Tristan Leggett

We know sometimes it gets difficult to reach a point where you can say you are satisfied fully with your testing activities. But the struggle is real, getting good results is not trivial. It is planned and it requires a mature conversion model to be able to optimize the programs you have.

The question now is, how do you do that?

Lucky you, we actually have components for a successful optimization program. Scroll for more!

1. Culture arround CRO

While Spiderman said, ‘with great power comes great responsibility,’ we say, ‘with great culture, comes great process and result’. To do this, you will need an executive sponsor who believes in testing. The internal sharing of results, sharing of success and failures also helps in creating a healthy working culture in the company and the people working for it.

The organizational culture of an organization is one important part that brings profitable results. Every company/organization/multinational, call it however you want, is first born by having an idendity. This identity goes on and gets developed and evoluates in such way that every person who works in the same place has similar behaviors and beliefs.

The key in making people have similar attitudes is by engaging them. As a leader it’s a very big task which needs to be done and it needs to be done correctly.

How? Find your own culture and how you want to be represented and recognised as an entity. We all know that Apple is known for innovating constantly. Or Nike supports you to have your horizons open. It’s what this is all about. Create a culture that represents you as persons and that represents your product also. Find similarities between you and the product. Make it personal. People like emotional advertising.

Your next steps should be:

It's high-time to increase your conversion rate right now, because it's a foundation of a high sales volume. Remember, increased conversion rate means increased profits. Let's talk real, what's conversion rate in the first place?

Conversion Rates Defined

Simply put, these rates are the percentage of customers taking the specific actions you want. For example, the percentage of proposals you have won or percentage of clients who filled out forms on your website, percentage of visitors and buyers of products in your website.

Secrets to Improving Rates

1. Do the AB Test

The first thing to do is testing, then testing, and testing. AB testing is a method that helps you turn your visitors into customers. AB testing will help you know which of your products works best for the clients.

Example:

If you have two web pages (A and B), and you want to know which one garners more traffic, which one gets more purchase, then you can do AB testing. It will help you cut down expenses from your non-working page and keep the one that works. It's good to have more web pages that are working, and it's best to know which among the sites has more conversion rates.

2. Catch Attention with Compelling Value Proposition

Your proposition is an important conversion factor. A proposition is an offer you give to the clients. It's the reason why clients stick to your site; it's what you say that entice your clients to go to you instead of the competitor.

One way to do it is to tweak the content of your web pages: the colors and sizes, the images, the bonuses, the first things that clients see when they visit your page.

Making a value proposition requires immense knowledge about your business, what you offer. You need to figure out the unique features of your products and services. With the proposition comes effective bridging. You must be able to articulate it properly in a way that will be understood by the customers.

To know whether the proposition works, you can use AB testing.

3. Be clear about your services and benefits.

Having a Unique Selling Proposition is important, but what is also very important is that your viewers understand what you offer. Be simple when you talk about your business. Let your visitors know the features of your services and how they make a difference. Give them visual information of the use of the services and how they are delivered.

Be specific when you talk about their benefits. If they don't understand from the first two sentences what they can win, you have just lost some potential clients.

4. Take it Slow

Some others make the mistake of rushing the clients to their services when they are only visiting and browsing. Take it slow. You must build trust with the clients, develop rapport, and provide the service you said you would. Don't show your hands from the first time, just get their email address and keep the communication open.

5. Get their e-mails for a better communication

Why a better communication you might ask? Because everyone has an e-mail account, and everyone checks it a few times a week. If not every day. So be sure you have a subscribe button on your page. This way it will be easier for you to keep in touch with your audience and engage them with your products and services.

An e-mail will help you increase your conversion rate because now you have a better understanding about the number of visitors on your website.

6. Divide your audience

Visitors are different people with different needs. Some know what their needs are, some don't. But the goals of every visitor are different. While some will spend minutes on your website deciding whether to buy or not, others will purchase in a few seconds. For this reason, you need to segment your viewers by creating different experiences for them.

Let's take as an example e-mail marketing campaigns. Suppose you are sending an e-mail to 100 people, that redirects your visitors to a landing page. From those 100 people, 80 will not be interested, 10 will click the button and another 10 will actually see your product from your landing page.

Now that you have this important information, you can use it to your advantage. Having your clients being tracked, now it's easy for you to figure out what to do with those 10 who only clicked, and with the other 80 who didn't click at all. For the first group, you can send personalized e-mails with different offers, to increase your conversion rate. For the second group, you can give a coupon.

7. Adjust your site based on your user's behavior

Your page should be engaging enough so your visitors feel attracted enough that they want to stay. Brand and design are important assets that, once you perfect them, your users will feel that they are on the right page.

Personalizing your website taking into consideration your customers behavior is what you need to do. Nowadays people are the ones in charge of the purchase process. Once they know what they want to buy, they will make a research and eventually will choose from what they think it's best for them.

So don't be afraid to mold your website. For example, if you have some potential clients from other countries but your business doesn't distribute products abroad, let them know.

8. Get Rid of the Jargons

Remember KISS, ‘Keep it short and simple. It's difficult to win them with the business language, but easier to win them with the language they know. Make it clear and concise. Don't use words that you wouldn't use in your normal conversation.

Track your Conversion Rate

Tracking is best done on a daily and monthly basis. This will make you see the problems and correct them. There are a number of tools you can use that can track your metrics and improve your profits. The key to your sales and profits is your conversion rates. So as soon as today, start improving your rates.

Do you want to increase the number of clicks in your email marketing campaigns? Focus on creating a better Call to Action(CTA). This small part of your newsletter is a major part of its success. Your subscribers are surrounded by information and tons of emails. You have to grab their attention and stand out from […]

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