What are the main benefits of conversion rate optimisation? This article has got you covered. We dive into the importance of CRO, the top 5 benefits, plus the 9 main best practices for conversion rate optimisation. In this blog, you will learn the different forms of social proof, lead gen forms and CRO tools you can use to help boost your conversion rates and web traffic.

Why is it important to understand conversion rates? 

 

Conversion rate optimization (CRO) is the process of analysing your current website and finding a way to improve it to help increase the actions taken by your visitors for your website, whether that is increasing the click rate, extending the navigation time or increasing the volume of email sign-ups.

CRO can be an excellent approach to help you optimise the performance of your website, social channels, email and more to convert leads at scale. 

What are the benefits of conversion rate optimisation? 

 

5 conversion rate optimisation benefits:

 

1. Boost visitor engagement 

 

CRO can help boost user engagement interaction for your website. Making changes and optimising different aspects of your site, such as the side banners, meta tags, internal linking structure and improving the site load time, can significantly boost the user engagement for your website. 

2. Improved conversion rates

 

Capture and convert more leads for your business with conversion rate optimization. There are different CRO methods you can use to generate leads at scale, such as A/B testing your website, adding lead flows to your site blogs, including FAQs and much more.

3. Personalised content

 

One of the benefits of conversion rate optimisation is that it can improve the personalisation of your site content such as FAQs, blog posts, CTAs and more to reduce your site bounce rate, boost user engagement and drive lead generation.

4. Enhanced brand credibility 

 

Build brand credibility and user trust with conversion rate optimisation. Implementing optimised web forms on your site can give you access to key user information such as their email address, phone number and name.

5. Scale your marketing efforts

 

Implementing conversion rate optimization for your website can give you the ability to connect with a wider audience and improve the scalability of your conversions and overall marketing campaigns. 

The 9 best practices for conversion rate optimisation

 

Below are a few effective conversation rate optimisation tips to help you achieve a range of conversion rate optimisation benefits, such as a boost in web traffic, user engagement, click-through rates and more. 

1. Run effective CRO tests

 

First, you want to create a clear hypothesis of your site and the goals you hope to achieve from optimising your website. 

Below is a clear idea of what the hypothesis and goals can be before you run CRO tests for your site. 

Hypothesis

You want to identify any problems within your site, and ask yourself why you are implementing conversion rate optimisation tests for your website. 

Goals

After you have created a hypothesis, you want to identify what your goal is from optimising your website, whether that is increasing your lead generation initiatives, boosting page clicks or climbing the Google rankings. 

2. Create a CRO tech stack

 

After you have created a desired hypothesis and goal for your website, you can choose relevant and effective conversion rate optimisation tools to help boost your conversion rates. Below are 3 CRO tools you can implement:

Google Analytics

An excellent CRO tool that can help you measure the performance of your website over time and help you identify which web pages are performing poorly, and which are performing well in terms of web traffic, rankings and clicks. 

Google Optimise

Google optimise gives you the ability to A/B test your website and helps you identify which factors of your website perform best. This tool comes with great features such as A/B testing, redirect testing, personalisation, multivariate testing and much more.

Hotjar

A heat-mapping tool like Hotjar can help you identify the user behaviour for your website and analyse how they interact with your site. For example, Hotjar can give you information on what aspect of your website is most popular with your users, how long users navigate through your site and more.

3. Implement lead gen forms 

 

Including lead gen forms such as pop-ups, sign-up boxes, landing pages and more can help boost your lead generation initiatives. Below are 5 innovative and creative lead gen forms you can include in your website:

Pop Ups

Pop ups can be a great way to grab the user’s attention as they navigate through your site, such as when they land on a landing page or scroll down your webpage. 

Sign-up Boxes

Boost your web click-through rate with eye-catching sign-up boxes. Sign-up boxes can be a great way to collect vital user data, such as their email address, name and phone number. 

Landing Pages

Capture leads at scale, with engaging landing pages. A standalone web page that users will land on once they click on one of your ads or emails. 

Wheel of Fortune

Improve user engagement and make your site more user-friendly with an interactive wheel of fortune. A lead gen form that invites your users to collect discounts and special offers by spinning the wheel. 

Registration Forms

Collect user information such as their full name and email address. Registration forms are a great way to offer your users a chance to try your product or services with a free trial, an initiative that can boost brand credibility and brand trust. 

4. Concise lead gen forms

 

You want to ensure that your lead gen forms are tight and concise to boost your lead generation initiatives and make the job easier for both your users and sales team.

It’s appealing to include a wide range of factors in your lead gen forms such as first name, email address, company, job title, phone number, however this can be overwhelming for your users and might increase your web bounce rate. 

5. Encourage your users to take action 

 

Boost the conversion rate for your website by encouraging your users to take action. Below is an excellent example from Booking.com. 

They could encourage their customers to take action by including appealing and urgent texts, such as offering a massive discount for a hotel room for a limited time only. 

They also gave their users the option to cancel the room for free. Booking.com was able to achieve several conversion rate optimisation benefits, such as a boost in brand credibility and brand trust. 

Nectar could encourage their users to take action by using the following tactics below:

• Gave users the chance to cancel at anytime 
• No implementation fees 
• 90-day money-back guarantee
• Free option
• Live demos, before users commit

6. Include Social Proof

 

Implementing social proof such as social media shares, testimonials, reviews and more can be a great way to increase brand trust and drive conversions for your business. Below are 6 different examples of social proof that you can include in your CRO initiatives:

• Social media sharing
• Review scores
• Reviews
• Certifications 
• Earned media
• Testimonials

7. Carry out CRO on a continuous basis 

 

It’s important to consistently carry out CRO practices to help maximise your conversions. Below are 5 steps you can follow:

Research

Analyse key areas such as user feedback, web heat maps, web traffic, web clicks and more. 

Ideate

Based on recent data analysis, you can implement new methods to boost your conversion rate.

Prioritise

Prioritise the most important changes you need to make for your website, such as updating site content, increasing your web speed and more. 

A/B Testing

A/B test your website to help you identify the performance of your recent changes

Review

Go back and review the changes you have made to your website, and revisit your data research. 

8. Engaging CTA actions

 

CTA buttons are vital for inspiring action and moving leads across the sales funnel. Below are three tips to help you create eye-catching CTA buttons to boost web traffic.

• Include a different colour for your CTA, compared to your background 
• Compelling copy that resonates with your audience
• Clearly outline your CTA button, with an imagery such as a shape or button

9. Analyse your CRO results

 

After researching, ideating, prioritising and testing your conversion rate optimisation initiatives, it can help if you identify what happened after the results and why it happened.

• Why was there a boost in conversions?
• Why did I fail to convert more leads?
• Did I reach my CRO expectations? If not, why?
• What does this tell me about my target audience?
• How can I approach this for my other webpages?