3 CRO Tips to Try When Your Conversion Rates Are Lagging


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You’ve tried countless methods to improve your conversion rates. You’ve tweaked your headings, fonts, the colors of your calls to action, all with less-than-stellar results. So what else can you do? How can you encourage more visitors to complete your forms? The answer: conversion rate optimization.

What Is Conversion Rate Optimization?

Conversion rate optimization is a process to increase the number of website visitors who complete your intended goal or action. Often this involves improving your site’s user experience. Here are a few ways you can accomplish both goals.

1. Message Matching

A simple and effective way to achieve conversion rate optimization is to utilize message matching, which involves matching the tone, design, and feel of your advertisements with your website’s landing pages and forms. Aligning these critical variables increases the overall user experience and can prompt your site visitors to take a desired action.

Ensuring brand consistency may seem like a no-brainer, but it’s also a highly effective technique. In this case study published on Moz, Brad Smith from Codeless, a B2B content company, outlined how they utilized message matching with a client, resulting in conversion rate increase of 212.74%.

2. Consider Mobile Experience

Did you know that a majority of website users could be accessing your site and forms from a mobile device. Although data shows that mobile users decreased slightly from 2017-2018 (63% to 58%), they still account for over half of website views.

Take into account this significant part of your website viewers and ensure that both your website and your forms are optimized for mobile use. If not, you could be missing out on numerous potential conversions.

3. Minimize Friction on Forms

There may be a lot of friction on your forms if there are a lot of different elements competing for your visitor’s attention. However, if you eliminate these distractions it can be easier for your audience to make a decision and therefore increase form conversions. Unsure of where to start? Here are some quick tips to simplify your forms and achieve conversion rate optimization:

  • Include White Space: Creating forms with white space allows for readability and make it easier for users to engage with your content.
  • Make Some Fields Optional: Consider decreasing the number of required fields on your forms to make it easier and quicker for leads to complete your form. Not sure what to remove? Consider whether any of your fields are confusing or whether you’re asking for unnecessary information.

To learn more about how to improve the conversion rate and overall design of your forms, download our eBook: The Ultimate Guide to Web Form Design.

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