Conversion Rate Optimization
Conversion rate optimization is a bit of a buzzword, and chances are you’re here because you’re wondering what exactly it means.
Simply put, conversion rate means the percentage of people who visit your site that follow one of your calls to action. It might be a phone call, or an email subscription form, a request for quote, etc. Whatever it is on that given page you were steering readers to do, how successful was it?
So in a nutshell when we mention that phrase we’re talking about tweaks to a site to improve the odds of that happening.
Too often web design becomes about looking pretty and boosting traffic. But is it the right traffic, and will that traffic take action?
Is your design simple to navigate and find needed info?
Does your content explain how you solve problems instead of listing features?
Does the site establish trust and rapport with strong language and social proof?
Do pages have strong calls to action that get attention without being pushy?
CRO can be done after a site has been around awhile, just like SEO. If your site is getting decent traffic but isn’t generating leads, it’s definitely something to consider.
But ideally CRO is a part of the design process itself. If your designer isn’t skilled at this it’s useful to bring someone in to assist, since conversion rate stems from more than the words used.
Everything from the colors you use to the site’s layout play a role, so both your keywords and your end goal for each page need to be carefully planned during design.
The great thing about how easy it is to find information online today is just that. But the tough part about that is how easy it is for a reader to move on from your site if it isn’t interesting enough, doesn’t answer their questions fast enough, or doesn’t guide them to an end point clearly enough.