‘Conversion Rate Optimization’ is the magic stick that increases numbers of conversion on your website.
It tells you how to convert your website visitors into leads.
CRO is well-known fact that only driving huge numbers of traffic cannot generate leads.
It needs to generate maximum numbers of leads to reach your marketing goal.
You need to improve visitor’s onsite experience in order to improve conversions. Here, comes usability of CRO.
However, not many marketers are aware of good effects of CRO. This is actually a great way to increase leads on your website.
At the same time, CRO process lets you identify if there is any problem with your lead generation website.
CRO gives you a solution to why visitors are unlikely to take any action after visiting your website.
You run your PPC ad campaign to drive potential traffic to your website. If your lead generation website fails to bring potential conversions rate the purpose of PPC ad will not be served.
Here, you should take CRO process.
You could drive enough traffic to your website but visitors need to take some positive actions. Your website must impress them to fill up forms or provide information that you need.
CRO process deals with numbers of variables. In order to get fruit from your online marketing, you need to induce times to CRO. The ultimate goal of investing time on CRO is to get more online revenue.
Traditional marketing theory is facing tough competition these days in generating quality leads. CRO plays an effective role to improve sales lead generation.
Let’s start with lead generation. We have to understand what Lead actually means.
What Lead Means
Generally, lead refers to a visitor interested in purchasing your service or products. When a visitor comes to your website and takes an action like filling up forms or subscribing newsletter etc. to keep in touch with you, it generates a lead.
A lead is a person, who will potentially purchase your service or product shortly. It means leads are your prospective customers, who are most likely to purchase from you in near future.
Most numbers of leads come from lead generation website. Your website is a premium source for lead generation activities.
But the major action to convert visitors into leads has to be taken by your website. Your website must have ingredients to turn traffic into leads.
When Conversions Happen
When your website converts a visitor into a lead, conversion happens. It means when visitors take action to fulfill your website’s goal your conversions are generated. Definition of conversions depends on the type of your website.
If you are having e-commerce site then a visitor must proceed to order confirmation.
For blog websites, conversions happen when visitors subscribe to the newsletter.
Effective CRO may increase conversions by 300%
To calculate lead generation website success we need to calculate conversions.
Higher numbers of website visitors do not always mean good conversions.
Visitors must convert any of your website goals. Your website goals are to generate leads as much as possible. Overall conversions rate determines your website’s success.
Overall conversions rate is measured this way-
(Number of website conversions/number of website visitors) X 100Effective CRO may increase conversions by 300%. Click To Tweet
Why CRO is Important
It is essential to convert maximum from website visitors. You need to have a balance between the number of visitors and the conversion rate. It is thus crucial to attract targeted and potential users instead of on focusing merely on increased traffic.
Now, we can focus on why we should concentrate on CRO-
It helps you get more customers for free:
Continuous optimization lets you understand your leads. You will understand what you have to do to convert more customers.
It helps you find out how to make the visitors engage and finally you get more potential customers.
You get a financial sense:
Slight improvement in a lead generation may give you huge business profit. A minimum change in conversion rate determines the difference between your overall profit and loss.
You get improved profits:
Ultimately your goal is to get profits. And here CRO gives you that advantage. CRO lets you improve your conversion rate. Improvement of conversion rate may bring a huge improvement in your profit.
It lowers Customer Acquisition Cost:
Increased conversion rate means lower CPA. Optimizing your website could reflect improved numbers of conversions. The more your site is able to convert from visitors the less you have to pay for the acquisition.CRO lets you improve your conversion rate. Increased conversion rate means lower CPA. Click To Tweet
You can stay steps ahead of your competitors:
When you effectively utilize CRO you can lead the competition. If you can stay even slightly better than your competitors you win.
You can understand customers better:
Customer perception is one of the most important key factors that lead to marketing success. CRO helps you understand how visitors are interacting with your website. It helps you to generate more leads from them.
It needs no spending:
CRO works with the traffics your website already has. Therefore, you need not spend money on CRO to drive more traffic. CRO helps how to generate more conversions from visitors.
It improves brand perception:
CRO makes your website more legitimate. It actually wins the trust of the visitors and convinces visitors to convert more.
Important Things You Need to Know for CRO
Conversion Rate Optimization is must do factor for lead generation. You may find several tools to work with CRO. However, you must have some basic knowledge on how to deal with CRO to get a best optimum result.
CRO will not give you instant success or instant success may not last for long. For long term successive result, you must accumulate some important elements. Followings are some of the important elements-
Website Usability Knowledge:
This is the most important ingredient while dealing with CRO. Understanding on website usability best practices can increase conversions rate. The main motto is to provide visitors a great onsite experience. Otherwise, they will probably jump to your competitor’s pages.
Great understanding of effective marketing techniques:
The more you gather knowledge on online marketing technique the more your website generates conversions.
Understanding on effective marketing techniques will tell you how to deal with your website. This way you will come to know how to convince visitors to make more conversions.
Take lessons from CRO Experts:
You must get knowledge from CRO experts for proper implementation. An expert will guide you how to increase the rate of conversions. At the initial stage, you should seek for expert help.
Website Elements That Affect Performance of CRO
There are lots of website elements that influence to improve conversions rate. These elements depend on your type of website and value proposition. However, you can focus on few most important elements that have a great impact on CRO.
This is the primary anchor to attract visitor’s attention. Headlines most of the times determine whether visitors will read content or not. Headlines should be short, simple and pinpoint.Poorly structured headlines could lower conversion rate. Click To Tweet
After headlines, texts for the content play the important role to grab attention. Texts in the contents should let visitors scan quickly and make them understand without wasting many times. Short texts can make visitors understand easily.
Call to Action:
This is the option through which your website generates a lead. ‘Call to Action’ button has a great impact on CRO. Attractive and unique wordings on call to action button can make visitors take action.
Sometimes slight changes on color, placement, size, and style can improve its effectiveness.
Signup or Registration Page:
This is the final page where visitors actually become leads. Your sign up form or registration form should be impressive and easy to fill. Complicated form format may make them quit your page.
Effective Ways of CRO for Lead Generation Websites
There are numbers of advertisers who are looking to boost their ad campaigns. If you use Google Adwords or any other platform to run ad campaigns, then learning the art of CRO the right way could prove to be beneficial to you.
The steps mentioned below help ad campaigns get the desired response on the landing page. If followed correctly, it will help you increase ROI and lead conversions by at least 10%.
Just driving huge traffics to your website is not your goal. To generate more leads you need to concentrate on visitors’ onsite experience optimization. As CRO is still not popular you must jump onto it to win the market.
You need to have a balance between the number of visitors and the conversion rate. It is thus crucial to attract targeted and potential users instead of on focusing merely on increased traffic.
Here are some essential tips you need to keep in mind in order to run a successful ad campaign in term of conversions and lead generation.
1.Optimize website for mobile
According to a recent survey, mobile devices are responsible for about one-third of the overall web traffic lead generation.
Keeping your advertisement mobile friendly will automatically generate more traffic which in turn will increase the conversion rates.
As huge numbers, people use the internet over mobile. To expand your business you should reach them. Your mobile-friendly website would reflect better user experience through the small display.
Your website must have responsive website layout or you may design a separate website for mobile display. There are lots of handy tools available in the market.
They can help you convert your website into mobile friendly one. Some of them are free.
The mobile version needs to be easy to access and not too complicated. Mobile users look for convenience and easy access to information.
Always keep your contact details on the website as a text. This makes it easy for a mobile user to get in touch with you.
The easier the information is on your website, the better it is for your conversion.
2.About Us Page
Your website’s about us page can take you a long way. Don’t fill it up with loads of contents. Long content appears to be boring and very unattractive. You need to understand that you are not the only one in business here.
There are a number of other companies, which could be your potential competitors. You have to think a step ahead of them in order to stay ahead in the game.
Customers love to know the face behind the business, which is what any ‘about us’ page should be all about. Include pictures of the main members in your company and put it up on your about us page with a picture of them.
Pages with creative about us pages are known to have higher conversion rates in comparison to the ones that have loads of content filled up.
It has been noticed that an attractive and potentially informative about us page can influence conversions. Furnish only that information that can satisfy user’s needs. It means you should make them feel you have all the ingredients that can effectively fulfill their requirements.
Try to showcase your experience through this option. About us, the page must make visitors feel comfortable to be associated with you.
3.Take Off Submit
It’s old, boring and it sounds more demanding than requesting. Get creative and use something more interesting. If you want them to call you, then a line like “Give us a call” sounds better.
If you want to get in touch with them then a line like “Let’s talk” or “Get in touch” sounds so much better.
Give a convincing name on submit button.
With the amount of competition in the market today, it’s only obvious users look for the best and most reliable services or products available. If you’ve been around long enough you can include the number of successful customers your company has catered to, if you’re new don’t fret – reviews work just as well.
Visitors always want to know how much success you are with your customers. There are two best practices to display success stories-
The testimonials showcase your past clients’ experiences. Testimonials are actually social proof that displays third party experience with you. Visitors want to know what others are saying about you.
And if your past clients are giving positive certificates about you then it will be easy to win their interests.
Business Case Studies:
This is another important way to display what you actually did with your past customers. Showing Case Studies is a direct reference to your business.
Every visitor is looking for some assurance about the reliability of your company. Make sure you add logos of all the certifications, accreditation or approvals your company has. These logos are known as trust symbols.
They help your visitors feel more confident about your products or services. These simple trust symbols can take you a long way in increasing lead generations.
Having social media business pages is another must have a factor to win visitors trusts.Give visitors some assurance about the reliability of your company. Click To Tweet
6.Visibility of Content
Do not play with the color or the font on your website too much. Always aim for a light background with a dark font.
Mixing the two is not a good idea since different browsers and devices will load the page differently. Your fonts could also get covered up behind a background that is similar to its color.
If a user can’t read your website properly, they will lose interest and leave without leaving their details. This means you will loose leads. Place images correctly so they don’t overlap the text on the page.
Always match your website color with your company’s brand color. Better page appearance gives better user experience.
7.Page Load Speed
The speed your website takes to load makes a huge difference when it comes to lead generation. Always make sure you have a light website that loads quickly irrespective of a slow internet connection.
Visitors tend to get annoyed with sites that don’t load within 3 to 5 seconds eventually lose interests. Your website must load in favorable time.
8.Clear Call to Actions
A visitor doesn’t take much time in deciding whether or not he wants to stay on the page. They usually decide to stay or not within 5 seconds.
You need to grab their attention in these 5 seconds which is why you have to include a clear and loud call to action.In less than 5 seconds a website visitors decide whether they want to leave or stay on the page. Click To Tweet
Tell them what you want from them in a subtle but clear manner.
Make it easy for them to understand why they need to click on the call to action button.
Always maintain a short form format. Placement of call to action button plays another important role. Run A/B testing for Call to Action to get a better result.
9.Keep Form format short
Again time is the key factor to make visitors take action. Longer form format will consume more time and that is why visitors will be more likely not to fill your form.
If your form is going to take more time span, you are surely going to lose some sure conversions.
If your requirements make the form longer, effective way is to cut the entire form into separate steps. Let visitors accomplish the first step to fill your form. Then they will be comfortable to fulfill next steps.
Do not ask the same thing to visitors more than once.
If there’s one thing users hate, it’s to see an entire write up which looks long and boring. You don’t need to cut down on the words; you just need to break it up.
Try to bold the lines that are catchy and important and let users choose what they want to read.
If there are longer texts then use paragraphs as far as possible. Do not forget to use header tags. These tags separate topics and provide comfort to read.
Try to bold the lines that are catchy and important and let users choose what they want to read.
Let the readers easily find the appropriate points what they are actually looking for. If it takes a lot of times to find the pinpoint then you will definitely lose possible conversions.
The look of your website is essential. It needs to appeal to visitors and it also needs to let them know what you do. Choose a layout that represents your company the best way possible.Always ensure the website is user-friendly and fast to access. Click To Tweet
If you have multiple services, break them down. Use hover over setting for multiple services. It will make visitors easily find the thing what actually they are looking for.
Your whole website must be neat and easy to navigate. The website layout must be so convincing that can provide better onsite experience. Your website design should be attractive in term of user accessibility.
12. Heat Map Analysis
This unique feature allows you to see what users clicked on most and what part of the page appealed to them most. You should know what points are actually generating conversions.
If particular tabs are getting enough clicks then place them just after ‘home’ tab. And give importance to optimize those pages. Heat map analysis tells you about the performance of different segments on your entire website.
13.Use Your Experience
After you’ve spent some time with your website data, you will understand what works and what doesn’t. Combine your thoughts, experiments and results to see what works best for your business.
Google Analytics can help you keep track of your changes and the results they deliver. Try new things and see what works best to increase leads.
Increasing leads is not a tough job if done correctly. Just use the right methods and advertise correctly.
14.Set Micro Conversions
If your lead generation website has only one form i.e. Contact Form, then this is the only option to generate conversions for your entire website.
You must multiply the opportunities of conversions by introducing separate micro conversions goals.
The micro conversions may layout like, another separate form to let visitors download the e-book, download a white paper or subscribe to the newsletter.
This separate form options also give you information about the lead. And they also increase chances to generate more conversions.You must multiply the opportunities of conversions by introducing separate micro conversions goals. Click To Tweet
Conversion Rate Optimization is not tough and easy to use. Above discussions on CRO will definitely help you increase website conversions rate. After all, again you must know that it is not amount of traffics that determine your profit but it is the amount of conversion.
Try to get a proper understanding on CRO through this discussion. And increase your business profit using CRO right way.
You may also use few website tools to analyze your website performance. Most effective tools are Website testing, Web Analytic, and Visitors Feedback.
Once again success does not come overnight. You should go through several testing. CRO is a continuous process and that is why you must keep going with CRO.
Pradeep has expertise skills in Google AdWords and passionate about digital marketing. He has very sound understating of conversion optimization and landing page usability. In 10-20 days time period, he can turn deadly PPC campaigns into ROI generation source