If you've spent any time in marketing meetings, you've probably heard the term "Conversion Rate Optimization" get thrown around. Essentially, CRO improves your web page performance by increasing the chances of converting your website's visitors. Converting could be filling out a form, purchasing a product, or subscribing to your blog, depending on your website. In other words, you're taking the traffic you already have and making the most of it.
Here are five tells that your business needs a conversion rate optimization strategy in place:
1. Your website is raking in traffic but conversion rates are low
You've appeased the SEO gods and people are landing on your site, but you're scratching your head over the revenue that isn't pouring in. Your visitors are bouncing off the page despite killer content and excellent design.
When your site has a high bounce rate, Google tends to lower your organic search ranking. What you need is a heatmap to understand how your visitors interact with the web page. You can check if your visitors behave the way you expected them to.
In addition to this, you can figure out where on your user journey the drop-offs are maximum by conducting a funnel analysis for your website. Isolate the bottleneck that's causing the drop-offs, and improve the user experience on your page. Watch your revenue grow as you carry out this process.
2. Your knowledge of customer psychology doesn't match your customers' behavior
Intuition and assumptions can only get you so far when designing your website. It's important to challenge your ideas and consider the possibility that your expectations might not match reality.
Running a heatmap test is all it takes to understand how visitors are interacting with your page, which spots are getting clicks, and which spots are not getting the attention they deserve. If users aren't clicking where you want them to, modify the page to bring more attention to that element.
3. You haven't revamped your website in ages
If you haven't updated your website or changed its design in a while, you might be finding yourself in a fix. Users might lose interest, or get turned off by a rogue element or two.
Google places a higher search priority on recency and relevancy. Your website needs to be on trend to stay relevant, and trying out different versions of it is a pragmatic way to go about it. Add customer testimonials, focus on your branding, use new photos—whatever inspires confidence.
4. You just revamped your website
So you've finally given your website a face-lift—new copy, a different theme. But with changing tastes and optimized websites, more users are being exposed to what 'attractive' actually looks like. And this could certainly have an impact on how they subconsciously view web pages.
When you do an A/B test or split URL test, you can compare how two versions of the same page fare with your audience, then go with the one that has more engagement. It's wise to test on a section of the audience before you go all in on the new design.
5. You just took your designer's word for your website
The designer knows best when it comes to aesthetics and color schemes. But if your users are exiting with minimal engagement, then CRO is likely to be a huge help for your sales.
Scroll maps let you know if visitors aren't getting to the content you want them to see, and that knowledge can help you save some valuable leads.
So there you go—some food for thought about your UI/UX and how CRO can help you. If you're looking for a CRO tool to address these signs, try Zoho PageSense. Go get those conversions!