Traffic. A never-ending issue leading to one solution…more roads to convert.

By John

The late famous actor, Robin Williams once asked: “Why do you call it rush hour when nothing moves?” Well, thinking about it makes a lot of sense and when relating it to the digital marketing world we’re into, it immediately connects to Conversion Rate Optimisation (CRO), a modern approach to boost a website performance. Traffic means business. But imagine you’re stuck in a jam for hours leading to a city center and then when you think you’ve reached your destination, you spend another hour looking for a parking space. Most probably, you will either surrender and go back home or else you do half of what you’ve planned.

Same is happening with websites nowadays and they are being structured to drive as much traffic to them as possible through SEO, although it is not wrong, it is not enough. Traffic has to be converted and rather than generating more of it, one should focus more on what he already has and make it work even better. In simpler terms, website visitors shall be driven to perform the actions that you set for them. Therefore, it is vital that first and foremost you have to put yourself in the visitors’ shoes and find out why they are not converting and then…fix it. Sounds quite simple, right? But unfortunately, it is often untapped and a lot of business is lost.

Conversion Rate Optimisation is just a matter of how much you want your website to be successful and this is determined on how much a user is engaging to it. Once this is done, then the user can be persuaded to take action, either by subscribing to a newsletter, purchase something or download a software trial to name a few examples. The fun of all this is that every simple move is measurable and thus you can establish exactly what is being done wrong or what actually can be improved. Google analytics and user feedback are two insights that will definitely help out to improve a website’s conversion rate. Through the analysis, you can track the user’s experience while visiting the site, where he dropped-off or how much time he spent on specific page whereas user feedback is usually done by running online surveys or usability test sessions. It is only now, that a strategic plan can be set up and take action to ultimately start converting the right customers to your business.

CRO is not a basic thing than can be implemented in the same way to any website as some elements that work for a specific company, do not mean they will work for yours. That is why testing is performed and usually the term A/B testing is used, where two versions of a particular section or element are set and equal traffic is driven to both of them. The most effective and converting option is determined as the best way forward to reach goals. Nonetheless, various key elements on a website can be optimised and should be given equal importance since they are crucial for the user experience and to increase the return on investment. Following are some key points that are quite basic but at the same time helpful to initiate a successful CRO plan.

Ranking on Google search is a must nowadays but this is a factor that is determined also on how much time a page takes to load. Thus, the faster it loads the better you rank and it is equally important that website is responsive the same way on all browsers, mobiles and tablet versions. Visitors take seconds to decide to drop off from a website and to avoid such thing, navigation should be simplified, engaging and quick in order for users to find what exactly they are looking for. A website has to be appealing to the visitor and de-cluttered as much as possible. User should not be faced with the paradox of choice and related content should be clearly displayed. There has to be also a strategic way of how to use headlines particularly on the homepage or on other landing pages. These should be used to ask enticing questions or communicate key benefits of a company’s unique value prepositions (UVPs). Text on the other hand can be emphasised with bullet points where applicable, rather than having dense blocks of text. Imagery and videos should be supportive and relevant to the website itself. Call-to-Action buttons on the other hand, probably have the biggest impact on conversion rates and should relate to goals and lead to actions.

Other elements and pages should be taken in consideration for optimisation as anything that a user scrolls on reflects the conversion rate. Whether it is a search box, a product or service page, a checkout or sign-up flow, a testimonial section…they are all subject to improvements or re-structuring. Even a so-common ‘About Us’ page helps to build a story or relationship with the visitor and gives personality to the company itself. Many people still wary about providing personal details online so feel free to show users that you are trust-worthy, secure and show any accreditations, awards and testimonials.

CRO is a never ending cyclical process and goes into much more detail than this however keep in mind that a website should always be an interactive platform, user-friendly and attractive at the same time. At Keen we can provide clever solutions to ensure that your content will work in a smarter way and visitors are generated into potential leads and helps you maximize conversions. Would you wish to go into more depth about this, feel free to get in touch with us and we’ll be more than happy to assist you.