Our CRO Agency Turns Your Site’s Visitors Into Customers

John SammonAuthor: John Sammon
Updated on 04/24/2024

Conversion Rate Optimization (CRO), which we also call design for conversion, is a digital marketing service that mixes a variety of tactics in order to help your conversion rate increase on your website. It includes the process of improving a website or landing page to increase the amount of people who complete a form, make a purchase, sign up for a newsletter, or complete any other desired action you are tracking.

By making strategic changes, conversion optimization strategies can help boost leads from those who land on your site. When you work with a conversion rate optimization company, they will track your progress and show results from changes made in these different areas.

Because what would be the point of ranking well if users don’t turn into customers?

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“The team at Sixth City Marketing is a customer-focused, forward-thinking team. They present a laid-back but professional environment that makes them feel as though they are an extension of your team. On top of the services they provide, they also provide education to continue maximizing your brand’s awareness and clout. With a focus on SEO and customer conversions, they strive to make the most of the resources you’re putting toward your websites and marketing. Most of all, this team is trustworthy and I truly feel has their clients’ backs.” – David Jeffries, Ohio HD Video and Cine Rental

FAQs About Conversion Rate Optimization

If you are wondering why you’d need a CRO agency or just want to know more about conversion rate optimization in general, we compiled some FAQs that can help.

How do I calculate my conversion rate?

To calculate your conversion rate, divide the number of conversions by the total number of visitors. Then, multiply this number by 100. You can also use different tools to help you see your conversion rate, like Google Analytics, which lets you see traffic patterns, traffic sources, and goal conversion rates, all in real time. The average conversion rate for a website is between 2% and 5%. Anything higher than 5% is considered above average, or good.

Important Note: As of March 2024, GA4 has renamed “conversions” to “key events” in their platform, so if you are having trouble tracking this metric down, this may be why!

What else should I check to see if I need conversion optimization services?

Here are a few additional things to check to find out if your site needs some design tweaks to help conversions:

  • Bounce Rate – Unlike various other things marketers analyze, you actually want your bounce rate to be low. Bounce rate measures when a user lands on a page on your site and takes no other action – such as clicking further into your site – and thus abandons your website. Given the lack of action, they are considered to have “bounced.”
  • Exit Rate – Similar to bounce rate, exit rate then measures when someone leaves your site after they have visited more than one page. This can help you further analyze what pages people are clicking further into, but then leaving.
  • Speed/Load Time – Using a tool such as PageSpeed Insights, you can get a free evaluation on how your site grades from a user perspective. When you have a slow load time, it can lead to a high bounce rate as users will be turned off by a slow site. According to HubSpot, for every additional second it takes for your site to load, the conversion rate dropped by an average of 4.42%.

Why do conversion rates matter?

No matter the size of your business, or whether you are B2B or B2C, ensuring that when people find your website they take action to contact you is paramount. You want them to learn more about your services or make a purchase, so conversion is key.

If you have you been investing in SEO and seeing an increase in traffic, but no increases in leads, then you are missing out on a lot of potential customers. Many business owners don’t realize that there are various aspects aside from the copy you have on your pages that can influence people to convert. So working with a team that specializes in design for conversion can help you get the most out of the hard work you’ve put toward improving your website’s SEO.

What are some common things to avoid that can hinder conversions?

There are several things to avoid when you are optimizing your website, including:

  • Slow page load times – Slow loading websites will deter customers. Most people aren’t willing to wait, and knowing this information, Google ranks slower-loading websites lower. A great tool to see how your website is doing is Pingdom. You can pick your time zone, and it will show your website’s loading time, as well as suggestions for improvement. You can also test your competitors website’s to see how you compare to them.
  • Only optimizing for mobile or desktop – People will access your website through their phones, laptops, and tablets. Therefore, it is important to optimize for conversion on mobile and desktop, not leaving out one or the other.
  • Long and complicated forms – Get the information you need from your audience and avoid anything you don’t. You can always ask for further information later on or supply them with further guidance when they reach out.
  • Unclear or misleading calls to action – CTAs should be short and direct. If you want your customers to contact you, make sure your contact button reflects that. Make sure buttons are large and easy to click.

Does content play a role in website conversion optimization?

Absolutely! Content is what engages your visitors, builds trust, and ultimately inspires them to take action. Therefore, it is important to create compelling and informative content that addresses our audience’s needs and pain points while encouraging them to take action that leads to conversion.

Is there data that proves optimizing for conversion brings results?

While half of all businesses believe conversion rate optimization is a crucial digital marketing strategy, we understand you likely want to see some real numbers.

Thankfully , there are quite a few different CRO case studies and statistics around the web that can show proof of how designing for conversion can help businesses. Here are a few stats to help:

  • When site load time is improved by just .85 seconds, conversion rates can increase by 7% (Cloudfare)
  • Call-to-actions that are customized for user intent covert higher at 42% (Mindstamp)
  • And when you use the red in your calls-to-action, there is 21% chance of more conversions (HubSpot)
  • For mobile visits, if a site loads in two seconds or less, the conversion rates are 15% higher (Landingi)
  • You can get 120% more conversions by reducing the number of fields on your forms (NotifyVisitors)

Where should I implement CRO strategies?

If you are looking to prioritize pages, there are four areas of your website you should focus on:

  • The homepage – Your homepage is a prime candidate for CRO because many of your visitors will land here first. Therefore, this is an opportunity for retaining those visitors and guiding them further into your site. Try emphasizing links to product information, include a form, and try using a chatbot that can answer questions from visitors during their browsing.
  • Pricing page – If you are an ecommerce website, we suggest to optimize your pricing page. The pricing page can be a make or break point, and conversion rate optimization can help users make better decisions with purchases. Try adding a product description, a phone number for visitors to call for a quote or even an RFQ form.
  • Blog – Your blog is your opportunity to show your knowledge in your industry and produce thoughtful content, which provides a huge opportunity for converting readers into leads.
  • Landing pages – Landing pages have the highest conversion rate of all signup forms, especially since they are designed specifically for people to take action. Prime examples of landing pages include location pages, product pages, or industry pages. Say you have an event coming up, include a video from the event last year to pique the interest of readers. Or if you have a home remodeling business, show lots of before and after photos so that readers can fall in love with your work.

How does CRO tie into SEO?

Ultimately, CRO and SEO are equally important. As mentioned, design for conversion refines, adjusts, and changes a website’s contents and design with the intention of increasing sales, leads, or some other KPI. SEO is the ongoing process of improving technical details both on and off of the website with the intention of making it rank higher in search engines. So, SEO helps you access the right crowd of potential customers and CRO helps them convert once they are in the right spot. (Have your cake and eat it too!)

If you put all of your efforts into ranking high but don’t have a website that is optimized for customer conversion, you might see an increase in visitors but the same amount of sales. If you only optimize for conversions, your conversion rate might be high but your audience will have a harder time finding you, which means you probably won’t have any new visitors.

Therefore, it is important to strike a balance when you are optimizing your pages for conversions and search engines. Luckily, our conversion rate optimization agency also provides SEO services, which means we are here to help you find that balance.

How We Approach Design for Conversion

With the help of our conversion optimization services, we are able to diagnose major issues with your website that are holding you back from obtaining the amount of leads you desire. Whether it be lack of strong calls to action, poor page content, or overall outdated site design, we are able to assess your website as a whole and fix these problems in order to boost the amount of leads you gain from your site.

After evaluating your website and speaking to you about your goals, we apply the following strategies to your site:

  • Conversion Centric Design – With our background in web design and marketing, we have a proven approach to making changes to your site’s design that can boost conversions.
  • User Experience – In order to help encourage users to interact with your site, we first need to ensure your website meets user experience standards such as being mobile-friendly, having quick page loading, and boasting site security.
  • Search Engine Optimization – There are various principles of SEO that play into helping visitors convert as well, such as having unique page copy, optimized headers, photos, and more.

Our Conversion Rate Optimization Case Studies

Valco Valley Tool & Die

Before we redesigned their website, we originally worked with Valco on SEO and conversion optimization by implementing more calls to action on key pages. This led to the following results compared to the year before:

  • 6% vs. 1.54% conversion rate
  • Increased form submissions by 543%

Shini USA

We began optimizing Shini’s site to help their SEO and PPC campaigns, and through that also came a conversion-centric site refresh to make their site more visually friendly and help facilitate results. Year to year, we were able to:

  • Increase monthly leads by 129%
  • Boost SEO traffic by 632%

TYKMA Electrox

Through a website redesign focusing on design for conversion, and the help of SEO, in our data comparison we saw that our work:

  • Improved traffic by 402%
  • Increased monthly leads by 314%

Kent State University – College of Business Administration

While the majority of our work with Kent State was focused on SEO, we also implemented key design changes to their site and landing pages to help increase conversion rate. Compared to the previous year, we were able to:

  • Increase SEO leads by 38% and PPC leads by 148%
  • Increase overall leads by 135%

University Commons

While initially we redesigned their entire website to help with conversion, we also implemented a tailored SEO strategy to bring in more potential customers. This mix of tactics was able to:

  • Boost conversion rate by 90%
  • Accrue 28% more site visits per month
  • Increase form submissions by 117% per month

Get to Know Sixth City Marketing – What Makes Us Different

1. We are focused on results
Our top priority when working with you is to do quality work that brings you the results you desire while providing key ROI data that proves our value through our unique lead-tracking abilities.

2. We value transparency
Having an honest relationship with our clients is what has led to us working with many of them for upwards of 7+ years. You can trust that we will always be transparent in our data reporting and day-to-day communications.

3. We have years of experience
Our team has 25+ years of experience in the marketing industry collectively, which means that we have grown as the marketing landscape has pivoted and evolved over the course of many years.

4. We are all in-house
One thing that is unique about our CRO agency is that our staff is completely in-house – from our designers to our writers to our account management team, you will get to know our dedicated team throughout our engagement.

5. We have worked with various industries
Through working with a wide range of business types, we have learned valuable lessons and are always improving our conversion optimization services. Some of these industries include:

“We have been working with the Sixth City team for about 6 years now and they have really helped us build our online presence. We work monthly hand in hand to come up with new campaigns and strategies. They are always thinking of new ways to generate leads and they are there for anything we need. They are also in the process of building our new website and I am so excited about the launch. It looks great! I love working with Sixth City and look forward to it for many more years to come!” – Sarah Wentz, Valco Valley Tool/Die

Ready to Get More Leads? Talk to Our Conversion Rate Optimization Company Today

With our offices in Columbus, Nashville, Pittsburgh, Indianapolis, Chicago, and Cleveland, we can help you no matter where you are located. From one coast to another, like Boston or San Francisco, we can help.

Get in touch with our team so we can give your site a free evaluation to discover how we can help your business thrive.

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