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Why you should continually be improving your website

With millions of sites making up the world wide web, there’s no doubt that your own website will be in direct competition with many others. Whether that’s to pique the attention of a target audience or to maintain a long and loyal relationship with existing customers, your website needs to stand out from the crowd and give the visitor exactly what they want.

Not only are the features and capabilities available for websites constantly improving, but so too are the demands of customers and of search engines. That’s why it’s vital to continually look to improve your website, rather than holding back until it’s time for a complete redesign.

In this post, we’ve offered up some useful information surrounding Conversion Rate Optimisation (CRO) and how to go about continually assessing and improving your website to achieve those vital results.

What is CRO?

For your website to better the competition, it needs to give your customer exactly what they want, in a better way to that of your competitors. The easier your website is to navigate or the more engaging it is, the better its chances of getting those much-need “conversions”.

Conversions is the word to describe the end goal of your website. Whether that’s making a sale, having a visitor sign up to something or having a potential client fill in a contact form, conversions play a hefty role in the running of your business and your website. That’s what makes it so important to tailor your website to encourage these conversions, all of which starts with small but continual improvements.

In conclusion, the more engaging or useful your website is, the more conversions you are likely to gain. Conversions lead to revenue, and the more revenue you receive, the higher your profits will be! Even when your conversions and revenue increases, the business’ costs remain relatively similar, so all that’s left to do is reap the rewards of CRO and the profits it can drive.

What can be done as part of CRO?

There are a number of different areas to cover under the broad umbrella term, CRO. It’s well worth spending time assessing how well your website is performing in each of these areas and to work on improvements to give your website a performance boost.

Split testing

Also known as A/B testing and multivariate testing, this is a clever trick that allows you to assess the effect of a website page and how well a visitor engages with it, by testing certain elements within it.

You take two copies of the same landing page and tweak one from the other, ever so slightly. You could have one with a bright and standout call to action, and the other with a call to action that blends in more with the rest of the content. One of the pages is sent to half of your visitors, and the other page is sent to the second half. You can run the test for a specified amount of time, before reviewing to see which of the same page better engages visitors. If there’s a difference in the number of conversions between the two pages, it’s definitely worth utilising the elements within that page.

Analyse the customer journey

It’s incredibly important to develop an understanding of how your customers have found out about you, what brought them to the website and what made them convert. Analysing their journey can also help you to discover “pain points” and areas of your website that have made them drop off in search for a competitor instead.

Once you know where your target audience are finding out about you, you can make plans to grow your visibility in those channels. At the same time, you can also begin to work on improving the areas of your website that are causing them to click off. Constantly working to improve the customer journey and assessing the impact of these improvements offers great insight into how well your website appeals to your audience.

Content optimisation

Your website’s content is the perfect place to get your message across to your target audience. Without the right content or the right message, you won’t be able to turn as much of this audience as possible into loyal customers.

It pays to regularly assess how well the content on your website is performing, both from a user engagement perspective and a search visibility perspective too. If a page is ranking highly in the search results pages and the vast majority of visitors are converting after landing on that page, you know your content must be doing something right.

On the other hand, if a page isn’t ranking for what you would hope and visitors are spending little to no time engaging with it, you know there’s some work to be done with the content, the heart of the page.

Work on your website content little and often, and don’t forget to make a note of when updates were made to it, so that you can then go back and assess whether you’re optimisation has made any impact.

This is just a drop in the ocean as to how you can go about introducing CRO to your website, but they are certainly the best places to begin. These simple and yet effective processes can be carried out on a regular basis, and could make vast improvements to your website’s performance with visitors.

It’s well worth investing the time into these processes before even considering a complete redesign – you could end up saving a huge amount of time, effort and money, whilst also earning more conversions from your target market.