In its simplest form, your business’ website is designed to attract new customers to your company and help to retain existing ones.
Many businesses now rely on their website to provide them with the bulk of their sales or enquiries, so it is essential that every page on your website is working as hard as it can for your product(s) or service(s).
CRO (Conversion Rate Optimisation) is an increasingly effective technique that seeks to grow the percentage of visitors to your website that convert into customers.
Conversion Rate Optimisation Simplified
Let’s put this in real terms: if you owned a shoe shop on the high street and you were getting lots of great footfall into the store but very few people actually reached the tills, you would be concerned as to why they’re leaving without making a purchase.
It is no different online.
Your website is your shop front – your first touch point with any prospective customer. If your website is not converting – whether it’s website enquiries (leads), purchases, newsletter sign-ups or downloads – you need to take the time to optimise your website to encourage visitors to complete the goal you intended them to achieve in the first place.
5 Ways CRO Will Increase Your Website’s Profitability
Let’s take a look at 5 immediate benefits of CRO and how they could make a huge improvement to your business’ bottom line:
1. Better Understand Your Customers
There’s no better feeling as an online retailer than truly understanding your customers’ needs and behaviours. Not only do you need to be able to sell the products or services they are looking for, you need to be able to market to them. One of the first ports of call for any CRO project is to get under the skin of your website visitors and determine who your customer is – you may find it’s not who you think!
2. Above All, Increase Your Online Conversions
It might seem like a no-brainer, but if you’re looking to improve conversion rates then you will be more successful in encouraging your website visitors to take action when they enter your site.
What tends to surprise businesses most is that only tiny improvements to conversion rates on-site make such a huge impression on profits.
It’s not uncommon to grow your conversion rate by a modest 10% and see ten-fold profit growth. This is because effective CRO will greatly reduce your customer acquisition cost (CAC) – the average spend you make for every new customer you acquire.
If you’re spending £1000 a month on digital marketing to get 100 leads, but following effective CRO you then spend £1000 a month to acquire 150 leads you’ve effectively cut your CAC by a third!
3. Improve The Quality of Your Leads
Although there is never any guarantee about the quality of any conversion made by a visitor to your website, one CRO strategy is to focus on the types of visitors who tend to be higher quality leads. Then, once you capture them, there is a greater chance of them becoming a customer.
4. Entice Prospects Away From Your Competitors
The more effective your website is at converting visitors, the more you will be affecting the competition. Think about it this way – every single time a potential customer visits your site and doesn’t convert, there’s a chance they will end up on a competitor’s website. By investing in improving your on-site conversion rates you’ll not only grow your profits but you’ll starve those of your competitors – all’s fair in love and marketing, right?!
5. Enhance Your Brand Reputation
Online consumers are increasingly concerned about their security when browsing the web, and rightly so. With cyber-attacks rife against online retailers, it’s important to reassure visitors to your website of its legitimacy and security. If they can shop with 100% confidence and peace of mind you need to shout about the reasons why!
Improving The Whole UX (User Experience) is Critical to Success
It’s so important to invest in the overall user experience (UX) of your website to maintain your brand’s integrity too. With consumer attention spans shorter than ever before, it’s critical that your user experience design makes it supremely simple for visitors to navigate and find what they are looking for.
One thing’s for certain, if you put too many roadblocks between a consumer and a potential conversion, the chances are they’ll end up getting what they want elsewhere.
Want to Know More?
If you’re keen to discover the possibilities for improving conversion rates on your business’ website, feel free to drop us a line or call us directly on 01242 263 468 and let us see how we can revolutionise your website’s user experience.
Our experienced UX designers drive revenue and engagement for clients through intelligent research, in-depth analysis and cutting-edge UX design.