When creating a website, most of the time, the focus is on generating traffic to the site in the hope that this traffic will convert into conversion — purchasing products, making appointments, requesting quotes, etc. However, this is only half the battle.
Getting users to your site is one thing, but getting them to take action is another. The crux of the matter lies in conversion. This is why you need to implement a CRO ( conversion rate optimization ) plan to collect the data you need to continually improve your site's conversion rates.
What is CRO?
The CRO stands for conversion rate optimization or in French: conversion rate optimization. It consists of increasing the percentage of users who perform a desired action on a website . Desired actions may include purchasing a product, clicking “add to cart,” signing up for a service, filling out a form, or clicking a link.
Think of CRO as the process of understanding what motivates, stops and persuades your users on your website, with the goal of providing them with the best possible user experience to ultimately convert and improve your site's conversion rate. .
Focusing on the final action — the conversion — is obviously important, but in reality, a lot happens before that point. Indeed, it is important to remember the path taken by your users and how they got to each step .
Specific INCENTIVES bring people to your website.Ask yourself what brought visitors to your site?
Specific OBSTACLES make them leave. Ask yourself when and why visitors leave your site?
Defined HOOKS persuade them to convert. Ask yourself what persuaded your users to take action and convert?
When it comes to working on improving your conversion rate, the answers to your questions are not always quantifiable, backed up by concrete numbers and with a clear answer. Sometimes there's an obvious bug that's preventing your users from converting, but other times your website works perfectly, but conversions aren't there. When this happens, you'll need to dig deeper and look for the why beyond the data you have — you'll need, in other words, to focus on understanding your users.
Where to implement a CRO strategy
Here are the first four places on your site where you should implement a CRO strategy.
1. Home page
Home pages are prime candidates for a CRO strategy. In addition to making a first impression on your visitors, the home page represents an opportunity to retain these visitors and guide them further into your site. To do this, emphasize links that redirect visitors to your products and services , for example by offering a free sign-up button or even incorporating a chatbot which solicits questions from visitors at any point during their browsing experience.
2. Price page
A website's pricing page can be the deciding point for many visitors. CRO can help a pricing page convert visitors into customers by changing pricing intervals (e.g. price per year or price per month), briefly describing the product features associated with each price, adding a number phone so visitors can call or by adding a simple pop-up form.
A blog represents a conversion opportunity for a website. In addition to publishing thoughtful and useful content about your industry, your blog can be used to convert your readers into leads. To do this, add calls to action (CTAs) throughout an article or invite your readers to learn more by submitting their email address in exchange for a digital book (ebook), for example.
4. Landing page
Landing pages are designed to get users to take an action. It therefore makes sense to integrate a CRO strategy. An event landing page, for example a philanthropic cause, can be optimized with a video showing the success of past editions, with the aim of encouraging visitors to register this year.
By optimizing your conversion rate, you will get the most out of your existing website traffic, while ensuring you are targeting qualified prospects.
To start planning your strategy, call us now and we'll discuss it together