Aug

30

2014

Author
Lori Meloche
Categories
landing pages

Although it may seem initially confusing, conversion rate optimization (sometimes abbreviated as CRO) is simply the process of making your landing pages, ads, and other elements optimized. This in turn allows you to convert more visitors so that they complete the action you want, whether it is buying a product, completing a survey, or simply reading the content on your site. Many companies view optimizing conversion rates as the ideal way to increase profit without having to spend a great deal of additional money on advertising. In order for your CRO to be effective, however, you will need to know what you are doing and keep a few important tricks in mind.

Understanding Potential Blocks to Conversion Rate Optimization

There is no one rule about what blocks conversion rate optimization, but experts have several theories. Some of the most common problems that prevent you from converting viewers include poor communication (in terms of the benefits of your product), no security signals or a lack of trust, and not having enough customer reviews. However, if you want to discover what the potential block is, you will need to take the time to research it. Although incredibly effective, this can be time consuming. You can try one of the following tricks to help boost your CRO while working on your research.

Effectively Using PPC to Optimize Your Conversion Rate

Part of the reason that conversion rate optimization will cost you some money is because pay per click (PPC) advertising can be one of the key elements of it. Keep in mind that this method tends to work well for longer keywords, especially for those applicable late in the buying cycle. Optimizing your conversions from PPC is crucial, because no matter how much money you spend on these advertisements, it won’t make a difference if you have no converters. By focusing on the keywords in your PPC ads, you can better target the ones that are more likely to convert, increasing your conversion rate.

How Keywords Help with Conversion Rate Optimization

While keywords are an important aspect of optimizing your PPC conversions, you actually need to focus on overall keywords as well. One of the most effective ways to do this is to group your keywords. By creating a strong groups of keywords, you will find it much easier to create the PPC ads mentioned above. It can also help you customize and optimize your landing pages, keep your website organized and easy to navigate, and prioritize which content needs to be created.

Ensuring Your Landing Page Optimizes the Conversion Rate

One of the most important aspects of any conversion rate optimization is your landing page. This is the first real representation of your company that viewers will see. If your landing page is poor, not only will you lose potential customers, but you might find your Quality Score lowering, making it more expensive to get advertising, as you will need more of it. Ideally your landing page should have a compelling headline that is related to the keyword you picked for Pay Per Click, be concise, be eye catching, have a clickable call to action(CTA), be user friendly, and simply be aesthetically pleasing. By doing those things, your landing page will be high quality, increasing your chances of converting those who view it.

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