Now that you’ve taken care of your SEO and social media, you noticed that you’re getting traffic to your website. However, traffic is just traffic — you might end up wasting a lot of opportunities because you’re not converting your visitors into subscribers or customers.
Since this is not your ordinary conversion optimization guide, we recommend that you start the following before proceeding with this guide:
Create an awesome landing page:
Your page’s content is your main pitch to sell that product or service on your website. Create a sense of urgency in your text to catch your readers’ attention. On the other hand, we suggest that you shy away from the usual product landing page, and start building pillar content to present your products in a new light. If you’re investing in pillar contents that help drive conversion through information, the best way is to present the content in a more “digestible” format.
One great example is this compilation of the best WordPress hosting page. It’s not just one block of text; each paragraph isn’t too wordy, there’s a table of contents for easy access, a table for comparing different hosting providers, quick information on different WordPress hosting options available, and a quick review of each hosting and its performance. They have defined clear call-to-actions within the content, and they allowed discussion within the comments section to gather user generated content that makes it more relevant and “human”.
Nowadays, you can create a landing page with WordPress plugins. However, it’s the content within the landing pages that can help you convert your visitors into customers. What kind of content should run into your page? Is it more appropriate to put in text than visual content? How about your contact forms? Were those validated prior launching? Did you create a landing page with a clear call-to-action in mind? Or is it too full of needless information that makes it difficult for a user to discern which is which?
Optimize your landing page’s performance:
By optimizing your landing page’s performance through page speed and the like, you can easily drive traffic down the conversion funnel. Surprisingly, aside from the usual page speed optimization, you can speed up your pages by using AMP — it now allows forms within an AMP page. Optimize your contact forms and make sure they work accordingly.
Once you’re done with these fundamental steps, it’s now time to take things to the next level.
How to Increase Your Conversion Optimization Rate
This list of Conversion Rate Optimization (CRO) techniques will not only discuss your website, but it will also touch certain points of your marketing techniques. CRO shouldn’t be confined to your landing page alone. It should be a combination of your different marketing techniques to drive it towards the ultimate goal of conversion.
Unbounce defines message matching as:
How can you do message matching? Here are our suggestions:
- Match your Call to Action (CTA) to different kinds of buyers: Visitors have different levels of search intent. Some just look for information, while others have the intent to purchase a product or avail of a specific service. A “Buy Now” CTA wouldn’t make sense for a visitor that’s just looking for reviews, vice versa.
- Match your keywords to your copy: This applies to all copies that will help drive conversions to your goal. Whether you’re creating an email campaign, ad copies for PPC, a blog, or landing page copy, you should consider matching your keywords to your copies. Like we mentioned before, there are different kinds of visitors, and it is important that you drive the right kind of visitor towards the goal you want to achieve.
- PPC-related: Use Dynamic Text Replacement: With dynamic text replacement, you can attract a user’s attention through their own search term. Here’s a quick reference from WordStream on Dynamic Text Replacement for AdWords. Caveat: Plan this carefully as people tend to have different practices on managing ad groups. Some have ad groups based on Keyword Match Types, while other focus on product categories and the like.
The key to message matching is personalization. Despite the huge number of visitors that you get every day, you can still group them by affinities and interests. You can start personalizing your traffic’s experience through emails, landing pages, and even through your advertisement networks.
Track your user’s behavior and segment them accordingly. Once you’ve defined the different sets of audience you have, create marketing content that will attract their attention. Personalization isn’t just a dream that’s hard to execute — it’s real and possible to achieve. Marketers who have implemented personalization marketing have seen 19% uplift in sales.
To create personalized marketing sets, we suggest that you invest in the right tools to collect the data you need. Click Map Analysis and Mouse Scroll Tracking can help you check their behavior.
- Click Map Analysis: This is oftentimes referred to as a heat map. It displays which parts of your website, whether clickable or not, has gained interaction with your users. Through heatmaps, you can find relevant information that you may have overlooked in your U/X testing. Some people click on certain areas that aren’t clickable because they expect to elicit an action that they are familiar with. If you notice these actions more often, you should consider tweaking your U/X consequently.
- Mouse Scroll Tracking: Aside from heatmaps, you would want to know if people browse through your landing page as expected. If you have a long page, this can help you check out which parts of the page needs visual cues to proceed further down, or if you need to work on your landing page to show a more concise version.
If you prefer collecting data directly from your visitors, creating polls or feedback forms can help you. It helps in personalization because you can target specific interests groups with your survey form, or you can send in a survey via email to further segment your subscribers.
Take the opportunity to create a survey or feedback form that can help you come up with actionable points to drive optimization for your website. Instead of locking them down with yes or no questions, give the users some space to express their feedback; after all, we’re checking for quality over quantity on our pages.
Be Present in every Conversion Touchpoint
Every step a user takes should be lead towards a conversion. That’s why it’s important to engage the user in every touchpoint to encourage him to take action.
A study in 2015 proves that multiple touchpoint optimization helps drive conversion better than those companies that did not spread out their channels. The key here is not to just focus on one channel of marketing, but also spread out on different effective marketing channels to reach the customer on different touchpoints throughout the customer’s shopping journey.
Where can you start optimizing?
- Social media touchpoint: A simple action of engagement can help you establish awareness with your audience. Instead of focusing on hard selling your products, focus on how your products can help solve your customers’ problems. One unique example is grocery products in commercials. The holidays are just a few months’ away; instead of shoving cans of milk in people’s faces, they show a portrait of a happy family preparing salads with their product. Through social media, create content that can help them relate themselves to your brand.
- Ecommerce touchpoint: There are different touchpoints to exploit in an ecommerce site. Buyers interested in a product can save it on their wish list; this helps you identify those consumers with buying intent but has put the purchase on hold due to other factors. On the other hand, abandoned carts are another touchpoint to optimize. Send them an email reminding them that they left their shopping cart unattended, and help them complete the purchase. The best thing is, all of these can be automated! It can help you save time and energy, and it helps you to focus on the other things for your marketing efforts.
- Free trial offers, content gated touchpoints: You can help convert leads through free trials or through content gated opportunities. From here, you can gauge which of your visitors are willing to commit to your offer or those who have striking interest in your services. HubSpot probably is the best example for this touchpoint. As a user gets more engaged with their content, downloads more of their offers, they tag those users and drop them an email. At one point, they can even call you to offer their platform. Let the customer come to you — make the customer come to you.
Moving Forward: Where Should I Start?
Start with the technique that’s easier on your part to implement. We’re not telling you to sign up and set up your AdWords account immediately because you have to message match.
You can start by optimizing your posts on social. If you’re too focused on hard selling your products, try adding variations to your copy. Engage with people curious about your product. Help them through the funnel.
You can stick with feedback forms or polls on your website for specific users before moving on with more advanced data collecting techniques like heatmaps or mouse behavior analysis.
The important thing is to get started in optimizing and driving conversions to your website. After all, the main goal of your website and marketing efforts is ROI. Start small, then advance to other techniques once the first one started to yield results.
Nick Taylor is a product and web designer who specializes in visual design, UX, illustration and brand identity. With over 9 years in the industry, he is frequently researching the latest trends in digital design and new-age Internet ideas.