A recent study of internet marketers showed 59% of them believed that CRO was crucial to their overall digital marketing strategy. It’s no longer enough to demonstrate you can deliver thousands of visitors to a website if they just aren’t converting in the way that you want them to. Frankly, you may as well throw your marketing budget at the wall. Here we outline five tips to maximise your CRO and ensure your website investment is a prudent one.
1) Look at the Call to Action/Call to Value Split
Calls to action are the exact thing you want a customer to do. Calls to value communicate the reason for that action. An example for a beauty retailer might be ‘place order’ (call to action) versus ‘beautify yourself’ (call to value). As a general rule, the further down the conversion funnel, the more you should look at calls to action.
2) Review Your Button Design
Sometimes the smallest changes can make a difference, and whilst it is unlikely that a single change will make a difference, utilising several might just make the difference you need. Consider, for example, the proximity of buttons on your site to other design elements, their location on each page, surrounding directional cues and basic considerations such as size, shape and colour contrast.
3) Deliver a Sense of Urgency
A common barrier to customer action is ‘I can always do this later’. Sites that tackle this issue well include those that offer time-sensitive offers – for example, buy in the next X minutes and receive Y as a result. This ensures you get the result you need, and the customer also feels they have been rewarded.
4) Keep Up with the Latest Trends
Reports such as those published by specialists Econsultancy in association with RedEye are issued annually. They can help make sense of the mass of market information and turn it into meaningful insights.
5) Consider the Use of a CRO Specialist
Tips such as those outlined might seem complex or costly for many. There are, however, Cheltenham web designers such as http://www.16i.co.uk/ who can help you navigate through the ever-changing territory.
Take advantage of these top tips and watch your conversion rates scale the heady heights of success.