Conversion Rate Optimization. It’s Critical!
No matter what tactic Paul uses to draw interested prospects to your websites and landing pages, if they are not convinced to finish the job, meaning filling out the form, then we’re not optimizing our lead gen campaigns as well as we should. That’s why we utilize robust conversion optimization strategies and tactics to ensure lead generation performance is optimal.
You never know when that one lead that’s away could have been that customer for life. It’s critical you understand the mantra here. Trust me, we got this. Your revenue, ARR, and customer lifetime value depends on ideal lead capture processes.
Conversion Rate Optimization, or CRO, can cover several elements we would consider testing for and optimizing:
- Site design, UX/UI, mobile speed
- Persuasiveness copy: headlines, action words, benefit/feature mix
- Trust factors such as testimonials, case studies, awards and badges
- Email subject lines and offers
- Web form fields; are you asking too much?
A/B testing is serious work. We preach testing, as any slight adjustments to marketing campaign parameters can have a significant impact to business growth. When Paul plans marketing campaigns, he always includes CRO as part of the lead generation programs.
Here’s the Deal. Higher Conversion Rate. More Sales!
In this competitive environment, conversion rate serves as the most important key performance indicator (KPI) for business growth. What is conversion optimization if not a way to maximize the effectiveness of your CRO website and turn more visitors into customers? If your website is struggling to convert, you are essentially losing business with each passing day.
Take a 2 percent marketing conversion rate and increase it to 4 percent and you’ve essentially doubled your leads without having to earn a single extra visitor to your site. That’s the magic of a results-driven conversion rate approach I have.
It’s how Paul works, to optimize performance and drive revenue growth
CRO for B2B
Conversion Rate Optimization (CRO) is a systematic process of increasing the percentage of website visitors who take a desired action on a webpage. For B2B lead generation landing pages, CRO can be quite different compared to B2C because of the nature of the audience and the sales cycle. Here are some tactics to consider:
1. **Clear and Compelling Value Proposition:** This is the main reason why someone should choose your product or service over your competitors. Make sure it’s the first thing your visitors see on your landing page.
2. **Credibility and Social Proof:** B2B customers often look for validation before making decisions. Include testimonials, case studies, client logos, or industry awards on your landing page to build trust.
3. **Multiple Contact Methods:** Give your visitors multiple ways to contact you. This can include a form, phone number, email, live chat, or a scheduling tool for booking demos or calls. Make sure these options are clear and easy to find.
4. **Personalization:** Use dynamic content to tailor the landing page to the visitor. This could be based on the industry, the company size, the role of the visitor, or any other relevant factor.
5. **A/B Testing:** Test different versions of your landing page to see what works best. This could include different headlines, images, calls to action, form fields, and more.
6. **Use Engaging Media:** Videos, infographics, and interactive content can improve engagement and make your value proposition clearer.
7. **Simplify Forms:** Reduce the number of fields in your form. The easier it is to fill out, the more likely visitors are to complete it.
8. **Mobile Optimization:** Ensure your landing page is mobile-friendly. Many B2B decision-makers do research on their phones, and a poor mobile experience can deter potential leads.
9. **Use of Chatbots or AI:** Implementing a chatbot or AI can help answer visitor’s queries immediately, increasing the chance of conversion.
10. **Lead Magnet:** Offer something valuable like a whitepaper, ebook, or a free consultation in exchange for their contact information.
11. **Strong Call to Action (CTA):** Make sure your CTA is clear, persuasive, and stands out on the page.
12. **Exit Intent Popups:** These popups can be used to capture leads that are about to leave your website. Offer them something valuable or remind them of your value proposition.
Remember, what works for one company may not work for another. The key is to continually test and optimize to find what works best for your specific audience and business.
CRO for B2C
Conversion rate optimization (CRO) for B2C landing pages with offers involves the same core principles as any CRO strategy, but with a particular emphasis on the elements that are unique to this type of landing page. Here are some tactics to consider:
1. **Highlight the Offer:** Make sure the offer is the first thing visitors see. It should be in a prominent place, and the benefits should be clear and compelling. Consider using larger fonts, contrasting colors, and visual cues to draw attention to it.
2. **Create Urgency:** Urgency can compel visitors to take action immediately rather than leaving the decision for later. You can create urgency by making the offer time-limited or by showing the limited availability of your product.
3. **Use High-Quality Images:** Images can play a crucial role in enticing customers. If you’re selling a product, use high-quality photos from different angles. If it’s a service, use images that depict satisfied customers or the benefits of the service.
4. **Clear and Concise Copy:** Keep your text short, simple, and to the point. Highlight the benefits of the offer and what they stand to gain.
5. **Social Proof:** Testimonials, reviews, and ratings can increase trust and persuade visitors to take advantage of your offer. You can also display the number of people who have already benefited from the offer.
6. **Simplified Checkout Process:** The easier it is for visitors to complete their purchase, the higher your conversion rate will be. Remove any unnecessary steps and fields in the checkout process.
8. **A/B Testing:** Test different versions of your landing page to find out which one converts better. Test different headlines, images, calls to action, etc.
9. **Strong Call to Action (CTA):** Make your CTA clear, compelling, and easy to find. Use action-oriented language that encourages visitors to take immediate action.
10. **Trust Signals:** Display logos of well-known clients, security badges, or money-back guarantees to increase trust.
11. **Easy Navigation:** Make it easy for users to navigate your landing page. If it’s too complicated, they may leave without taking advantage of the offer.
12. **Retargeting:** Use retargeting to reach people who visited your landing page but didn’t take advantage of the offer. You can remind them of the offer or provide a more enticing deal.
Remember, the key to successful conversion rate optimization is constant testing and refinement. Monitor your results, make changes based on data, and continually strive for improvement.
Much here but we have the team to work with your team, or by ourselves, to ensure your landing pages are optimized for conversions and leads. Why spend a marketing budget if the website conversion elements, plus measurable tracking elements, aren’t ready? We’ll fix it.
Here’s two of Paul’s favorite lead conversion tools for websites
Picreel: Exit Intel Pop-ups that Grow Sales & Leads
Optinmonster A wide variety of widgets and popups that drive more leads
Sign Up for a Discovery Call; Growth Starts Here
Typical Results
Category: Ecommerce
Product: Personal Care
ROI
UP↑80%
Category: B-To-B
Target: Human Resource Execs
REVENUE
UP↑86%
Category: B-To-B
Target: CIOs
LEADS
UP↑101%
Category: B-To-c
TYPE: University
CONVERSION RATE
UP↑92%
