No matter how large web traffic to the website could be, the marketing campaign is a failure without a high sales conversion rate. A website is only deemed to be functioning effectively for the brand or business if it could secure a higher conversion on web traffic to potential leads; if not customers.
An improved web business or blog site performance could be achieved through an effective conversion rate optimization exercise that could potentially spike online sales at least 50%. This is a very cost effective solution compared to massive SEO or social marketing strategies and campaigns.
Conversion Rates Optimization
Very few Internet businesses concentrated on their conversion rate optimization as most of them tend to focus on driving high traffic to their website. But not all traffic directed to the website would constitute as potential leads; much less paying customers who make purchases.
This is where conversion rate experts step into the scene. Marketers could hire these professional experts in Conversion Rate Optimization (CRO) to jack up their sales through the traffic coming through. It is the other end of the marketing funnel which marketers now need to concentrate on enhancing sales volumes or increasing targeted leads using current marketing resources. Big companies have hired CRO experts in the market to identify their low conversion rate causes with plausible solutions for an increase. Many have enjoyed an improved website performance with higher conversion rates that have doubled and tripled.
Calling in the Experts
Marketers could also implement some of the dynamic CRO solutions if they are familiar with them; otherwise, CRO experts are hired to undertake the task of deploying detailed traffic followed by applying heat mapping analysis. These are advanced tracking tools that are used to isolate conversion rate problems with a clear identification of potential causes on low sales.
CRO experts would check on direct-response copywriting approaches, website design, software, weak sales funnel and poor choices of marketing strategies applied. Once the real issues are identified by the CRO experts, steps would be taken to develop a proper optimization blueprint that would address the identified problems to maximize ROIs for the company. Time and effort would be taken even for these CRO experts to research and analyze the condition of the company before the website performance could be improved to show favorable results.
Experienced CRO experts with the right skills and resources available would be able to fully test and verify the results using special testing schemes such as website split testing. CRO experts could recommend eliminating non-converting paid traffic to improve website performance. This could be achieved with a Google Analytics configuration to track conversions and checking all non-converting terms via Acquisition. A sizable percentage of paid-traffic budgets could be reduced without adversely impacting conversions. This would help lower customer acquisition costs while boosting profits for the business on the Internet.
CRO experts could also recommend an elimination of registration to enhance website performance where detailed registration is not necessary, especially when an online sale by a potential customer is to be activated. Detailed registrations to sales are adversely impacting web visitors to activate their purchasing power when basic contact information is sufficient for the marketer to follow up on these potential business prospects.
Dynamic CRO Tools
Hiring CRO experts may be a costly affair which many small Internet businesses may not have the budget to indulge in. Moreover, engaging the market experts would not help the marketers and business owners to be hands-on about their own business venture with a deep dependence on others in the future.
Alternatively, the market offers many dynamic CRO tools and solutions which diligent marketers and business owners could engage in at a lower cost for similar results. Clicktale is a versatile software program that is offered free for one month on a trial basis with heat mapping services. Heat mapping software apps record web visitors’ activities when they navigate around the website. These recordings inform marketers on the visitors’ preferences to boost sales conversion rate if manipulated carefully by marketers.
Such effective web analytics tools boost sales conversion rates through an isolation of direct response copywriting issues. The heat mapping analysis would identify if the source of the sales conversion problem lies with the sales landing page or the poor product description without endless split-tests. A lot of futile effort is avoided when the heat maps reveal accurately where web visitors navigate to or skip due to lack of interest on that page.
A poor conversion rate could also be due to poor call-to-action features which could be picked up by heat maps. Heat mapping is excellent in identifying various website issues to be corrected immediately to improve website sales conversions, but a detailed traffic analysis is still preferred.
Hence, a heat mapping analysis works well in optimizing landing pages, improving product descriptions or enhancing direct response copywriting for better web content. Web traffic analysis helps in enhancing website conversion rate through an elimination of weak traffic sources as well as identifies clearly web programming problems.
Experienced CRO experts may deploy both tools to identify poor conversion issues to boost sales for the business.
Conclusion
Successful Internet businesses are given a checklist from start to finish on every aspect of operations to ensure better ROIs. Every dollar invested in any form on the business is expected to generate more than 100% with higher sales conversions from every web traffic directed to the website.
This high expectation of returns of business investors and marketers or entrepreneurs generates some market frenzy in identifying the causes of poor website performance. This leads to consideration on optimizing sales conversion rates for the business from any marketing strategy or campaign implemented.
Conversion rate optimization could be undertaken personally by business marketers or entrepreneurs on tight marketing budgets or outsourced to CRO experts as multi-billion dollar companies do. A well executed conversion rate optimization could boost online sales at least by 100%. Hence, marketing costs could be quickly reduced and the effects of CRO could be longer than expected.
