Now that we have clarified the role of conversion rate and ROI and their possible causes, it is time to
understand how companies increase their results in practice.
This work is so important that it has gained a dedicated area in Digital Marketing, CRO (Conversion
Rate Optimization).
CRO operations are based on scientific methodology: a hypothesis, formulated on the basis of
research, feedback or benchmarking, is tested taking into account statistical criteria.
In A/B testing, which is widely used in this type of work, two versions of the same conversion factor
are analyzed, preserving the other characteristics of the object of study.
We can use it to refine the design of websites and landing pages , improve user experience, increase
page performance in search engine rankings ( SEO ), or increase sales conversions on product pages
or closing emails.
A complete optimization process, therefore, must take into account a series of elements
that, together, build the customer experience.
In addition, it must be kept in mind that this work must be done continuously, since the market and the consumer are constantly changing.
What practices contribute to a higher number of conversions?
By looking at the performance of different america phone number list companies on the Internet and the strategies adopted by successful brands, we have come up with five tips to help you start improving your optimization strategy as soon as possible.
Let’s see it below!
1. Evaluate the relevance of your content
Quality content is essential – after all, it’s the main element of your website or blog and the reason people come to your brand. However, there’s no creating your online store: step by step point in investing in professional materials if they don’t attract the right people.
There are certain inconsistencies in the results that indicate that a blog’s content is not well optimized for conversion. Some of them are:
- lots of traffic, but little lead generation;
- good number of clicks on ads, but few closures;
- growth in the number of leads, but a stable sales conversion rate.
This doesn’t mean that the material you produce is bad, but it does indicate the need to make some changes.
Your content should consider the circumstances, habits, pain points, desires, values, and language of the people who really fit the profile that your company can help: your buyer persona .
2. Align tone of voice and language how-to-optimize
In addition to identifying the most mobile numbers relevant topics and issues for your buyer persona, it is necessary to adjust the tone of voice and the language adopted.
It is essential to maintain consistency between the different communication channels and their representatives, that is, your brand must express itself on social networks , blogs and advertisements in the same way .
Today’s consumer sees no barriers between different interaction environments. For them, all points of contact with the company are part of a single experience, which is why it is so important to standardize communication between them.
3. Use persuasion techniques how-to-optimize
Persuasion techniques have been part of the marketing routine since its beginnings and are still widely used in various market sectors. Among the resources most used by companies on the Internet, we have:
- copywriting;
- mental triggers;
- neuromarketing .
However, the use of these methods requires caution. Excessive repetition of certain elements tends to reduce their effectiveness, so the use of templates is not recommended.
These resources can be very effective in increasing conversions, but they must be used with caution and, above all, ethically.
4. Invest in good SEO practices how-to-optimize
The astonishing rise of Google in recent decades and the growth of companies and professionals in the sector around the world have made SEO a true science within Digital Marketing.
There are numerous strategies, but the basic practices are:
- research and use relevant keywords;
- include the keyword in the title, introduction, conclusion and, if possible, in the subtitles;
- use heading tags (H1, H2, H3);
- build agile, fast pages adapted to mobile devices ( mobile SEO ).
All of these actions will help your pages achieve better positions in search rankings, favoring your traffic and conversions .
5. Optimize the user experience how-to-optimize
Finally, we need to think about the environment in which your content will be presented. Humans are sensitive to various types of visual stimuli, such as colors, shapes, and textures, and are also influenced by the layout of text and other elements on the page.
CRO practices are widely used to identify patterns and design objects that contribute to conversion.
The style of the buttons, the layout of the content, the placement of the banners and images, all of this must be worked on to obtain the best possible performance .
It is also essential that the page is fast and intuitive. Users are generally anxious, and therefore the path to the CTA, your call to action, has to be simple and clear. There is no room for excess when the goal is to increase conversions.