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CRO optimization: 3 steps to better conversion

More and more companies are upgrading their websites with new standards for adaptability and referencing. How can you upgrade a website that's been around for a few years? What do you need to do to your website?

March 23, 2022

More and more companies are upgrading their websites with new standards for adaptability and referencing. How can you upgrade a website that’s been around for a few years? What do you need to do to your website? Follow these steps to optimize your site and convert your traffic.

What is Conversion Rate Optimization?

CRO, or conversion rate optimization, is the practice of increasing the percentage of users who perform a desired action on a website. For websites that generate high traffic, this means converting traffic into new business opportunities. In other words: turning visitors into members or customers with calls to action: purchasing a product, signing up for a service, filling out a form, or clicking on a link. 

How do you optimize your website for conversion?

1- Speed up website loading

Everyone hates to wait, especially on the web. Visitors get fed up with sites that take forever to load; they leave, and visit a competitor’s site. The Google Page Speed Insights tool can pinpoint and diagnose whatever is slowing down your website. Once the analysis is done, you’ll get suggestions, such as setting up caching modules or reducing file and image size. 

While you’re at it, you might consider adapting your site for mobile devices.

Optimize!

For successful conversion, you need to know the identity of your traffic. Who is the target for your content? What are the key characteristics (job, profile, life goals, etc.) of the persona you want to reach? Once you identify a persona, you have to make editorial changes in order to connect with it. Google Optimize is a good A/B testing tool for optimizing your landing page / website experience.

After defining a persona, adapt and optimize any content with concise, clear paragraphs and finish with spell check. Any errors in your content can have the unwanted effect of driving your visitors away.

Improve calls to action

Last but not least, your website needs contact points to convert traffic into opportunities. You can have forms to fill out or links to an instant messenger, but whatever you use, you need to make sure your visitors can contact your business. 

So, how do you optimize your website to convert traffic? Matching your content to the right demographic, leveraging your copywriting and adding multiple contact points….all of these are crucial to success! If you need help in defining an optimization strategy adapted to your needs, please contact us!

ABOUT THE AUTHOR

Determined, ambitious and passionate, Laurie-Anne Nault has already acquired several years of experience in administration and customer service. She joined the Turko Marketing team in October 2021 to fulfill the role of administrative manager and social media manager.

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