The world of digital marketing is evolving rapidly, and for businesses that want to succeed, focusing on conversion rate optimization (CRO) is essential.
Especially with the soaring acquisition costs…
With advanced and turnkey methods, it is possible to significantly increase conversions of your landing pages.
Let’s see this together!
Understanding CRO
Before diving into advanced techniques, let’s first review what Conversion Rate Optimization (CRO) is.
CRO is the art of increasing the percentage of website visitors who take a desired action, whether it’s purchasing a product, subscribing to a newsletter, or any other engagement.
We aim to optimize the conversion rate of a landing page.
It’s an approach based on understanding user behavior, data analysis, and executing experiments.
Harnessing Psychology to Optimize Conversions
Creating a Sense of Urgency
Urgency is a powerful decision driver.
By creating a sense of urgency, for example, through limited offers, you encourage your visitors to act more quickly for fear of missing the “good deal.”
Of course, I can only recommend using this technique ethically and without overdoing it.
Leveraging Social Proof
Social proof remains a highly effective technique in CRO.
Testimonials, customer reviews, or a list of your prestigious partners provide a trust dimension that better converts your visitors.
And trust is perhaps the most important element for a prospect to make a purchase 😉.
Paying Attention to UI/UX
Clear design and smooth navigation without clutter ensure that users do not encounter obstacles that would hinder their conversion process.
Ensure that the main message is visible and that the user journey is intuitive.
You can read our article on UI/UX best practices to increase your conversions to go further 😉.
The Mirror Effect
Here we delve into a copywriting technique aimed at successfully telling a story that resonates with your prospect’s story.
If your prospect can project themselves into your story, then they will create an emotional connection with you and have greater trust in you and your product.
To achieve this, you must know your prospect inside and out to use their vocabulary, context, etc…
The Guarantee
If you want to convince your prospect to make a purchase, they must be convinced that they are taking no risk.
You will have to convince them of the effectiveness of your solution or reassure them by offering a full refund in case of dissatisfaction.
Leveraging Best Practices for Better Conversions
Best practices are often a good starting point for laying a solid foundation.
Among best practices, you’ll find those related to UI/UX, but also those related to copywriting.
Keep in mind, however, that these best practices do not work in all cases.
So don’t hesitate to question them by making new hypotheses and testing them 😉.
Tools to Measure Results
Have you identified things that aren’t working in your sales funnel and found potential solutions to fix these conversion issues?
It’s time to test them and verify if they indeed improve your conversions.
Here are some tools to help you.
A/B Testing
A/B testing allows you to create a variant of your page with one element changed compared to the original version.
The goal is to show your original page and your variant to an equal number of visitors and see which version yields the best results.
It’s very effective but requires having a certain amount of traffic on your page (a test with only 10 visits will not be conclusive).
Also, consider modifying only one thing in your variant; otherwise, you won’t know exactly what works best 😉.
Heatmaps
Heatmaps are heat maps.
They show you the “hot” spots on your page: where visitors click the most, where they move their mouse the most, how far they scroll, etc…
This gives you a good idea of your visitors’ behavior and can help you understand what might be blocking them.
If, for example, you see that the scroll rate down to the price is very low, it might be that your copywriting isn’t effective enough (to convey what you’re selling, convince that it’s useful, etc…).
Screen Recordings
As their name suggests, they record the screen of your visitors when they are on your landing page.
Of course, this is not a real screen recording but rather a recreation of your visitors’ navigation (individually) so you can see and understand their complete journey on your site.
This allows you to understand precisely what your visitors are doing and clearly see if there are any blockages.
The downside is that it takes time to analyze each visit 😉.
Analytics
This is surely the most common tool. It will provide you with graphs on the progress of your conversion rate.
It also allows you to segment to understand the differences that may exist between various types of visitors (geographic area, device used, origin before arriving on your page, etc…).
Analytics only give you overall numerical data that can help you understand when your conversion rate is no longer good.
You will have a harder time really understanding your visitors’ behavior with analytics. For that, I rather recommend the previous tools 😉.
Surveying Your Visitors Directly
It may seem simple, but it’s actually one of the most effective tools: contact your visitors and ask them directly why they did or did not convert 😉.
Conclusion
Conversion rate optimization (CRO) is a very effective technique and less expensive than acquisition.
It is therefore important to devote time and resources to it if you want to improve your business’s profitability.
0 comments