What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the act of actually getting people to buy or take the desired action on your website. It’s all very well having people visiting your website through means of PCC advertising, social media, or Search Engine Optimisation (SEO). But if you do not convert that traffic into customers, it will be considered a wasted effort. Conversion Rate Optimization helps you determine how successful your call to action is and provide clues in making it even more successful.
Essential Aspects of Web Design That Massively Influence Conversion Rate
Determine the Goal
Web designers should prioritize business objectives before working on the layouts and pixels. Determining clear strategic business goals makes it easier to create a UI and UX design that will drive conversions. However, when designers analyze their client’s requirements, they should clarify every minute detail to make sure the project is taken in the right direction.
Create a Responsive Web Design
Businesses would want to capture every potential consumer who lands on their website. For this reason, designers should ensure that the website performs well on different screen sizes of various devices. In addition, Google supports responsive design. That being said, responsive web design can be used for search engine optimization as well as conversion rate.
Understand the Expectations of Users
Designers should not make drastic changes but rather stick to common navigation elements when it comes to UI and UX design since visitors are accustomed to them, such as the navigation toolbar location and cart icon. A landing page design should be simple and easy for visitors to navigate so they can be converted into leads.
Balance the Goals of both Business and User
When it is the first time for visitors to land on a website, they would want to find out right away about the business and therefore proceed to the blog and About Us section. At times, a huge pop-out with offers suddenly appears before them, and when they try to close it, other pop-ups appear asking them to subscribe to the site’s newsletter for free.
Such an approach will bring about a poor user experience. Often it is observed that the goal of a business is to get a lead, while the goal of the user is to learn more about the business quickly. Therefore, designers should consider both the goals of the businesses and users by balancing positive CRO and UX techniques.
Drive Relevant Traffic
Some people aim to draw more traffic to get more leads, while others want to boost the conversion rate with the present traffic. The better choice between the two depends on where they could make the best use of their investment. As a start, they should check the quality of traffic received by their website. If it has targeted traffic but an undesirable conversion rate, it should optimize conversion.
On the other hand, if they have a high conversion rate, they can look into their marketing strategies such as SEO or pay-per-click campaigns to drive additional traffic. There is a higher probability of converting visitors into consumers when visitors are interested in the products/services offered by a business. It would not be wise to spend more on irrelevant traffic since this could only increase the bounce rate. For this reason, it is crucial to check traffic relevance and quality from time to time.
A web design can certainly determine if a landing page will or will not convert. When web designers work on UI and UX, they should always consider user engagement, usability, and key performance indicators (KPIs). Web designers develop UI/UX design based on information like buyer persona profiles, input data, strategic marketing goals, and value proposition.
No particular approach to UI and UX design will assure conversion. Even with their extensive experience, marketers and designers should still test the changes they make when it comes to interface design and track UX & KPI metrics.
Simple Ways to Boost Conversion Rates
- Ensure your contact info is clearly visible on your landing pages. If you’re asking visitors or users to take action, such as calling you for a custom quote, you want them to know how to go about doing so immediately. When your phone number is hidden in the depths of your page footer, you’re not going to receive many calls even if you’re generating tons of traffic.
- Respond, respond, respond! If you’ve included your contact information clearly on your landing page, you’re taking a step in the right direction. But what about all those emails and voice messages you’re receiving? If you have a mile-long list of contacts you’re putting off calling back, you’re throwing your marketing dollars down the drain, along with your reputation. No one likes a business that doesn’t return phone calls and other messages.
- Be transparent. Today’s consumers like to be in the know. They don’t want to guess about hidden fees and shipping times, especially if they’ve never ordered from your company before. Ensure the information on taxes, shipping fees, shipping options, shipping timeframes, and overall prices are clearly visible on your website and order forms. Many visitors bounce from a nearly completed shopping cart transaction due to a lack of transparency, which creates a sense of distrust in the minds of customers.
Being clear and upfront from the get-go will benefit you in the long-term, anyway, because you’ll have fewer customers coming back saying they were inappropriately charged or not notified in advance about an additional fee. In fact, it’s always a great idea to have customers read and indicate that they’ve read and agree with a standard disclosure form, which details policies such as refunds, additional fees, and so forth, to protect yourself legally in the event of an unforeseen misunderstanding.
- Include robust information about your company. This is best achieved through the use of an “About Us” page, which means you won’t take up a bunch of space on a simple landing page bragging about yourself and your accomplishments. But you do want that information to be easily accessible to visitors who reach your landing page but aren’t quite convinced they trust you enough yet to fork over their hard-earned cash.
- Include a Call to Action. How are your visitors or users supposed to know what to do next if you don’t tell them? A clear call to action is just as important as providing the contact info for potential customers to reach you. Calls to action let the visitor know what step they’re supposed to take next. Really good CTAs create a sense of urgency and are compelling. Examples include:
*Add to Cart *Buy Now
*Start Your FREE Trial *Sign Up
*Download Now *Start Saving
*Join Our List *Many others.
- Use arrows to direct to your CTAs. It may seem weird to include a big, glaring arrow on a landing page-but you’ve seen it done plenty of times. There are more sophisticated and far more subtle ways to direct users’ eye paths to the most important areas of the page. But if you’re looking for a quick and easy way to boost conversions, include an attractive arrow image that points directly to your CTA. Visitors & users are so used to seeing graphics such as this that they won’t even realize they’re gently pushed in the right direction.
- Break down your content into easily digestible sections. Does your landing page have big blocks of text with no subheadings, no bulleted lists, and no clear differentiation or indication of what the content is about? If that describes your page, you need to break it down. Cut back on the copy, or at least chop it up into logical sub-sections, identify them with subheadings that break up the space on the page and make the content appear more scannable. Visitors don’t want to read a novel when they’re looking to make a purchase. They want to get the info they need to make an informed buying decision and be done with it. So give it to them.
- Simplify your signup and purchase forms. If there’s one thing that’s more likely to turn visitors away after they’ve already started the conversion process, it’s cumbersome signup forms. How many times have you filled -out a web form only to feel like you’re being asked to reveal far too many details about your personal life? It’s frustrating to hand over the information you know the company will never actually need. Keep your signup forms simple and easy, eliminating all those extraneous form fields that you really don’t require. Once you’ve signed someone up, you can always obtain more detailed information from them later.
Conversion Rate Optimization doesn’t have to be a time-consuming and complex process. Often, a few simple changes can make the difference between throwing your hands up in frustration and converting visitors like crazy. However, understanding these simple strategies and getting them to work for your business is a different ball game altogether. Engage the expertise of a top digital marketing company like Brampton Web Design is a perfect choice.