All businesses with an online presence spend money and effort on improving the traffic to their website. However, I still find it astonishing that so many still don’t have any form of strategy to capitalise on the traffic.

You could have the most traffic in the world, but still find you aren’t getting any value out of that traffic. And in terms of lead generation, that’s where conversion rate optimisation (CRO) comes into play. Simply put, if your website isn’t optimised to convert your traffic, your inbound marketing efforts are wasted.

Therefore, improving your CRO is vitally important if you want to improve your lead generation. Why? Because improved CRO means improved user experience, a higher amount of leads, and increased revenue. Sounds great, right? But it’s not quite as easy as it sounds. Eight in ten businesses (78%) are still dissatisfied with their CRO performance.

Fear not, here are five easy CRO steps that will quickly help boost your lead conversions and improve your ROI. Next stop? World domination…

1. Build better landing pages

Landing pages are the holy grail of conversions. They are pages specifically built to capture marketing information by hosting content or offers. It goes without saying, then, that your first step to improving your CRO is improving your landing page performance.

How? Well, if the page looks clunky and poorly designed, your prospects will click away in seconds. Remember, you want them to ‘want’ to give you their valuable data, so you need to put the effort in to get the conversion over the line. After nice design, focus on ease of use. Nobody wants to spend more than a few seconds filling out a time-consuming form. Make it simple and easy, but keep in the essentials like name, email address and phone number (if required). Additionally, make sure the form is easy to spot. Too many landing pages have the form hidden at the bottom - you can’t expect your time-pressed prospects to hunt about for the form so don't bury it. Lastly, the content on your landing page needs to be short, concise and informative. If you want a conversion, tell them exactly why they should fill out the form.

There are tools out there like Instapage, Unbounce and Leadpages that make it easy for you to create landing pages that convert well.

2. Convert in real-time

This is my favourite technique of them all. Is there a better way to boost your CRO than by converting in real-time? I don’t think so. And best of all, there are loads of tools readily available to help you convert in real-time, from HubSpot to Intercom to Drift.

My favourite is Drift, which allows you to have live chats with your web traffic, via your mobile device - aptly named ‘conversational marketing’. What this means is you can solve your customer pain points as they are on your website and provide them with the content they need. Live chat is an easy way to engage with your potential buyers there and then.

For example, if a prospect wants to solve a specific challenge, you can quickly point them in the right direction and convert them immediately. If you aren’t convinced, live chat platforms can help you increase conversions by 4-8x. ‘Conversational marketing’ also presents an opportunity to ditch the need for forms as you can capture conversions on the chat platform, rather than ask prospects to give over their information.

3. Mobile first

Mobile traffic makes up the vast chunk of traffic on your website today. Failing to optimise your site for mobile is a major fail. If the website isn’t optimised for mobile, you will lose your visitors and see increased bounce rates (the number of visitors who immediately click off your page). With mobile users expected to go beyond the five billion mark by 2019, and 67% of users more likely to convert from a mobile-friendly site, you should be taking this very seriously. If anything, today’s sites need to be more mobile-friendly than desktop!

For a smooth mobile experience, make sure your pages are responsive, tailor your content offerings for mobile and make sure your pages load quickly.

4. Nail your CTAs

Your call-to-actions (CTAs) are the action-orientated copy that is designed to make people proactively do what you want them to do i.e. click a button to get a guide. If you get them wrong, it will put your visitors off. Naturally, active words work best - ‘download now’, ‘get your free guide’, or ‘find out more’. You should also create a sense of urgency if you have something that is particularly compelling, for example, a one-off product deal or an upcoming webinar.  

Similarly to your landing page forms, your CTAs should be highly visible (next to the form if on a landing page).

5. Bring them back with remarketing

The goal of remarketing is to bring back the 98% of website visitors that don’t convert the first time. It’s an essential lead generation technique to help grow your business.

Remarketing helps you save money, get more leads and conversions, see higher audience engagement and maximise your ROI. It’s all about re-engaging with those who have previously visited your website - as an added bonus, remarketing ads are also pretty cheap!


These five steps to improving your CRO will help drive conversions and increase your lead gen ROI. The more conversions you make, the more sales you can make. In general, the websites with the best CRO rates are quick to load, easy on the eye, simple to navigate and optimised for search engines. 

For more information on what CRO is and how important it can be, check out HubSpot’s blog here. Or for contact us to see how we can help!

Demand Generation

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