One of the things our clients ask for is a higher conversion rate. After all, leaky funnels cost companies millions in lost revenue annually. Although it may sound like it, CRO does not always focus on the conversion rate alone. Drawing accurate and meaningful conclusions from collected data is crucial for success. The best way to combat this is by using the right tools and processes during your website's design and post-live phase.
It All Starts With The User
Before we even begin to talk about optimization, we need to understand our users. Creating personas is a great way to do this. The moment we come to terms with user behavior, we can start thinking about how to optimize for them. What are their needs? What are their goals? What might they be looking for when they come to our site? These are all critical questions to consider.
There are a few different types of user research you can conduct to get answers to these questions:
- Focus groups
- User interviews
- Usability testing
Once you have your data, it's time to start thinking about how to use it.
What's The Problem?
Now that we know our users, we can finally start thinking about how they interact with our site. The first step in any optimization process is understanding what the problem is. There are a few different types of issues you might encounter. This can be anything from low conversion to high bounce rates.
- Low conversion rates: If your conversion rates are low, it could be because your site is not optimized for conversions.
- High bounce rates: A high bounce rate could indicate a few different issues. It could be that your site is not relevant to the user's needs.
- Navigation issues: If users are having trouble navigating your site, it could be because the design is not user-friendly.
- Time on site: If users are not spending a lot of time on your site, maybe the content is irrelevant, or they can't find what they're looking for.
Is it all due to UX and design issues? Is the copy not clear? Are you not addressing the user's needs? When you identify the problem, you will have a better idea of what to test. There are a few different types of testing you can conduct to find the root cause of your problem:
- A/B testing
- Multivariate testing
- Heat mapping
- User flow analysis
Once you've identified the problem, it's time to start thinking about solutions.
The Tools Of The Trade
Webflow is a powerful tool that allows you to create sophisticated websites without coding. This means you can create beautiful, responsive websites that are also optimized for conversions. First, let's talk about what makes a website convert well. There are a few key elements that all successful websites have in common:
- A clear value proposition: Your website needs to make it immediately clear what you offer and how it can help your visitors.
- A strong call to action: Once visitors understand your value proposition, you need to give them a solid reason to take action. This could be signing up for your email list, downloading a white paper, or making a purchase.
- A well-designed layout: The layout of your website should be easy to understand and use. All the essential elements should be prominently displayed and easy to find.
- Fast loading times: Visitors won't wait for a slow website to load. Ensure your site loads quickly by optimizing your images and using a good web host.
If you want your site to convert visitors into leads and customers effortlessly, you must ensure it's optimized for conversions. Now that you know what makes a website convert, let's talk about how Webflow can help. If you're not familiar with Webflow, don't worry. We'll walk you through everything you need to know to get started.
Importance of Webflow For SaaS
While Webflow is not the only platform you can use to create a website, it is one of the best. Here's why:
- Webflow is designed for conversions. The platform includes features that make it easy to add forms, pop-ups, and other conversion-centered elements to your site.
- Speed. Because you don't need to code, you can create a website in a fraction of the time it would take if you were using another platform.
- Webflow's visual editor makes it easy to create beautiful websites, so you can focus on designing a high-converting website instead of worrying about the technical details.
- In addition, Webflow provides built-in tools to help you optimize your website for conversion. For example, you can use Webflow's tracking tool to track visitor behavior and see where they're dropping off. This information can help you identify areas of your website that need improvement.
- Webflow also makes it easy to A/B test different versions of your website. This allows you to test different designs and see which one converts better.
- It's user-friendly. Even if you're not a developer, you can still create a stunning website with Webflow. The platform is simple to use and comes with helpful tutorials.
The design of your website is critical to its success, but if you want to ensure that your site is optimized for conversions, there are some additional steps you need to take after you launch. The good news is that with Webflow, you can easily add robust tracking features to your site without having to code.
Once your site is live, it's time to start thinking about how you can further optimize it for conversions. Here are a few things you can do:
- Install Google Analytics and other tracking tools. This will give you insights into how users interact with your site and what areas need improvement.
- A/B test. Try different versions of your site to see which one performs better.
- Continuous optimization. Keep track of your data and make changes to your site accordingly.
- Install Distro by Chili Piper. Distro is a tool that allows you to schedule appointments and bookings directly from your website. This is a great way to increase conversions by enabling users to schedule a meeting or demo.
For better or worse, having a 360-degree view of the customer conversion journey is not always easy, but it's sure to get you the conversions you need. One of the best ways to do this is to use Webflow and Distro. Distro is a tool that allows you to route and assign inbound leads directly to your CRM. This way, you can keep track of your data and make changes to your site accordingly.
Route And Assign Inbound Leads In Your CRM With Distro
Chili Piper's Distro product automates the process of routing leads for operation professionals. This results in more sales opportunities and fewer potential customers waiting for someone to follow up.
- Distro automatically assigns inbound leads to available reps based on skill set or location.
- No more waiting for someone to follow up!
- More opportunities for your reps = more sales.
If you're looking for ways to optimize your site for conversions, Distro is a great solution. It's easy to use and will help you increase sales opportunities.
Watch this 1-minute walkthrough to learn more.
Marketing Qualified Leads, Customer Lifetime Value, and other valuable data points play a role in the optimization process. But it all begins by understanding the needs of your customers. If you don't know what they want, you can't hope to give it to them. And remember, no one likes to wait, especially when trying to buy something.
Webflow is a powerful tool that can help you create a high-converting website. However, it's important to remember that optimization is an ongoing process. You need to track your data continuously and make site changes accordingly. By taking the time to optimize your Webflow site, you'll be sure to increase your conversion rate and reach your business goals.
Stefan Katanic, Growth Marketing Specialist who operates Veza Digital a B2B marketing agency that helps SaaS companies scale.