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Top Conversion Rate Optimisation Tips for 2016

The use of conversion rate optimisation (CRO) is becoming widely popular with businesses worldwide that are keen to test their customers’ user experience online to maximise conversions. Well, 2016 is set to be even bigger. In 2015, the mobile medium soared as well as new CRO software and updates, amongst other trends. It is, therefore, vital to track these trends to stay ahead of your competition.

Here are a few ways of staying ahead in 2016:

  1. Obsess over your website traffic and data

First and foremost, data does not lie. Metrics such as geographic location, page views, bounce rates and key performance pages are all held within Google Analytics. Segment your traffic down to understand what is going on behind the door of your website. Do you have a particular page on the site that is converting lower than the others, yet looks better on a mobile? Evaluate across the board, you’ll be surprised what you find.

To fix issues, you need to identify what’s actually broken.

  1. Analyse visitor behaviour

So, now we know the hot and cold spots of the website, it’s now time to seek ways to optimise this. By employing heat maps, click maps and other tools, you can understand the ‘why’ behind customers losing interest or not spending enough time engaging in the page that you want them to convert from. Perhaps there is a distraction that is leading customers to be focused on an area of the site that is unhelpful towards achieving your goals.

Utilise online tools to understand the ‘why’.


  1. Use Surveys

Quantitative and qualitative data are both important when understanding how your customers feel on your site. Real-time surveys can help capture those all-important responses the moment they land. This can give you valuable insights and context around some unanswered questions. It can improve your online presence as well as your conversions. Remember you don’t need to be that super annoying pop-up; you can set surveys to trigger on certain elements, for example, after they have read down to a certain point on the page or after they have abandoned the cart processes.

Every type of website can benefit from real-time surveys.

  1. Personalising is a priority

This sounds very cliché, but giving your website some personalisation is still being ignored. Whether you have an e-commerce store or a simple brochure site to capture leads, businesses that personalise their sites have seen to have 14% uplift in sales.

You must be aware of different target markets to offer this element effectively. Cater to the needs of your customers and offer content that is aimed at your target market, sales professionals and agencies. Perhaps you need to offer each segment a slightly different funnel to accommodate their needs? Even product suggestions can work well to upsell and cross-sell.

Personalise and segment to increase conversions.

  1. Track all conversions

Your conversion strategy should be looking across the board. Macro conversions relate to the completion of a highly valuable action by visitors. However, micro conversions relate to the actions that lead to these macro conversions. These conversions are not just limited to a simple action, they can also be email responses or social media interactions. Analyse how these all fit together, you don’t want to miss out on an opportunity.

Track conversions to maximise all stages of the process.

  1. Embrace new trends

Potential customers are quick to judge and form an opinion of your brand online, so it’s important to create a great impression. This means it’s important to understand the top design trends and expectations of users online, especially when it comes to mobile. For example, Google’s algorithm update back in April 2015 focused on how mobile-friendly pages will boost rankings. This is favouring mobile design and this is only going to strengthen with time. Review your site from a user’s perspective and determine what your users will like. Perhaps a flat design with illustrations instead of stock images. Animations instead of static images.

Design trends are popular because they work, use that to fit your brand strategy.


  1. Deploy video marketing

Incorporating videos online can be a great way to engage users and connect to other platforms to increase conversions. It can educate browsers about your brand without boring them with pages of text. Videos should generally be short and sharp, whilst being visually appealing to the eye. Videos are extremely versatile, which means you can display demos, product videos, testimonials and more all in the one channel. It’s becoming increasingly popular on social media channels. Just remember to use clear call to actions on your videos – you want them to convert after they have viewed it.

Videos can educate customers and be a softer way to convert.

By Charlotte MacInnes

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