You’ve followed all of the tips and best practices for getting more conversions on your website but you are still getting poor results. What can you do next?
At this point, it is time to dig deeper and do what a Facebook marketing agency would: deploy a Conversion Rate Optimization (CRO) strategy. With CRO, you are doing more than just using some common tips and tricks that have worked for other marketers; it is a more systematic approach to the problem. This post will identify and discuss CRO strategies and some tools that can help you execute them.
Use A/B Testing to Find What Works
If you are going to optimize your website, you have to find out exactly what is and is not working. With A/B testing, you can test different versions of web pages to find the elements that provide the best results. Test versions that have different headlines, call to action buttons, layouts, page copy, and more.
You have several tools that can be used for A/B testing, but the resources from AB Tasty happen to be among the most popular. Along with a platform that makes it easy to run split testing, it also provides a variety of tools that can help you better understand the results of the tests.
Google Analytics to Track Performance
If you are not already using Google Analytics, it’s time to start. Google Analytics can be a valuable tool for collecting basic data on your site, creating custom reports, and understanding visitor behavior. Even better, it also integrates easily with a range of other CRO and advertising tools.
Even basic users will find significant value on the Google Analytics platform, but it also comes with more advanced tools that can help you with your CRO. You have multiple options for split testing with Google Content Experiments, and Page Speed Insights can help with optimizing site performance.
Get to Know Your Customers with User Testing
What turns a website visitor into a customer? Through user testing, you can get feedback from real people and answer questions concerning exactly what is working for your website and what is not.
The basic process begins once you define an audience to test. Have them use the website and record their interactions. Finally, have them answer some questions and provide feedback. Usertesting.com is a popular choice for testing websites, but there are other options available.
Create Lead Magnets
A lead magnet is an incentive you use to get visitors to give you their information. Common lead magnets include offering free ebooks, white papers, guides, lists, infographics and explainer videos.
The key to a good lead magnet is that first and foremost, it offers value to the visitor. It also has to be something they get free for agreeing to provide their information. Along with that, you want the product to be easy to consume, relevant, and – of course – to provide useful information that the visitor can put into action.
Add an Opt-in Form to Your Website
If you are trying to capture leads, adding an opt-in form to your website is one of the smartest moves you can make. It makes it easy for visitors to give you their information, and when tied in with a lead magnet, your offer will be very attractive.
When it comes to adding an opt-in form, you have several options. Different tools can be used to integrate the opt-in form with your site, and you have different options for the way it appears and its placement.
One popular option is to place a small opt-in form on the page. Another is to use a pop-up that invites the visitor to opt-in. If you want to get the best results, A/B testing can help you find the best text, layout, placement, and design for your opt-in form.