SEO strategy creation: Today, most marketing teams focus on driving traffic to websites in the hopes that this traffic will convert into qualified leads for sales reps to close. However, that’s only half the battle.

Getting the most out of existing traffic and leads (rather than entirely new traffic) can propel a business toward sustainable, long-term growth. And conversion rate optimization (CRO) can help with this.

This guide will teach you about the power of CRO, why your company should focus on improving conversion rates, and how to get started. 

SEO Strategy Creation: What is Conversion Rate Optimization? 

Conversion rate optimization (CRO) is the process of enhancing your website in order to generate more leads. CRO is achieved through content improvements, split testing, and workflow improvements. Conversion rate optimization generates more qualified leads, more revenue, and lower acquisition costs.  

SEO Strategy Creation: What is a conversion rate?

In web analytics, the conversion rate is the percentage of visitors who complete a specific action, like purchasing a product or signing up for a service.

A high conversion rate suggests your website is well-designed, effectively formatted, and appealing to your target audience. A low conversion rate could be due to various factors related to design or website performance.

A broken form, slow load times, or copy that fails to convey the value of the offer are all common causes of a low conversion rate. 

SEO Strategy Creation: What is a good conversion rate?

A “good” conversion rate is determined by your industry, niche, goals, traffic channel, audience demographics, etc. Conversions can happen all over your website: the homepage, landing pages, pricing page, blogs, etc. You should optimize each location to maximize your chances of converting visitors into paying customers. Before we get into the benefits of CRO, let’s go over how to calculate your site’s conversion rate.

Conversion Rate = No.of conversions / Total Visitors * 100

Conversion Rate Optimization Strategies

Here are some useful conversion rate optimization marketing strategies for your company to test and implement.

SEO Strategy Creation: Create text-based CTAs within blogs.

While including CTAs in a blog post is considered best practice, they don’t always entice visitors to take the desired action. Why?

Banner blindness is a real phenomenon that happens when people ignore banner-like information on websites. This lack of focus, combined with the fact that site visitors don’t always read the entire blog post, necessitates a different approach. This is where the text-based CTA comes in — a standalone text linked to a landing page and styled as an H3 or an H4.

SEO Strategy Creation: Add lead flows on your blog.

A lead flow is another effective conversion rate optimization element you can include on your website. A lead flow is a pop-up that attracts attention and provides value to the user.

Depending on your offer, you can use a drop-down banner, slide-in box, or pop-up box. Also, studies show lead flows increase your clickthrough rate and submissions compared to a regular CTA at the bottom of a blog post.  

SEO Strategy Creation: Run tests on your landing pages.

Landing pages are integral to conversion rate optimization. The landing page is where website visitors become leads or where existing leads engage with your brand more deeply. To optimize your landing pages, run A/B tests to determine your best design and content features for the audience.    

For example, A/B testing allows you to easily and quickly test different versions of your images, website copy, content offers, form questions, and web pages to see what your target audience and leads respond to best.  

SEO Strategy Creation: Help leads become MQLs.

Sometimes visitors want to get right to business, skipping parts of the typical buyer’s journey and speaking with a sales rep right away.

You should encourage these high-intent visitors to take specific actions so they can easily become marketing qualified leads (MQLs) — and can take action through a combination of thoughtfully designed web pages, captivating and clear copy, and smart CTAs.       

SEO Strategy Creation: Build workflows to help your team.

You can use marketing automation software to create a number of automated workflows to help your team.

For example, marketing automation allows you to send automated emails based on 

workflows. Then, with a single click, leads can schedule meetings with reps. Meanwhile, sales reps receive notifications when leads take high-intent actions, such as visiting your website’s pricing page.

Or, if you work in ecommerce, you may send a reminder email to people who abandon their cart. 

SEO Strategy Creation: Add messages to high-converting web pages.

Use live chat software to interact with your website visitors in real-time and offer guidance and support as needed.

You can add these messaging features to your high-performing web pages, such as pricing and product pages, to ensure leads get the information they need in real-time.

You can also make your chatbots and messaging action-based. For example, if someone has been on the page for more than a minute, you can automatically offer to guide and answer any questions they may have. 

SEO Strategy Creation: Optimize high-performing blog posts.

Again, publishing blog articles creates a big opportunity for conversions. 

To start optimizing your blog content, first, identify posts that have the highest levels of web traffic but low conversion rates. (This can be due to SEO, the offer you’re promoting, or your CTA.)

Also, look at your blog posts with high conversion rates because you want to drive more qualified website traffic to those posts, so optimize the content for search engine results pages (SERPs) or update it as needed to keep it fresh and relevant. 

SEO Strategy Creation: Leverage retargeting to re-engage website visitors.

It does not matter what your key conversion metric is: The harsh truth is that most people on your website don’t take the desired action. However, you can re-engage people who left your website by using retargeting on Facebook and other platforms.

Using retargeting, you serve online ads to website visitors as they browse other sites. This is especially impactful when you retarget visitors to your highest-converting web pages.

Also, the usual rules still apply here — you need a well-crafted copy, engaging visuals, and a compelling offer for retargeting to work. 

Final Words

Hopefully, this post could give an idea about conversion rate optimization (CRO). If you have any further doubts, please leave them in the comment section below.