Why Conversion Rate Optimization Is Key for Business Growth

Aug 30, 2018

When marketers want to get more out of their budget, the best solution is to start by seriously focusing on Conversion Rate Optimization (CRO).

CRO is about making sure you’re optimizing every component of your digital marketing efforts. There are plenty of ways to increase revenue by improving your website and the online processes you already have in place.

By auditing and then testing options for improvements, you can achieve maximum impact with your spending on digital marketing. For example, your forms and landing pages could be hurting your conversion rate without you even realizing it. Optimizing them will help you greatly in the long run.

Determine What a Conversion

Means for You

How do you define a conversion? It depends on your company’s goals. You have the skill to improve your conversions, or even understand how to track them. To optimize your conversion rate, you’re making sure that you’re making the most of every tactic that could help you make that conversion. Whether a conversion means a customer made a purchase or signed up for a free trial is up to you.

Conversion Rate Optimization Overview

When you start making your website’s highest performing pages even more effective, you’ll see how important CRO is for your business. For example, when you analyze, revamp, and test your current landing pages, you’ll likely see an increase in conversions.

Before you do anything else, you have to audit the stages of your marketing funnel. When you collect data about what is happening at every stage in your marketing and sales process, you can determine the improvements that need to be implemented.

The last thing you want to do is waste energy on A/B tests that aren’t even helping you figure out the best changes to make. At all times, you want to set yourself up for success to learn something that will boost your ROI.

CRO: Next Steps

If you haven’t already, it’s critical to set up conversion goals and funnels in the Google Marketing Platform (which now encompasses Google Analytics and DoubleClick). Your conversion funnel reveals the flow of activity and behavior of your website’s users.

Google gives free access to this funnel-building tool on the Google Marketing Platform,and its visual element allows you to easily identify where you’re losing users before they follow through with a purchase (or some other type of conversion).

Let’s say you’re an ecommerce store. If you’re looking at your funnel and identify that a large percentage of users are not ending up on your landing page, it probably indicates that your form needs to be re-designed or needs to ask for less information.

On the other hand, if a substantial percentage of users get all the way to your checkout and then abandon their carts, you could have an issue with your checkout process or have a pricing problem.

Why CRO is Important for Your Forms and Landing Pages

The key to CRO is making sure your marketing and sales processes are running as smoothly and efficiently as possible. After you ensure that the basic processes of converting leads into customers are functioning optimally, then you can increase the time and money you spend on SEO.

Even if your content goes viral, if your forms and landing pages associated with that content are not optimized, you could miss out on a substantial number of conversions.

CRO For Forms

Here are just 3 tricks for increasing the number of people who fill out a form on your site:

1) Decrease the number of form fields whenever possible. A lot of people impulsively want to sign up, but then get annoyed or discouraged when there are too many required fields . If you could narrow down your form to just ask for Name and Email, you might be surprised by the positive impact it could have on your form submissions.

2) Another way to optimize your forms is to improve the copy. If your form prompts users in a clear, concise way, and in a tone that is consistent with your brand, there is a better chance they will fill it out. If a form seems off somehow, any user will avoid completing it.

3) Design is another key factor. A certain field layout or accompanying graphic could catch a user’s eye more than another format. If something as simple as tweaking the looks of your form could make a positive impact, it’s definitely worth doing.

CRO For Landing Pages

Here are 3 quick tips you should follow to improve your landing pages:

1) Create personalized landing pages and forms that update based on user interactions. Optimizing your landing pages to increase conversions is about creating an awesome user experience and making people want to convert.

2) Test out different forms on your landing pages to make sure you are maximizing form submission. Conversion rate optimization is all about running A/B tests and figuring out what needs to change to yield better results.

3) Improve your headlines, your calls to action (CTAs), and the length and style of your copy on your landing page. If you want someone to sign up for your service from your landing page, the way the CTA button stands out and the language of the button determines whether or not users decide to click.

For example, the CTA button below is super simple but accomplishes exactly what it should accomplish. It’s important to find the happy medium between a communication style that is concise and one that is clear, thorough and detailed.

Conversion Rate Optimization - Chainlink Relationship Marketing

Wrapping It Up…

There are multiple factors that determine whether people convert or not. The best way to get better conversion rates is to better deliver precisely what your audience wants in a compelling way, and then test it. Other ways to improve overall conversions site-wide is to regularly update your content and ensure that you’re using Google’s tools in the Google Search Console.

At Chainlink, our team of CRO experts will ensure that your website and digital marketing processes associated with it run as smoothly as possible. When you have professional help to identify and fix leaks in your marketing and sales funnels, you can use your budget more wisely.

Also, our Chainlink Marketing Platform offers tools such as our Landing Page and Form Builders that allow you to create and easily test multiple versions. All of the responses you receive are then stored within the Chainlink Data Warehouse, and you can create automated outbound drip messaging programs that are triggered by different customer engagements.

Reach out to us below to learn more about what we can do for you. Also, don’t forget to sign up for our newsletter for more exclusive tips and strategies.

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