If you do one thing for your website in 2021 it should be CRO. Why? Because, it’s all about your visitors. Get to know what they do when they land on your site and you’ll be able to make some super quick wins to increase website conversion rate. The more you understand your visitors, users, and customers, the easier it becomes to give them what they need.
Conversion Rate Optimisation (CRO) involves looking at the areas of your website pages that attract (or expel) your visitor. Typically we do this by a process called Heat Mapping. There are many systems you can use to do this but my favourite is definitely Hotjar..
What heat mapping does is show you ‘hot-spots’ on the page that keep your visitor engaged the most, and also what makes them hit the delete button. Just like a weather map, it will show you where’s hot and where’s not. There are many behavioural patterns that most good web developers will tell you are the most common – such as starting points always being top right, but the way your website is laid out will pre-determine and guide your visitor across the page.
Small changes matter.
They certainly do! Through identifying where your visitor wants to be you can make sure that your call to action (CTA) is predominantly placed exactly where they need to see it. OK, so that sounds pretty simple, but actually it takes a lot more analysis than that to simply getting your visitor to click a button.
It’s all about confidence.
Your website typically has 8 seconds to attract your visitor, you then need to engage with them. This means you need to provide something of interest that will keep them after the 8 seconds has passed. If your visitor is still with you that’s where confidence comes in. You need to be able to demonstrate that what you provide is what they were looking for. This can be done in a few ways, but I would definitely advise that if your visitor has landed on your website via an advert, or PPC campaign, that your message is consistent. The look and feel has to also match what they last saw – this all gives confidence that their investment in choosing to visit your website was valid and has purpose – in other words avoid what I like to call the ‘scam reflex.’
CRO covers so much more than this though. Experience has taught us, for instance, that the colour, size and position of your CTA on the page is vital. Get it in the wrong place and you decrease your advantage.
So, with that in mind – invest in a bit of CRO expertise and you could increase your % conversion across your site.
If you’d like me to do a quick audit of your site, please get in touch.
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