Unhappy with your conversion rates? Here are four underrated conversion optimization techniques that start-up businesses may explore to boost conversion rates.
Improving conversion isn’t just about getting instant results. Go for long-term results. Get started with these conversion optimization techniques.
Are you happy with your conversion rates?
If not, this fact may offer some consolation: you’re not alone. Around eight in 10 businesses (or 78%) are dissatisfied with their online conversion rates, an Econsultancy study found.
Isn’t it ironic that in this digitally connected world, entrepreneurs and marketers have a lot of conversion rate optimization (CRO) tools and best practices at their disposal—yet they’re still struggling to meet their conversion goals?
What could be the missing link? It’s all about the mindset. Improving conversion is not just about getting instant results. It involves so much more than tweaking your website’s design and content.
Successful CRO entails tremendous hard work to achieve long-term results rather than making quick wins. Oftentimes, the best CRO strategies aren’t necessarily the popular ones.
Here are some of the underrated CRO techniques that start-up businesses may explore to boost conversion rates.
1. Implement a structured and documented CRO process
Of course, everyone knows that every project starts with a process. But do you follow a structured conversion rate optimization process? Do you document it?
A 2017 State of Conversion Optimization Report found that while a majority of business executives and marketers have a CRO process in place, only 36% are structured and documented.
No wonder why a lot of people are unhappy with their conversion rates.
Rather than focusing too much on conversion tactics, invest first in a well-thought-out and documented CRO process. Wasting your resources on trial and errors isn’t good for your ROI. But a CRO process is.
In simple terms, here’s a five-step approach you can take to implement the right process for your conversion rate optimization:
- Define your conversion goals. For instance, how much does each sales rep has to sell monthly?
- Gather insights about your customers through quantitative and qualitative market research.
- Implement a data-driven conversion optimization strategy. Whatever it is, make sure to anchor your CRO strategy on your market research findings.
- Measure your CRO success through A/B testing and multivariate testing.
- Verify results by running tests continuously until you’ve derived a statistically significant data.
2. Improve your lead response time and quality
How quick or slow you respond to your leads’ online inquiries can sustain or kill your business.
Does lead response time really affect conversion? Of course! Imagine you’re asking a barista at a coffee shop if your favorite latte macchiato is available. Wouldn’t you be annoyed and frustrated if the staff takes three hours to answer a simple question?
People hate to wait. So do your potential and existing customers. Don’t leave them hanging when they contact you for an inquiry.
Ideally, don’t let inquiries from your leads remain unanswered for more than 6 hours. A recent AutoDeal study reveals that a lead response time of 6 hours or faster results in a 40% increase in conversion rate.
The study further notes that a response time of 1 hour or faster converts 48% better than responding after over an hour up to 24 hours.
If you’re managing a sales team and your lead response time is dismal, consider investing in training and coaching sessions. Your reps may need to learn how to prioritize their tasks to ensure that no inquiry is left hanging in midair.
Aside from speed, response quality is an equally crucial part of your lead management strategy for conversion. Leads who contact you for inquiries took the time and effort to reach out to you and show their interest in your business. They deserve better than an I-will-get-back-to-you-later reply or worse, no reply at all.
3. Understand your customers’ interests and behaviors
Conversion rate optimization best practices exist for a reason—they are meant to guide marketers and business owners. But implementing them blindly just because they’ve worked for other companies is one of the common mistakes that can sabotage your conversion rate.
Insights from your customer data can help you identify the CRO strategies that will work for your business. Why are people visiting your site? What makes them sign up for your newsletter? What could cause them to leave your site or abandon their shopping cart?
All these and more questions are addressed when you collect and analyze information about your customers’ interests and behaviors. There are plenty of ways to do that:
- One-on-one interviews
- Focus group discussions
- On-site surveys
- Usability testing
- Using data analytics tools
The data and insights gained from these activities will also give you a deeper understanding of your customers’ pain points—whether they pertain to your website, product or service. Focus on solving them to win more customers and improve your conversion.
4. Create helpful and relevant mobile shopping experiences
Mobile conversion rates may be lower than desktop, but that does not mean you should ignore your mobile e-commerce altogether.
Consumers browse and research about products on their mobile devices before making a purchase on a computer. According to Google research, almost nine in 10 smartphone users would become repeat customers when they’re given helpful or relevant mobile experience.
Specifically, being helpful means efficient and friendly customer service. Providing relevant mobile experiences means offering what your potential customers need based on what they’re searching online.
On the other hand, people hate pop-ups that disrupt their mobile experience. Google research found that 46% of people who had an interruptive mobile experience would not buy from a brand again.
Based on these research findings, you should come up with conversion strategies to complement the desktop shopping experiences with enhanced mobile experiences.
All these off-the-radar conversion optimization techniques are not as well-known as other CRO tactics for one big reason: they don’t guarantee quick wins. Rather, they ensure long-term success.
It takes time and a lot of effort to make any CRO campaign truly successful over the long haul. When you find yourself becoming wrapped up in delivering short-term results, step back and review what you’ve been doing (and ignoring) to win your customers. Taking a deliberate, data-driven, and customer-centric approach to conversion optimization is a surefire way to boost your business ROI.
Aby Nicole League is a qualitative researcher and a passionate writer. She writes articles mostly about Digital Marketing, technology, health, and psychology. You can follow her at @abyleague
Image Credit – Taken from Pixabay.com