Conversion Rate Optimisation – is it worth it?

The answer to that question is a resounding YES!

Put simply, utilising CRO increases the number of people who make a purchase or use your services when visiting your site, meaning more sales and more money for you. Some of the many benefits of using CRO include:

• Increase conversion rates

• Increase sales and profits

• Generate leads

• Build contacts

• Increase user engagement

So if you want to convert more customers into sales, make more money and improve the popularity of your site without spending a fortune - then CRO is the only choice for you.

Conversion Rate Optimisation explained

The Art of Persuasion

CRO is all about persuading visitors to your site to take action by purchasing a product or using a service. This is achieved by incorporating great site design, sparkling copy, a unique selling proposition (USP) and requests for the viewer to take the next step (call to action).

Any site that wants success needs to be well designed, well structured and easy to navigate. A badly designed or poorly functioning site will immediately lose you business.

After analysing the design and usability of your site, you can begin to think about your customers more specifically and use what you know about them to make your site more effective.

Use What You Know

If you are selling products or services then you will have some understanding of your customer base. Your logo, unique selling proposition, headlines and copy should all be designed with your specific demographic in mind. Think about the sex, age, job, income and education of the type of customer you get.

Once you’ve decided who your demographic is, everything on your website can be carefully geared towards that customer.

Tricks of the Trade

There are several clever marketing tactics that can be used within your site in order to persuade customers to buy. Some of these include:

• Reciprocation – offering a reward in exchange for a commitment. For example a discount on purchases in exchange for joining a mailing list.

• Social proof – showing that other people have chosen your product or services. For example the use of testimonials or customer endorsements.

• Authority – make your staff appear authoritative by emphasising education and qualifications. Make sure staff look professional in any photos.

• Scarcity – use special offers and limit products and services to persuade customers they need to buy now.

• Trust – keep reassuring the customer through each stage of the buying process. Make the buying process crystal clear.

Making a CRO Plan

Design, ease of use and targeting the customer are of extreme importance. Once you understand your customer you can begin to implement a CRO plan. Here are some simple pointers which are guaranteed to benefit your site:

• Ensure your site looks professional, runs well and is easy to navigate

• Use strong, persuasive copy that’s mistake free and easy to read

• Think about what puts people off using a business like yours. Address those issues and offer solutions

• Create a USP that describes your three biggest benefits in order of importance

• Make your product or service unique; offer something that no one else is

• Eliminate risk by offering guarantees and assurances

• Make sure your site contains lots of calls to action

The world of CRO can be highly complex and is best left to the professionals. CRO is often the last thing companies think of when designing a website, but it’s the best way to make sure you get the maximum number of sales from visitors to your site.

If you’re confused, hire a web design or SEO company to do the work for you. It’s certainly much more cost effective that spending thousands on PPC advertising or other marketing, which will make little difference to your profits if your site is poorly optimised.

If you want to gain customers, close more sales and make more money without having to spend oodles of cash - then don’t hesitate – start the CRO process today.

For more information about CRO visit www.thebluecube.com