No matter how hard you and your team worked to deliver an outstanding website, you’re still not getting any conversions.
Even if you installed one pop-up, your conversion rates aren’t jumping at all.
That’s mainly because people’s online behaviours have changed over time. Today, we’re not fascinated if someone has a website. High-quality images (or even worse - visuals) and well-written text will not make us buy or try new things.
A lot of big and small companies nowadays are missing some key CRO marketing things and practices. This mistake is costing them a lot of potential customers, and even more, a lot of money.
Missing just one potential customer can be deadly for your business, but missing a lot of them due to not optimizing your website for conversions is even worse.
So, in this article, we’re going to see 7 ways on how to improve your CRO marketing and have more conversions on your website without spending more money.
But, before we actually begin, let’s see what CRO marketing is and why it’s important for your company.
What is CRO marketing?
CRO marketing stands for conversion rate optimisation marketing. CRO marketing is the process of optimizing your website for bigger conversions by implementing different UX/UI, Psychology, and other tactics.
In other words, CRO marketing is helping you to convert bigger number of website visitors into customers.
It’s totally normal that not everyone will convert. That’s impossible. But it’s in your hands to convert 30% of your website visitors instead of 5%.
Here’s a practical example:
You have 1000 unique website visitors each month. Without focusing on CRO marketing, you will be able to convert perhaps 50 of them - that’s 5%.
But, if you’re focusing on CRO marketing and implementing some of the tactics and practices I’m going to mention below, you will be able to convert 20 - 30% of your website visitors - that’s 200 - 300 people.
Not to mention that 90% of the practices I’m going to mention below are 100% free - they just require some work, creativity and brainstorming.
So, are you ready to see 7 practices that will help you to convert more people on your website and get more customers/clients?
Let’s get started!
Have the clean, simple, and understandable landing page design
From the moment when your website visitors arrives on your landing page - you have only one goal: to convert them.
Thus, having complicated landing page design isn’t an option since it frustrates your website visitors from the beginning - no matter how pretty it looks.
A lot of animations, more than three colours and a bunch of text (no matter how cool it is), will just distract the user’s experience on your website.
Instead, having a clean and simple landing page design, but yet not poor and bad, is the best option for all websites, no matter in what industry you are.
Let’s illustrate this so you can understand better.
This is a bad example of the website - even if a lot of money and time is invested in this, it’s not understandable to the end visitors like me.
As you can see, a lot of animations and different colours only frustrated my user experience.
On the other hand, this is a good website landing page example:
This website also has animations, but they’re not distracting me and my user experience. The landing page design is clear - without too many colours. The font is great, and it’s a pleasure to read the copy.
They’re even using emojis that are great for user experience and empathy (but more about that later).
Pro Tip: For getting more website visitors, you can use LinkedIn to reach massive number of people. So For example, you can use lempod - LinkedIn marketing tool to boost your LinkedIn posts and reach a huge amount of people, like Ilya did:
Key takeaway: Make your website appealing, clean and simple. The only goal of your website is to bring you, customers, so try to remove everything that’s an obstacle to that.
Pay attention to the landing page content
Content on your landing page is crucial. It’s the key thing that helps your website visitors to decide whether they will or not buy from you.
Besides some well-known things about the landing page content like - good grammar or well-structured landing page, there are a couple of things a lot of websites are missing out.
So, instead of focusing on the things that you probably already know, let me show you some other tactics that will boost your landing page conversion rates.
Don’t talk about you, talk about your users
This is a common mistake number 1 that a lot of companies are making.
Instead of bragging and talking about you and your company/product all the time, let’s talk about your users for the change.
At the end of the day, they’re making you money. Right?
So, instead of talking about how amazing your product or service is, let’s speak about your potential customer’s problems.
To understand this, before you even start rewriting your content, ask yourself the following questions:
- Who are my customers?
- What are their common problems?
- What solution are they seeking for?
- Is my solution good enough for their problem?
After you nail this, you’re ready to prepare a killer copy on your website that will bring you more conversions.
To understand this better, again, let’s see a bad and good example of the website copy:
This is a bad example of the landing page copy. First of all, why would someone, who don’t know about you, care about your new product release?
Even if I do and even if I’m the potential customer, from first sight, I don’t know what it is or what it does.
On the other hand, this is a great example of company-customer communication on the website:
This is a section from our features page. Here, I could easily write something like: “Create automatic messages that are triggered by user’s website behaviour” - but I didn’t - even if that’s the feature.
And honestly, it sounds amazing to hear - but, as soon as someone reads this, he will say: “This is great! But how can I benefit from this?”
So, instead of mentioning lemtalk’s features, I mentioned the benefit to the customer.
With this particular feature, our customers can 3X their landing page conversions. That’s exactly what our customers, who are looking for the Live Chat that’s integrated into Slack are looking for.
Key takeaway: Instead of focusing on your features, your product or your service, focus on the benefits your users can have. Benefits are driving them towards conversion - not your amazing product or nice landing page design.
Forget about the illustrations - there’s something better
Even if the illustrations were a trend a couple of years ago, right now, they’re so outdated and boring.
Everyone has them, and all of them looks the same.
But, the most important reason why illustrations are a bad option for your website is that:
In a lot of cases - they’re not saying anything. Remember that people are visual human beings. We have a bigger tendency to remember things that we have seen rather than the things that we read.
Just imagine, does this provides you with some value?
Everyone has illustrations with people and hockey-stick growth. Would you remember this?
Of course, you won’t.
So, what’s the alternative to the illustrations that will blow up your conversion rates?
Gifs and images.
But pay attention - not the stock images. Stock images are even worse than illustrations.
If you have a product, then explain it with the gifs.
Gifs are the best way to explain your product and your product benefits to your users.
Just like we did while explaining our live chat that’s fully integrated into Slack:
Do you see? Our mission is to provide simplicity into our customer’s support, success and lead generation processes. We’re doing it by integrating their entire customer support workflows into Slack.
In other words, our customers are able to answer their emails, SMS, Facebook and Live Chat messages directly from their Slack account.
That’s exactly what this gif speaks about.
We showed them the value of our product without even forcing them to try it out.
And you can do as well.
If the gifs can’t work for you, then the real images are a great replacement.
Images like this will certainly unleash the empathy and grow your conversion rates:
Our focus group are the SMBs, and what’s better to show that than a smiling face of our CEO offering you like the website visitor a handshake?
Key takeaway: Forget about the illustrations - they won’t provide value. On the other hand, gifs and images can boost your website conversion rates for a couple of times.
Make sure to position your offer to the right audience
Product/service positioning is now more important than ever before.
With a bunch of new competitors popping up every single day, it’s becoming even harder and harder to win on the market.
That’s the reason why the great positioning to your most ideal target audience is important.
Before we continue with this, keep in mind that in order to position yourself the best as you can, you will need to know exactly who your user persona is.
So, in order to position yourself the best as you can with your content, ask yourself the following questions:
- Who are my target customers?
- In what industry they are?
- How many employees they have?
- Who’s the decision-maker?
- What are my Unique Selling Points (UCPs)?
And, in the end, you will be able to create a copy that will target specifically your desired audience and bring you the most qualified leads.
Just like we did. Since there are not a lot of Slack live chats, our target customers are SMB companies from different verticals like Real Estate, IT and SaaS, Health Care and others that are looking to automate their customer support and live chat processes inside Slack.
As you can see, we mentioned all the aspects of our target customers in each of our landing page headers.
Focus on the human element
The human element is now more important than ever before. In an era of robots, bots and automation, the human element is what shows our potential customers that we’re people - just like them.
You will be amazed when you see how big the impact human element has on CRO marketing.
Let me ask you one question:
When you land to someone's website, would you rather chat with their bot or employee?
That’s the reason why sometimes, using chatbots and other automation on your website won’t bring you new customers.
On the other hand, showing to your website visitors that you’re human (as well as them), will boost your conversion rates.
Thus, whenever you can, try to add a little touch of the human element.
For example, at lemtalk, at each landing page, we have a section: “why use lemtalk?
It looks like this:
Does it look appealing? Of course, it does.
In the beginning, there’s an image of our founder smiling and offering you a handshake. Then, you have the image of our entire team smiling to our website visitors (and potential customers).
Even more, human element like this adds a certain dose of empathy. Everyone would be more than happy to cooperate with real people, who are funny and relaxed, than with robots and with people who are hiding behind their computers.
If you think that I’m not right, then go on. Test this approach for 15 or 30 days.
It will pay off. For us, adding using this CRO marketing technique improved our conversion rates for 14%.
When we convert that to numbers, that’s around 50 - 100 more potential customers each month.
The best part? It took us less than an hour to implement them on all our pages.
Key takeaway: In the era of robots and automation, human elements play a significant role in CRO marketing. It unleashes empathy and makes your company “more affordable for cooperation”.
Use pop-ups wisely
Nowadays, a lot of companies and websites are using pop-ups every single day to capture their user’s emails and convert more people.
But the reality is that a lot of companies are using pop-ups in a bad way.
The thing is, pop-ups can really be annoying, but only if they’re not used in the appropriate way.
If you want to improve your conversion rate with pop-ups, then they must:
- Have a compelling offer
- Have a nice design
- Have the right context (user behaviour)
These are the most important pillars of every pop-up if you want to get the most out of them.
To illustrate this, let’s see good and bad examples of pop-ups:
So, what’s bad about this pop-up?
- Offer: The header of the pop-up is: “Join the KAM Motorsports Revolution”. On first sight, it isn’t understandable what it is. Only when you read the tinny text, you’ll see that it’s the newsletter.
- Design: Design is really bad. It isn’t eye-catchy and it looks so 90s. The design should be clean.
- Context: Even if the newsletter pop-ups are good, this one is shown out of context. When you land on KAM Motorsport’s website, immediately after 1 second this pop-up will show. It’s totally out of context. First of all, it should be shown on the blog itself. Secondly, if you want someone to receive your new blog posts in their inbox, then you need to show them that you’re worth their time. Right? So, for the newsletter pop-ups, the best approach is to show them when someone spends at least 1 minute reading your blog post or when someone scrolls 80% of the page. Not more.
Let’s see a good pop-up example.
This particular example is coming from Userpilot. So, what’s good about it?
- Offer: Offer is really great. It starts with their potential customer’s common problem. And, it offers a great solution
- Design: Design is catchy, plus, as we discussed earlier, it has a certain dose of the human element.
- Context: This pop-up is triggered on a blog section of Userpilot’s website. Whenever someone scrolls 80% of their blog post, this pop-up will trigger.
Key takeaways: When using pop-ups in your CRO marketing strategies, pay attention to its offer, design and context. Implementing the best pop-up practices we mentioned above will definitely boost your conversion rates.
How to warm up and convert your website visitors with live chat
This is the last but probably the most important CRO marketing strategy.
Sometimes, even with a bad landing page design, copy or positioning, live chat can pull you out and help you to convert more people in real-time.
Pay attention - we’re not talking here about chatbots. Chatbots doesn’t have a human element. The truth is, they’ll save your time - but not bring the conversions you’re looking for.
So, the question is, how to improve your conversion rates with live chat?
Great live chat CRO marketing practice is to:
- Trigger website visitor’s attention with context and behaviour-driven automatic messages
- Have a nice and pleasant automatic message
- Respond quickly
- Be pleasant and informative during the live chat session
Don’t worry about automatic messages.
Creating them isn’t hard at all (at least it depends on the live chat software you choose).
In lemtalk, it can be done under 30 seconds by filling 3 different fields:
Your automatic message should be triggered by the user’s current behaviour and context on your website.
It’s the same as for the pop-ups. If you don’t trigger your automatic messages in the right way then you will achieve no results.
For example, whenever someone visits lemtalk’s pricing page for the first time (yeah, it’s important to determine the frequency as well), lemtalk is sending them the following message:
This particular message is helping me to schedule around 15 - 25 demos each week.
As we mentioned at the beginning while using live chat for generating leads, it’s also important to quickly respond to your website visitors.
Having opt-in options and requiring your website visitors to leave an email or name if they want to chat with you is a bad practice. It will turn out a lot of people and you will end up chatting with a low number of people. And believe, whoever visits your website can be the potential customer.
So there is no need for turning them down.
Anyway, again, depending on the live chat software you choose, taking live chat tickets fast enough can be a problem.
You will need to monitor one single tab all the time - and probably, you will miss some opportunity.
If you’re using Slack on a daily basis, with lemtalk you will be able to receive and answer all of your live chat tickets directly from Slack - so the chances that you will miss the opportunity are almost zero.
Key takeaway: In order to convert more people with a live chat, you will need to create automatic messages that are triggered by customer’s context and respond quickly - so choose your live chat vendor wisely and find the one that’s the best fit for you.
The Bottom Line
As you can see, CRO marketing has 6 most important septs you will need to conquer in order to convert more people on your website.
As you can see, a lot of them are free to implement, but they just require a little bit of work.
The other ones are not expensive, but they’re extremely useful - like the live chat for example.
So, as we mentioned at the beginning, the most important part of CRO marketing is adding a human element and chatting with your website visitors.
So, if your team is running in Slack and you want to take every opportunity, don’t hesitate to give lemtalk a try for 14 days for free. Without credit card.
Let’s improve your website conversions together!