In recent years the topic of CRO, or conversion rate optimization, has grown in popularity and become a pillar for many businesses serious about their online marketing effectiveness and strategy. While the importance of composing proper website messaging with an authentic brand voice has been embraced since the beginning of the digital age, focus on optimizing a website through CRO is a newer addition to the mix.
Both CRO and messaging have their own unique value on a website. In this case, both elements complement each other, while proving a long accepted dynamic within successful marketing – that being the delicate symbiotic balance between the art and the science.
Think of messaging, or the copy on your website as the art. The words utilized must flow and have a creative spark to them that compliments any imagery displayed, while also telling a compelling story that should always be clear and concise. If crafted properly, the message should resonate with website visitors and prepare them for the next steps of the customer journey.
It’s been said that website messaging should educate customers or clients of two imperative ‘why’s’. The first being “why you”, meaning why should they choose your product or service over that of the competitions. The second why, “why now” should persuasively outline why taking action immediately would be to their favor.
By taking a careful, artistic approach to your website’s messaging, the end result can be a masterpiece in its own right.
Shifting focus back to CRO, or the yin to the yang of messaging, we shall give the spotlight to the science in this equation. Conversion rate optimization, if established and maintained correctly, will use well crafted messaging as a springboard for increasing desired actions on the website. It will enable visitors to morph into interested followers, purchasers, and repeat buyers.
By maximizing conversions while minimizing potential drop-off points along the customer journey, CRO can essentially transform the digital assets we call websites into powerful tools that create demand and can generate consistent revenue.
Depending on what you read, the average conversion rate on a website is anywhere between 1% and 4% – which leaves plenty of room for improvement. But to capture any meaningful progress, there must be a clear understanding of how visitors interact with the website they visit. By providing visitors with more features that they enjoy utilizing, and offering the types of content that best capture their attention, a better experience can be shaped, and greater brand trust and loyalty can follow.
By regularly reviewing data points like bounce rates, exit pages, cost per conversion, and other key metrics, CRO effectiveness can also be increased. Additionally, researching the competition may provide insights as to how other brands are capturing the interests, engagement, and purchases of potential customers and clients.
Regardless of the balance between the art of messaging on your website and the science of proper CRO, one notion should always be embraced: a website should constantly be evolving.
It’s likely time to inspect your website with a fresh set of eyes. Dream big, but focus on fundamentals, and always, always, keep updating for increased effectiveness with right brained artistry balanced with left brained computation.