In any industry, taking competitive advantages has never ever been so simple at all. Despite the significant increase amount of trading online through smart devices, a lot of business owners still complain that this market is so fiercely competitive. They struggle to compete online, they get a lot of traffic to the website but not get a lot of leads, and the difficulties may be less come from their competitive landscape than from their conversion optimization program. To demonstrate the importance of CRO, we want to mention in the statement that “Traffic generation is what you get. Conversion optimization is what you do with it”. Here are seven useful Conversion Rate Optimization (CRO) tips for you in 2016:
1. Obsessing About Your Website Traffic Data
The first step should be studying website traffic data for performance insights; Google Analytics is an effective tool to support this task. The data will not only show who visitors are but also measure your website performance. In 2016 and beyond the years, it will become more crucial due to the growth of cross-device activity. You can analyze the data for your website conversion funnel, and recognize web pages that are leaking out customers. Besides that, you can identify landing pages on your website that has a huge amount of traffic but have a high bounce rate. These websites should be given priority to optimized first.
2. Analyzing Your Visitors’ Behavior
After the first step to discovering what’s broken, the next step should be seeking ways to optimize the website; you can use the support from visitor behavior analysis tools. Studying the results from heatmaps, scroll maps, form analyzer, etc. you can find out the place visitors ignore. In 2015, people seem not to care about these useful tools, 2016 will be the time to cover. Some critical insights you can gain:
- Identifying key ignored element on a specific website
- Determining the distracting element that makes visitors away from the main content
- Contemplating depth of fold across different pages through scroll map
- Comparing the visitors’ behavior in different segmentation
- Identifying form-fields
An example of Form Analysis…
3. Using Real-time Surveys
Besides using analytical tools, another more interesting method is receiving feedback from your visitors. Let’s use real-time surveys on your website. Visitors are the main object interacting directly with your websites, have the highest level of context and give you more reliable responses. On the other hand, you can totally optimize your surveys by setting up triggers or using search engine ads.
4. Making Website Personalization Your Priority
Although “website personalization” is not a strange concept but it is not popular and many marketers even ignore it (according to Exact Target only 29% of marketers invest in website personalization). To offer website personalization effectively, you should be mindful of what types of users are visiting your sites. E-commerce websites take advantage of personalization to offer highly relevant product suggestions and recommendations to their visitors.
5. Tracking All Your Conversions
Conversion rate optimization strategy should occur in both macro and micro conversions. Aggregating all the micro-conversion will be macro conversion. Micro conversions are relatively easier to acquire. Consider getting a visitor to download an eBook versus getting them to sign up for a free trial. By tracking behavior, you can:
- Optimize and create more convincing offers to promote micro conversions.
- Realize the correlation between micro and macro conversions
Each of your small conversion can influence and encourage customers for a macro conversion.
6. Embracing New Design Trends
To create a good impression on your visitors, the easy but important way is offering top-notch design and user experience by catching up with the current design trends as well as the expectations. Moreover, you also need to spend more time to review the user’s perspective to improve your conversion rate.
If you are still confused, let’s use the A/B test with the hypothesis of “design change will impact your website’s conversions”, if you pass the test, it’s time for implementing.
7. Employing Video Marketing
You get confused that whether applying images or content is much better, the answer is let’s combine the wonderful characteristic of two forms in the video. Even a video in short duration still has a strong power to provide valuable, interactive, and visually appealing content. Nowadays, making a video is feasible and so simple, only with smart devices; you can have an interesting without any specialized equipment. However, you should keep in mind that your videos must contain a clear call-to-action (CTA) to convert to a customer.