Most business owners is very frustrated by the sales they are not generating in 2019. These are businesses that spent tons of money optimizing their websites to rank number one in Google. These are the same businesses that spent hard earned money in increasing their engagement with Social Media. Much money was spent on back linking, Content Marketing and even on Pay Per Click campaigns.
Let’s examine what is happening, your business witnessed an increase in web traffic over the past 6 months. Logic dictates that increase in web traffic = increase in sales. Which is exactly what happened. When calculating the Return on Investment, one finds that their ROI is not nearly what it should be with the increase in traffic they are experiencing.
You the business owner must realize that you have a lead generating tool that works 7 days a week and 24 hours a day. The best thing of all, it works for free. We are talking about your website. This is the face the business has on the internet. The website has thousands of visitors every month but not enough are buying. You feel that you are doing everything that you’re suppose to be doing from SEO to Content Marketing. You are getting discouraged with all the money you spent on Digital Marketing. Please realize that you are putting blame on the wrong thing. The Digital Marketing that you spent all that money on, is doing exactly what it’s supposed to do.
The Conversion Rate Optimization Solution
After all this, one finally realizes that something is missing in your marketing formula. All the ingredients are there for a successful business. Fear not the answer is simple. It’s called Conversion Rate Optimization or CRO. The CRO is the rate that refers to the number of people who buy from you versus the total website visitors. Just take the total sales or conversions divided by the total amount of visitors multiplied by 100. For example, if we had 1,000 visitors and 100 of them bought something, then our formula would be as follows: 100/1000 = 0.1 then multiply by 100 to get the percentage. So, then our formula would be 0.1 x 100 = 10%. We see that the CRO of sales is 10%. Which means that 90% of website visitors are not buying.
Which begs the question, what can be done to increase the CRO?
Well the good news is there are many things that can be done but today we will only discuss a few options.
Remember that according to research your website has 7 seconds to sell the user that is visiting.
That is the amount of time there is to show that potential customer the what or product that is being offered and the why. Why should they purchase it? For a website the headlines show the ‘” what” and the special that is being shown is the,” Why.”
Now the way the website is laid out that will have an enormous effect on the conversion rate. So, research needs to be done that will show you exactly how the users interact with the website. That report will govern how and where everything is placed on your site to increase the conversion rate. There is a tool called Hotjar which can do exactly that. Once you know the User’s actions on your website, then changes can be made to convert them to sales.
The website content needs to be interesting & engaging to the people visiting your website. You are not looking for a hard sell, but the website content must show a need for the product or service and how your company can fulfill that need. The language that should be used is the same language your customers use when referring to the product or service you are trying to sell.
This is what gives your business the credibility it needs to make your potential customers feel at ease doing business with you. For example, customer testimonials are very good or reviews from those customers. Anything that can be shown to give your customers the trust to do business with you. Like Influence Marketing, this is when people of influence endorse you publicly to your customers. Like, celebrities, experts in his field and even nonprofit organizations.
These are just a few of the many ways to increase your Conversion Rate Optimization, Feel free to reach out in your comments.