Written by: Emma Pearson
Conversion Rate Optimization is like patching a fishing net with holes.
Putting a phone number and an email address on your website isn’t enough to convince potential clients to take the next step. That level of sophistication is only going to gain you the clients who are already looking for you. We have a word for it, it’s called “brochureware”. Every day hundreds of prospects are looking for your services but whether you entice them or not is entirely predicated on the offers you describe, the testimonials you provide, the validations you display and the content that surrounds your conversion pages. Conversion strategies are what make websites significantly more sophisticated marketing tools than brochures. Check out our recent 30-day 50K Alumni Challenge with the University of New Hampshire where getting people to click donate now was the name of the game.
It never fails, when a prospect comes to Vital for more leads, they have one of two problems and often both. The first problem is not enough traffic, the second is not enough leads / sales (leads for B to B businesses, sales for B to C businesses and eCommerce ). Most companies identify the traffic problem and make significant investments of both time and money to deal with it. Amazingly they often overlook the cheaper and easier fix, conversion rate optimization. The challenge looks something like this, if you have 200 site visits per day and you convert 1%, you get 2 leads / sales per day. If your goal is to increase to 4 leads / sales per day (100% growth) you can either increase traffic to 400 visits per day or increase your conversion rate to 2%. The latter is called conversion rate optimization and it’s where we prefer to begin because no matter how few fish are in the river, a net full of holes will only exacerbate the issue.
Sounds pretty obvious, but for most people fixing a net seems easy and conversion rate optimization sounds like a foreign language. It’s really a lot more simple than that. Conversion rate optimization is the art of making prospects take an action they aren’t quite convinced they are ready to take. Whether it’s filling out a form, making a phone call, submitting credit card information or adding extra items to their cart when we enhance the content around a conversion page we can make significant increases to our conversion rate. One of the best examples of CRO, legendary in the world of Conversion Rate Optimization, is the “Million Dollar Landing Page“. At the time, Moz made adjustments to their conversion landing page that resulted in over $1 Million dollars and a 52% improvement to conversion rate. If you have the time, read the case study here. Although there is a lot to be learned in these two articles the art of conversion optimization is always evolving, what worked yesterday does not necessarily work today.
At Vital we have a team dedicated to analyzing, employing and enhancing CRO for our customers. We experiment with CRO strategies, test them, and find out which strategies work best for you and your website visitors. We use powerful analytical tools to measure which strategies work, and use our results to optimize your website into a lean, mean, lead converting machine.
If you’re ready to get your phone ringing off the hook, give us a call today.
Don’t just look for more visitors, make more out of each visit with Conversion Rate Optimization (CRO)
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