3 Essentials of CRO and How to Optimize Them to Boost Conversions
You’ve been mulling over it for months. And you’ve finally made a decision. You’re going to put in a more organized effort with conversion rate optimization to improve your conversion rate and your overall performance.
The only problem is, you’re not sure how to get started. There are so many elements and channels that need optimizing, so the whole process can seem overwhelming. To help you get started with an organized CRO effort, here are the three essentials you should focus on first:
CRO Essential #1: Copywriting
Whether it’s for your marketing emails, landing pages, ads, or even CTA buttons; copy matters. It’s the channel through which you make a case for the product or service you’re selling. And if your case is weak, there’s not much chance that you’re going to drive sales.
This is why copywriting is considered such an essential element to improve conversions. A case study conducted by Growth Rock illustrated how optimizing copy boosted conversion rates by 13.9%.
Here are some of the most effective ways you can optimize copywriting to increase your conversion rate:
Optimize for SEO
Optimizing copy for conversions isn’t just about writing a compelling piece of content. It also involves SEO, which is necessary to boost visibility in search engines. The higher your visibility is, the better your chance of driving more traffic. And this increased traffic improves your chances of driving conversions.
In fact, a Fat Cake case study found a 54.42% increase in organic search traffic, and a 16.30% increase in conversions after optimizing content for SEO.
To optimize your copy for SEO, you need to search for high-ranking, low competition keywords using the Google Keyword Planner tool. The tool provides you with keyword ideas when you enter a term or word relevant to your business. You can then use those keywords to optimize your copy on your webpages and landing pages.
Get Straight to the Point
Your copy should cut to the chase. In other words, it should be direct about what you wish to convey, and what you want the reader to do. Avoid being too wordy and using unnecessary fillers. You basically need to keep things as simple as possible.
For example, instead of saying something like, “Learn how you can save money by cutting your spending,” you can shorten the sentence to, “Learn how to cut costs,” or, “Get money-saving tips.”
Take a look at the following copy on Piktochart, for example. They give users three options to share their creations. And for each sharing option, there’s a clear, brief description.
Create Compelling CTAs
Your call-to-action (CTA) copy should be short and assertive. It should clearly and firmly tell people what they need to do. Preferably, it should tell them what they can get out of the action.
Some examples of compelling CTA copy are, “Get free access,” “Complete purchase,” and “Get your free copy.” Each of these CTAs tells people what action they should take in just four words or less.
The CTAs on Unbounce are excellent examples of assertive call-to-actions. As you can see below, each CTA is short, and clearly states what people will get when they click. They invite people to, “Subscribe to the blog,” or “Start free trial.” And in one CTA, they encourage people to, “Find out how,” Unbounce helps marketers create high-converting landing pages.
Use your copy to add a personal touch to your communication with potential customers. Make your copy more personal by using second person pronouns whenever applicable. By using “you” and “your” at the right times, you can shift the focus to the reader, and speak to them directly.
Take a look at the following screenshot from SurveyMonkey, for example. The copy uses “you,” once and “your” four times. The focus is on the reader, and what they’re going to get out of the SurveyMonkey features.
These are the most important steps to optimize your copy to improve conversion rate. But you still need to follow copywriting basics, such as perfect grammar and sentence structure. You should also use a positive tone to connect with your audience’s positive emotions.
CRO Essential #2: Web Design
Over the years, you’ve probably come across a website or two with a terrible design. Maybe the images won’t load, you can’t find what you’re looking for, or the overall layout is simply an eyesore.
Web design plays an important role in influencing people’s decision to stay on a webpage. In fact, Adobe found that 38% of consumers will stop engaging with a website that has unattractive content or layout.
If your website visitors aren’t engaged, there’s a high probability that they’ll leave your site quickly. That means you’ll lose an opportunity to make a sale. The importance of design to improve conversion rate cannot be stressed enough.
Here are some effective tips to help you optimize your design to boost conversions:
Your website content should be easy to read. This means you need to use fonts that are the right size and clearly visible. And you need to make sure the background and font colors complement each other. Proper paragraph spacing and text layout also are crucial for improving the readability of your website.
The OptinMonster homepage is an excellent example of a webpage with good readability. As you can see, there’s a clear contrast between the font color and the background color. The font style and size are also easy to read, which improves the design of this webpage.
Read the full article on Shane Barker’s Digital Marketing blog.
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