The “website” has become the storefront for most modern businesses, which means all digital customer touch points need to be assessed, the audience needs to be understood and every tool to assist in maximising customer experience and website revenue potential should be considered. This is where conversion rate optimisation tools come into play.
When it comes to increasing the lead generation of your website, a conversion rate strategy is imperative, and therefore the tools to support this are as well.
But first, what is conversion rate optimisation?
Conversion rate optimisation, or CRO for short, combines website performance, user experience and user behaviour to optimise the rate of which a website converts visiting traffic into taking a desired outcome. This could be to make a purchase, download an e-book or book an appointment.
This requires a good understanding of your audience, their behaviour and what they want in order to employ tactics and use tools to drive better conversion rates.
CRO tools have been built both to better understand your audience and to maximise the potential of your existing website traffic, therefore equipping you to create a better customer experience. And as we all know, a better customer experience results in increased lead generation without the need to spend more on incoming traffic volumes.
In a nutshell, by optimising conversion rates for your existing traffic, you are increasing lead generation which means an improved ROI on marketing spend that results in high sales and revenue.
Types of CRO tools
In order to create a successful CRO strategy you need to first understand your target audience and set lead generation objectives. You will then need to consider which CRO tools will work best to address these whilst creating a productive and satisfying customer experience.
Tools for understanding your audience
1. Heatmap and Mouse Tracking Tools
Heatmap and mouse tracking tools track customer behaviour to better understand the customer journey and visitor workflow in order to determine which aspects of your website are working well and which aren’t.
Hotjar, Lucky Orange, and UXtweak, are examples of these types of CRO tools.
2. Analytics Tools
Key among website analytics tools is Google Analytics. This is completely free and once connected with your website collects huge amounts of data on traffic acquisition, workflow, campaigns, goals and more.
Through a good understanding of your traffic, you will be better equipped to make decisions on how to optimise your site.
3. Survey, Feedback and Customer Satisfaction Tools
Quality customer research and a good feedback loop are key in making any decisions when it comes to making changes to the customer experience.
And the better you understand your audience, the more likely you’ll be able to enhance your conversion rates.
Tools for maximising conversion
1. Pop-ups and Forms
Possibly the most widely used type of CRO tool, pop-ups and forms have become a standard on most websites. Most website platforms come with numerous plugins for pop-ups and forms, you simply need to find the right one for you.
With an understanding of visitor behaviour and workflow tracking, the location and messaging of a CTA can be vital in enhancing conversions. This is often the next step a visitor takes.
Somewhat similar to pop-ups and forms, chat provides a way to engage with website visitors in real time. There are a variety of ways to launch chat on your website. These include in-house where you manage the chat yourself, a chatbot where AI does this for you or managed chat where you engage a third party to manage chat for you. There are pros and cons to each and it will depend on your business as to which is best for you.
We recently had a customer increase their conversion rate by 632% during the trial period and subsequently make 10 sales during the first 4 weeks of using SmartChat. Learn more here.
There’s a lot that can be done when it comes to optimising the conversion rate of your website. This first starts with understanding your audience (their wants and needs) and then building a customer experience that supports a higher conversion rate. There are hundreds of tools that can help in optimising the conversion rate throughout your customer journey, it’s just a matter of finding the right ones for you.