Originally published in Customer Think.
Driving traffic to your website is one thing, but converting visitors is a feat. WordStream reported the average website conversion rate is only 2.35%, with top-performing websites coming in at 5.31%. This tells us that putting the spotlight on conversion rate optimization (CRO) can make a world of difference.
Whereoware VP of Client Success and Marketing, Randi Mohr, caught up with Customer Think to discuss how marketers can harness CRO to improve their website success. Catch the highlights below!
- Improve your homepage experience by creating a clear navigation, highlighting contact and FAQ information, and making the site visually pleasing. Don’t forget to include clear calls-to-action (CTAs)!
- Tailor individual landing pages to further guide customers through the funnel. Whatever your desired action, ease-of-use and clear indication is key here. Keep your webforms on the shorter side, requiring information that won’t be a struggle for users to divulge (understand that requiring things like a phone number can reduce conversions by up to 47%).
- Product pages should deliver every piece of critical information a customer needs to make a purchase, such as descriptions, specifications, warranty information, quality photography, and user reviews to inspire trust and push customers across the finish line. Bear in mind that quality user-generated-content (UGC) can increase conversions 161% - 207%.
- Tap into optimizing Core Web Vitals to ensure your website is loading fast, keeping in mind that 1/3 of users tend to bounce if the site takes more than a few seconds to load.
- Mobile experiences are unsurprisingly on the rise compared to desktop browses, with about 50% of all ecommerce sales in 2020 taking place on mobile devices. Be sure to review your website on mobile to make the experience as equally compelling.
- It’s table stakes to invest in a Secure-Sockets-Layer (SSL) certificate to further enhance the security and consumer trust on your website. Payment security is a big reason customers abandon, so instilling trust by using a popular payment method like PayPal or Apple Pay is a great strategy.
- Testing and pivoting strategy over time is one of the most effective ways to see what works best for you and your consumers. Set up A/B tests and follow the data to further optimize your site and rake in the conversions.
Boost website success through conversion rate optimization. Remember to put yourself in the consumer’s shoes, how would you ideally be pushed through the funnel and to the finish line when making a purchase? For the full article, visit Customer Think.