The Best Evergreen Conversion Rate Optimization Tips for Startups
95% of surveyed marketers saw a significant increase in ROI through CRO – VentureBeat
The journey of ideation, development, and getting that first seed investment is difficult. But marketing the product and getting the sales number rolling by hitting the conversion rate goal is altogether another game. But avoiding CRO is not an option. CRO allows you to capture qualifiable leads, which in turn increases sales and lowers lead acquisition costs.
Did you know that a survey conducted by Hubspot revealed that 63% of companies struggle to generate more leads?
SaaS startups initially lack the resources and roadmap for their marketing and sales strategies for improving conversion rates. The only way to move ahead is by prioritizing a few activities over others and learning through trial and error.
With that said, what CRO activities should you prioritize?
What Are Conversion Rate Optimization or CRO Activities?
Conversion rate optimization (CRO) can be defined as the set of activities done to enhance the website to improve website visitors’ conversion rate by improving the website content and setting up actions like filling up a form, CTAs, bots, etc.
And it is calculated by dividing the number of conversions by the number of visitors and multiplying it by 100.
But before you go start planning your CRO activities ensure that you set up an ongoing budget in your website development cost for these additional website user engagement add ons as you might have to experiment with them. CRO activities are set up all over your website:
- Landing page
- Pricing page
- Feature page
- Solution page
- Podcast/Events/Webinars, etc
Setting up these 10 CRO tips is easy, but before you do that, identify your website’s problem areas, understand the demographic, and then set up the CRO as a powerful lead magnet.
10 CRO Tips
There are many CRO activities you can probably experiment with as you progress through the company’s growth, but to start, you can focus on these 10 to get instant results.
1. Remove the Clutter or Distractions
Most startups end up making the mistake of adding too much content on their homepage in trying to tell customers about themselves — An absolute no-no!
Users mostly leave a web page in 10-20 seconds. That is why it is perennial that you showcase only content that builds a sense of curiosity and trust. Make the content as direct as possible; if the aim is selling the product – make the product the product hero of the page. And it goes without saying, anything that distracts or bores the users, like multiple CTA, multiple links, features, etc., has to go.
Add a different page for features, solutions, industries, or anything special that you want to showcase, or better still, if you really want your customers to know, make a pop-up!
If you want your user to go through a specific process, make that front and center and remove anything that’s not relevant. Bruno Marrota, who runs the online jigsaw puzzle platform I’m A Puzzle, explains, when they changed their design to clearly outline steps on how to use their site, they found the number of puzzles played increased by over 15%”.
2. Catchy and Relatable Headlines with Clear CTA
Your banner and headline are the first things that your website visitor sees. So try making your headline catchy. Your headline can catch your visitor’s attention if it:
- Piques curiosity,
- Answers a question,
- Solves a problem, or
- Give an instruction.
And do so, follow these 4 forms of headlines to pique visitor interest:
- State the product as it is
- State the benefit your customers get
- State what your customers can do with your product
- Ask about the challenge they face that your product resolves?
Remember, a properly constructed headline is essential for catching a potential lead. To check which headline works better, you can always A/B test your headlines
3. Improve Your CTA Strategy
Every page has a purpose, especially your landing pages. Make it clear through your CTA or call to action button. Using strategic CTA’s in the right position can help boost your converters. Let your visitors know what action you want them to take, for e.g.:
- You want to generate leads: Sign up
- You want to increase demo number: Ask for Demo
- You want to increase email subscribers: sign up
- Give information to customers: Learn more
The above CTAs can be used interchangeably. Remember not to add multiple CTAs in one section. It creates confusion in the mind of visitors and increases the bounce rate.
4. Increase Trust
Your homepage’s main purpose is to build a sense of trust in your website visitors. You can do that by adding strategically:
- Customer reviews
- Case study card or pop up
- Trusted publication mentions, etc
You can add them as quirky images, videos, or just plain text, all depending on your page layout. If you onboard new customers with a physical box or there’s a physical element to your product, show off your unboxing videos to help build trust a little quicker. For SaaS startups, initially, it can be difficult to earn trust badges such as G2 badges, so instead, you can showcase your product ratings and security compliance badges to build trust in your visitors.
5. Add Live Chat or a Chatbot
Another website addition that gained immense popularity, more so in a pandemic, is the adaptation of website bots or website assistants to instantly capture leads, assist in shopping and exploring book demos, or provide instant gratification to your customers. Adding a live bot ensures that even if you are not there to assist your customers, the bot still provides assistance, and no leads go uncaptured.
6. Countdown Popup with Relevant CTA
You must have heard of FOMO or fear of missing out. It is an amazing marketing strategy and trusts me, it still works. FOMO creates a sense of scarcity and urgency. When something isn’t available for long, people tend not to waste time and even shorten their sales cycle. Zara and H&m utilize a similar strategy for their products.
Utilize it on your landing page with a lucrative offer and add a clock on your screen with the message limited time offer, and see the number of demo requests increasing.
7. Website Forms
Capture your website visitors by adding strategically placed website forms and track them in your Google Analytics to understand which form placing is working for you. You can even add lead flows in the form of pop-up forms after the visitor has spent some time on your webpage.
You can use web forms to increase your conversion by guiding prospects through the lead flow process but apart from this, you also use them for:
- To complete an order
- Track an order
- Track customer’s personal information
- Increase email subscriber list
- Collect lead information
- Reach back to customers for solving their grievances
8. Offers and Promotions
One of the best marketing strategies to date for capturing potential customers is offering discounts, offers, or, better still, giving something free. You can even add a little bit of FOMO by making a limited-time offer to increase the sense of urgency in your customers.
Add CTA’s with offers like “1-month free trial”, “Sign up for free,” etc., to attract your potential customers and use these leads for converting them to long-term customers. One of the best examples of this is LinkedIn. LinkedIn keeps experimenting with two offer campaigns for their two products; premium subscription and LinkedIn learning.
9. Easy Navigation
Even if you have multiple lead magnets on your website, your visitors will get irritated and leave the page without taking the desired action if the navigation is tricky. That is why navigation is pivotal for your CRO. The simpler the navigation, the better the chances of your website visitors actually exploring and taking some action on the page.
Add links to increase navigation, but that does not mean you add multiple links and increase distraction for the user. Use links and navigation to keep the visitor website journey in mind and understand that you can use site heat maps. Heat maps help you understand where your visitors are dropping off, which section they are taking their time in, and where they are finding navigation difficulties.
10. Optimize Page Speed
Page speed plays a pivotal part in the bounce-off rate if your website page speed is higher than 5 secs, time to optimize your website for both desktop and mobile view.
Did you know 53% of mobile site visits are abandoned if a page takes longer than 3 seconds to load?
That is, all major companies spend their engineer’s pivotal time improving the website’s page speed. Page speed is more crucial for e-commerce websites. Online merchants like Amazon could end up losing 1.6 billion in annual losses for every one-second delay in page load time.
So think, how will it affect a startup organization?
CRO’s main purpose is not to increase the number of visitors flowing into your website but to increase the conversion rate of the visitors. But for that, you obviously need to increase your website’s unique visitors, which is why CRO doesn’t just end on your webpage but goes beyond it. Create backlinks, add links and improve overall SEO by using a top-down approach in your landing page to increase the domain authority, visitors, and finally, conversion rate.
Saurabh is an enthusiastic content marketer and has experience working with early startups. He is an avid reader and loves binge-watching F.R.I.E.N.D.S.