Three CRO Tips to Get Your Site Converting Like It Should Be

Congratulations! Your marketing efforts thus far have led your target audience right to your fancy landing page.

Now, it’s time to employ your best tactics to push those landing page visitors over the conversion line.

But how? Here are conversion rate optimization (CRO) tips that will help you win new customers.

1️⃣ Check your tech

Before you dive into design psychology and creative copywriting, make sure to optimize all the technical aspects of your site.

This means:

  • Fixing any bugs
  • Optimizing for SEO
  • Boosting site speed
  • Checking for broken links
  • Optimizing user experience
  • Improving mobile friendliness

It’s easy to write off these tiny technical details, but paying attention makes a huge difference in conversions. 

For example, Walmart found that for every 1-second improvement in site speed, conversions increased by 2% — and COOK saw a 7% increase in conversions after reducing page speed load time by only .85 seconds.

2️⃣ Double down on design

After laying the technical groundwork, focus on polishing your site’s design. A well-crafted, user-friendly design will skyrocket your conversion rates. 

Here are some proven design tips to consider:

  • Use whitespace wisely. Use negative space to guide the users’ focus to the most crucial elements, like CTA buttons or forms.
  • Invest in beautiful images. Consumers buy with their eyes. Gorgeous, high-resolution images will elevate the aesthetic of your page and boost conversions.
  • Get responsive. Your site must be perfectly functional and responsive across all devices and browsers to survive in 2023.
  • Apply color psychology. Don’t just communicate with words and shapes — communicate with colors too. Psychology proves that certain colors elicit different emotions and motivate actions. For example, red can create a sense of urgency, and blue can evoke trust. Use colors to your advantage.
  • ​​Establish a visual hierarchy. Organize your design elements to naturally guide the user’s eye from the most important to the least important information. Airbnb does a great job on this. Users see the beautiful images first, necessary details next, and purchasing information last. By the time Airbnb asks for a sale, the traveler is already visually sold.
  • Get trendy. Website design is as trendy as fashion. To attract the DTC crowd, it’s essential to keep up with popular aesthetics. Hint: Anyone noticed a return to 70s design aesthetics lately?

When optimizing for conversions, remember the adage: Pictures (and design) are worth a thousand words.

3️⃣ Choose your words wisely

Pictures are worth a thousand words, but a copywriter might argue that words are worth a thousand pictures.
We’ll leave that up for debate, but copywriting plays a critical role in leading customers down the conversion funnel.

Here are CRO copywriting tips to consider:

  • Craft compelling headlines. Your headline should tell readers exactly what you do in 3–7 short words. Take Peleton’s headline, “Transform Your Fitness Journey.” It tells you exactly what they do in four words. Win.
  • Focus on benefits, not features. People care about the value they’ll receive — not the cool things your product does. Write accordingly.
  • Pull in social proof. Nobody trusts branded copy. Do you know what they trust? Other people talking about how great your DTC brand is. Don’t brag about yourself. Show content where customers brag about you.
  • Create a sense of urgency. Time-sensitive language or limited availability encourages users to act promptly. 
  • KISS. No one wants to read “War and Peace” on a landing page. Keep it simple, direct, and short.
  • Use strong calls to action (CTAs). Tell readers exactly what you want them to do next. Do you want them to buy? Tell them to buy. Do you want their email address? Ask for their email address.
  • Use powerful words. Let’s say you’re selling a honeymoon suite experience. Words like “once-in-a-lifetime,” “unforgettable,” and “breathtaking” will mean more than features of the suite like “king-sized bed,” “big bathtub,” etc.

There you have it! Turn the above points into a checklist, and you’ll be rolling in landing page conversions.

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