Increase Revenue Easily with Website Conversion Rate Optimisation

BLOG POST

BLOG POST
June 2013

Conversion rate optimization, also known as CRO, is a process designed to increase the percentage of visitors that become customers at a business’s website. As ecommerce has grown, many businesses have gone from using websites as business advertisements to gaining a great deal, if not all, of their revenue from the site. To use website conversion rate optimization to its full potential, business owners and designers must have a good understanding of CRO and how to go about achieving it.

BLOG POST

Increase Revenue Easily with Website Conversion Rate Optimisation

Conversion rate optimization, also known as CRO, is a process designed to increase the percentage of visitors that become customers at a business’s website. As ecommerce has grown, many businesses have gone from using websites as business advertisements to gaining a great deal, if not all, of their revenue from the site. To use website conversion rate optimization to its full potential, business owners and designers must have a good understanding of CRO and how to go about achieving it.

 

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The point of utilizing conversion rate optimization isn’t to spend more money driving traffic to your site, but to get the most from the traffic that’s already coming. As important as it is to increase traffic to a business website, a larger number of website visitors won’t make a difference if they’re only visiting. When the goal is to increase revenue from the website, it’s important to get your CRO right the first time and continually find ways to improve it.

Over time, conversion rate optimization helps business owners identify the reasons why existing traffic isn’t converting to a paying customer base. Generally, some minor changes will help to increase customer satisfaction, as well as the overall buying and shopping experience. The considerations below will help you increase the rate of your business website’s conversion of visitors to customers and, ultimately, help you increase revenue.

Smart Ways to Optimise a Conversion Rate

  1. Ensure the Website Design is In-Line with the Website Objectives. Every website has an objective; for most business websites, the objective is to sell products or services. Once these objectives are defined, it’s important to make sure that each page on the website will help the business achieve its objectives.
  2. Sell the Benefits of Your Site. Getting potential customers to your website is important, but it’s only half the battle. Once they arrive, it should be clear how your site can help them accomplish what they’ve set out to do. Make it clear how your site can help them find the product, service or information they need.
  3. Lead the Way toward the Desired Outcome. In addition to selling your site’s benefits, you can increase your conversion rate optimization by leading consumers to the actions you want them to take. For example, if you want them to see your new product line, let them know with banners or other directives.
  4. Include a Call to Action. Carefully and purposefully chosen buttons can be an excellent way to call consumers to action and increase your conversion rate. Many businesses use buttons for product purchase, bookings or reservations, and service sales. This type of call to action provides a clear, concise path to a desired outcome.
  5. Analyze Site Traffic. To know what’s going well and what’s not working, site traffic must be analyzed. The data from this analysis which keywords, links and social media venues are working to your business’s advantage and which are wasting your investment.
  6. Know Where Sales are Lost and Fix the Problem. Addressing the problems found during site traffic analysis can help you rectify any problems that lead to lost sales. Something as small as simplifying or removing the new customer registration process can make a monumental difference.
  7. Assess, Tweak, Test and Reassess. Steps 5 and 6 must be revisited regularly to continue increasing website conversion and revenue. By continually assessing, changing, testing and reassessing, you can learn to increase your website conversion rate without having to work harder or spend more money.

A Work in Progress

Website conversion rate optimization is a work in progress that you’ll need to maintain as long as you’re in business. Any time you make changes, the economy changes or changes occur in your customer base, it will be necessary to refine your practices accordingly. The need for tweaks and changes isn’t a sign of failure; it merely means that one of the factors affecting your business success has changed and you must grow along with it.

To successfully increase your website conversion rate optimization, it can be beneficial to work with a professional who can collect and analyze traffic data, help define optimization goals and develop action steps. Together, the steps outlined above and assistance received can help increase your business’s website conversion rate and revenue, while also creating a better buying experience for the customers.

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