Attracting visitors to your website is one thing, but converting those visitors into leads is a completely different challenge altogether. To compete online effectively, any business needs to tweak its strategy to focus on several essential factors, such as web traffic demographics, conversion by traffic source and device, customer spending habits, and customer response to changes, among other important aspects. Below is a roundup of some key points that can contribute to a comprehensive action plan for conversion rate optimization.
1. Market with Mobile Users in Mind
The smartphone market is undeniably huge, making this year prime time to capture it. Last year alone, online customers spent about 521 billion minutes on their phones and more than 143 billion minutes on their tablets. Combined, this equated to over 100 billion minutes, surpassing the time spent on desktop computers. Of course, it is not wise to ignore PC users, as research shows that they generate the most valuable orders. That is why a cross-platform approach is essential. However, while ensuring that the mobile and desktop experiences are polished, it’s crucial to focus on improving the mobile user experience to avoid falling short in that area.
2. Refine Your Tools and Tactics
Even the best conversion optimization strategy is liable to fail if it falters at the tactical level. Success in CRO programs often depends on selecting and using the best tools available. If identifying usability issues on your website is your primary objective, tools for usability testing and primary user research are essential. Conversely, if the goal is to find out what elements on your site attract visitor attention, then investing in a visual analysis tool is ideal. Combined with sound tactics, these CRO tools ensure optimal resource use and effective implementation of objectives.
3. Personalization is the In Thing
The digital marketing universe evolves rapidly, and websites are set to become more dynamic to suit individual needs. With competition levels expected to rise, a good action plan for conversion rate optimization focuses on delivering the right content to the right person at the right time. This approach relies on advancements in technology, lower barriers to entry, and more accurate information and ad delivery. The best way forward involves understanding that users have varying needs and striving to meet those needs. A/B tests and continuous feedback gathering will prove invaluable moving forward.
4. Analyze Your Entire Funnel and Improve
A common mistake many web-marketers make is focusing solely on conversion while neglecting the sales funnel’s structure. A smooth funnel guiding visitors through all site aspects is crucial. While many visitors may come for specific informational needs and not convert to customers, providing valuable information at this stage can leave a lasting impression, increasing the likelihood of future conversions. This year, focus on offering free PDF guides and information to visitors. Extending the time spent on your site, regardless of immediate call-to-action engagement, improves SEO. Remember, each part of the funnel requires a different strategy: top (SEO), middle (web content), and bottom (conversion rate). Each segment is important for various reasons.
5. Take One Step at a Time
Humans naturally fear change, and businesses and their employees are no exception. You will likely face resistance when implementing a new conversion rate optimization program. Therefore, it is imperative to have a strategy for addressing these challenges before they escalate. Start small to avoid drawing too much attention and potential backlash. For example, focus on enhancing landing pages and then gradually tackle more significant site aspects. The key is to manage changes smoothly and non-threateningly to avoid alarming risk-averse individuals. Small steps allow for progress with minimal friction, and as you gain support, the pace can be increased.
6. Keep Monitoring and Evaluating
Attracting visitors to your website is just the first step; converting those visitors into leads poses an entirely different challenge. To effectively compete online, a business must adjust its strategies to focus on several crucial factors, including web traffic demographics, conversion rates by traffic source and device, customer spending habits, and reactions to changes, among other significant considerations. Understanding who visits your site, which sources and devices lead to the highest conversions, and how customers spend money and respond to adjustments are all vital elements. Analyzing these aspects will help you create a solid action plan for optimizing your conversion rates.
To increase conversions, you must delve into the behavior and preferences of your audience. Catering your content, layout, and offers to match what your visitors are looking for is essential. Additionally, tracking and analyzing data will allow you to fine-tune your approach, making sure it resonates with different segments of your audience. Below is a summary of key points that can contribute to a detailed action plan for conversion rate optimization.
