Converting Your Clicks
You have traffic coming to your website, so how do you quickly communicate who you are, what you do, why they should trust you and what they need to do now? This requires Conversion Rate Optimization (or CRO). Through design, awareness, analytics, psychology and content, Sting’s conversion optimization involves the systematic process of adjusting the web or landing page to increase the percentage of your website visitors to take a desired action. In most cases, this desired action is a call, form or chat but in some instances, it could be to drive them deeper within your site and closer to the sale.
Within the conversion optimization process, our team works to understand how users move through your page and website, what actions they take, and help us to remove any barriers that may be stopping them from completing your goals. These goals could be the beginning of the conversion process with smaller conversions that occur before a user completes a macro-conversion, such as signing up to become a client. These are called micro-conversions, and could be used to attract conversations in chat, sign up for an email newsletter, follow you on social media or subscribe to your blog.
To start optimizing conversions, we need to first establish what the conversions goals are, then ensuring we are tracking and measuring success towards those goals. Your site can grow its website traffic but if you are not focused on converting that traffic, your marketing dollars do not have the same potential. Converting just a small percentage more to a lead, can quickly change your cost per acquisition, allowing you to invest more into your marketing.
To track conversions, you need to determine what should be tracked and why. At first glance, you may say “I want to track new clients, nothing else matters”. That makes sense as we are a partner in your success, however we need to understand the journey it takes a client to get to that point, the multiple touch points that may have influenced their decision, and the micro-conversions along the way. Once these are identified, conversion points can be tracked using platforms like Google Analytics, mouse movement analysis, or website optimization tools.
Measuring Conversion Rates
To measure and calculate your conversion rate, we need to determine what we will be tracking. For this example, we will say we want to track the conversion rate of visitors to chat conversations. By gathering data from an analytics platform like Google Analytics, we can understand the number of visitors that have gotten to your website. We can take this a step further, to determine the conversion rate of your organic SEO results, and calculate only those who came to your site from a search engine keyword search.
The other variable we are measuring against is chat conversations. If we calculate those over the same period, we can then determine a conversions rate. For this example:
Number of Chat Conversations / Total Traffic to Site x 100 = Conversion Rate
Improving Conversion Rates
There are several ways to improve conversion rates, first by analyzing empirical data, such as quantitative data. Accessing this data, typically through Google Analytics, can provide you with the numbers behind how people behave on your website and how many are converting to an action (such as a click, lead, call, chat).
By using analytics-based conversion rate optimization, we can answer important quantitative questions about how users interact and convert such as:
The entry page your visitors enter your website
The devices or browsers used
Their age, interests or demographics
How they arrived to come to your website
Keywords they clicked
Locations or cities they are coming
How long they stay on your website or any one page
Where they are abandoning your site
Now that you know how users interact with your site, you can consider the “why”, or the qualitative data, behind their behavior. This data is more subjective and needs to align with your ideal customer- your perfect persona.
While qualitative data is harder to obtain, however by creating your buyer persona you can understand the characteristics of the ideal customer. This can be tracked and optimized by reviewing factors such as mouse movement, eye tracking, surveys, interviews or split testing variations in design or content.
There are certain things that raw quantitative data alone can't tell you. For example, facts about what brought a user to your site or why they didn’t convert. However, when combining this information with your qualitative data, you can gain a much better understanding of the best opportunities to optimize for your target persona.
How Conversion Rates
Support Your SEO Marketing
A common myth with SEO, is that it is all influenced by optimizing a page’s title or adding keywords or links, however CRO plays a large role. Here is why believe CRO is your SEO friend at Sting:
Improving conversion rates means that you can make more from the advertising resources you have. Through analyzing strategies to get the most out of your acquisition efforts, Sting client’s see more conversions without having to bring in more potential customers.
Conversion rate optimization allow you to grow without depleting your resources and prospective customers. By turning more browsers into leads, we grow your business without having to scale your audience size at the same rate.
Better UX (user experience)
Conversion rate optimization studies what works on your site and expands on it to make a better user experience. If a user hits the back button to Google, it is a signal to Google that your site did not match the users search or intent, so is no longer relative.
Enhanced customer insights
Conversion rate optimization can help you better understand the qualitative and quantitative data behind your key audience. Conversion rate optimization works to optimize the selection of the right customers for your business and optimize their journey to becoming your lead.
For a user to share their personal information (ie. Become a lead) they have to genuinely trust the site. Your first impression is now a click, and your website is your number-one sales person. CRO is accelerate through improving and communicating trust.