Get this: even though 82%<\/a> of marketers are currently using content to drive web traffic, a whole 63%<\/a> lack a structured approach to optimization.<\/p>\n The missing link? It\u2019s CRO.<\/p>\n But great CRO is more than just those standard best practices that every marketer knows. Calls to action, important information above the fold, making a clear offer on your landing page \u2014 these are all good tactics, but every decently marketed company is using them. Not to mention most consumers know the game marketers are trying to play.<\/p>\n To get the results you want, you need a CRO strategy that is genuine to consumers and stands out from your competitors.<\/p>\n Read on for 5 unique, effective conversion rate optimization tactics you should start using right away.<\/p>\n Online content is crucial to any marketing strategy<\/a>. However, it lacks some of the most vital parts of an in-person sales pitch, such as the physical gestures involved in a natural exchange, or the expressions a person\u2019s voice and face emit during a conversation.<\/p>\n These aren\u2019t easily captured in the written word. That\u2019s why message matching is crucial to website conversion rate optimization. Message matching<\/a> is the art of aligning your web page\u2019s message (which includes your page\u2019s design, copy, and general message) with the rest of your content channels.<\/p>\n Why? Because those components are what makes up the digital version of your brand personality.<\/p>\n Every part of what consumers read and see on your website creates an impression that they take with them and use to make decisions. It\u2019s also the place they expect to see delivery on the promises you made in Facebook and Google ads, blogs, and meta descriptions.<\/p>\n For example, 93%<\/a> of all web traffic begins with a search engine. After someone performs a search, sees a headline, and clicks the link, they expect to see an expansion of what that SERP headline advertised. You need to be sure your website\u2019s messaging matches up.<\/p>\n Take the example below. You can see the ad copy matches the landing page headline, and the headline matches the CTA copy further down the page. The customer receives consistent messaging and the website delivers a lead magnet that fulfills its promise from the Google SERP.<\/p>\n Image Source<\/a><\/p>\n True message matching creates more than a brand interaction \u2014 it creates an experience. When you practice effective message matching, you build brand trust<\/a>, which is one of the top traits consumers seek when making a purchase decision.<\/p>\n Micro-commitments<\/a> is the process of gaining commitment from people incrementally, rather than expecting them to go right from web visitor to paying customer in a single jump.<\/p>\n Research shows that on average, it takes 6-8<\/a> touches before a lead turns into a conversion. Micro-commitments are a way to encourage more interaction without pushing a purchase right away. This takes the pressure off potential customers and allows them to feel in control of their buyer journey<\/a>. Micro-commitments are also another way to build that all-important brand trust.<\/p>\n Some examples of effective micro-commitment asks include:<\/p>\n The best part of micro-commitments? They keep customers connected to your brand well after their first purchase. That initial conversion may take more time, but micro-commitments build lasting, trusting brand-consumer relationships.<\/p>\n Pop-ups are a frequently used tool intended to help grab a reader\u2019s attention and direct them to a specific offer, but they\u2019re rarely used effectively.<\/p>\n So how do you do a website pop-up right? You have to nail two things: the timing and the offer.<\/p>\n Let\u2019s start with timing.\u00a0 We know already that consumers don\u2019t want to be bulldozed by an ad the second they arrive on your website. So first thing\u2019s first: no pop-ups before readers even get to your content.<\/p>\n But brands do this all the time! Right? Yep, they do. And most people click the X before they even read what the pop-up has to offer.<\/p>\n Exit pop-ups<\/a>, or pop-ups designed to appear when a customer finishes reading your content or goes to leave your website, are a much less annoying and more effective way to use pop-ups for conversion rate optimization. It allows web visitors to get to know your brand before asking them to commit further.<\/p>\n The second thing you need to get right is the offer. Pop-ups that ask consumers for something without making a clear, high-value offer in return are unlikely to yield many conversions. Think not only about your CTA but also about your offer message.<\/p>\n This doesn\u2019t have to be complicated. For example, let\u2019s imagine you\u2019re going to add an exit pop-up every time a customer scrolls to the bottom of a blog post (presumably having read that article). Rather than simply asking them to subscribe to your blog, remind them about the value your content can provide.<\/p>\n Here\u2019s a good example:<\/p>\nQuick Takeaways<\/h2>\n
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5 underutilized tactics for website conversion rate optimization<\/h2>\n
Message Matching<\/h3>\n
![\"message](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Message-Match-Example-300x167.png\")
<\/p>\nMicro-commitments<\/h3>\n
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Exit pop-ups<\/h3>\n
![\"MarieForleo](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MarieForleo-Pop-Up-300x181.png\")
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