Conversion rate optimization (CRO) is the systematic process of increasing your conversions. CRO boils down to obtaining more sales from the same amount of traffic and entails studying your target audience, their behavior, and how they interact with your content.
Conversion rate optimization is an integral part of every successful business. From this article, you’ll learn why CRO is important, how it enriches your marketing, and what steps you should take to boost your landing page and email conversion rate.
Why is Conversion Rate Optimization Important?
Digital marketing is a rapidly changing field. Your customers’ buying habits, behavior, and journey through the sales funnel change every now and again. As a result, marketing strategies that worked well six months ago may not be effective these days. The only way to keep your business afloat in this constantly evolving environment is working on conversion rate optimization.
Better yet, conversion rate optimization allows you to get a lot of value from your current audience without investing a ton of money into attracting new leads. Read on to learn more about the ways your business can benefit from CRO.
Benefits of Conversion Rate Optimization
- Advanced knowledge about your customers
- Prolonged customer lifetime value
- Higher search engine rank
- More profitable paid advertising
- Increased brand credibility
Apart from getting more revenue from the same amount of traffic, conversion rate optimization has other advantages. Let’s take a closer look at some of them.
- Advanced knowledge about your customers. There’s no CRO without collecting customer information, and the more you know, the faster you can drive your audience through the sales funnel.
- Prolonged customer lifetime value. A well-produced conversion rate strategy allows you not only to gain more leads but also retain your current buyers.
- Higher search engine rank. CRO implies that your website visitors get what they want from your site, and search engines love it. Thus, they show your web page higher in the results, and you get more traffic.
- More profitable paid advertising. You probably invest a lot in PPC – an advertising model, where you pay for each click on one of your ads. When your landing page converts more leads, obtained from this channel, you get more revenue on each cent invested.
- Increased brand credibility. Thanks to CRO, you get more dedicated customers and higher rank in search engines. These things combined raise trust in your brand.
We’ve unpacked a few benefits your business gets from conversion rate optimization. Now it’s time to take action. Let’s start with seven hacks to skyrocket your landing page conversions.
7 Tips to Increase Landing Page Conversion Rates
- Rethink your landing page design
- Revise your website copy
- A/B test your landing pages
- Add exit intent pop-ups
- Optimize for mobile
- Improve your page forms
- Remove distractions
Landing pages are insanely effective for attracting customers, subscribers, and leads. Still, if your page is made poorly, you will get next to no conversions. Consider following our tips to boost your landing page conversion rate.
Rethink your Landing Page Design
Visitors spend roughly 50 milliseconds to decide whether your website is worth viewing or not. So, make your landing page design a show-stopper.
Firstly, revise the structure – it should be clear-cut and easy to skim through. Check if your page does have the following essential elements:
- a prominent headline;
- relevant, high-quality, and eye-catchy images;
- a compelling and distinctive call to action;
- a simple subscription form.
To boost your web page conversions even more, go for custom visuals – infographics or videos. They can increase the conversion rate by as much as seven times.
Webflow provides an A+ example of a well-designed landing page. Various colors for each block make the page structure sharp and keep viewers engaged. The company uses custom visuals – collages, videos, animations, and infographics – to showcase its product and illustrate its benefits.
The CTA button is located on the first screen and hooks the visitor's attention immediately. Moreover, Webflow reinforces its call to action with social proof – clients' logos, which boosts the conversion rate as well.
Revise Your Website Copy
Writing is crucial for improving your landing page conversion rate. While the design attracts your potential customer, it is the copy that persuades them to take the desired action.
To make your page text more persuasive, check if it matches your target audience. If your knowledge about customer persona is vague, you'll fail to address their pain and interests, and persuade them.
Start reapproaching your website copy by restructuring it and removing any excessive lines – walls of text kill conversions. Then, make sure your landing page contains only one clear call to action. The fewer links you have, the higher your conversion rate is. Finally, craft the perfect headline – straightforward and relevant to your offer and your audience's pain points.
Airbnb knows a little something about creating an effective landing page copy. The page in the example below starts with a sharp headline defining the target audience and the benefits of using Airbnb. Further, the service briefly explains the collaboration details, and answers frequently asked questions.
The text is intertwined with social proof – statistics and customer testimonials. Airbnb uses minimal words to enlighten its viewers and persuade them to become a partner. The razor-sharp structure makes the copy easy-to-skim.
A/B Test Your Landing Pages
When it comes to CRO, A/B testing is nothing to sneeze at. Often, changing a minor detail, such as a CTA-button’s color or image position, may result in a significant conversion rate increase.
To conduct split-testing, begin with a hypothesis – which landing page element can change the game for your conversion rate? Or, maybe it’s a whole new web page design? If you are stuck on this step, try experimenting with the page key elements – a unique selling proposition, the main image, features and benefits, and your call to action.
When running an A/B test, stick to the following rules to get reliable results:
- Only test one variable at a time. It might be a single page element or a different page design.
- Define the primary metric. The number of web page visitors, the number of leads converted – choose whatever serves the purpose of your split testing.
- Outline the test duration. You should run your test long enough to get a substantial number of views.
- Ask feedback from users. This move will give you useful insights into the reasons your audience prefers one variant over another. Also, you can get some hints for future tests.
In the example below from a WorkZone case study, the company replaced colored logos with logos in black and white. After 22 days of split-testing, it turned out that the second variant showed a 34% increase in form submissions.
Add Exit Intent Pop-ups
Marketers often leave exit-intent pop-ups on the table; they are believed to be annoying for viewers. However, this tool is significant for conversion rate optimization – the most well-performing pop-ups have average conversions around 9.28%.
To get the most out of your exit campaigns, apply the same rules you did for your landing page design in general. Follow our guide on pop-up design for more tips on creating beautiful and high-converting exit-intent forms.
Apart from design hacks, pay attention to copywriting – hook a viewer with an outstanding headline and a strong call to action. You can also implement some psychological tricks, as entrepreneur Marie Forleo did in the example below.
The pop-up explains the benefits for subscribers and promises the additional value – their award-winning show every week. Better yet, it accentuates the safety of this offer – a viewer can unsubscribe anytime.
Optimize for Mobile
Mobile users spend twice as much time browsing the Internet compared to desktop users. Roughly 70% of smartphone users confessed they would rather buy from companies with informative and convenient mobile websites. Meeting this audience's interests is a great chance to boost your website conversion rate.
To get the ball rolling, improve your mobile landing page loading time – it should take less than five seconds. Then make sure your website is convenient for mobile users. Is your content easy-to-read on a small screen? Are CTA buttons accessible?
Look at the mobile version of the Global Patron website — the page loads in seconds, contains all the features available for the web version, and provides easy access to buttons, including a call to action and live chat button.
Improve Your Page Forms
Subscription forms on your website have the power to make or break your conversion rate. Long forms are intimidating and irritating; visitors hate to fill them in and often drop off before finishing the process. To get more leads, get rid of excessive fields. The best option is to go for an email address only.
If you need more fields to segment your subscribers straight away, consider multi-step forms. Simply put, split your long forms into several pieces.
The form in the example below entices a website visitor with its simplicity. It looks like you only need to press the “I’m ready to talk” button. Once clicking it, a user sees a form with nine fields, but in this step, they are more inclined to put the effort in filling in the form.
To craft beautiful, responsive, and high-converting subscription forms for free, try the SendPulse form builder. Set up notifications about subscription, send confirmation emails, and send automated email flows to nurture your leads.
Your landing page visitors have a limited attention span. So, it’s crucial to get rid of everything that distracts them from taking a desirable action. For the sake of conversion rate optimization, remove navigation bars, external links, banners, and other non-issues.
Even sticking to minimal page elements, you still can build a well-designed and persuasive landing page, as Shopify did in the example below. The company left only two CTA buttons on its web page.
To boost the conversion rate, Shopify added subtle social proof – the number of customers at the top of the page, clients’ logos and a testimonial at the bottom. All of them are located right before the CTA buttons to reinforce their message.
We’ve unveiled several tips to boost your web page conversions. To learn more psychological, design, and copywriting tricks, follow our comprehensive guide on increasing a landing page conversion rate.
After gaining the maximum leads from a website, you can get a little more from email marketing. We’ve picked several hacks to help you with email conversion rate optimization.
7 Tips to Increase Email Conversion Rate
- Segment your audience
- Make your communication personal
- Use animations
- Create a sales funnel with your emails
- Make sure your emails display well
- Write an effective subject line
- Make a killer offer
Email marketing is alive and thriving when it comes to promotional activities. The majority of Internet users prefer to receive offers from brands via email. Moreover, the average conversion rate for emails is roughly 4% higher than for social media. If you’re struggling to raise your email conversions, try following the tips below.
Segment Your Audience
Segmented email campaigns to get 100.95% higher click-through rates compared to non-segmented campaigns. If you still do not segment your email recipients, maybe it’s time to give it a try.
To start email segmentation, define the criteria. They might be gender, location, the amount of time your subscribers have spent with you, the intensity of their interaction with your email campaigns, and more. Get more hints about the criteria and learn how to put them into practice from our article on mailing list segmentation.
After segmenting your subscribers, create different email strategies and campaigns for each group. Your emails should reflect the interests of each category of receivers.
The clothing brand, Zara, shows a great example of such an email campaign. The message below promotes a new collection and shows womenswear pieces curated for a female recipient.
Make Your Communication Personal
Emails with the “To whom it may concern” salutation frequently end up in the trash folder without being read. Such impersonal messages annoy your audience; 90% of customers find personalization appealing.
Thus, it’s a good idea to start your communication by calling a recipient by name, as Cognito Forms does in the example below. Better yet, the company uses a person’s name in the sender line – these kinds of email campaigns have a 15-35% higher open rate in contrast with non-personalized messages from companies.
According to Litmus’ State of Email report, 91% of consumers prefer interactive and visual content over traditional, text-based, or static media. In-message video doesn’t play automatically in most email clients and may not yield the conversion rate boost you need. Try to add GIFs and animations to your email campaigns instead.
To improve your email conversion rate with animations, follow two simple rules. Firstly, use images relevant to your content. The best option is to create your own GIFs – our comprehensive guide will help you craft custom animations and use them in your email marketing.
Secondly, stick to moderation – GIFs incorporated between every two lines of the email will drive readers up the wall. You’d better limit yourself to one or two animated images.
Let’s learn from the Barkbox email campaign below. The company added only one moving image at the very beginning of its message. The GIF with cute doggies is custom, relevant, and perfectly matches the email’s design and Barkbox’s visual style in general. But most importantly, it's funny, eye-catchy, and adorable.
Create a Sales Funnel with Your Emails
If your email is a stand-alone piece of content, it will probably come out dead in the water. For the sake of conversion rate optimization, think about each of your campaigns as a part of the email marketing strategy.
Create email flows to keep customers engaged with your brand. We’ve collected 14 types of emails you need to provoke interest in your product, create an exceptional user experience, nurture leads, and more. To apply them to your marketing strategy, follow the principles of a marketing funnel. At first, provoke your readers’ interest, then drive them towards the purchasing decision, and, finally, push them to take action.
To get some inspiration, look at the Framebridge’s Father’s Day email flow. In the first email, the company gives a hint about the perfect holiday present and provokes the reader’s interest. In the second message, Framebridge shares several moving stories about dads and intensifies the reader’s desire to make their fathers happy. In the final email, the company urges the reader to shop last-minute gifts for their dads.
Make Sure your Emails Display Well
65% of emails in the world are opened on mobile devices. In view of this situation, emails that look great on any screen type are a must-have. A poorly-displayed message is unlikely to have a good conversion rate.
Make sure your email displays well on different screen types before sending it. It’s a good idea to add the opportunity to open your email in a browser; it will help with any screen resolution or the email client problems.
Look, how the Skimm embodied this option in their email campaign. After a click, the reader comes to the archive of all of Skimm's email campaigns. There they can read anything they like.
With SendPulse, you can easily create adaptive emails with the premade “View in browser” link. You can see a preview of your email campaign before sanding it. Better yet, you have the function to send a test email to your inbox.
Write an Effective Subject Line
Roughly half of the users base their decision to open your email on the subject line. Three-quarters of recipients report emails as spam without opening them if they don’t like the subject line. Obviously, you cannot downplay the importance of this element when it comes to conversion rate optimization.
There are tons of techniques and tricks to compose effective subject lines. To dive into this topic, look through the list of hacks we’ve picked for you.
However, the bottom line of each great subject line is its relevance and clarity. Readers should grasp the subject of your email after a short glance. If the subject line is ambiguous or worse, misleading, you may lose your audience’s trust forever.
Wordstream provides a bunch of nice subject line examples. All of them are short and sweet yet clear-cut and comprehensible at first sight.
Make a Killer Offer
Talking about the email conversion rate optimization without mentioning the offer is meaningless. Create a killer offer to drive more conversions and reinforce it with psychological tricks. Our compilation of hacks based on human psychology peculiarities will help your email conversion rate grow like crazy.
Let’s learn from the mobile app Calm. The company made its customers a tempting offer to buy a lifetime membership for half of its average price. To make it even more irresistible, Calm added two psychological tricks. The service highlighted the exclusivity of this proposal right before the CTA button and accentuated the scarcity, and limited nature, after it.
Optimize your conversion rates to get more benefits for the same investments. SendPulse will help you do it easily – sign up and try the variety of our services, from subscription form builder to email campaigns management system.
Last Updated: 17.12.2020