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How to use Conversion Rate Optimisation (CRO) to increase your conversion rate

Conversion Rate Optimisation (CRO) is quickly gaining in popularity because it’s a sure-fire way to increase profits from sales without spending more money on advertising. Before we start addressing ways to increase conversion rate on your website lets talk about how conversion rate is determined and dive deeper into what CRO actually is all about.

How Conversion Rate is determined.

A conversion rate is the number of users who complete a desired goal, divided by the total number of visitors who visit your website. If your goal is to have someone call your business or fill out a form, it is the number of times they complete this action, divided by the number of users who come through to your site.

After you determine your website conversion rate we then we can start the Conversion Rate Optimisation process.

What is Conversion Rate Optimisation?

In a nutshell Conversion Rate Optimisation (CRO) is a systematic approach to increasing the percentage of visitors who come to your website and take a desired action whether it’s filling out a form, calling your business or becoming a customer. The CRO process involves understanding how your visitors navigate through your site and identifying what is stopping them from completing your goals.

6 Top Ways to improve your conversion rate.

  1. Knowing your USP (Unique Selling Proposition)

Firstly, and most importantly, knowing your USP (Unique Selling Proposition) is what sets you apart from your competition and entices the user to buy from you instead of someone else.

Whether it is that you are a family operated business, have 30+ years experience, have free delivery or great support, stand by your USP and make it known.

  1. Optimising your website

Your website should be designed with a sales process in mind. Review your funnels and behaviour flow in analytics and find out how your users are navigating through your website and where they are dropping off, then figure out what you can do to get them to complete your goals.

Perhaps there is a technical problem at fault that has caused the conversions drop-offs.

  1. Leverage Customer reviews

Adding customer reviews and testimonials to your website is a great way to improve conversion rate. This not only creates social proof but it is a great way to increase customer conversions and user engagement. Be sure to include as much details about the customer as possible; name, region, city and photo if possible.

Developing a follow-up process after a service or product is sold asking for reviews should be implemented to capitalise and obtain reviews from your customers.

  1. Add incentives to take action right away

Is there a way you can create scarcity to your offer? Try adding offers and deadlines to get someone to take fast action. No doubt you have seen this type of urgency notification before.

There are 2 ways to create scarcity.

  1. Quantity-related scarcity (only 10 left)
  2. Time-related scarcity (offer ends 21st July)

If you do decide to take this approach you need to make sure that you are authentic and aren’t lying to your customers; people will eventually figure out that it’s fake and you don’t want to lose customers in this way.

  1. Minimizing or removing distractions from your website

You want people to focus on your call to action, not some pretty pictures that are fun to look at but doesn’t provide any value. Try minimizing distractions, especially on landing pages, remove or shrink the menu, get rid of sidebars, huge images and irrelevant stock photos. Consider removing navigation all together on landing pages.When looking at your own website, ask yourself if the information is adding value or can it be taken off to minimise distraction.

  1. A/B Split Test

Lastly, but certainly not least, A/B split tests are one of the most effective conversion rate optimisation tactics you can use to maximise conversions, engagement and ROI. Create split tests where you see fit, for example, headlines, graphics, forms – short vs. long, subject lines, ad copy, landing page sales copy (long/short), calls to action.

Now you know the top 6 ways to increase your websites conversion rate without spending any extra money on ad spend, give some of the suggestions a try and let us know the results. If you also need any help implementing any of the above strategies give Chilli a call on 07 5437 7788 and see how we can help.