Boosting Rankings With Conversion Rate Optimization

2022-03-11 by EPR Staff

The process of optimizing a company’s website in order to increase the rate of customers completing a specific action on it is referred to as conversion rate optimization (CRO). Most of the time the desired specific action is a sale, but it doesn’t always have to be that. Desired actions can also include downloading eBooks from a company’s website, signing up for a newsletter, Demo sign-ups, trying out new tools, and more. These types of actions help companies grow, which is why they are seen as conversions, and why they can be optimized.

Easy Forms

On average, 68% of people abandon filling out forms, which means that most people who open up a form don’t end up finishing filling it out. There are plenty of different reasons why websites need forms, including lead magnet acquisition, newsletter sign-up, product or service inquiries, and more. It’s important that businesses make their forms as easy to fill out as possible. That’s because when a form is easy to fill out, the conversion rates are going to be higher than if it were difficult. To ensure that a form is easy to fill out for customers, companies should use proper HTML formatting, all the form names should be clear, the submission button should be easy to locate and distinct from the rest of the form, and all the placeholder text fields should use a relevant example.

Website Search

Whenever it’s offered, about 30% of visitors are going to use the search box on a website. Yet over 80% of businesses don’t optimize their website search function so it meets the expectations of consumers. If a company’s website doesn’t include a search function already, it’s time to add it. One of the main benefits of website search functions is the user experience, but there are several other benefits. One of them includes the data that’s generated from search results that consumers look up, which give very valuable insights for businesses into the behavior of their consumers. That’s because they can see exactly what consumers are searching for.

This type of information can help businesses tailor their content to meet the needs of their consumers, or add new content to the website to fill gaps in knowledge. With search analytics, it’s also possible to identify potential consumers in the different stages of the buying journey, according to the search terms they’re using. This information can help businesses narrow in on the most common questions and pain points that consumers have, and tailor their websites according to their needs.

Pop-ups

On average, pop-up ads have a conversion rate of about 3%, which means they’re a great opportunity for optimization strategies. The main thing about pop-ups is they walk a very fine line between being very annoying, and being very beneficial to customers. When they’re done right, pop-ups can be a very valuable tool for converting potential customers. Every pop-up should include visible exit options, fast loading times, and platform-appropriate size. Companies should also limit the amount of time that users can see a pop-up, and the message for consumers inside the pop-up should be short and concise.