Why Conversion Rate Optimization(CRO) is Important

Conversion Rate Optimization

Why Conversion Rate Optimization (CRO) is Important


So you’ve optimized your website to receive traffic by using SEO and PPC Campaigns, but you’ve noticed your traffic isn’t converting into customers. If you’re experiencing this problem then you NEED to optimize your webpage for conversion.


Reasons to Optimize For Conversion

If your webpage isn’t optimized for conversion it will lower your return on investment and you’ll be wasting resources. A higher return on investment will not only save you money, but it will save you time by prospecting your ideal customers. I list a few ways to optimize your site for conversions below.


The 10 Second Rule

Are leads visiting your site but not converting into customers? One reason this might be happening is that your content doesn’t show your leads how your service benefits them in 10 seconds or less. It’s a proven fact that consumers attention spans are short, and you only have about 10 seconds to convince the customer to move to the next step. If you fail to catch the customers attention in 10 seconds, the rest of the content in your website is a waste.


Maximize the User Experience (UX)

You need to make sure your site has a great user experience. Are your users able to find the information they’re looking for? Is it easy for them to reach you if they have questions? If not, it’s time to make your site more user-friendly.


One way I’ve learned to deal with UX issues is to look at my website as if I was one of my potential leads. I ask myself, are my call to actions easily visible and understandable? Is the content easy to read? Can a person without marketing experience look at my site and figure out what I’m talking about? Your website is for your user, not yourself. SEOs sometimes make the mistake of optimizing content for search engines when they should optimize content for the users. Yes, you’ll rank faster, but what’s the purpose of being first on google if you’re not closing leads.


Target Your Ideal Customer

Yes, your site is driving a lot of traffic, but it’s not converting leads. Your site is optimized to drive traffic but not convert leads. I’ve heard a saying that “if you try to please everyone, you end up pleasing no one”, and this can also apply in the digital space.


As a business owner, you should know what your potential customer base looks like and what they like and dislike. You should be marketing to your ideal customers. If I’m an owner of a lawn care service, I’m not going to be marketing to people who rent apartments. I’m going to market towards homeowners who don’t have time to cut their own grass or don’t own their own equipment. My content should show users how they can save time by hiring us or how they can save money versus cutting their own grass.


It’s always better to target 5 customers who are interested than 100 customers who you have to convince to use your services.


Transparency Matters

When you’re not transparent it could prevent a lead from becoming a customer. Studies show that consumers expect brands to be transparent. If they can’t find out information on your site, then they will hunt for information elsewhere. So why not be transparent when consumers are going to find out the information anyways. You should be transparent about pricing and procedures that your customers will go through. Always show them what success looks like and how they can benefit from your product or service. 


You should also show reviews and testimonials from your other customers; this shows a potential lead that your brand is trustworthy. If you think you’re going to lose leads by being transparent think about this, if you have to lie to attract customers, are those really the customers you want to sell too?


Harness The Rule of 7

So a potential lead visits your site but doesn’t convert into a customer. That’s fine because the rule of 7 states a prospect needs to interact with your site at least 7 times before they take notice of what you offer. Because of the rule of 7, you need to expand your marketing efforts beyond your webpage. You need to reach your customers where they’re at. This could be through social media, blogging, emailing, remarketing and retargeting strategies. After a user visits your website they might not convert into a customer but that’s okay. You’ll still be able to send customers to your social media pages, where they can like and follow your brand and you can have them sign up for your email list, so they won’t miss a future offer. You should link your social media pages to your website, this way your users will have more ways to find you and interact with you.  


Also, sales shouldn’t be the only conversion you track. You should be tracking social media follows and likes, email signups and social media shares too. If a lead is not ready to purchase, harness the power of 7. If you nurture these leads correctly they could turn into a future customer.


I hope these tips help out and now see why you have to optimize your site for Conversion and SEO.


Are you looking to optimize your web page for conversions? Contact me and we can discuss how we can convert more leads.

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