CRO: 5 Solutions to improve the conversion rate of your digital business

Optimizing the conversion rate (CRO) is an essential component within the digital marketing strategy. However,it's not always easy to know where to startor which A/B tests to address. Choosing the wrong tests can lead to wasting time, budget, and other valuable resources.

Knowing what to test is crucial. To do this, understanding which elements within your landing pages have the greatestimpact on conversion rates will be key to profitable optimization.

At Saffron Labs, we're going to provide you withfive tips to help you improve your CRO.It took us several tests to reach these conclusions. Are you ready? Let's go!

1. Reduce the Loading Time

If you want to achieve an immediate impact on your conversion rate, it will be essential to focus on the loading time of your website or e-commerce.

If users visiting your website perceive a delay in the loading time within a landing page or throughout the purchase process, it is very likely that they will abandon the website and not return.

How can I know if my website has a high loading time?

There are different ways to determine if your website takes too long to load. The first thing you can do is look at thebounce rate or the average time the user spends on your website or main landing pages.

Another more specific option would be to conduct small audits using free tools:

• PageSpeed Insights by Google
• WebPagetest
• GTmetrix
• Measure (web.dev)

2. The Inverted Pyramid Theory

This technique vertically stacks content in a centered manner, gradually decreasing in width. This visually creates an inverted pyramid or, in other words, an arrow pointing directly to your Call To Action (CTA).

Apply this theory as adefault starting point for your CTA and landing page designs.Focus solely on the content of the message to include just before the CTA or call-to-action button.

3. Eliminate Distractive Elements on Your Landing Pages

Landing pages are designed to achieve very specific conversion goals. Includingnavigation menus and/or other elements will cause users to divert their attentionto these, losing focus on the main goal, which is conversion.

We recommend getting rid of these distracting elements. Make sure to guide the user to the main message that motivates the strategy of your landing page.

4. Include Pop-Up Overlays to Reduce the Exit Rate

Is the CTA on your landing pages not performing as well as you would like? We recommend using pop-up overlays when the user indicates their intention to exit.

Implementing this design strategy will give you the opportunity toencourage users to stay and/or convert by presenting a final CTA.This will only be activated if it is detected that the user is about to leave your website.

5. Use Column-Format Designs

This is a general design principle that you should apply to all pages of your website.Applying a single-column layout will help you achieve your goals.

This advice for improving your CRO should be applied to your homepage, product/service pages, landing pages, web forms, and even the designs of your emails. The more, the better!

In simpler terms, we're referring to full-width divs stacked vertically one on top of the other. This makes it easier to prioritize messages, making the content more readable. This way, you create designs that direct the user's attention to the most important elements of the page (CTA, contact forms, etc.).

Once you have applied these small changes, not only will you have higher conversion rates, but you will also feel much more comfortable conducting tests. In the end, you will have enough experience and user data to even venture into developing an A/B test.