Even if your website is extremely well-optimized for search engines and you’re getting quality traffic, you may still find that you aren’t converting visitors.
In these cases, optimizing your website for conversion is the logical next step.
Tweaking your fonts or headings, optimizing your images or forms, introducing more urgency to your messaging, or making good landing pages remain fundamental. Once you have these covered, you need to look for uncommon conversion rate optimization (CRO) tactics that will produce even better results.
Here are seven tactics that can help bring your CRO game to the next level.
1. Pay Attention to Message Match
Message match is the practice of aligning your ad to the landing page you are sending visitors to. To really win at message match, you should consider some of the following practices:
- Dynamic text replacement for your different ad groups: This involves ad and landing page copy that changes depending on the different personas you hope to attract. Users will see the same product but it will have a different heading or description based on the ad group they belong to.
- Match the design, tone, and feel of your ads and landing pages: Create a consistent experience between ads and landing pages by using the same images and color schemes.
- Overall match between your ad copy and landing page copy: A general match between the wording of your copies allows for greater consistency and flow between ad and landing page, including headers, subheaders, primary and secondary ad copy, CTAs, etc.
- Match keyword intent to copy: Different keywords express different forms of intent. Make sure to have copies to match the keywords that drive visitors to your landing page, for example, a copy for visitors that want more information vs. one for visitors who are ready to commit.
- Match CTAs: Not only your copy but your calls to action, as separate elements, should also be consistent with keyword intent for maximum effect. Different users require different CTAs.
- Match with email campaigns: A further step is to match your emails with your landing pages not only in terms of copy, keywords, and design but also in terms of the lists of subscribers you are sending these emails to.
2. Go for Hyper-personalization
It’s never too soon to start personalizing your visitors’ experience.
You can personalize just about anything in your marketing campaigns. This includes:
- Landing pages
- Product recommendations
- Product pricing
By segmenting your lists, as well as by collecting data on behavior (such as browsing or purchase history), you can begin to provide increasingly more personalized messages and offers to your audience.
While you need to strike a balance and avoid becoming too intrusive with your personalized offers, personalization is good because it distinguishes you from others.
3. Engage Customers With Micro-commitments
Create engagement and drive conversions through customer micro-commitments.
Micro-commitments are small steps you ask your visitors to take towards a conversion goal. Since they are ‘micro,’ they don’t really cost your visitors anything nor require them to deeply and seriously consider whether they want to commit.
Through gradually building on micro-commitments, you establish familiarity with your brand, create engagement, and slowly move your leads toward a conversion goal.
Here are five types of micro-commitments you can use to optimize your conversion:
- Social sharing micro-commitments: Ask your visitors to share your content, follow, or like your page in exchange for a free download.
- Buyer-identifying micro-commitments: Ask your visitors to commit to something that will identify them as potential buyers, and gather more information in the process.
- Free trial offer micro-commitments: Qualify and convert leads based on people’s tendency to honor commitments when they subscribe for something.
- Payment micro-commitments: Break down the price into smaller payments to make it more alluring and less threatening.
- Customer feedback micro-commitments: Ask your visitors to provide you with feedback through surveys. This puts them in the position to provide full feedback once they commit to it. You can then ask them for their email at the end of the survey to send them a report or results.
4. Perform Multivariate Testing for Optimal Usability…