Conversion Rate Optimisation 101 – Your Guide To Getting Clicks That Matter

Are you getting plenty of website visitors, but haven’t noticed an improvement in sales or leads? It may be that your search engine optimisation is on fire, but your conversion rate optimisation… not so much.

Conversion rate—what now? 

Don’t worry, we’ll explain. 

Key takeaways 

• Conversion rate optimisation(CRO) involves tweaking different areas of your website to increase the number of customers taking action, like sign-ups, newsletters, and sales. 
• SEO drives website traffic while CRO maximises the potential of the traffic, converting it into business growth.
• A conversion rate optimisation agency (like us!) helps businesses boost their conversion rates through tried and tested targeted strategies and optimisation techniques.

What Is Conversion Rate Optimisation?

CRO is a digital marketing strategy designed to increase the number of visitors who take a specific action on your website (a conversion). 

It’s a bit like search engine optimisation but for humans rather than Google.

What Is A Conversion?

How you define a conversion will depend on your business. If you run an e-commerce site, someone buying one of your products is a conversion; for a blogger, someone subscribing to your social media or newsletter is what counts. 

Once you’ve identified what desired action you want to improve, you can get started.

How Can I Get Web Visitors To Convert?

If your SEO is already brilliant and you’re getting plenty of visitors but not many conversions, your website might need some refreshing. People convert for a range of reasons, including:

• They like or need what you’re offering— it solves a problem or feeds a spark of desire. 

• Your website content is engaging, and your design looks eye-catching. First impressions always matter! 
• They understand what to do next, whether that’s ‘add to cart’ or ‘phone now’; your calls to action are clear and direct.
• The experience is smooth. Slow load times or confusing navigation sucks the life out of conversions.
• Your brand is trustworthy, whether this is shown through testimonials, backlinks, or positive word of mouth. 

Knowing why people convert is only half the battle. Let’s dive into how you can proactively improve your site to get the results you want.

Turbo-Charge Your Site

Like we said, slow loading can kill your conversions. If your site takes more than a few seconds to load, you need to work on getting it up to speed. Compress images to smaller sizes, consider switching to a faster host, limit redirects, and enable caching. A sharp, snappy site is great for SEO too. (Told you they were linked)! 

Review Your Competitors’ Sites 

While your competitors might make you want to scream in frustration, you can treat them as a great resource. Although you shouldn’t copy anything they’re doing, you can think about what’s leading to their success. 

Is their site layout cool, leading to a memorable user experience? Do you like the way they draw you in with persuasive language? Maybe their website is just really speedy. Whatever it is, use it as a well of inspiration. 

Engaging Content = Engaged Customers 

People have increasingly short attention spans. So if they have to scroll and scroll (and scroll) just to find your products, you’ll probably lose them. Make sure your website design is as human and readable as possible, following Google’s EEAT principles:

Expertise, Experience, Authoritativeness & Trustworthiness

E = Expertise: Showcase your understanding of the topic through depth and accuracy by citing reputable sources.

E = Experience: Demonstrate your content has been created by people with experience through author bios or behind-the-scenes insight.

A = Authoritativeness: Consistently publish high-quality content, building your reputation, and earning backlinks to other respected sites. 

T = Trustworthiness: Transparency about who is behind your content and clear, helpful customer service helps to build trust.

Make Your CTAs Impossible To Miss…

Your calls to action should be clear, concise, and easy to understand. It also needs to stand out visually. There’s no point in having a snappy CTA but then using a button that blends into the background of your site. Use contrasting colours and position them in breaks of content where visitors would naturally pause. 

…And Impossible To Misunderstand 

As important as it is to make sure your CTAs are visually stunning, they also need to match the desired action for that audience. There’s no point in having a button labelled ‘call now’ when your target customer is Gen-Z or Millennials, who stereotypically hate phone calls. Meet people where they’re at, and give them a couple of options to connect with you to avoid them bouncing off your site.

Ready To Put Your New CRO Knowledge Into Practice? 

Getting visitors to convert isn’t about flashy tricks and gimmicks; it’s about creating a seamless and trustworthy user experience. If your SEO is already working, CRO is all about tightening things up. 

Test what works for your competitors, optimise loading times, and make sure your CTAs stand out. If you need help, our digital marketing agency in Perth specialises in turning idle traffic into conversions. 

Contact us today to make your website work smarter, not harder.