Is your website scaring visitors away?
Digital marketing can be a “chicken and egg” problem. Do you start by driving qualified traffic to your site? Or do you spruce up your homepage to appeal to customers? In our industry, the problem is known as SEO versus CRO. Truth is, they’re both equally important. At NetGain, we’ll boost your traffic and encourage users to act.
Conversion optimization (CRO) is about quickly convincing web visitors they’ve arrived at the right place. By rolling out the red carpet, you’ll encourage customers to engage with your company online. If you’re not sure where to start, our CRO services are perfect for fixing under-performing websites. For existing web properties, we perform a detailed audit to uncover hidden opportunities. If you’re embarking on a new project, it’s reassuring to know optimization is baked into every web build. At NetGain, our singular focus is to improve web performance.
What is Conversion?
It’s right there in the name: “convert”. Meaning, you’ve successfully influenced someone’s behaviour. Think of a conversion like a mini-victory. You’ve persuaded someone to do something on your website. That “something” could be as simple as clicking a button. Whatever your goals, conversion is about encouraging a specific action you want users to take. For business owners, the endgame is turning a web visitor paying customer. We accomplish this by increasing motivation and decreasing friction in the buying process.
Examples of Website Conversions
- Making a purchase
- Submitting a request
- Clicking a button
- Downloading a white paper
- Subscribing to a newsletter
- Filling out a form
- Scheduling a service
- Viewing a specific page
- Spending a specific time on site
- Scrolling to a certain section
- Liking or Following on Facebook
- Posting a 5-star review
- Live chatting
- Logging In
- Viewing a video
What is Conversion Optimization?
Conversion Rate Optimization (CRO) is about improving your website’s success rate. Success is measured by achieving a desired action from your visitors. A simple way to accomplish better CRO is by producing a high-quality website that encourages visitors to stay and explore. More sophisticated strategies deliberately guide customers through a sales funnel towards an end goal. A healthy CRO program actively influences customer behaviour, instead of just passively watching it.
A better question would be “why do you have a website”? Every website has a purpose. Yours could be to attract new clients, build awareness, or express an idea. If your purpose is to generate new customers, then CRO is the way to get there. NetGain will fine-tune your web experience and funnel visitors into performing a desired action. For most business websites, that final action is simply increased sales. That’s why businesses turn to NetGain’s expertise in setting up and monitoring proper conversion techniques.
NetGain exceeded our expectations! Two thirds of our business comes from the internet. The new site was launched, and we saw an increase in inquiries very quickly. We are very happy with our new site and we recommend NetGain very highly.
Our sincerest thanks to NetGain for producing an outstanding new website for Hospice Simcoe. The site was launched by the date promised, and we were thrilled to work with such an incredible team during this process.
NetGain is a terrific choice. They offer expertise, attention to detail and the enthusiasm to get the job done right. We highly recommend NetGain for any marketing service, from search engine optimization to web and graphic design.
NetGain took the time to know our business and proactively made suggestions that helped successfully transition our old site to the new one. NetGain has improved our ranking and continues to help us finesse our website so that we can maintain an edge over our competitors.
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We follow the S.M.A.R.T. method for tracking goals. Goals must be Specific, Measurable, Attainable, Relevant, and Time-bound. Otherwise, it’s like shooting in the dark. Each campaign starts with a Specific set of goals, for example, a 3% click-through rate. With the right tools in place (see next section) we Measure interaction. Assuming our goals are Attainable and Relevant, we run an evaluation for a certain period of time, like a week or a month. If we were to add 2 other letters to the S.M.A.R.T. acronym, they would be “E.R.”, for Evaluate and Repeat, in our quest for the best possible conversion rate.
Like any industry, you need the right tools for the job. Fortunately, our technicians keep a well-stocked toolbox. Before blindly tracking events, Step 1 is to set meaningful goals for your organization. Once established, Google Tag Manager is a helpful tool for implementing a tracking system. And Google Analytics is instrumental in detecting and monitoring web events on your site. Using tools like these provide real-world data that sets the foundation for better converting pages. That’s why NetGain is a data-driven agency with a knack for persuading people into action.
Home Page Conversion
People arrive at your homepage with intent. Give them what they are looking for. There are so many overlooked elements that can improve homepage conversion rates. For example, social proof (testimonials), can nudge visitors toward a purchase by establishing trust. Speaking of trust, displaying “trust badges” of associations you belong to, goes a long way to establishing credibility. Beyond that, many people fail to include a clear value statement, key benefits, and compelling calls-to-action. Together, invoking these psychological triggers will boost your conversion rates.
Landing Page Conversion
A landing page is a dedicated page, separate from your main website. We create landing pages to receive paid traffic from a pay-per-click campaign. When you’re paying for traffic, conversion matters. That’s why we remove distractions (like navigation links) and laser-focus on turning users into customers. The best landing pages feature a compelling value statement and have a clear call-to-action.
Google Ads Conversion
How does conversion influence Google Ads campaigns? Google watches how user interact with your online advertisement. An ad with a high click-through-rate and solid conversion rate are proven factors in boosting your Quality Score. In turn, a healthy Quality Score lowers your cost-per-click and gives better ad positioning. This means you spend less money on ads and receive better results. It’s a winning proposition. Learn more about NetGain’s approach to PPC management.
Our experts custom-design a unique CRO approach for each of our clients. Our strategy is to develop a series of small conversions that lead to a final, substantial victory. There are many ways to accomplish this. One of our favourite is called A/B split testing (if you want to get technical, “A/B/n multivariate testing”). The basic idea is to offer two variations of a page in a live web environment. By monitoring how users engage with each variation, we pick a winner. The next challenger emerges, and we start the competition over again in search of a new champion. Repeated tests ultimately lead to the best possible conversion rate for your business.
Many web forms have the unintended consequence of intimidating visitors. From the user perspective, too many fields can seem like an overwhelming burden, resulting in page abandonment. Small screen sizes only compound the problem. Do you really need to ask for full address if you’re not shipping anything? It’s worth reviewing contact forms and sign-up forms for streamlining opportunities. You’ll find less fields improve conversion rates.
- Strategic content
- Clear value statement
- Intuitive website navigation
- Strong calls-to-action
- Google Analytics goals
- Split testing
- Interpreting results
- Reporting and insights
Frequently Asked Questions
How does your process work?
Each project starts by establishing realistic expectations. With goals in place, we work backwards through your funnel. We eliminate steps in your process and enhance psychological cues. The end result is a better performing web property that improves your bottom line.
What results should I expect from your conversion services?
We are a data driven company. By establishing a baseline, we easily compare before and after results. We are committed to reaching your online sales targets. But don’t take our word for it, the proof is in the numbers.
Founded in 2008, NetGain has deep roots in the digital marketing space, specializing in conversion rate optimization and user experience. NetGain is a leading international partner for businesses seeking to engage visitors and convert them into loyal customers. Our experienced team have completed countless successful optimization projects, helping clients meet their goals. Whether you want to encourage online purchases, reservations, or qualified web leads, we’re eager to streamline your sales funnel. Talk to a professional at NetGain to find out how we can shorten your sales cycle and boost revenues.