A few decades ago, advertisements were hanging off almost all buildings from where you’re living. These advertisements are only one of the many mediums utilised to gather public attention to promote a business or an upcoming event. They could grab anyone’s attention with carefully crafted design choices while providing necessary information to their target audience. However, what used to be effective might not be applicable today.
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With technology running most of society nowadays, entrepreneurs realise how well it draws in the crowd. Because of it, they’re gradually transitioning outside the traditional and into digital mediums. Much like a traditional advertisement, there are still elements you need to be aware of when going digital, especially if you’ll be using a website. If not, your neglect will show in your declining conversion rate.
What Is Conversion Rate?
Although creating a website may sound like an extreme undertaking, it will be easier to understand once you incorporate its elements. As you do that, be mindful of your conversion rate because the word ‘conversion’ rarely strays from anything related to money, so you might confuse it with that. However, although there’s no connection between them, you can say that they have an indirect relationship.
Conversion rate pertains to the amount of traffic on your site. Before you get confused, having traffic on a website is better than the traffic found on the road. Because, unlike real-life traffic, if many users visit your website, that can only mean you manipulated its different elements perfectly.
How Can You Optimise It Effectively?
However, if you’re utilising your website as a marketplace, you’ll realise how CRO or conversion rate optimisation is as important as ever. After all, for every 100 visitors you get, roughly two are likely to purchase your product. Despite its small number, that’s already a decent start because there are sites that could only get one customer for 1,000 visitors. Luckily, there are many ways to improve your traffic and attract potential customers. These are as follows:
- Be Easy To Navigate
Whether they have too little time on their hands or their attention span only lasts for a few minutes, it’s rare for users to linger on a web page to read blocks of text unless there’s nowhere else to get this information. Regardless of what pushes them, the experience is bound to be an extremely frustrating one. As a result, you probably won’t have any returning users checking on your site.
You need to ensure your site is ‘easy on the eyes.’ This can be made possible by perfecting your landing page must be a top priority. As the name implies, the landing page is what welcomes users to your site. Hence, to have them stay long enough to scroll down and go below the fold area, it’s highly recommended you implement minimalism in your website.
Having too much on your face can overwhelm and bore visitors immediately. With minimalism, you’ll be stringing your traffic along and catching some potential customers while you’re at it. Likewise, because you’re aiming for minimalism, the information you input must be intricate and appealing at the same time by applying these elements above the fold (also considered as the first area you see on the landing page):
- Headings and subheadings
- Visuals related to your product
- Reviews and many more
A great example of this is the Top 10 titles Netflix has showcased on its website every week. The popularity of Netflix as a streaming service is already hard to beat from the start. Therefore, with only the title displayed, whatever show it advertises under its ‘Top 10’ is bound to appeal to its users.
- Be Customer-Friendly
Because you’re looking for potential customers, you should grab their attention, even when they visit without any clear objective at first. The best way to do that is by adding an automated chatbot. With this, you don’t need to be working on the website 24/7. You can program it with FAQs on your products to address queries from multiple visitors. This is likely to move them further into checking out your products.
- Be Persuasive
Despite your minimalism, people’s attention span is still a fickle thing. So, to continue grabbing attention, make sure to have an ad pop up once in a while. This way, you’re bringing up a product they might be interested in based on their on-site activity.
However, ‘pop up’ means just that: a brief appearance. Even though you placed the precise ads at the perfect moment, if they’re far too persistent and they all take too long to go away, that’s how you lose a potential customer. Thus, make sure they’re all timed out appropriately.
- Ensure Convenience
Technology is supposed to offer convenience. Therefore, it makes sense for your website to feature the same quality. You can show this by providing an easy-to-understand introduction on your site (from third-party sign-ups) or presenting visitors with different payment methods.
Although it doesn’t apply to everyone, it’s best to consider how brief one’s attention span is. Creating an account by filling out a form may seem tedious for many. However, if your website raises an option to connect visitors with a pre-existing account, their user experience is less likely to get hindered. The same goes for having a variety of payment methods.
- Aim For Website Speed
As mentioned earlier, any technological design always has convenience in mind. Thus, every second counts the longer visitors stay on your website. However, they’re bound to lose interest if this is because of how long information’s been loading. Remember to always practice minimalism despite the many features you need for CRO. Hence, only place what’s necessary and adjust the rest of the website’s features appropriately. If that’s not enough, use tools to boost your website loading speed.
Why Should You Prioritise CRO?
CRO is a marketing strategy for digital entrepreneurs. After all, what CRO is carrying out is how every element found on the website caters to improve the user’s experience. Doing so raises the likelihood your visitors will produce more customers who are curious about your products.