How to Make Conversion Rate Optimization Work for You
– Increasing your website traffic is all very well and good, but it?s not going to help much if you don?t know what to do with those visitors once you have them. That?s why the real goal needs to be increasing your conversion rate; conversion rate optimization (CRO) is the science that makes that happen. Once you learn the best way to convert Visitors to Customers, you?ll start seeing a serious return on your investment that saves you money and resources over the long haul.
Why Does Conversion Rate Optimization Matter?
Conversion rate optimization is critical for two essential reasons:
- It saves money.
- It saves time.
Regardless of how you?re attracting traffic to your site, every visitor represents resources that you?ve already invested, financially or otherwise. Each hit has the potential to progress to Prospect, Lead, and eventually to Customer: The higher your conversion rate is, the higher your ROI.
More than a focus on increasing conversion rates, conversion rate optimization?is really about converting the right people. Selling your product to existing customers is far less time-consuming (and about 50 percent easier, according to Forbes) than attracting a new audience, and happy customers are repeat customers. CRO can help show ways to more directly appeal to your ideal audience for a higher conversion rate.
Better Content Strategy Improves CRO
A gorgeous, graphic-intensive site is great for keeping visitors engaged once they?ve arrived, but keep the problem of the short attention span in mind. According to KISSmetrics, speed is critical to conversion:
- 70 percent of customers who think a site?s performance is too slow won?t bother buying again from that site.
- 47 percent of site visitors expect website pages to load in less than two seconds… and 40 percent won?t stick around longer than three seconds.
- Even a delay of a single second can cause conversion rates to drop seven percent.
Keep in mind that these statistics are for traditional computer users. Visitors on mobile devices are more patient, waiting between six and 10 seconds before leaving the site. If you haven?t already, put some serious redesign efforts toward your infrastructure if you have a slow-loading site. A comprehensive content strategy will improve your conversion rate optimization, and that includes elements like speed and design.
Focus on Your Conversion Architecture
Conversion architecture is an effective solution to optimize your conversion rate, because it?s such a symbiotic component of the process. By studying conversion rate optimization?analytics, you can discover which metrics are holding your visitors back from that final commitment, and adjust accordingly. This may mean placing your call-to-action more centrally, or simplifying submission forms. Ultimately, the focus on tweaking your conversion architecture will turn your site into a conversion machine with as little friction as possible; friction discourages conversions.
Boosting overall site traffic is a good first step, as long as your next step is conversion rate optimization. Only by studying what?s turning your visitors into customers (and what?s holding them back) can you build real success.
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Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.