abundance of prospective customers will come to us first, and also generates repeat custom.
- Call-to-Action; Right vs. Left side of the page?
The position of your Call-to-Action can make a big difference. Whilst there is no right answer on which side your CTA should be, there is a sweet spot on every website. Ask yourself what would make your click your CTA and where it should be in relation to your products.
- Components of your Value Proposition? Are they immediately clear on your landing page?
No one wants to have to research to find what you’re selling, or look hard to find your products and services on your website. Your landing page should distinctly state your value proposition and what you intend to offer your customer.
- Column; Swapping Right column with Left?
The position of your columns is important. Again, whilst there is no right answer, it is important that we do what is right for our website. The size of your column is also very important. For example, it would not be best practice to have a menu the same width as your content column. The same applies to single column websites. Whilst design is important, functionality is more important.
- Continuous CRO
Unfortunately we cannot take care of CRO at the click of a button. Like Search Engine Optimisation, changes take time to implement, and success depends upon a good strategy and well thought out plan. CRO is an ongoing effort and we should devote as much time to it as we do other parts of our business.
- Landing Page Headlines and PPC Ads
If you are running PPC ads for your website it is important that your ads match the content on your landing page. The information on the ad needs to be consistent with what’s on your website. Don’t disappoint your customers by running unrelated ads.
- Product Pages; List View vs. Grid View.
Your products and services page should give the user the option to choose between viewing your items by list of grid view. User preference is very important, and it is often the case that they want to be able to view your products on the page their way.
- Order Now vs. Get a Quote vs. Instant Quote
Often we see the three call-to-action’s above listed interchangeably throughout the web. You may have a preference for your site, perhaps you don’t offer an instant quote, but it’s important that you explore all options and considering trying different CTA’s throughout your website.
- Decrease your Bounce Rate
100% = Bad
40% = Average
< 20% = Good
Yes, the higher the percentage the worse off your website is. Bounce Rate measures how quickly visitors leave your website after landing on it. A 100% bounce rate means that users leave your website as soon as they see it. A 40% Bounce Rate means people are spending some time on your site, but it could be better.
- A/B Testing
A/B Testing is a simple test carried out to compare objects on your website, i.e. a page title or a particular image. A/B Testing essentially allows you to create two versions of what you are testing. So a page with one title, and the exact same page with another. The test is then to measure the response, visits, click-throughs or bounce rate based on the two versions.
Similar to A/B Testing, Multivariate-Testing allows us to present our website in different ways to different visitors. We can create versions of our websites with simple alterations which are then displayed randomly to our visitors. We then measure the engagement of each test to find which has the strongest user interaction or appeal.
- Pay-Per-Click Budget
You should not increase the budget of your PPC campaigns as a result of having poor conversions. If you are not generating custom when running PPC campaigns then there is a problem. This could with your website and your Conversion Rate Optimisation.
- Room for Improvement
Devoting as much time as you can to CRO can only help with the future success of your business. Selling products online is as competitive as it has ever been. You need to make sure customers are buying products from you, and not from your competitors.
- Visitor Browsing Habits
At lot of the success of your business and CRO alike depends on research and background knowledge. Research is imperative in order to understand consumer behaviour and purchasing habits. You must understand your consumers in your target market before your website can be a success.
- Never Stop Testing
You may reach a point where your business is starting to increase its conversions, and that’s great, but it doesn’t mean you should stop there. Conversion Rate Optimisation is never complete, as consumer demand changes so must we.
- Use Analytics
One of the best ways to measure conversions is through analytics. Analytics are provided in a variety of different ways. One of the most popular tools for analytics is Google Analytics. Google Analytics allows you to track your conversions in order to obtain a full understanding of your customers.
CRO entails a variety of different factors including keyword research, consumer behaviour, consumer demand and purchase habits as well as the usability, functionality and design of your website.
The Net Shop are offering a FREE Conversion Rate Optimisation analysis for your website. Contact Us for more information on conversion optimisation for your business.
If you are looking for a little more information before giving us a call then check our Conversion Rate Optimisation page