Getting to know CRO

Digital360 on 15 June 2017

Conversion rate optimisation (CRO), involves the careful structuring of webpage content to maximise customer conversions, such as an enquiry or a sale. Whether you are using HTML markup, images, CSS, JavaScript or something else, ensuring that all webpage elements are structured to perform at their best is vital to website CRO best practice. Regardless of the nature of your business, your goal should always be converting potential customers into actual customers.

Here are 5 of the best webpage tactics towards conversion rate optimisation.

1. Adjust copy

The most important element on any given webpage is the content. Well-optimised content should be action orientated, engaging, motivational, searchable and shareable – this is best achieved by using the imperative tense. In this way, best webpage copy doesn’t beat around the bush and is made up of plain and direct language. But remember, text isn't the only element on your webpage. It is just as important to optimise non-text elements such as images and video, so that search engines will also be able to find understand the entire context of the page.

2. Provide a visible call number

There is nothing more frustrating than searching, often in vain, for a contact number on any given website. A great CRO tactic is to include a contact number in the header or footer of your website. Not only does this allow potential customers to contact you directly, but it will also reassure them that you are a real legitimate organisation. Phone numbers, like badges and testimonials, create trust.

3. Optimise shopping cart funnels

If a customer wants to purchase an item, it’s best to make the process quick and headache free – you don’t want them changing their minds at the last minute. When designing an optimised checkout process, consider a less-is-more approach.

Here are some tips towards a stress-free shopping experience for your users:

  1. Try for a single-page checkout where possible
  2. Reduce the number of clicks/taps to checkout
  3. Add a shop and checkout button to the header
  4. Give users the option to continue shopping from the checkout
  5. Always give shoppers the option to create an account with you

4. Reduce page load speeds

Optimising page speeds (page rendering) is important for good CRO. If a webpage is taking some time to load, users will often become impatient and go elsewhere. When it comes to minimising page speeds, the first thing to consider is streamlining the number of elements on any one page. The good news is that Google provides a wealth of online resources to assist business owners and managers to achieve just this.

Some of Google’s key speed rules include:

  • Avoid landing page redirects – Redirects trigger an additional HTTP request, which will slow down page rendering.
  • Optimise images – An image is often responsible for the largest about of downloadable bytes on a page. To combat this problem, an image can be optimised to reduce file size without compromising quality. For instance, a JPEG file may be converted using a progressive format for large images.
  • Optimise above-the-fold content – This involves structuring your HTML so that it places important web content first (above-the-fold), and limiting the size of this web content (HTML markup, images, CSS and JavaScript) so that it renders fast.

These speed rules all require at least some technical knowledge or understanding of web code and using a CMS. In this way, some users might feel overwhelmed. This is where a digital agency that specialises in CRO can be of help. They will be able to implement these types of speed rules with relative ease, ensuring that your webpage is optimised appropriately.

5. Think mobile-first design

Global internet usage has taken on a whole new trend. In October last year, mobile and tablet internet usage exceeded desktop for the first time. Due to this new trend, mobile first design is becoming a must-have for all website owners and developers. The great thing about mobile-first, is that it forces content makers and website developers to prioritise the most important information. In this way, your website will automatically become increasingly relevant to your users by getting rid of unnecessary information. There are many mobile-first test sites to help you find out whether your website design is mobile-friendly.

Some basic mobile-first design trends include:

  • An above-the-fold approach or visual hierarchy
  • Enlarged touch targets or buttons
  • A move away from hovers or mouse-over effects
  • Avoiding landscape or very large graphics

With higher conversion comes more customers

Conversion rate optimisation is the lifeblood of your website. There is no point having an online presence if users can’t properly find, use, and purchase your products and services. So, consider the tips and tactics we've discussed above, and when in doubt, don't hesitate to contact your local CRO specialist.

Interested in finding out more about conversion rate optimisation for your website? Talk to a Melbourne website CRO specialist.