CRO and Messaging: Science Meets Art

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.

The 4 Pillars of a Successful Website

Regardless of a business’s industry, online presence has a massive impact on its success. At the forefront of that presence should be a website that is memorable, easy to navigate, and a place that can generate leads and revenue. In our present day, the world has become a smaller place. Information is easily available and at our fingertips, and it impacts the way we receive and share information and live a quality life. Still, some businesses still don’t fully understand the importance of having a website that is modern and effective. Afterall, many customers will visit a website, sometimes dozens of times, before making purchases. 

 

When creating a website there are numerous key factors that will contribute to how it is perceived. At each step of the way, an effective website must capture the trust of the potential customer. The website must pass the eyeball test at each level to unlock the desired results that prove its effectiveness.

 

The fact is, effective websites don’t just happen. To attract and retain traffic, a website’s content, design and experience must all consistently, and simultaneously, be on point. 

 

Sadly, we’ve all experienced websites that leave much to be desired. 

 

Websites that don’t communicate a clear purpose, leaving visitors confused.

 

Websites that don’t have a simple, sequential user experience, but lackluster interfaces which lead to more confusion and skyrocketing bounce rates.

 

Or, perhaps the worst of the bunch, outdated websites that feel like they were designed and launched in preparation for Y2K.

 

At a8ency, we believe effective websites share 4 critical criteria: 

 

  1. Is it Clean? Is your website’s design aesthetically pleasing and inviting, or is lack of organization on parade? If you aren’t using contemporary designs and layouts, people may think you’re behind the times—and not worth their time or money. If it doesn’t look the part, it simply won’t perform the part.
  2. Is it Simple? Aim for less fluff and more simplicity. Whether we realize it or not, as humans we all crave a simple experience. It’s not just about the words you use. It’s not just the images. It’s how they are presented, and often how easy it is for people to find them. If your website experience wouldn’t be described as simple, it’s time to revisit the experience. 
  3. Is it Educational? Does your website communicate who you are, what you do, and what the next logical step is? Everything published should be keyword rich, while being timely, accurate, and ordered in ways that align with customer needs. Does it also inform visitors of your products or services with elevator pitch brevity?
  4. Is it Compelling? Does the site invite engagement and conversions for the business? Does it generate leads for the business? If your business needs sales to thrive as most do, your website must be compelling and be ready to capture transactions.