What is conversion rate optimisation, why is it important and what’s a good CRO? These are questions we’ll answer in this article.
Everyone knows how important online sales and directing traffic to your website. But how do you know whether the techniques you’re using are effective in enhancing your conversion rate optimisation?
Here, we’ll aim to shed some light on conversion rate optimisation (CRO), including answering questions such as what is CRO, why is it important when building an online shopfront or presence to sell your goods and services, and what makes a good conversion rate optimisation score.
What is CRO?
What is conversion rate optimisation or what is CRO is something we’re asked frequently by our many SEO clients who have an online shop front or are looking to improve their online presence.
Put simply, conversion rate optimisation is the percentage by which you are likely to convert web or online traffic into actual leads &/ or sales via your website or mobile application.
By comparing the effectiveness of certain advertising mediums and online shopping platforms, you are able to best determine what is and isn’t working for your business.
What’s a Good CRO Percentage?
When we ask what is conversion rate optimisation, it will inevitably lead to this question: what is a good conversion rate optimisation percentage?
Ideally, you want your CRO percentage to be within the top 10%, though some businesses sit comfortably around the 3% to 5% mark in terms of clicks from mobile applications or websites that actually convert into the elusive sales you’re after.
How Do You Improve Your Conversion Rate Optimisation Percentage?
Once you know the answer to “what is CRO?” and the ideal percentage you’re targeting, you’re now going to ask yourself (or our experts at Rise SEO) how to improve your conversion rate optimisation percentage. This will increase sales of the products or services you offer your target audience.
No matter how good your conversion rate optimisation percentage is, it could almost always be better. Depending on your industry and the types of products or services you offer, there are a number of techniques you can implement to help improve your conversion rate optimisation score and secure those sales everyone wants.
Experimenting through Pop-ups
While pop-ups can be annoying for some shoppers, there’s no doubt that when implemented correctly their return on investment increases exponentially.
By choosing the right pop-up to offer your customers, whether it’s free PDFs or downloadable content, discounts, products, promotions or something entirely different, you are further increasing your chances of making a sale, thereby increasing your conversion rate optimisation score with each new click.
Remember choosing the right product or offer for your website may be trial and error, so you can’t always expect to see results straight away. But it is something we’ve seen clients profit from when they take the time to play around and have fun with it.
The trick to this tip, however, is timing. Be sure to set a timer between pop-ups. You don’t want them appearing every five seconds as you’re likely to alienate your customer and cause them to leave your website before finalising a purchase. Try every 30 seconds to start off with and progress from there.
Keeping it Simple
Keep it simple is a phrase everyone has no doubt heard at one time or another. But it’s more important than ever when building your website and writing web copy that you want to convert to sales your business can bank on.
Avoid too many forms that will potentially tire your customer out before they get to actually making the purchase. Where possible, leave sign ups for other products and offers until after your customer has made the purchase, ensuring your web design is as sleek and efficient as can be.
Highlight the benefits and features of your product or service using visual aids so that you’re showing your potential customer how great you are, not only telling them.
Enhance Your Call to Action
Call to actions inspire and encourage your customers to take action, so make sure they’re as strong as possible when selling your product or service through your website or other online platform. Be positive about your product and the action the customer is taking in purchasing from your business.
Testimonials & Reviews
Testimonials and reviews are important when answering the question what is CRO and how do you improve your CRO, because this is yet another way you can show – through other’s opinions – the benefits and features of your products without coming across as too sales-orientated.
A lot of people these days like to know that others are satisfied with your product, or found success with your service before they commit, and testimonials and reviews – like all word of mouth – is a great way to tap into this consumer market.
Engage with Prospective Customers Through LiveChat
Sometimes, prospective customers or clients abandon sales because they can’t find the answer they need, or the item they’re looking for.
By engaging with them through live chat applications on your website, you are able to connect with your customers and solve their queries, thus eliminating their worries and increasing your conversion rate optimisation percentage.
Promote Discounts, Upsells & Real-Time Sales
One of the best techniques businesses can use to improve their conversion rate optimisation percentage and wholly answer the question what is conversion rate optimisation is through promotion.
Once the customer is on your website, you want to keep them there so they (hopefully) make a purchase.
Use banners and pop-ups to promote what is happening in real-time on your website, such as sales that are being made in other parts of the world, letting customers know that stock is running low of a certain product and they should purchase now to secure their product or risk missing out.
If customers are able to see that your site is active, and you’re connecting with them in real time, they’re more likely to make an immediate purchase rather than abandon their cart for another day.
Transparency and open communication is key when you’re running a business, particularly one that has an active online point of sale.
If something is out of stock, let your customer know before they make a purchase so they’re fully informed. If your delivery timeframes have changed, or Australia Post is a little slower than normal due to a high volume of packages, be up-front and honest about it.
If you’re open about things, prospective customers are more likely to trust you and purchase from you in the future.
Hopefully this article has answered all your lingering questions when it comes to what is CRO and the techniques you can implement in your business. But it can be tricky if you’re just starting out or are uncertain of your skills.
That’s where the team at Rise SEO comes in. We’re experts in answering the question of conversion rate optimisation, and know all the clever tricks and tips you can use to make your business stand out from the crowd.
To get started in improving your conversion rate optimisation percentage, or to discover more answers to the question, what is CRO, contact Rise SEO today.