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Optimizing a website is a little bit like editing an essay. We’ve all been there, right? Move this sentence here, take away a word, add a word...it’s good, but never perfect.
Well, all signs point to website optimization as being one of the most powerful strategies at your fingertips. Instead of trying to pull in tons of new traffic and exhausting your ad spend budget, you could be patching leaky holes on your site that let visitors get away. That means that, when done right, conversion rate optimization (aka improving your website for sales/lead generation/whatever your main objective is) can lower your cost per acquisition and raise the value of your leads/customers.
We’ve talked before about when to stop optimizing your landing pages. This advice still stands! There is a point at which you can spend so much time trying to optimize your website for one type of customer that you end up turning off others.
We’re going to expand on a piece of our own advice, though: go after low-hanging fruit. Sometimes the most obvious fixes are right in front of you, but maybe you just don’t even know it yet. That’s the pits! (Get it? 🍒)
Before you start making major or minor changes, you’ll want to gather some data first. This will serve the purpose of giving you an idea of what you want to improve, and a baseline understanding of your site’s conversion performance.
Here’s just a few KPIs you should be tracking:
Once you have your baseline data, put your thinking cap on and do an in-depth CRO walkthrough of your site. Now that you’ve gathered this critical information, you can start making educated guesses about how you can increase your conversion rate!
Based on what you discover, you’ll probably end up discovering that one of these common CRO fixes applies to your website (remember what we said about low-hanging fruit?):
👉 Then try out a new strategy based on what you discover. Here are some ideas for implementing CRO changes/tests on your own website:
After you implement your tests, you’ll want to record results, make even more educated guesses, and start driving those conversion rates up, up, up.