Conversion Rate Optimization

Conversion Rate Optimization

What is conversion rate optimization (CRO)?

Let’s say your current landing page on your website is getting one form fill or inquiry for every 100 people that visit your website. This means that your website or landing page has a conversion rate of 1%. Conversion rate optimization is the process of increasing that conversion rate, so instead of 1% lets say it goes up to 5% or 10%.

Why is conversion rate optimization important?

Conversion rate optimization is very important if you are running any type of online marketing campaign. Within the same budget you could be getting more clients.

Tracking conversions for your campaign

Every business is different and has different goals in terms of conversions. For this article I am going to focus on the legal industry. Let’s say you are a lawyer and you want to track a phone call or a form fill on your website as a conversion. The goal is to get more phone calls and form fills without spending more on your marketing campaign.

Tracking a phone call

There are two ways to go about this. The simpler more easier way is to have a different phone number for a specific campaign, this way you will know how successful your campaign is when someone calls that specific number. The second way is to use something we call ‘call tracking’. Although it costs more its totally worth it because of all the data you are acquiring. Using call tracking I am able to see what keywords people used to get to my website. Once you have a lot of data, you can see which keywords are bringing in the most amount of business and focus more on those.

Optimizing your contact form

Spice things up and make your contact form stand out. Having a boring headline on top of your contact form like ‘contact us’ is going to have poor conversions. Make the image on top of your form stand out and give a reason for the visitor to fill it out. The submit button of the form should also stand out. Lastly, don’t have too many required fields for the potential customer to fill, the more info they have to fill the lower your conversions will be. Here is an example of one of my clients contact forms and the conversions are through the roof:

Conversion Rate Optimization


A/B Testing

A/B testing is when you have two variations of your landing page to test which one leads to more conversions. Ensure that there are only minor differences in the landing pages or the test won’t work.

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