What is Conversion Rate Optimisation (CRO)?
Conversion rate optimisation is about understanding what drives, stops and persuades users to engage with your website. Getting CRO right is crucial to maximise the campaign performance and ROI for your business.
Depending on the nature of your business, we generally recommend that you run paid ads to a dedicated landing page rather than to the main website.
How to optimise your landing page to improve the conversion rate
Clear and compelling headlines, persuasive copy and a strong call to action are absolutely crucial.
A well-designed landing page can minimise distractions and ensure that your proposition and unique selling points are made immediately clear to potential customers.
The landing page should have a fantastic user experience which is vital for keeping users engaged.
The landing page should be mobile-friendly, load super quickly and have clear, easy-to-understand navigation.
Ideally, there should be three or four calls to action, typically a call now button, a book now button, a request more information form and possibly live chat functionality.
Write high quality content
In terms of content and copywriting – the content on the landing page should be of a high-quality, be highly persuasive and push your strengths, as using compelling calls to action clearly state the benefits, for example, request your free trial, get your free quotation or request more information etc
Showcase your trust and credibility
Trust and Credibility are also important, so building trust with your target audience is essential for conversions.
You should display testimonials, reviews, case studies and any badges from your review profiles clearly and prominently on the landing page.
You should also consider leveraging social proof to help build credibility and trust.
How to measure conversion rate success
Once your landing pages are up and running and driving highly relevant traffic, within 3 to 4 weeks you should have an idea as to what percentage the landing pages are converting at.
For example: if you have had 1000 clicks and you have had 50 conversions this is a conversion rate of 5%. The same level of traffic converting at 8% would generate you 80 conversions, so even in this really simple example you can understand the difference performance can make.
A conversion could be a telephone call, an online chat or a form submission, e.g. something that is valuable for your business. These would be tailored to your own business needs.
Landing pages will convert at different rates, depending on the industry sector that you are in, how well-designed the landing page is and your value or customer proposition.
A/B testing
Once you have data, it is a good idea to start A/B split testing.
You could compare different versions of the landing page. Running Ads to both versions (version A and version B) and seeing which one converts at a high level or experimenting with the layout and design of the page.
The team here at Altitude Internet have been building high-performing Landing pages for years and has deep experience helping businesses in multiple sectors convert at the best possible rate.
If you would like to find more useful tips the following blogs may well be of interest to you.
The power of chatbots:
The benefit of dynamic telephone numbers:
The Benefit of Dynamic Telephone Numbers – and how they can help your business
If you would like to schedule a call with a member of our team to discuss how our landing page could help you generate more enquiries for your business just click here and a member of our team will be in touch for a chat and to see if we can help you create a high performing landing page for your business.
