Is your website getting traffic, but not converting any of that traffic to leads or sales? Alternatively, maybe you’re getting traffic and receiving inquiries for irrelevant products and services.

Talking with a CRO Consultant, or someone with expertise in the SEO/Digital Ads space would be in the best interest of your business. It can help with getting users over the hurdles to conversion, to bring more sales and leads to your business.

What does CRO stand for? Conversion Rate Optimization.

What does CRO mean? CRO intends to convert more of the users visiting your website, into leads or buyers. For example, a company that does repairs of some sort might want website visitors to submit a free estimate request. Let’s say they get 1000 visits a month on that page, and they currently convert 5%, or 50 users to fill out the form. CRO efforts can push to get that number up to 10%, or 100 users, and ultimately increase revenue.

As you can see from the above example CRO Services are a straightforward investment that can improve ROI on marketing spend significantly.

At webFEAT Complete, we work every day to ensure that websites are targeting search phrases that are relevant and have intent. In part with that, we make sure that websites are set up in a way that guides users to conversion. As an agency, we can develop and integrate CRO into multiple online marketing channels with our full suite of digital marketing services.

CRO Tactics for Websites

Many CRO tactics are usually focused on making website browsing easier for the user or improving user experience (UX).

1. Shortening forms (fields and size): We frequently come across websites that have forms with large entry boxes, and many fields. The more time it will take for a user to do something, they may be less likely to complete the task. Think about if you are sent a survey where you could win a gift card. You open it up, and it says it will take 15 minutes. If that’s the case, I’m x’ing out immediately. But if it says it will take 2 minutes, count me in. If a user sees a form with 3 fields and a submit button, they’re more likely to fill it out than a form with 10 fields. Attention spans are shrinking, and that needs to be considered with marketing.
2. Simplifying main navigation: Another common happening online are main navigations of websites that have a lot of options. Let’s say 8 menu options, with a few of them having drop-downs with options too. This can be overwhelming for users, and leave them unsure of where to get started. Trimming down the main navigation can guide users through the conversion journey.
3. Improve CTA verbiage and placement: There is a lot you can test here to find the best method. The wording on CTA buttons, placement at the top of the page, multiple places on the page, adding a banner with an offer, putting a button in your main navigation, changing the color on the buttons/banners, trying out a pop up with a CTA to shop, get a free estimate, etc. You could also test putting a form at the top of your pages. The list could go on!
4. Ecommerce Specific CRO: Consider offering free shipping, it works as a Amazon has proved (they get a 10%-15%+ conversion rate with non-prime users, compared to the ~2%-3% average online). You can always build part or all of that price into some of your products. It’s also important to make sure that the checkout process is effortless-making sure users can save information/cards, shipping information, and there are not too many steps with a registered checkout. However, some folks don’t want to keep information saved, so offer a guest checkout too. Outside of checkout related items, the normal CRO tactics above can be applied!

Metrics to measure progress: Conversions, Conversion rate, clicks on key buttons or visits to important pages in Google Analytics 4.

SEO/SEM Strategy Should Include CRO

CRO is often built into an overarching digital marketing strategy. This section will cover SEO-related CRO strategies, and the next will cover digital ads. All of this work goes hand in hand to generate positive outcomes.

1. Keyword Cannibalization: This concept is when a website has too many pages that are similar, or targeting the same thing. When this happens, search engines like Google are unsure of which one to prioritize, and then the pages compete against each other, resulting in mediocre or poor rankings for each or all pages. Quality>Quantity. Your content should be specific, with primary landing pages for certain phases or topics that are thorough. Many businesses pump out blogs that may provide short-term boosts, but they end up hurting overall rankings and primary landing pages. Evaluating the content on your site, and consolidating content into your primary landing page can make a huge difference, quickly, for rankings on a certain subject.
2. Helpful Content that Eliminates Hesitations: This goes along with the above item. When you create content about a topic, that content should be in-depth, and address questions that prospective users have. If you answer all of those questions or hesitations, they’ll be more likely to move forward through the conversion process. If you look at the search results, there will be “related searches” and “people also ask” where you can get ideas for related topical content. Also if you’re verified in Search Console, you can see specifically what people are searching if you’re ranking for a topic. If not, create the content with what you know and can find in the search results, then as you compile data in search console, you can update and improve the content over time. Google will like this, because your content will be fresher. They like old content less and less these days, unless it’s linked to a lot.
3. Insert Trust Mechanisms: Badges with certifications and awards, links or mentions of articles that your business or someone from your business is featured in can build trust with prospects, and drive them to conversion. According to one study, adding a trust badge in a checkout/conversion page increased conversion rate 42%.
4. Encourage Scrolling to Deliver More Information: The term “above the fold” is the content that appears without scrolling when you visit a page on a website. Ideally, you should have an arrow directing users to scroll down the page, or have some of the information (ex: a heading, a heading and a hint of content, etc.) above the fold, so users are inclined to peruse more information on your page that may drive them to conversion. But best case, you compel them at the top of the page! Easier said than done, though.
5. Target the Right Traffic: This is a complicated topic but let me boil it down as much as possible. Your content should show that you’re a subject matter expert. Content should be informative, not always salesy. Sometimes you need to give away free information/strategy, to draw people in. Give them a taste, but not the whole entree. You’ll have to build some content around a topic, but use it to strengthen a primary landing page. It’s all a strategic balance to drive in the right users, and not just users looking exclusively for free info. Again, very complicated-a good example of why it is best to have professionals lead your content strategy. If you see irrelevant search phrases drawing in traffic, identify what page(s) that is stemming from, and update content to avoid bringing it in. This will boost key metrics, and ultimately help get you ranking for what matters. Focus on the topics that have proven to drive conversions, and eliminate or lower-priority on the content that doesn’t.

Metrics to measure progress: CTR, Time spent on site, pages viewed in Google Analytics 4 and Google Search Console.

Google Ads Campaigns (or Microsoft, Yelp, other Digital Ads)

Digital Ad/PPC Campaigns are our favorite thing to work on, because they can provide near-instant gratification with data and results.

If you look at the search results for many industries and their respective key searches these days, the top of SERPs (Search Engine Result Pages) are loaded with ads. So if you run quality ads that are appropriately targeted, with CRO integrated into landing pages, success can come quickly.

1. Enhance Landing Pages/Create Ad-Specific Landing Pages: Make sure your ads are linking to the most relevant landing page, and enhance that landing page with some of the tactics noted in the above sections. We love to create landing pages that are specific to an ad campaign, that provide key info, and a form, with limited links. This gives a 50/50 chance at conversion, and can increase conversion rate if done well.
2. Break Out/Narrow Ad Campaigns: Ad campaigns perform better, similar to website content/rankings, when they are narrowly focused and targeted. For example, if you’re a plumber. Don’t just run ads with general “plumber” searches. Have specific campaigns for your services like water heater installation, drain line cleaning, fixture installation, etc. This will save you money on ad costs, and also increase conversion rate.
3. Trim Poor Performing/Low ROI Targets: Once you set up an account and it’s gathering data, identify poor performers over time. The search phrases, ads or ad groups, locations, etc. that are not generating conversions or quality engagement. If sufficient testing has been done and no results are being delivered, you can pause those campaigns/ad groups/targets, and make sure ad spend is going into the campaigns/ad groups/targets that are giving you ROAS (Return on Ad Spend). This will increase your conversion rate, conversions, and ROAS/ROI.

Metrics to measure progress: CTR/Engagement Rate, Cost per conversion, Conversions. And along with this individual keyword, ad, and other metrics to guide improvements making improvement. All of this can be viewed in the Google Ads platform.

Increase Quality Leads From Your Website with CRO Marketing

Our goal is to take your marketing investment and generate a return, or amplify returns. Marketing is all about generating presence in the right places, and improving the bottom line.

We’ve done this time and time again, and would be thrilled to work on helping your business with CRO.

Schedule a meeting or fill out our short form to tell us more about your situation. We’d be happy to put together a free evaluation and quote.

*Credit on blog image to OfotoRay on pixabay