Courtesy of RazorSocial.com
Conversion rate optimization (CRO) refers to using analytics and visitor feedback to increase the percentage of your website visitors that convert into paying customers or take any other action you want them to take on a certain page. It is immensely important and, you’ve guessed it, there are tools to help you with that!
- Use heat map tools. Use a tool such as Hotjar to do heat map analysis, form analysis, and to monitor visitors as they scroll through your website. This type of analysis helps understand the behavior of your users so you can adjust your site accordingly.
- Always run split tests on your email optins. When you create an email optin you really don’t know how well it will convert, so you’ll need to try multiple variations. Optinmonster and similar tools allow you to easily create and test multiple versions.
- Use a proven landing page tool. We use LeadPages to create landing pages, and although the pages may not be the prettiest, they do convert very well. LeadPages tracks conversion rates of their pages on all their customer sites, so you can apply a filter to find the highest converting ones.
- Set up goal tracking in Google analytics. Let’s say you have an optin on your website and you bring people to a thankyou page after they optin – that can be set up as a goal in Google Analytics. Now you can check to see how many people converted and where they came from (e.g. Twitter,Facebook, other referred site etc).
- Implement Tawk.io or a similar tool on your checkout pages. This is a tool that allows your website visitors to interact with you via chat message. My friend Jason Swenk recently implemented this on his checkout pages and saw a significant increase in conversion rate.
- Use Visual Website Optimizer for A/B and multivariate testing. This tool makes it a lot easier to test the changes you want to make to your website – you can set up and run tests in minutes without any coding experience. With VWO you can easily track revenue, signups, clicks, or any other conversion goal.
- Drive traffic to the page you want to do an A/B test on. Make sure you send enough visitors to your site to work out which variation of any page/form is working. If you are running tests comparing 2 different pages, the number of people you need to send to the page depends on the difference in conversion rates between the pages. If the conversion rate is very similar, then you need to send a lot more people to the page. Use this tool provided by Visual Website Optimizer to understand how many visitors you need to send to your pages – Click here
- Use a survey tool to get feedback from visitors to your site. Surveys are one of the best ways to get into your website visitor’s minds. The feedback you get from them will be invaluable to informing your CRO strategy. You can use a tool such as Qualaroo to create different surveys and gather feedback from specific groups of website visitors.
- Don’t forget to test the CTAs on your landing pages. When creating your landing pages, you want to make sure that your CTAs are actually doing the job of driving people to the action you want them to take. Your A/B testing tool (such as VWO mentioned earlier) should allow you to personalize, test, and optimize your CTAs for maximum conversions.
- Use compelling images on your landing pages. Great images that are relevant to your message and that can spark an emotional buying response from your visitors are one of the best ways to increase conversion on your landing pages. We already mentioned LeadPages, and this tool offers an image widget that lets you easily add photos, logo, and other graphics to your pages.
- Track All Your Conversions. The goal of your CRO strategy should be improving both macro conversions and micro conversions. Macro conversions, such as a product sale, should be your main goal, but it is also important to track the performance of your micro conversions, such as eBook downloads, product demo requests, etc.
- Test upsells and cross-sells. This is a CRO must if you are in the e-commerce business. When someone is ready to buy one item from you, they’re much more likely to make an additional purchase. E-commerce platforms, such as Magento or Shopify, offer plugins you can use to add upselling/cross-selling to your e-commerce store.
- Perform usability tests to get live feedback from your users. Usability testing is a great way of finding out which features on your website are confusing or difficult to use. It provides you with much-needed clarity so you know where to focus your conversion optimization efforts. A tool like UserTesting.com can help you with this.
- Monitor and test news features on social media platforms. If you are using social media to drive traffic and leads to your website, pay attention to the new features that the platforms you’re using are launching. You can use split testing tactics to optimize your social media campaigns, taking into account all the features that are available to you.
- Don’t Forget To Monitor For Impact. This one goes without saying – you need to measure, test and monitor the performance of your CRO efforts to learn what’s working and what’s not, and why. Regular monitoring allows you to change course and improve your CRO strategy if it is not helping you achieve your goals.