Outstanding traffic means zilch when those visitors aren’t making the conversion into customers. Sure, content is a necessity, but the end goal is to see these readers act and make a purchase, download a document, or give us their contact information for later use. The only way to accomplish any of this is through proper website conversion rate optimization (CRO), and without it, you can kiss your profits goodbye.
Newsflash: Only 22% of businesses say they are happy with their website conversion rate.
The only way to fix the situation is to start practicing CRO tactics that actually work. The thing is you need to start thinking outside of the box.
Yes, properly optimizing your website landing page with a clear offer, keeping the “important” information above the fold, and implementing strong calls to action (CTAs) can work wonders. However, how much action can you expect from visitors who have seen these same tactics used over and over again?
Today’s consumers know the game that marketers play. So that means to see your desired conversion rates, you need to do one of two things:
Create the utmost amazing product/service that no other person/business in the world can offer.
Or more realistically, start utilizing website conversion rate optimization tactics that often go ignored.
- Longer landing pages, when optimized correctly, can generate upwards of 22% more leads than shorter pages that include an above-the-fold CTA
- Message matching plays a key role in getting your site visitors to interact with your brand.
- Don’t scare off your website visitors by forcing a long-term commitment to them. Instead, utilize micro-commitments. On-page lead flows are an excellent way to get your ready-to-commit visitors to do just that.
The Data Doesn’t Lie: Website Page Optimization Works
Ditch the old tactics and myths in favor of new methods that your consumers aren’t expecting.
Here’s a good one: Most marketers live by the myth that landing pages with above-the-fold CTAs. That means many brands stuff what they think is “important” into the first paragraph or so of their page, because, with 52% of worldwide online traffic happening on mobile devices, there is very little screen room to work with. While this tactic could work for some, many consumers find it frustrating because you aren’t taking the time to lead them in or talk with them. Instead, you are forcing your sale upon them right off the bat.
Here’s a solution: Don’t offer it all up in the first few paragraphs! Leave a little to the imagination and let the reader decide if they want to know more. Research shows that longer landing pages can help brands generate upwards of than those with above-the-fold CTAs.
While the typical website conversion rate is approximately 2.35%, the top 10% of companies see conversion rates that are anywhere between three and five times higher than average. Why? Because they are reaching deep into their toolbox and going above and beyond the standard CRO practices.
3 Underutilized Tactics for Website Conversion Rate Optimization
All marketing professionals understand that they need to see each unique visitor as a potential new lead. To get that lead to make the jump from lead to a paying customer, you need to spark that action. While traditional lead generation methods can help, it’s 2020, and that means it’s time to start thinking outside of the box.
Consider each of these three underutilized tactics for website conversion rate optimization.
1. Message Matching
Online content is crucial to any marketing strategy. However, it lacks some of the most vital parts of an in-person sales pitch, such as the:
- Physical gestures involved in a natural exchange
- The expressions a person’s voice and face emit during a conversation
These aren’t easily captured in the written word. That’s why message matching is crucial to website conversion rate optimization. Message matching is the art of aligning your web page’s message (which includes your page’s design, copy, and general message) with the rest of your content channels.
For example, most people come across your brand via a search engine, such as Google, after they’ve entered a search query. Whether it’s the headline or the meta description, something you’ve conveyed to them caught their attention and encouraged them to click on your link. That same message needs to be carried over into the copy and design on your web page to encourage them to make the conversion from visitor to customer.
You may be implementing micro-commitments without knowing it. This concept revolves around the idea that people don’t like to commit to something, especially for nothing.
Expecting a first-time visitor to your website is very unlikely to make the conversion to a customer. Studies have repeatedly stated that it takes an average of eight touches to get a lead to make a conversion.
Micro-commitments help you to encourage interaction between your website visitors and your brand. This allows your visitors to decide whether you are worth investing in. In other words, it helps to take the pressure out of the relationship.
Excellent examples of micro-commitments include:
- Sharing a post on social media or asking them to follow your pages in exchange for an exclusive offer
- Signing up for your brand’s email newsletter
- Partaking in a free trial offer
- Offering special rewards for participating in surveys
Emphasizing these micro-commitments is an excellent way to help you build lasting, trusting relationships between you and your potential leads. They also help you increase your website conversion rates because they are encouraging visitors to interact instead of simply viewing and leaving.
3. Lead Flows
Pop-ups are a frequently used tool that is intended to help grab the reader’s attention and direct them to a specific offer. While it’s true that many consumers find random pop-ups to be annoying, when done right, website pop-ups average a 3.09% conversion rate.
The key to making a pop-up effective is to turn it into a lead flow – a pop-up designed to attract the attention of those on a mission. Lead flows are intended for those who are already prepared to act.
It’s crucial to remember that effective lead flows must offer something of extreme value, but also needs to be highly personalized to those who are ready to act now. These aren’t your standard newsletter signup pop-ups, so don’t treat them as such.
Here’s an excellent example from Smart Insights, a website many digital marketers turn to when researching various industry practices:
This particular lead flow works because Smart Insights knows exactly who their audience is (digital marketers) and what they are most likely looking for (help with their strategy).
This instantly grabs the visitor’s attention, and it demands action since the visitor must click on it to close it. However, for those on a mission to improve their digital marketing and overall strategy building, this lead flow is attractive because it addresses their pain point and offers them a simple micro-commitment (their email address) in exchange for access to the template.
In this case, your visitor is likely to shrug off the fact that this pop-up interrupted their searching because it gives them something of value right away for little to no commitment.