Conversion Rate Optimisation (CRO) is a handy SEO process that optimises ads and landing pages for high performance, providing a positive impact on overall website design, boosting conversion rates. The strategy helps earn the conversion of the best possible percentage of site visitors, enticing them to complete the intended action.
To ensure CRO and SEO achieve conversion goals, marketers need to start optimising right and extract value from their efforts.
Assess your Business Goals
CRO should be based on your business goals – short and long term. The strategy should be like the process of building a house. There can be no paint on the walls until you have robust walls. Walls are useless without a strong foundation.
A house does not stay strong even when the aesthetics are outstanding and will eventually fall. The same can be said for your marketing plan. You need to assess business goals as the foundation before implementing a CRO strategy.
Translate Business Goals into Site Objectives
With the foundation of business goals, you can focus on your website’s contribution to your business. Set up specific goals for the website that have a relevant impact on the business goals. For example, set goals of increasing audience awareness and smart lead generation tactics to amplify the reach of your website and your business. You can get help from a conversion rate optimisation company to translate your goals effectively.
Start with the Right Keywords for Conversions
When you start any conversion rate optimisation process, do not utilise buttons and forms as design elements without building a strategy. These tactics could negatively affect your sales and brand reputation. For optimising conversions, getting the right leads and prospects to your site is crucial.
- There is no use in high web traffic if it is irrelevant; it is useless if none of those people convert.
- Increasing qualified traffic for advertising depends on bidding on the right keywords.
- With better keyword traffic data, you can design and develop your website with relevant ad copy and better targeting strategies towards the right customers.
Boost the Quality of Landing Pages
The quality of individual landing pages can impact conversion rates considerably. Any prospective client could reach the page with search queries that are specific to your domain. Marketers need to frame content and design the page based on the needs and interest of their prospects and what they expect to find. When it comes to ads, poorly constructed landing pages could damage your Quality Score drastically, raising the overall cost per click of your paid ads, along with cost per action. The damage on Quality Score could reduce your ad rank, making it harder for you at the ad auction process.
To design a good landing page, consider the following best practices:
- Create a striking headline connecting to your keywords that are based on domain-specific terms.
- Compel prospective clients to stay on the page by making it interactive, attractive, and relevant enough to fulfil your desired action.
- Without concise, targeted copy, your website content cannot leverage visitors to communicate your offerings. Choosing the right keywords will connect you to the right groups. Use smart and effective lists where suitable to prevent the ad copy from becoming too lengthy or overwhelming.
- Have an attractive clickable call-to-action (CTA) that stands out visually. Use short, benefit-focused text for the copy.
- The lead capture form should entice all kinds of users, even those who are not tech-savvy. Include fields that you require to fulfil your services, but do not overwhelm them with extra fields. Think about what is truly essential to capture within the form details.
- Landing pages should be clean and uncluttered, while providing enough content and detail to answer the search intent. Consistent design and harmony in fonts and approach help establish your brand’s ethos and prevent any disjointed browsing experience for all kinds of visitors.
- Keep your ads and corresponding landing pages aligned with each other. The landing page should connect with your ad along with the CTA so visitors do not find it a hassle to complete that action. For example, you could get them to buy something, sign up for a newsletter, or even download collateral or white papers.
- Do not use the landing pages from your first iteration. Instead, test your landing page design several times before finalising it. Conduct A/B testing to define the layout and use the right set of colours that entice site visitors to fill out the form and enter their details. The right choices for the landing page can help convert valuable leads and make them customers.
Apply the tips mentioned above to your marketing strategy to consistently ensure good conversion rates, adhering to the factors of relevance and high quality.
