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Websites are the key to a company's entire business.
Conversion Rate Optimization (CRO)
Does your Website Convert?
“You are a manipulator. I like to think of myself more as an outcome engineer.”
―- J.R. Ward, Lover Eternal
You work hard and spend a good amount of resources in your quest to bring visitors to your site. But, once they get there, you may be wondering if they are doing what you want them to do. Are you happy with your return on investment (ROI)? Or, do you question whether you are spending your money wisely?
How do you know if your website visitors are, indeed, responding to your website in the form of converting into customers? Are you an effective outcome engineer?
Art and Science Unite to Increase your Conversion Rate
Conversion rate optimization (CRO) is both a science and an art, involving marketing, IT and customer operations. The goal is to amass a greater number of visitors that will do what you want them to do once on your website. Usually, this means turning them into customers. But, sometimes you simply want more people to sign up for your newsletter, download your eBook, or call.
Conversion rate optimization is part science, because analytics plays a huge part in your conversion plan. It’s also an art, because it takes creativity to engineer and develop your desired outcome. It is what moves your visitor from that initial visit all the way through to the sale.
High conversion rates aren’t accidental. They are the result of combining resourceful content with good website design.
In preparation to writing content, it’s always a good idea to create audience personas. This is one of the easiest ways to increase conversions. Diverse groups of people come to your site with definite, and oftentimes different, needs. Giving thought to which these segments consist of, focusing on their behavior, helps you to write content specifically geared toward each group, empathizing with their needs, answering their questions and providing the solutions they seek.
Increase your Website Conversion and Increase your Profits
Conversion optimization is data-driven with web analytics. But, segmentation analysis is even more crucial. How do different segments interact with you, and how can you optimize each specific experience?
We think of your conversion-based web copy as a means to an end, focusing on giving visitors what they need to make the right decision. Usually that action revolves around accepting an offer of some sort. Essentially, the most effective way of enhancing this process is to answer their question,
“What’s in it for me?”
Though creativity is significant, it is more important to prioritize clarity over creativity. We start by asking, “why”, “what”, and only then, “how.” Answers for the first two questions provide us with a solid basis for answering the important “how” question.
We maintain it is vital to not waste your visitors’ time. Our website conversion content is constructed in a way that tells them clearly how they will benefit from taking an action. We do this with the conversion story – asking, and then answering, their top questions. Convincing your potential customers that what they’re reading comes from a credible, experienced source who understands their pain, needs and wants limits their anxiety. This enables them to become more comfortable with the conversion funnel and then take to action.
How LocalDirective Can Increase Your Website Conversion Rate
By improving your content, design, layout and site structure, and by eliminating technical problems, LocalDirective will increase your conversion rate. Our conversion-oriented design will make your site more relevant to your visitors, improve your calls-to-action, and increase customer trust with many well-thought out elements. Here are three examples:
- Landing pages.
- Call-to-action elements (buttons, sign-up forms, text links).
And, as part of our CRO Audit and Evaluation services, our savvy SEO team will analyze your visitors – determining how they arrived, their behavior once on the site and why they did or did not convert. LocalDirective’s methodologies combine research and strategy with the goal to decrease your bounce rate, leading potential customers through a carefully-crafted conversion story.
Conversion optimization isn’t a one-shot project. It’s an integral part of the new marketing.
Model Conversion Optimization Strategies with LocalDirective
At LocalDirective, we believe the task of marketing should be handled with a balance of both strategic analysis and creativity. This ensures there are never stabs in the dark, and that your business is leveraging not only proven tactics but also those not-so-commonly used or even innovative forms of marketing that are entering the digital world at lightning-fast speed.
If you're ready to get traction with your Internet marketing strategy, reach out to us through our Information Contact Form, or give us a toll-free call, with no strings, at 866-925-9524. We are eager to begin the process of developing your custom strategy for success.