Driving traffic to your website is just the first step in maximizing your online presence. Once there, you
want visitors to make a decision about the products or services you offer. You want to turn casual
visitors into paying customers. That is what conversion rate optimization (CRO) is all about. Conversion
rate optimization is that which separates the most successful websites from all the rest.
CRO isn’t just one thing. It is a collection of tools and strategies optimized for the purposes of
encouraging website visitors to do something with the information they find. If you sell something – be
it goods or services – the goal is to make a sale. If you don’t sell, your website still serves some other
purpose. CRO should encourage visitors to actively participate in whatever it is your organization does.
The most common CRO strategies are these:
A call to action (CTA) is a direct statement encouraging visitors to do something. 'Buy here' and 'add to cart' buttons are retail examples. An invitation to contact your organization for more information is an example of a CTA you can place in a blog post. CTAs are essentially invitations to act. They are one of the most effective CRO tools because they force visitors to make a decision one way or another.
Unlike regular pages, landing pages are purposely designed to encourage action. Landing pages can be used to promote certain products or services. They can create buzz around an important topic or event. Best of all, landing pages are usually designed to target a specific audience. Designed with the right audience in mind, they can drive conversion rates considerably.
Special content positioned above the main body of a web page is known as 'above the fold' content. It is the first content users see. It is said that first impressions are the most important, and it is certainly true with this kind of content. Well-designed above-the-fold content can be a CRO game-changer.
Trust signals are small graphics and other forms of content that lend credibility to your website. For example, your organization might be accredited by a well-known governing body. Adding the accrediting organization's official seal to your site creates trust. Many companies make arrangements with regular customers to use their brands as trust signals.
Though comparatively new to the SEO scene, chat bots are proving effective as CRO tools. A good chat bot engages with visitors by providing easy-to-understand answers to the most commonly asked questions. Chat bots give visitors instant feedback, providing them with a better overall experience that is more likely to encourage them to take positive action.
Navigation plays an important role in CRO. What you might not realize is that CRO and navigation are proportionally linked. The harder a site is to navigate the lower the conversion rates tend to be. The easier navigation is, the higher the conversion rates. A general rule states that your visitor should never be more than three clicks away from taking a positive action.
Your website is more than just an electronic calling card. It is also a door of opportunity for your visitors.
This is what makes CRO so important. Every visitor who leaves your website without making a decision
represents a wasted opportunity. In the highly competitive world in which modern business is
conducted, you cannot afford these wasted opportunities. You need as many people as possible to make
a decision about your products and services every time they visit your site.
CRO is an essential element of any website. It stands to reason that visitors not encouraged to make a
decisions after spending time on your site add no value. Successful CRO limits that lost value by replacing
it with positive action.
At WebTek Interactive, we see SEO as a combination of science and art. We combine our skills and knowledge with each client’s passion and expertise in their respective industries to increase search engine visibility through expert implementation of SEO strategies. From underlying code to content, we can restructure your entire online presence from the ground up.
Our SEO services and solutions are based on a proven, results-driven, five-step process:
ASSESS HOW VISITORS CURRENTLY USE YOUR SITE IN RELATION TO THEIR DECISIONS ABOUT YOUR PRODUCT OR SERVICE
Everything at WebTek starts with an assessment. We take a hard look at your website and its current performance. We also look at historical performance. The goal is to analyze how visitors use your site. We can then come up with viable strategies to improve CRO. This may include a complete redesign of the website. On the other hand, we might recommend only a few modifications and adjustments.
ADJUSTMENT
ADJUST ANY EXISTING CRO STRATEGIES TO IMPROVE PERFORMANCE.
In addition to new CRO strategies we recommend, we also make adjustments to any strategies already implemented on your website. Our team might suggest fine-tuning navigation. We might suggest converting some of the button-based CTAs to linked text. Combining suggested adjustments with new CRO strategies should provide easily measurable results.
MEASUREMENT
MEASURE THE RESULTS OVER A REASONABLE AMOUNT OF TIME
Making changes to your website is of very little value if we do not measure the results. So measuring is exactly what we do. We track and analyze results over a set amount of time determined as reasonable based on seasonal influences, the type of business your company is engaged in, etc.
REPEAT
REPEAT THE FIRST THREE STEPS WITH IMPROVEMENTS IN MIND
The final step in our CRO process is to repeat everything we have just done. Based on data, we assess the performance of each and every change we made. We then adjust accordingly and start measuring the results. This creates a continual cycle in which we are always trying to maximize CRO. Needless to say that CRO is not a one-time thing. It is an ongoing endeavor.
CRO is an essential element of any website. It stands to reason that visitors not encouraged to make a decision after spending time on your site add no value. Successful CRO limits that lost value by replacing it with positive action.
ASSESS HOW VISITORS CURRENTLY USE YOUR SITE IN RELATION TO THEIR DECISIONS ABOUT YOUR PRODUCT OR SERVICE
Everything at WebTek starts with an assessment. We take a hard look at your website and its current performance. We also look at historical performance. The goal is to analyze how visitors use your site. We can then come up with viable strategies to improve CRO. This may include a complete redesign of the website. On the other hand, we might recommend only a few modifications and adjustments.
ADJUSTMENT
ADJUST ANY EXISTING CRO STRATEGIES TO IMPROVE PERFORMANCE.
In addition to new CRO strategies we recommend, we also make adjustments to any strategies already implemented on your website. Our team might suggest fine-tuning navigation. We might suggest converting some of the button-based CTAs to linked text. Combining suggested adjustments with new CRO strategies should provide easily measurable results.
MEASUREMENT
MEASURE THE RESULTS OVER A REASONABLE AMOUNT OF TIME
Making changes to your website is of very little value if we do not measure the results. So measuring is exactly what we do. We track and analyze results over a set amount of time determined as reasonable based on seasonal influences, the type of business your company is engaged in, etc.
REPEAT
REPEAT THE FIRST THREE STEPS WITH IMPROVEMENTS IN MIND
The final step in our CRO process is to repeat everything we have just done. Based on data, we assess the performance of each and every change we made. We then adjust accordingly and start measuring the results. This creates a continual cycle in which we are always trying to maximize CRO. Needless to say that CRO is not a one-time thing. It is an ongoing endeavor.
CRO is an essential element of any website. It stands to reason that visitors not encouraged to make a decisions after spending time on your site add no value. Successful CRO limits that lost value by replacing it with positive action.
ASSESS HOW VISITORS CURRENTLY USE YOUR SITE IN RELATION TO THEIR DECISIONS ABOUT YOUR PRODUCT OR SERVICE
Everything at WebTek starts with an assessment. We take a hard look at your website and its current performance. We also look at historical performance. The goal is to analyze how visitors use your site. We can then come up with viable strategies to improve CRO. This may include a complete redesign of the website. On the other hand, we might recommend only a few modifications and adjustments.
ADJUSTMENT
ADJUST ANY EXISTING CRO STRATEGIES TO IMPROVE PERFORMANCE.
In addition to new CRO strategies we recommend, we also make adjustments to any strategies already implemented on your website. Our team might suggest fine-tuning navigation. We might suggest converting some of the button-based CTAs to linked text. Combining suggested adjustments with new CRO strategies should provide easily measurable results.
MEASUREMENT
MEASURE THE RESULTS OVER A REASONABLE AMOUNT OF TIME
Making changes to your website is of very little value if we do not measure the results. So measuring is exactly what we do. We track and analyze results over a set amount of time determined as reasonable based on seasonal influences, the type of business your company is engaged in, etc.
REPEAT
REPEAT THE FIRST THREE STEPS WITH IMPROVEMENTS IN MIND
The final step in our CRO process is to repeat everything we have just done. Based on data, we assess the performance of each and every change we made. We then adjust accordingly and start measuring the results. This creates a continual cycle in which we are always trying to maximize CRO. Needless to say that CRO is not a one-time thing. It is an ongoing endeavor.
CRO is an essential element of any website. It stands to reason that visitors not encouraged to make a decisions after spending time on your site add no value. Successful CRO limits that lost value by replacing it with positive action.
Here at WebTek Interactive, we are extremely proud of our 90% client retention rate. Our client retention speaks for itself. However, do not take our word for it. Instead, take a look at some of our favorite CRO case studies.
Read more about our CRO services and how WebTek can help your business grow its digital presence.
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