1) To Reduce Your Customer Acquisition Costs

Reducing customer acquisition costs is important because it allows businesses to invest more money into marketing efforts that bring in new customers. This, in turn, helps to grow the business and increase profits.

Additionally, a lower customer acquisition cost means that a business can profit more from each new customer.

Also, by reducing your customer acquisition cost, you can increase the lifetime value of each customer. This will ultimately result in a higher overall profit.

CRO allows businesses to convert more website visitors into customers with fewer marketing dollars. By improving conversion rates, businesses can reduce the number of website visitors who need to be reached to generate a desired number of sales or leads.

CRO achieves these things by improving the effectiveness of marketing campaigns and the usability of websites.

2) To Understand Your Customers Better

Using CRO, a business can understand how well its website converts visitors into customers. It does this by analyzing the data collected from visits to the website.

The data include:

• What pages are being visited

• How long do people stay on each page

• What actions (if any) are people taking on the website.

This information can then improve the website by converting visitors into customers.

By understanding how and why your customers behave in specific ways on your website, you can make relevant changes that lead to more conversions.

For example, say that a business sees many customers leave their website without buying anything. In that case, they might change the layout or design of their website to make it more user-friendly.

Read: Tips to Design an SEO Friendly Website

3) To Attract More Customers

CRO typically involves using data analytics to identify which elements of a website effectively persuade visitors to act and then make changes to those elements to increase conversion rates.

It can help businesses gain more customers by increasing the number of people who visit the website and then converting them into paying customers.

This can be done by improving any aspect of a website that influences this conversion rate, including the design, usability, copy, and marketing. A business can gain more paying customers from its existing traffic by improving the conversion rate.

4. To Outsmart Your Competitors

CRO techniques include improving the website's design, creating more effective calls to action, and testing different versions of web pages to see which generates the most conversions.

It often uses heatmaps and user recordings to track how users interact with your website. It then identifies areas where they are getting stuck or dropping off.

The data will help increase the conversion rate, which, in turn, allows businesses to outperform their competitors. This is because one can bring more revenue from the same number of website visitors.

5) Because Pay-per-click Costs are on the Rise

Compared to pay-per-click (PPC) ads, CRO is often a more cost-effective way to improve website traffic and reduce customer acquisition costs. This is because PPC campaigns are typically based on bidding for keywords.

The cost of each click can vary greatly depending on the keyword's competitiveness.

On the other hand, CRO is based on improving the effectiveness of website elements that influence visitor behavior, such as the layout, design, copy, and calls to action. As a result, CRO can be more effective in driving conversions at a lower cost than PPC.

6) To Increase Customer Attention Span

CRO aims to reduce the number of distractions on a page and complete the desired action as easily as possible. This, in turn, will increase customers' attention span. They will not be wasting time figuring out how to complete an action or being distracted by other page elements.

The goal here is to make it easy for customers to find what they are looking for and complete the desired action. This is done by making small changes to the website.

The adjustments will make it easier for people to find what they are looking for and buy what they need.

7) To Elevate Your Website's Look and Feel

CRO is the process of making small changes to a website to see if those changes result in more people visiting the site and then staying on the site for longer periods. This is done by testing different website versions and measuring how well each version performs.

This process ultimately improves the look and feel of a website. This makes it easier for people to find what they are looking for on your website.

Common techniques include improving the layout of pages, making buttons and links more visible, and reducing clutter.

The goal is to make it as easy as possible for users to complete the desired action, whether making a purchase, signing up for a newsletter, or downloading an e-book.

8) To Maximize ROAS

A business can use countless optimization techniques to boost its return on advertising spend (ROAS). However, CRO is one of the most effective and efficient methods for increasing ROAS.

CRO does this by doing the following things

• Identifying and correcting user errors.

• Optimizing landing pages to convert more visitors into customers.

• Measuring and optimizing web traffic sources to improve the quality of leads and conversions.

• Testing different web page versions to see which one converts customers at the highest rate.

The information above can be used to improve the website and increase ROAS.

1) Remove Unwanted Form Fields

One downside of having too many form fields on a web page is creating a cluttered and overwhelming user interface. Also, if there are too many form fields, users may be less likely to complete the form.

This is because filling out a form can be time-consuming and frustrating if there are too many questions to answer (a big turn-off!)

Furthermore, users may become confused and frustrated if the form fields are not properly formatted or if the labels are not clear. It can also be difficult for users to know what information is required from them and what is optional.

This can lead to user confusion and mistakes.

Too many form fields can harm conversions. When users are confronted with too many form fields, they may be less likely to complete the form.

This is because they may not want to spend the time filling out all of the information, or they may not trust that the form will actually be useful in helping them meet their needs.

Tips:

• Ensure that form fields are appropriately labeled.

• Use clear and concise instructions.

• Provide feedback on user input (Example: Voila! You have successfully signed up for our newsletter.)

• Mention which fields are mandatory with clear labels.

• Include specific input types (such as dropdowns or calendars) to help users input data correctly.

2) Use Text-based CTAs in Blog Posts

Text-based CTAs, or call-to-actions, allow for a more personal and engaging user experience, encouraging more people to interact with the CTA.

In addition, they provide more information about the offer or product than a traditional CTA. This can help potential customers better understand what they are clicking on and why they should do so.

The addition of text-based CTAs to blog articles can be beneficial in a few ways. First, it can help improve the overall readability of the article. Also, it can provide readers with an additional opportunity to learn more about the topic being discussed.

The best part is that they are less intrusive than other CTAs, such as pop-ups, and therefore can be more effective in getting people to take action. They are often used on websites and in email marketing campaigns. They can be very effective at getting users to interact with your content.

Tips:

• Use clear and concise language in CTAs

• Use action verbs to encourage readers to take action. For example, "register now" or "sign up today."

3) Use Trust Seals

When customers browse a website, they look for trust signals that will tell them the site is safe to use. One of these signals is a Trust Seal.

A Trust Seal is a graphic or text on a web page that indicates that the site has been certified as trustworthy by a third party. This third party could be an organization like VeriSign or TrustE or an independent expert like Better Business Bureau.

They are basically a visual cue to indicate that the site is trustworthy. They are often used to increase conversions to help build trust with potential customers.

These seals can be used by businesses of all sizes and can be customized to fit the needs of each business. They are important because they help reassure potential customers that they are dealing with a reputable company, leading to more sales and conversions.

4) Create Scarcity and Urgency

This tip does wonders for eCommerce businesses. It does not mean that other businesses will get nothing out of it. "Online retailers can make the best out of this tip" is what we are saying.

To create a sense of urgency and encourage potential buyers to take action, online retailers can use the principle of scarcity. This involves limiting the availability of a product or service to create a sense of urgency.

When potential buyers believe that there is a limited supply of a product or service, they are more likely to take action and purchase it before it is too late. This increased urgency can lead to more conversions, as customers feel like they need to buy now to get the best deal.

There are a few ways to create scarcity in your eCommerce business. They are:

• Set a low stock limit or offer the product for a limited time.

• Make the product unique or exclusive. This can be done by making the product only available to a select group of people or only available in certain locations.

• Use a timer for your advantage.

• Limit the number of items ordered per person or per order.

5) Use Testimonials

Testimonials play a significant role in increasing the likelihood of people converting to your site. They serve as social proof, providing potential customers validation that others have had positive experiences with your company or product.

Also, testimonials can help build trust and credibility with potential buyers. Ensuring that you have a variety of customer testimonials, including videos, will help you convert more visitors.

By providing real-life examples of how others have been helped, you give the company an air of authority and expertise. This ultimately makes potential customers feel more confident in what they are purchasing.

Three helpful tools:

• Vouch - A tool that helps you collect authentic testimonials.

• TrustPulse - A social proof app that shows customer activity on your site.

• Smash Ballon - A plugin to display social media feed on your site.

6) A/B Test Your Landing Pages

A/B testing, also known as split testing, compares two versions of a web page or app against each other to see which performs better.

For example, you can test any of the following on a landing page

• Text

• Images

• Call-to-action

• Forms

• Design

• Color scheme (Why not?)

By performing A/B tests, you can determine which elements are most effective and improve your conversion rate.

This is important because it can help businesses optimize their page to get the most out of their traffic. Also, split testing can help businesses identify potential areas of improvement on their page, such as the design, the copy, or the offer.

7) Use Chatbots for Your Advantage

Chatbots are computer programs that can mimic human conversation. They are becoming increasingly important for online businesses because they can help increase conversions.

An AI-powered chatbot can help convert visitors into customers by engaging them in a conversation. They can also answer questions about the company's products or services and provide customer support (to an extent, though).

The use of chatbots can be extremely advantageous for businesses looking to increase their conversion rates. By providing a conversational interface for customers, businesses can create a more personal connection with their customers and drive them to purchase products or services.

Also, these bots can help you learn more about your customers' needs and preferences, empowering you to better tailor the products and services to meet those needs.

Three best chatbots to consider for your business:

• Intercom - Built for sales, marketing, and support.

• IBM Watson - A chatbot that uses AI.

• Acquire- A conversational chatbot for a human-like experience.

8) Always Retarget

Retargeting is an important technique to increase online conversions by targeting website visitors with relevant ads after leaving a site.

It uses complex algorithms to target potential customers based on their browsing history. It improves the chances that a customer will return and make a purchase.

Retargeting can also help reduce the number of wasted advertising dollars. This is because potential customers who do not convert the first time can be targeted again with more relevant ads (and with less ad spend!)

By targeting these people with ads relevant to their interests, you can increase your chances of converting them into customers.

Another benefit of remarketing is that it is cost-efficient. This is because you can target people who have already shown an interest in your product or service. It means that you are not wasting money on advertising to people who may not be interested in what you offer.

Three helpful tools for remarketing:

• Mailchimp - An easy-to-use marketing platform.

• SharpSpring Ads - A platform for mobile and web retargeting.

• Criteo - A dynamic retargeting tool.

9) Use Pop-ups (But Wisely, Though!)

Pop-ups can help improve conversion rates by providing a targeted and relevant message to users who are already interested in the product or service. They can also provide a sense of urgency, encouraging users to convert more quickly.

They can be used to make visitors sign up for a newsletter, buy a product, or some other goal that you, as an advertiser, try to achieve.

Also, they can be customized to target specific users based on their interests or past behavior, making them more likely to be relevant and useful.

Studies have shown that pop-ups can be effective at improving conversion rates. They are more likely to grab the user's attention than traditional advertisements, such as banner ads.

Tip:

Use exit-intent pop-ups in your favor. They are important in converting customers because they are the last chance a customer has to convert before leaving your site

10) Improve Page Speed

Studies show that increasing page speed can improve conversion rates significantly. When pages load slowly, visitors are less likely to stick around and explore the site further. This is especially true for mobile users, who are more likely to leave a website that takes more than three seconds to load. The importance of page speed in improving conversions can be explained by the fact that it can affect the user experience on the website. In general, people do not like to wait for a web page to load for a long time. And if a website is too slow, they are likely to leave it and look for another one. Also, fast-loading pages make it easier for visitors to find what they are looking for, leading to a better user experience.

Tips to improve page speed:

• Ensure the website is properly coded and that no slow scripts are running in the background.

• Optimize images and make sure they are not too large in file size.

• Use a caching plugin.

11) Offer Free Shipping

This may seem like a no-brainer. But trust us! Many online retailers still charge their customers a shipping fee. They are yet to understand how offering Free Shipping can dramatically increase conversion rates.

It is one of the most effective ways to increase a website's conversion rate. When customers know that they won't have to pay any "additional charge" on top of the cost of the product they're buying; they're more likely to make a purchase.

They don't have to worry about spending more money than expected, which can often deter shopping online.

Also, free shipping can encourage customers to buy more items at once since they won't have to worry about paying extra for shipping on each product.

Tip: Always keep an eye on your margins and only offer free shipping on items that are already profitable.

12) Optimize Your Landing Pages for Mobile

By ensuring that your landing pages are properly formatted for mobile devices, you can improve the user experience and increase your conversion rates.

Mobile users are often in a hurry, so it is important to ensure that the most important information is easy to find. The overall design should be clean and uncluttered.

Landing pages for mobile devices can be optimized by using smaller images and avoiding elements like Flash.

You can also use a responsive design to adapt the page to the device's size. Another way to optimize landing pages for mobile devices is to use simplified navigation and shorter forms.

A few tips to consider:

• Keep the number of clicks necessary to complete a task to a minimum.

• Keep navigation buttons easily accessible.

• The text should be sized appropriately for small screens.

• Use clear CTAs and easy-to-find contact information.

Not Enough Landing Pages

Do you know that business websites with more landing pages had better results than websites with fewer landing pages?

That’s because the landing page has a specific purpose or intent. It should deal with an exclusive product/ service and not resemble the home page.

Create more landing pages to suit the buyer's specifications instead of trying to attract customers from different segments using the same landing page.

Here’s how to plan landing pages for the website:

• Create a landing page for each category, segment, product, and location. Don’t dump everything on one page.

• Be highly specific about the landing page's product/ service/ location. Don’t add links to other landing pages.

• The website may have multiple landing pages. There are no restrictions.

Too Many Distractions

Understandably, you want to provide as much information as possible to convince the user. However, you have to be careful about elements that can distract visitors and prevent them from performing the intended action.

When users visit a landing page, they have to complete the action (subscribe, buy, fill a form, etc.), and sharing extra information or filling up the page will distract them and lead to fewer conversions.

Here’s how to avoid distractions on the landing page:

• Placing the file in the wrong directory

• Remove excess images, especially those that don’t add any value to the page. Retain high-quality images.

• Delete unwanted paragraphs of text. Anything that doesn’t talk about the product/ service being promoted should be removed.

• Did you backlink or hyperlink from the landing page to other web pages? Remove the excess links and keep only the CTAs

Sparse or Lack of Information

Avoiding distractions or keeping it simple doesn’t mean the landing page has to be sparse or not provide enough information to the visitors. There should be a balance where essential details are shared in a readable format.

For example, if the landing page is for runner shoes, it needs to talk about the material of the shoes, the specifications, price, benefits in brief, and customer testimonials.

The user shouldn’t have to search elsewhere to know more.

• Don’t leave too many white spaces on the landing page for the simplistic effect. Details should be provided when necessary.

• Create a checklist of must-add information and use it when working on the content.

• Get the landing page reviewed by a third party to understand if the information is sufficient or not.

Not Paying Attention to User Experience

The user experience is a critical element to consider when creating a landing page. Users don’t have the time, patience, or inclination to figure things out.

Intricate webpage layouts may appear sophisticated or artsy, but they are unsuitable for landing pages.

The landing page must be direct and hit the bull’s eye in a few seconds. What to avoid when designing the landing page?

Take a look:

• Complicated layout or structuring where a user cannot determine what to read first.

• A super lengthy landing page that requires continuous scrolling.

• Too many steps to perform to complete the action (placing an order or filling a form).

Analyze your competitors' landing pages to get a better idea about how to increase user experience for your landing page.

Ignoring Buyer Concerns

Are you not getting enough clicks despite offering the best deal?

You forgot to address the buyers’ concerns and didn’t do anything to assure them of your credibility.

People will be cautious when trying a new brand/ business. It’s your responsibility to assure them of your brand and provide an incentive to give them one last push.

Focus on emphasizing and highlighting the following aspects on the landing pages:

• Do you offer free shipping services? Make sure to alert the user about this offer. It’s an incentive to buy.

• Add a link to the privacy policy in the footer. Users should feel confident enough to share their details with you.

• Did you win awards or titles? Display the icons in the header or footer to prove that the business is trustworthy.

Slow Page Loading Times

A webpage that takes more than two or three seconds to load will likely lose visitors.

People want fast services, and in the world of 4G and 5G networks, you cannot have a landing page that takes ten or twelve seconds to load. The landing page should be optimized to load in the blink of an eye.

Use the below tools to measure the page loading time:

• Pingdom: Copy and paste the landing page URL in Pingdom to test its loading speed for different geographical locations.

• PageSpeed: This Google tool gives the loading time and feedback about what changes to make to increase the efficiency of the landing page.

• YSlow: It is an open-source tool that also provides the page summary, analytics, suggestions, and more to optimize the landing page.

Not Optimizing for Mobile Phones

Experts have been talking about mobile optimization for a while now. The need for it has only increased during the last few years.

More than 50% of the users rely on mobile phones for searching on the Internet.

A landing page that’s not optimized to work properly on the mobile phone screen won’t do.

Check out the below tools to optimize the landing page for mobile phones:

• Mobile-Friendly Test: This free tool by Google allows you to test whether the landing page has been optimized for mobile phone users or not.

• Mobile SEO Page Analyzer: Developed by Pure Oxygen Labs, the paid tool provides a detailed report about the landing page (for mobile-friendliness).

• Varvy Mobile SEO Issues: This tool helps you identify the areas where the landing page can be optimized for mobile devices.

Weak or Missing Call-to-Action

The landing page should convince the user to take the next step. But how will they do it if they can’t easily find the call to action button or even understand the purpose of the landing page?

Everything on the landing page should direct the user to the call to action.

These tips can help you emphasize the CTA button and highlight it on the landing page:

• Place the CTA button where it is immediately visible. It has to be at the beginning, middle, and end of the landing page.

• Use contrast colors and bold letters to bring attention to the CTA buttons. The text size should be easy to read.

• Use words that are understood by everyone and keep it to the point. Words like buy, free download, earn, save, etc., should be used.

Not Considering the Buying Cycle

The landing page should align with the target audience's buying cycle. For example, if the landing page is to create awareness about your business, you cannot expect the user to request a quote or place an order.

The CTA should urge the visitors to subscribe to the newsletter or download a free book to get more information.

Consider the following stages of the buyer cycle before designing the landing page:

• Awareness that the product/ service/ brand exists in the market.

• The consideration stage is where the user thinks your brand might be an option on the shortlist.

• The customer intends to assess the brand for various aspects.

• The customer finally takes the plunge to buy the product/ service.

• Retain the customer to make them repeat the purchase.

Forgetting to Follow Up

Another crucial mistake many businesses make is to leave the user once they complete the action on the landing page. You need to follow up and extend the interaction time between the website and the user.

Make the users feel valued and cherished after collecting their information.

Here’s how you can follow up on the users after they complete the action on the landing page:

• Write a customized thank you note with a link to more content or information. This will take the user to another webpage on the same site.

• Ask the user for feedback about the process/steps on the landing page. Keep the feedback form simple to generate more interactions.

• Share details about another relevant offer or plan. Use data analytics to suggest an offer that will interest the user.

Low Quality or Stock Images

We’ll deal with two topics at the same point. The first is about using low-quality or blurry images on landing pages. Get high quality and copyright-free images from the following websites:

• Pixabay: It has more than 2.5 million royalty-free stock images, music, and videos in high quality.

• Pexels: It has free stock images and videos plus an API for website integration.

• Unsplash: It has more than 2 million free and high-resolution images and offers API integration.

The second aspect is not to use stock. While startups and small businesses can rely on stock images to save costs, growing enterprises should have professional photographers take pictures of their products, offices, etc., and use them on the landing pages to increase credibility.

Too Lengthy or Too Short Forms

It’s difficult to determine the correct size of the form on the landing pages. Anything too small may not give you enough data, and long forms bore the users. They might not fill out the form or complete it if the task is time-consuming.

You have to select the length of the form, depending on your business niche. Minimize the user's work to fill and submit the form.

Follow these tips to create the perfect form for your landing pages:

• Ask only for must-have information. Users don’t like sharing their details with strangers.

• Space out the form and make each field easily visible and accessible from desktops and mobile devices.

• Use radio buttons, drop-down lists, and checkboxes. Don’t expect customers to type every single piece of information you need.