A website is a potent tool for any business owner. However, you waste its potential if your website can’t turn visitors into paying customers. Conversion optimization is the process of turning those visitors into buyers, but what are the steps of conversion optimization?
Unfortunately, there’s no guaranteed set of steps to convert every single website visitor. However, there are many things you can do to optimize your conversion rate. Through good optimization tactics, you can make your business (and your website) more persuasive and appealing to your audience.
If your fencing company hasn’t been converting the number of customers you believe it should, you may not have fully optimized your conversion rate. This post will walk you through some of the most effective steps for maximizing your fencing company’s conversion rate.
1. Evaluate Your Starting Point
Before you make any changes to your website, it’s crucial to take stock of everything you’ve already done. Has your inbound marketing campaign pulled in the desired number of customers? Is your email list short on subscribers? Have you been neglecting your social media?
Be honest about what you have and haven’t been doing — this is the best way to define your objective and identify where you need the most improvement.
From there, you can start to form a CRO (conversion rate optimization) strategy. A CRO strategy is a set of rules that you’ll follow while working to improve your ROI (return on investment).
You can break down your ROI into two categories: your conversion rates and your cost per conversion. A high cost per conversion is acceptable as long as your profits increase along with your conversion rates adequately to cover the difference.
For some, however, a low cost per conversion and a slightly lower conversion rate may result in better profits. Your goal should be to find the point between the two that works best for your business.
2. Build Your Strategy
Forming the basic strategy you’ll use for CRO can look different for every business. No two strategies will be the same, but that doesn’t mean you’re entirely on your own, either. You can use successful strategies from other businesses to try and emulate similar results.
Your strategy should take inspiration from two main places: your competitors and your customers. Look at what your competitors do that works well for them, but don’t forget to put yourself into your customers’ shoes as well.
3. Add Optimization Tools
Today’s business owners have hundreds of different tools to help improve their businesses. These tools can help you to
- identify when and where your customers leave your site
- create surveys to send directly to your customers
- perform automated keyword research
- shape your overall strategy based on other businesses’ successes
One way you can do this is by using buyer personas. To create an accurate buyer persona, you need to interview or research your target audience. By better understanding your customers, you can appeal to their goals, desires, and sticking points. Understanding your customers better allows you to craft your marketing campaigns to suit them better.
Split testing is another tool that can help you optimize your business. During split testing, you’ll create two copies of a web page, ad, or any other variable, and you’ll test them side-by-side. Split testing is a great way to narrow down which approaches appeal to your customers the most and which might work against you.
Useful Steps and Strategies
We hope we’ve answered the question of “What are the steps of conversion optimization?” through the steps above. While those three steps should be the main backbone of your CRO strategy, the successful techniques that different businesses use can vary significantly. If you’re not sure where to start, these strategies can help.
Optimize Your Website
Your website is often the very first part of your business that your customers see. While optimizing your entire website is an enormous undertaking, it can pay off dramatically in terms of ROI.
When optimizing your website, things like keyword optimization, SEO, aesthetics, and function are always important. However, you should always be sure to view the changes you make through your customers’ eyes as well.
For example, if you were looking to hire a fencing company, what would you want to see on their website? You would appreciate an aesthetically pleasing, fast website that’s easy to navigate. You’d also want to get a feel for the trustworthiness of the company, the quality of the services it offers, and how much its personnel care about you, the customer.
Optimize Your Ads
Ad campaigns and marketing strategies can play a significant role in attracting new customers. However, how you create those ads can change how well they work, too. Even the ad campaigns you run should line up with the rest of your CRO strategy
Again, make sure to think from inside your customers’ shoes. Can you take advantage of FOMO (fear of missing out) by offering a limited-time sale? Have you been timing your campaigns to align with major holidays, sales spikes, or even your competitors’ sales? Have you been making the most of Google AdSense or just using basic features?
Optimize Your Social Media
In today’s business world, social media are a nigh-unavoidable part of attracting customers. As a customer, would you rather hire someone with several thousand good reviews or someone with just a handful?
Optimizing your social media doesn’t just involve filling out your Google My Business page, either. Social media websites like Facebook, Instagram, Twitter, and others allow you to exist where your customers already are. They also allow you to “humanize” your business in your customers’ eyes, building trust and enabling communication along the way.
Do you still have questions about “What are the steps of conversion optimization?” Have you been looking for internet marketing for fence companies? If you need help optimizing your conversion rates, give the Fence Marketing Pros a call today at 888-622-2964.