If you want to improve your website, grow your audience and increase sales, you need to start focusing on Conversion Rate Optimization.
What is Conversion Rate Optimization (CRO)?
Conversion rate optimization are a set of practices that focus on turning website visitors into customers.
Why is CRO critical to a successful online business?
As an online business owner, we have endless options when it comes to our web design and marketing techniques.
But how do you know what's most effective for your business?
How do you know what parts of your website and where you spend your money and time are paying off?
There are two primary goals most of us have with our website:
- Grow our email list subscribers
- Get more customers/clients/sales
CRO techniques show us what's working (and what's not) when it comes to our website and marketing.
When it comes to CRO strategies, there's a seemingly unlimited amount of ways to test and improve your website. Here are 5 sales growth strategies to start experimenting with today.
01. User Testing
Most of us have surveyed our customers or conducted polls in our Facebook groups.
It's important to prioritize this so you know what your audience actually needs and how you can best help them.
The way you word your questions is the most important part. Like most UX strategies, there's quite a bit of science behind creating your questions - be sure to review some "best practices" when it comes to creating your surveys.
One on One Interviews
While surveys are a great way to learn more about what your audience thinks of you and needs of you, conducting interviews and watching people interact with your website takes it "next level".
If you have a Facebook group, or are active in a Facebook group - this is a great spot to reach out to folks who are in your target audience.
You don't need to interview hundreds of people. 5-10 interviews should do the trick. What should you be focusing on?
Here's what I would recommend doing:
- Setup a screen share, so you can see how they navigate through your website.
- Then, create 3 different tasks for them to complete:
- Specific Task - your first task would be a specific action, such as "sign up for my weekly newsletter". This way you can learn exactly where your people expect to find an email sign up form on your site.
- Broad Task - something along the lines of, "where would you go to learn about 'xyz topic'" - presumably sending them to the blog or resources section of your website.
- Funnel - The funnel test, would be where you would start "converting" a visitor - so it might be something like ask them to book an appointment or opt-in to a landing page.
Heatmaps are one of my favorite tools, probably because I love visuals, and they're literally a visual representation of how people interact with your content. There are a variety of tools out there, try starting out with SumoMe (they've got a free plan 😃 )
Show you where people click on the page. If you're not getting clicks on an important page or call to action, you can try changing the copy or color and see what gets more clicks.
In "Boost Your Website" I run these tests for you, so you can feel confident you're testing correctly and making the right changes!
These show you how far someone reads on the page. If you're having visitors drop off at a certain point, you can try some design edits to indicate a new section of the website, like a full-width color background or typography hierarchy. You might benefit from simply condensing the length of the homepage.
03. A/B Testing
A/B Testing is another awesome yet complex tool. You can test to see what copy converts more visitors or if different color call to action buttons are more effective.
Along these same lines are split testing - which would be testing two different page layouts to see what style performs better.
04. Improve Your Headlines
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."
Beyond experimenting with the standard optimal headline formulas, you can also test your subject lines with with your email marketing tools to see what performs better.
05. Implement Funnels
Many of us can tick the boxes of starting an email list, creating opt-ins, evergreen content and digital products...
But do you have a funnel that takes someone from landing on a random page of your site to performing your desired action?
I love this funnel example that shares an optimal sales funnel to implement on your website.