Using Conversion Rate Optimisation To Improve Website Conversion Rates

February 23, 2012 by  Filed under: Search 
 

Before voyaging into how websites can be improved let’s understand what conversion rate optimisation (CRO) involves and how improving conversion rates can benefit not only users but also the bottom line.

CRO is the art of converting website visitors into leads or sales. CRO often aims to creating completely user friendly and focused landing pages for each keyphrase that carries over from the current search engine optimisation (SEO) and pay-per-click (PPC) campaigns, with the ability to improve return-on-investment (ROI).

For online retailers increasing website traffic is something that is vital to the growth of the company. While, other companies may strive for an increase in subscribers to online newsletters or lead generation. Whatever the aim, CRO can definitely improve websites in many different ways.

These three conversion optimisation techniques can be used to improve website conversion rates, but definitely not limited to:

Web Copy: On-page copy is important in conveying a particular message to visitors. By highlighting the benefits of the products or service on offer can help motivate visitors to add items to the basket, add to wish-list and even make an enquiry. By engaging and informing visitors may increase the likeliness they will convert into customers.

Not forgetting that including calls-to-action are vital and have proven to increase conversion rates. But be smart with the placement and how often they are used throughout the website. This includes the meta-descriptions, as this will be the first thing anyone will see before viewing the website, within the search engine results page (SERP).

Usability: Usability can be considered a fundamental part of every website in order to be successful. Any site that confuses visitors or takes several seconds to load may lead to increase bounce rates with poor conversion rates and visitors. Possibly even effecting their search engine rankings. This would be the first place to find any problems and then to focus on multi-variate testing and web copy at a later stage to squeeze every possible visitor into a conversion.

Multi-Variate Testing: Multi-variate testing involves testing many different variables at the same time. By testing each and every process and part of the website that visitors interact with can help discover possible improvements whether it’s changing the size, colour and placement of buttons, to the layout of pages and different checkout processes. For example checkouts that do not require signing up and offer a guest checkout have seen great results and improving conversions through the checkout process.

Remember that conversion optimisation involves continued analysis and tweaking to help get the most out of the CRO techniques. Whilst ensuring the effects are improving and not degrading the websites performance.

Harvey McEwan writes to offer information and advice on a variety of areas, from technology to holiday destinations. Read through Harvey’s other articles here to find out more.

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