If your website isn’t converting visitors into leads like you’d hoped, one of the first – and simplest – improvement steps is to look at visitors’ opportunities to convert and start making minor changes, with the goal of getting more eyes on them and more clicks. (If you’re not entirely familiar with conversion rate optimization, or CRO, your first step really should be to read this fantastic CRO basics post by Weidert Group’s Director of UX, Jon Stanis, to get a better understanding of what it is and why it’s important.) The list below outlines some of the first components to consider when modifying for greater effectiveness:
How any component of your website and content are designed can affect how prospects are engaging; even a simple edit like changing the color or shape of a call-to-action (CTA) buttons could significantly increase interaction. There are numerous aesthetic opportunities that can impact conversion rate, and those below have been proven to noticeably improve conversion rates:
Are your visitors having a good user experience with your site? Below are some simple tweaks that can provide visitors a better, more productive experience with your content’s functionality and ease of use.
With any website design or content creation there’s a fair amount of trial and error to be able to show what works best. With one of our clients in the technology and IT space, we tried some CRO optimization with booming success. We adjusted their homepage to include a simple form submission form (Name and Email) above the fold for a content piece. The results were impressive:
To recap, making subtle adjustments to your site and content can drastically improve conversion rates. Testing some of the suggestions above can help impact your overall CRO. Review the data for pages that are performing poorly and look for what may be preventing or deterring conversions from happening. Think about the objective of the conversion and adjust your content accordingly. Give the new conversion opportunities time to work their magic – at least 60 days – then review metrics to see how your change performed. If a new color, design or copy didn’t work to increase conversions, try something else!
If you are getting great success with some of the CRO suggestions, think about implementing a Growth-Driven Design approach to your website. Learn more about how metrics and facts impact the Growth-Driven Design methodology in our eBook.