SEO

Boost enquiries with website Conversion Rate Optimisation (CRO)

No matter how well designed your website or how many visitors you’re converting into customers, with Conversion Rate Optimisation (CRO) there are always improvements that can be made to boost your bottom line.

  • Maximise site conversions with actionable CRO.
  • Turn existing visitors into loyal customers online.
  • Data-driven strategies for higher ROI.
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What is website CRO?

Conversion Rate Optimisation (CRO) is a data-backed marketing method to increase your online sales, lead generation, conversion rates and other engagement metrics without increasing the number of visitors to your website.

CRO determines why website visitors aren’t taking the actions you want them to and how you can improve this. The focus is to get the maximum benefit from traffic already attracted to your website, saving you money and achieving a better Return On Investment (ROI).

Improve your website conversion rate with White Chalk Road.

When to focus on conversion rate optimisation

If your website currently receives a high number of sessions but a relatively low number of enquiries, your business website would benefit from conversion rate optimisation. This involves reviewing the current traffic on the website and where there may be bottlenecks, or a lack of encouragement for people to enquire.

This data can commonly be found in your website analytics if set up correctly, but also through reviews of heatmap tracking. If you’re unsure on the current conversion rate of your website and want to generate additional enquiries from existing traffic, get in touch with the team at White Chalk Road today.

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Our approach

Before implementing any CRO changes on a company website, our team will review the current data on website performance and find opportunities to improve the conversion rate. This includes:

  • Bounce rate optimisation
  • Review of Call-To-Actions (CTAs)
  • Heatmap tracking setup
  • Optimise content positioning
  • Mobile responsiveness checks
  • Ongoing review and testing

To review your website performance and improve the number of leads your website generates, reach out to White Chalk Road today.

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The benefits of conversion rate optimisation

Reviewing current website performance and making changes to create a better user experience and generate additional leads is beneficial to all industries. Some of the key highlights are:

Generate additional leads Receive additional enquiries to your business without having to drive additional visitors to your site.
Lower acquisition costs By boosting your conversion rate, the cost to obtain a new customer lowers.
Improve paid advertising ROI Paid advertising can prove costly, especially if there are issues with your conversion funnel.
Boost customer sentiment Providing a better experience for your site visitors will benefit brand perception and boost sales.
Better lead quality Optimising for the right type of lead reduces the time you spend with low-quality enquiries.
SEO benefits Google rewards sites that provide great experiences for visitors, such as bounce rate, time on site and conversion rate.

Success story

Front of the Arteil store in Perth.

Arteil

Arteil is a family-owned furnishing business, providing ergonomic office chairs to individuals and businesses across Australia. They specialise in quality, Australian-made office chairs, manufactured onsite at their showroom in Perth.

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Website CRO FAQs

Here are the answers to some common questions that clients ask about Website CRO.

A website conversion is when a website visitor completes a call-to-action which you are tracking as a desirable goal —for example, buying a product, signing up to an email list or using a link to make a phone call or email. Moreover, the Website Conversion Rate is the percentage of site visitors who have completed one or more of the desired actions.

Website Conversion Rate Optimisation, or Website CRO, is when you make strategic changes to your website's call-to-action buttons and surrounding content to create a higher conversion rate.

Google Analytics is a great way to measure your Website Conversion Rate. Once you have connected your website to google analytics, you can determine what percentage of visitors are using your call to action buttons.

It can also give you an idea of how to improve your conversion rates by showing you which web pages aren't performing as successfully as others.

Conversion rate optimisation can be achieved using a number of methods which are all dependent on your business, your website and your industry. Some key practices to achieve CRO include:

  • Using strong, clear and concise CTA (1 - 3 words on a button)
  • CTA’s should be placed above the fold
  • Use less form fields
  • Create a level of urgency

SEO, or search engine optimisation, is all about boosting your website's visibility on search engines, so you can reach your customers.

CRO then ensures that when these customers reach your website, they are more likely to convert into leads - by filling out a contact form, signing up to your newsletter, downloading an eBook, or whatever conversion goal you have in place.

A good conversion rate is anywhere between 2 - 4%. If your conversion rates are 5% or higher, you are doing exceptionally well. However, this is a generalisation across a multitude of industries and it does vary depending on the page the conversion is occurring - For example, a pricing page is generally more likely to achieve more conversions at a higher conversion rate than an informational blog post.

CRO can affect the performance of other marketing efforts, whether they are SEO focused, social media ads or Google Ads, even radio or tv advertising! Reason being, is if users click through or search your website and land on a page that offers little to no way of them converting, i.e. ‘get in touch’, ‘learn more’, ‘let’s chat’, then more often than not, they will exit from your website.

So, even though your other marketing tactics may be performing well and attracting potential customers to your website, they aren’t converting into leads.

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