2.9 min readCategories: CRO FeedTags: , , , , Published On: October 12, 2021

The whole purpose of most company websites is to bring in new customers, increase awareness of your products and services, and establish the company in the industry or marketplace. A successful website is one with high conversion rate optimization (CRO) that achieves all these things. Here’s how to find out whether your site has the potential to be a match made in heaven for your visitors.

Develop Accurate Customer Personas

Customer personas are semi-fictional portrayals of the primary segments of your company’s target audience. Based on data collected through research and website analytics, they represent your ideal customer, their problems and concerns, and how best you can help to solve these.

The more accurate your personas are, the higher your conversion rates will be. That’s because targeting your website content to a specific group of people with particular wants and needs will empower you to provide the information they are looking for.

You can also guide the development of your products to help them achieve their goals.

Review Site Architecture and Flow

Website architecture is the way the information on your website is organized and published. The way the site looks might be critical to visitors, but the framework and technical layout matter (a lot!) to the search engines.

Navigation menus, “breadcrumbs” that help track how visitors move through the site, words used in forming URLs, and the sitemaps set up in the background are all part of the architecture that helps search engines understand where to send users.

The “flow” is the path or sequence of steps users follow to achieve the company’s business objectives. These could include:

  • finding information on a product,
  • signing up for a newsletter,
  • downloading educational or marketing content,
  • making a purchase, or
  • contacting your company to schedule a consultation.

The trouble is that people don’t just arrive on your site and do what you want them to right away. You need to lead your website audience through the process in the direction you want them to go. Do this by appealing to their specific wants and needs, and boost CRO by offering a clear path to satisfying these.

Steer Visitors Down Your Funnel

Every step they take, every move they make, should shift website visitors deeper into your sales funnel, starting from the widest part at the top of the funnel where they are just doing research, to the point where they are ready to make a purchase (bottom of the funnel).

According to Neil Patel, a typical sales funnel contains four main sections: awareness, interest, desire, and action. To match visitors with your product, you need to make sure they move through the sections logically and efficiently.

Steer the visitors through the funnel by aligning your buying process with your website architecture. Develop content specific to each stage of the funnel and make sure it’s painless for visitors to convert. Set up Google Analytics to track how well you’re doing so you can review and tweak as you need to.

Revamping your website for conversion rate optimization can make a massive difference to the number of leads you generate. For more information on how to get your website visitors to convert, please schedule a call with us.

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Catch-up on our other articles about Conversion Rate Optimization:

…and find more from our “Learn from the Pros” webinar series on the CRO topic.

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