Homeowners today are convenience-craving consumers, looking for quality and affordable products or services. An online customer’s purchasing journey is unpredictable, with millions of websites competing for our attention. The average viewing time for content is under 3 minutes and prospects are making instant decisions whether to stay or move on. You need to motivate prospects to buy and return. But what inspires consumers to buy and stay loyal? Think of Apple products. In his book Start With Why, Simon Sinek says buying and loyalty is inspired by WHY, “People don’t buy WHAT you do; they buy WHY you do it.”
Why CRO Marketing?
CRO is different from SEO, the former focuses on human behavior while the latter focuses on machine behavior. In essence: The WHY of CRO Marketing is the customer.
CRO allows you greater control over how your customers interact with your website and their eventual conversion. Key Performance Indicators are site sessions and conversions. CRO = total number of conversions / total number of site sessions.
CRO Targeting Homeowners
Your website’s design and content has to specifically focus on homeowner’s everyday needs:
– Have an Attractive Value Proposition – WHY do homeowners come to your site? Customers will navigate your site if they understand what differentiates you from the competition. If quality of product or service is what sets you apart, say it boldly.
– Motivate Your Customers to Act – Free offers, 1-Month trials, and discount-price sales, inspire actions.
Provide attractive incentives that encourage customers to convert. The quality of your webpages will determine if a customer clicks through or bounces. Well-structured content is enticing – specifically blog articles. Encourage customers to share your content.
– Remove Barriers to Conversion – Slow page-load times, forcing visitors to register, and poor navigation prompts, are barriers to online purchasing.
– Ensure Customer Safety – Customers today are sensitive about sharing personal data. Safeguard customer information and never compromise on trust to gain conversion.