Five CRO Strategies to Try Today!
Updated: Sep 8
So you’ve tried Google and Facebook ads and haven’t received the revenue climb you were promised? Acquiring quality visitors to your website is an important first step.
However, if they can’t find what they anticipated, they will leave in droves and tell their friends not to bother. To make a sale you require quality traffic coming to your website whilst providing an intuitive user experience that helps visitors find what they are looking for, quickly.
Our data-driven approach to Conversion Rate Optimisation (CRO) will uncover stubborn bottlenecks and friction points that are hindering your visitors from making a sale. Then we will help you patch those conversion holes.
Setting and testing the right hypothesis within your CRO plan is important, but there’s also some more stuff you can implement to boost your conversion rate. At the page level, in fact, there are different elements with can help you get your customer’s attention.
The Five key CRO strategies for 2020
1. Social proof and FOMO
Fear of missing out (FOMO) is leading a lot of the actions we do online today. It is what is pushing us to keep checking our Facebook or TikTok feed! But FOMO isn’t a new thing. It can be applied to pretty much all areas of our life, too.
It’s a very powerful strategy you can implement on your landing page, for example making your offer exclusive for a specific time only period or by telling your users they’re missing out if they’re not pursuing that action in that specific time.
You can apply it in your copy and CTAs, for example stating exactly how long someone can take advantage of the offer or how many products are left before running out of stock (or the price returns to normal).
Using social proof, instead, you leverage other people and their social influence to push users to achieve conversion goals. So, for examples, celebrities, crowd, generic users are all factor influencing others behaviour.
Testimonials are very powerful and you can decide to show them up in specific pages to push for easier and faster decisions. For even greater credibility, you can include real attributions, photos and video testimonials.
Social proof can also be about implementing a scoring system for specific products, insert specific certifications logos or media supporting you or a specific product of yours. Just think about how more likely you would buy something if you know that some of your social connections have already bought it.
2. Lead Capture Forms
Lead capture forms are a key component impacting your website’s conversion rate. They are the most critical point of your funnel as they are the final interaction separating your leads from non-leads.
Using tools such as leadformly makes it easier to create high converting lead capture forms as it turns the process from an art to a science. Driving customers from the start of the purchase funnel, with often little or no consideration of optimising the conversion in the last stages, is a common mistake made by marketers. Often it’s considered as a secondary detail. But lead capture forms have a big impact if we consider their ability to convert.
3. Use Video
Videos are put simply, the most powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects throughout the marketing funnel. A third of all online activities is watching videos. Ads in video format increase purchase intent by 97% & brand association by 139%.
Given that the average attention span is 6 seconds, down from 12 seconds in 2000 it shows that businesses have only 6 seconds to capture attention with their landing pages.
Not only do you need to make sure your load times are super-fast (< 3 seconds) but you also need content that engages people and quickly. With the right script, you can maintain attention every 8 seconds which is approximately every 20 words.
Following a recent research, including a video on a landing page can increase conversion rates by 80%.
4. Reduce bounce and exit rates
Analysing and understanding your bounce and exit rates is a very important strategy as in both cases, a very high index of both means a lack of engagement of your users towards your website and your products.
If your bounce and exit rates are high, you can start the analysis understanding if your users think your website is perhaps difficult to navigate or to use thanks to user surveys. Another reason could be related to the device they’re using to navigate.
According to the recent report by We Are Social, 46% of Internet users are surfing the net using their mobile. Ignoring the mobile experience of your website can have a huge impact on your website and after all to your whole business.
5. Understand your audience.
The type of person viewing the page is very important, sometimes even more than the page itself. If people are not converting it may be because they arrived based on a false promise.
It might be that users are not getting what they’re looking for, meaning you’re not matching their expectation in terms of products or they don’t understand why they should buy. This is a situation you can easily track and understand using Google Analytics and through a combination of CRO and SEO called Full Funnel Optimisation.
Many users will arrive via search engines, so it is important to know their intent and make sure your site matches those expectations. For example, if you are selling oranges but have a large percentage of visitors showing up looking up for fruit, you have a percentage of visitors who will never buy from you, no matter how optimised your landing pages are.