How to Improve Website Conversions with CRO

If there’s one piece of advice I could give to anyone about to start spending on paid advertising, it’s this: No amount of ad spend can make up for a garbage landing page. I’ve seen massive campaigns fail before they even start because of a poorly optimized landing page. Imagine crafting the perfect set of ads, with beautiful imagery, compelling value props, and an offer your target audience is clamoring for. Then, when you finally get that click... The landing page takes too long to load. Or it looks nothing like the ads you’ve shown. Or it’s a mishmash of half-baked value propositions, hard to read copy, and ugly product images. Or, worse, the landing page doesn’t even open. If you want to drive growth, your landing page needs to be optimized to convert those clicks into customers. Focus on these key elements: 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝘆𝗼𝘂 𝘂𝘀𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗱 𝘁𝗵𝗲𝘆 𝗝𝗨𝗦𝗧 𝗰𝗹𝗶𝗰𝗸𝗲𝗱: You’re taking the user on a journey, make sure everything on your landing page is consistent with what they’ve just seen in the ad. 𝗖𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀: Make sure your headline clearly communicates the offer or solution. It should set the stage for the rest of the content. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗖𝗼𝗽𝘆: Write straightforward, persuasive copy that addresses pain points and highlights the benefits of your offer. Use bullet points and subheadings to make the text easy to read. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): Your CTA should be prominent and direct visitors to what you want them to do, whether it’s a purchase, sign-up, or download. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻: Use testimonials, reviews, and security badges to build trust with your visitors. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Ensure your landing page is mobile-friendly with a responsive design and fast load times. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴: Regularly test different elements of your landing page to find out what works best. Use the data to make informed changes and improve conversion rates. A high-converting landing page is the backbone of any successful digital marketing campaign. It doesn’t matter how amazing your product is or how many problems it can solve, if your landing page isn’t optimized to convert, you’ll never get those sales. Instead, you’ll be losing out on massive amounts of potential revenue. 💡 What has been your biggest challenge with landing page optimization? Comment below and let's discuss how to overcome it! 💡

AB testing is a tool for large sites with lots of traffic that *sounds* cool so it's over-used and mis-used by tons of small brands. (And I say this as someone who's run an AB testing agency for 8 years) If you don't get 5000 conversions (not visitors, *conversions*) per month, don't waste your time AB testing your website. Instead get the fundamentals right...the #1 thing there is testing your acquisition channels: paid search, paid social, organic search, podcast ads, events, etc. For 99.999% of brands, optimizing your acquisition channels is the best form of conversion optimization because the quality and intent of your traffic changes conversion rate way more than any rinky dink copy test or CTA placement test you're going to do. For example: - Stop wasting time on top of funnel content and traffic-chasing SEO and actually identify and go after your high-conversion intent keywords (Google "pain point SEO" to learn how) - Turn off display, search partners, and broad match keywords in your Google Ads so you're not wasting spend on keywords that have no buying intent (or go into your Google Ads and look at spend by search term to make sure that each search term you're spending money on actually has buying intent) - Look at your social ads by channel, by campaign, by ad group and look for conversion metrics *all the way through your funnel* for each. Meaning, you should know which FB/Insta campaigns, for example, not only get the best click costs, but get the best conversion rates. If you don't have the analytics/tracking in place to even know the answers to these questions then THAT should be your CRO program. Get all that data, make sure it's accurate. Then double down on the inbound channels (SEO, paid, etc.) and cut the ones that aren't converting. That will increase your conversion rate (or even more importantly your overall cost per acquisition and return on ad spend) than any on site AB tests you do.

Despite the investment, be it $100,000, $100, or simply product seeding, the endgame should always focus on crafting a funnel that captivates and converts. If there's one thing I've learned and emphasized repeatedly, it's that every link influencers share should lead not just anywhere on your site but to a landing page crafted for conversion. The generic homepage? It simply won't cut it. It's about creating a journey that speaks directly to the audience's needs and curiosity. Take Hint's flavored water, for example. A mommy blogger's glowing review should navigate her readers not to a one-size-fits-all homepage but to a landing page enriched with tailored content about what matters to them: ingredients, kid-friendliness, and why it's a healthier choice than juice. This approach doesn't just align with the audience's expectations but significantly boosts conversion rates — think a 9-10% increase! So, what magic ingredients make up the perfect landing page? It's all about addressing the fundamental questions that hover in every potential customer's mind: • What's being sold? • Why should I care? • How soon can I have it? • How will it enhance my life? • How does it stand against alternatives? Recognizing the heightened intent of users coming through earned media, the timing of email pop-ups, the offer displayed, and product messaging must be meticulously planned. Here's a rundown of essential sections, each tailored to echo the landing page's specific narrative: 🎾 Hero Section: A compelling mix of problem-solving copy, social proof, and a strong call-to-action (CTA) 🎾 Social Proof: Embed customer UGC, videos, or reviews to fortify trust. 🎾 Shop Section: Showcase products, ensuring the visual and messaging consistency. 🎾 Guarantees & Offers: Highlight introductory offers, bundles, or gifts with purchase (GWP). 🎾 Comparison Chart: Provide clear, honest comparisons with competitors or alternatives. 🎾 Catalog & Product Detail: Offer a browsing experience of alternate products or delve deeper into your product's story, ingredients, and unique value proposition. 🎾 FAQs & How It Works: Address common queries on-site to preclude any need to leave the page. Creating a landing page that genuinely converts is an art backed by strategic thinking. It's about crafting a narrative that captures and holds the audience's attention long enough to convert curiosity into action. Would love to hear your thoughts! Let me know your landing page strategy in the comments below!

In the vast ocean of digital marketing, your landing page is the lighthouse guiding potential customers to your shores. We recently embarked on a journey with a client to revamp their landing page, and the results were nothing short of spectacular. We witnessed a whopping 143% increase in their conversion rate, soaring to 4.18%. So, how did we achieve this transformation? 1) Crystal Clear Headline: The first thing visitors see should instantly convey your value proposition. We crafted a headline that was not only compelling but also easy to read and understand. It's the digital equivalent of a firm, confident handshake. 2) Review Count Front and Center: Social proof is a powerful tool. By placing the review count high up, visible immediately on both mobile and PC, we leveraged the power of community validation. When potential customers see that others have benefited, they're more likely to trust your offering. 3) Above the Fold Magic: The "fold" is the point where users need to scroll to see more. Everything above this point should be your prime real estate. We ensured that the most crucial information, call-to-action buttons, and engaging visuals were positioned here for immediate impact. 4) Consistent and Intuitive Design: A cohesive color scheme, clear fonts, and intuitive navigation can make the difference between a bounce and a conversion. We streamlined the design to ensure a seamless and pleasant user experience. 5) Engaging Visuals with Context: While high-quality images and videos are essential, they need to be more than just eye candy. We selected visuals that not only resonated with the brand but also told a story, adding depth to the user's journey. 6) Trust Indicators: Beyond reviews, we incorporated trust badges, testimonials, and certifications. These elements further cemented the brand's credibility and made users feel secure in their decision to engage. A landing page is more than just a digital storefront; it's a narrative, a promise, and an invitation. By focusing on the user's experience and journey, we were able to transform clicks into conversions. If your landing page isn't delivering the results you desire, perhaps it's time for a makeover.

As a bootstrapped startup, we couldn’t afford to pay for website traffic and conversions, so we had to work extra hard to bring in quality organic traffic and turn those visitors into leads and sales. Lots of things helped, like: ✅ Improving page load time ✅ Clarifying copy ✅ Showing an explainer video on our home page ✅ Niching down our audience ✅ Creating industry-specific landing pages ✅ Blogging and other content ✅ Earning backlinks and mentions from outlets our audience trusted ✅ Adding social proof throughout the website ✅ Earning online reviews on trusted platforms But one small thing that had the most surprising impact on our conversions was adding a Calendly form to our website to let people schedule demos on their own. Beforehand, prospects had to submit a form to request a meeting. Then we had to email them. Then we had to go back-and-forth to (hopefully) find a time that worked. We lost so many opportunities that way. I forget the exact numbers, but once people could book on their own, we began earning ~40% more demos from the same traffic. That was HUGE for our marketing and sales. We’ve changed a lot over the years as we’ve grown, but we still use that demo booking form (though we do use their routing forms now to send prospects to the right rep based on company size). Sometimes small changes to the user experience make a big difference to your numbers. Just keep asking: How can I make their experience better? #marketing #conversionrateoptimization #bettermeetings P.S. What’s a small change you’ve made that’s had an outsized impact?

Two simple but impactful wins for your website. ➡️ Show, or better yet, interact with the product and let your prospect book a call immediately when they are ready. Two common things I often recommend to increase your website pipeline that often get INSTANT objections. The objections are all internal issues. My response, "That's an internal issue. Let's align with the right people and start moving the number." Sometimes you just need to remind people who owns the number and we're all matching to move it together! Next, I use data to show them the potential impact. I pull previous results we've seen but I also reference external benchmarks. 1. Calendar booking to increase conversion rate. Chili Piper just launched a great benchmark report. "86.97% of form submissions are from qualified customers. And 65.09% of those qualified prospects are booking time with sales. Pretty good compared to the baseline of 30-40%" I model this out using their data and show them how this increase can impact revenue. 2. Let people see and interact with your product BEFORE they talk to sales. The best way for your buyer experience is to do an interactive tour. "Interactive tours have 2.5x CTR when compared to videos" Source: Navattic State of the Interactive Product Demo 2024 Video is still a win in my book but it's a half step. If you are serious, take the full step. These benchmarks help show what can be possible based on what others are doing. Model it out for yourself and input your adjustments based on your business but TAKE ACTION. P.S. Not a sponsored post. #gtmstrategy #websiteoptimization #productdemo

Marketing funnel efficiency and making every website visit count are 2 conversations we should be having more of in DTC in 2024 While having a great product is table stakes — commanding a consumers attention, and ultimately their wallet in today's market also requires that brands can deliver on a 1:1 experience that actually connects and meets them where they are. I've been so impressed by the work we're doing at Digioh with our DTC customers because I think it's helping to do just that — making every visitor count and improving their funnel efficiency onsite and in their email, SMS, and even ads platforms. Here's a few examples of how we do this 👇 🔎 Identify up to 5x more site visitors: Personalization starts with knowing your audience, whether they're first time visitors, repeat purchasers, an SMS but not email subscriber, came from a specific Meta ad, etc... these ALL should have different onsite experiences. 🧑💻 Capture the best possible zero party data: We use guided selling quizzes, surveys, and mini-quizzes to help overcome conversion challenges and help you learn more about your customers. ✉️ Better email follow-up: We regularly see quiz follow-up emails driving 60-80% click through rates and driving 5 figure revenue every month. Not every site visitor is ready to buy immediately and these emails close the gap 📲 Spend less, convert more on SMS: With better customer data comes better segmentation in campaigns and automations. SMS is expensive but with better data to inform the right message, conversions naturally go up. 📢 Scroll-stopping ads: By pushing better customer data into ads platforms like Google, we see our brands being able to inform more targeted messaging and creative based on the things they know about their shoppers and their site behavior. This means more efficient ads and leads to more conversions. 👉 Simply put, these are the 5 areas I believe create the 2% improvements that improve funnel efficiency and make every website visitor count — ultimately driving more conversions. It's been amazing working on repositioning and rebranding Digioh around these pain points and showing the DTC community how we solve for these. Digioh is not just a quizzes and forms product anymore. We're truly a platform that creates marketing funnel efficiency and ultimately drives more conversions everywhere 🙂 #ecommerce #shopify

How Slow Page Load Time is Killing Your Sales This is something I see far too often - beautiful Shopify stores, compelling products, solid marketing… and then a 5+ second load time that silently crushes conversions. Let me be clear: site speed isn’t just a “nice to have” anymore - it’s mission-critical. If your store loads slowly, you’re not just annoying visitors. You’re losing money. Period. In my work with eCommerce brands, I’ve seen speed improvements of just 1–2 seconds lead to double-digit lifts in conversion rates. Why? Because online shoppers won’t wait. They bounce. And they don’t come back. Here’s what’s usually behind sluggish performance: 🔻 Bloated themes with unnecessary code 🔻 Oversized or uncompressed images 🔻 Too many third-party scripts 🔻 Lack of mobile optimization Speed is the silent killer of great eCommerce experiences - and the best part? It's fixable. If you're still prioritizing aesthetic tweaks over performance gains, it might be time to rethink your roadmap. 💭 What are you seeing in your own store or client projects? Is speed finally getting the attention it deserves? #Shopify #eCommerceStrategy #PageSpeedMatters #DigitalGrowth #CRO #OnlineSales #WebPerformance