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A Guide To Successful Conversion Rate Optimization

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IMAGE: MASHABLE COMPOSITE ANATOLIY BABIY/GETTY CREATIVE

Many businesses build websites for the sake of having a website. This can be a waste of valuable time and resources, especially when there aren’t clear cut goals on what the website is for.

Simply put: if your website isn’t leading to better business, it’s time to rethink your overall strategy.

The most effective websites are structured according to a set purpose. They do exactly what the business needs. In order to get better results out of your website, you need to understand what kind of conversions you want to make. All this can be done with a proper Conversion Rate Optimization plan.

What Is Conversion Rate Optimization Or CRO?

Conversion rate optimization is the “art and science of getting people to act once they arrive on your website” (Tim Ash, CEO of SiteTuners). The desired result could be a number of things from purchasing a product, subscribing to a podcast, donating to a cause, downloading an ebook, or entering an email address.

CRO involves making sense of user feedback and analytics to improve your website’s effectiveness. The better your CRO, the more conversions and the more business your website generates.

Here are some tips for effective and efficient website CRO.

  1. Identify Key Metrics And Analytics

Effective CRO begins with identifying Key Performance Indicators (KPIs). This step is about asking the questions, “What do I want to measure?” and “How can I measure it?”

Having a concrete metric for success allows you to develop clear steps toward your goal. Whether it’s selling more t-shirts, gaining more blog subscribers, or getting more registrations, understanding what you want out of your website helps you plan your CRO strategy more deliberately.

Once you have a goal in place, you can easily distinguish necessary elements in your website from unnecessary ones. Moreover, reducing your website to the bare essentials eliminates the obstacles and distractions your customers might encounter.

Need help sorting out your KPIs and Analytics? WebsiteSpot offers on-page optimization and link building among other services.

  1. Understand Your Audience

CRO experts define an audience using an imaginary persona. It pays to be ultra-specific with your projected customer’s persona. Here’s an example:

Arthur is 34 years old and lives in LA. He’s a Stanford grad with a degree in Engineering. He works as an IT consultant for a He’s into sports and watches Monday Night Football with his friends. Because he just recently got out of a long term relationship, he’s looking forward to travelling and investing in himself for a change. He also recently got a gym membership so he can get back in shape.

Building a customer profile allows you to zoom in on common personality traits shared by your potential audience. By understanding your audience’s likes, dislikes, interests, aspirations, etc. you can better structure your website to meet their needs. Things as simple as which colors, images, and words are suitable for your potential audience plays a major role in converting more customers.

  1. Perform Tests

How do you know for sure that your CRO is effective? There’s no other way but to test it out.

One of the most effective ways to refine your CRO is to perform multivariate tests on your interface one element at a time. It could be as simple as testing a red button vs. a blue button or an image vs. text.

Unless you test out your assumptions, you’ll never know for sure what works and what doesn’t. What is more, constantly weeding out non-performing elements leaves you with the stuff that actually works.

If you’re unsure where to start, web hosting companies help you build your website from the ground up with services that range from CRO to Pay-Per-Click management, cheap domain registration, and digital marketing.

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