So you’ve optimized your content, you’re running paid ads, and you’re tracking the most valuable conversions across your website. But your website’s conversion rate is way lower than you were hoping for.
What’s next? Conversion rate optimization is a huge project. It could take months of experimentation and buy-in from other departments to find the secret formula. As a marketer, that can be exciting – but it can also be difficult to know where to start.
Well, you can (and should!) spend time on some of the classic CRO tactics, like changing your form fields or testing different colored buttons. But if you’re looking for some even easier wins, start in your Cludo Search dashboard.
How Site Search Can Affect Conversions
Our data shows that 50% of users go straight to your internal search box in order to navigate, making it one of the most important sections on your website. If you use your site search correctly, you have the potential to really influence the actions your customers take. In this post, we’ll look at five actions you can take with Cludo:
- Promote Key Pages with Page Rankings
- Shorten the User Journey with QuickLinks
- Encourage Important Actions with Banners
- Eliminate Distracting Content with Excluded Pages
- Optimize CTA Placement with Analytics
Let’s dive in, shall we?
1. Promote Key Pages
Tool: Page Rankings
One of the most basic struggles of conversion rate optimization can be simply directing users to the right pages. Many fixes involved a large amount of time and hours – a navigation redesign or adding CTAs to your home page.
But if you’re looking for a simple step you can take right now, look no further than your site search. You can encourage visits to your most valuable pages by using Cludo’s Page Rankings tool.
Cludo’s artificial intelligence automatically ranks pages based on what the user is most likely to find helpful for each search. But the Page Ranking tool gives you an extra dose of control for the special situation where you know what pages you most want customers to visit. Use this tool to send traffic to conversion-friendly pages.
First, identify the pages that are most valuable to your website. These should be pages that directly affect your business goal – donations, newsletter signup pages, a map to storefront locations.
Secondly, generate a list of popular searches that are relevant to these pages. (Hint: Check out your site’s most used search words in Analytics for ideas.)
Rank the pages based on your business goals. We recommend considering factors such as the page’s current conversion rate, how valuable the potential conversion is, and how relevant it is to the search in question.
2. Shorten the User Journey
If you have a complicated website, one of the biggest barriers to a strong conversion rate can be the length of a standard path through the website. Your users may need to travel through three or four pages before they reach a conversion-oriented page. Cludo Search’s Quicklinks tool can help shorten that journey.
Quicklinks can be used to simplify a funnel by sending users directly to a specific URL, bypassing the search results page entirely. Removing barriers can be one of the most impactful ways to increase conversion rates.
To start, compile a list of pages that are valuable but difficult to access with your current web design. Then compile a short list of words that can be associated with each page.
Please note: It is important to be precise with Quicklinks – you need to be entirely certain that a user is looking for the page you assign to their query. For example, the search query “pricing” is a logical choice to send directly to the “Pricing” page on your website. But if you have a lawn care service, “estimate” could be referring to pricing estimates or timeline estimates, so choose wisely.
Once you choose the pages that have the most barriers to success right now, set them up in your Quicklinks tool with the associated keywords.
3. Encourage Important Actions
If you’re not comfortable sending users directly to a page using Quicklinks, there is another easy way to encourage important actions with Cludo: Banners! Banners are basically calls-to-action on your search results page.
If you have a page that deserves extra attention, outside of living at the top of your search results, it may be time to shed some light on it with a custom Banner.
Determine if you have any time-specific events or ongoing important conversions that deserve the valuable real estate at the top of your search results. Many Cludo customers have had success using banners for things such as: fundraisers, key products, and incredibly popular pages.
4. Eliminate Distracting Content
Tool: Excluded Pages
We all know search engines love content. But sometimes your website is too SEO-friendly for your own good! If you’ve been blogging or creating content offers for years, your search results may be stacked with outdated content that distracts users from taking the actions you want them to.
So what’s a content-happy website to do? Take a journey to Cludo’s Excluded Pages tool. If there are old blog posts you want to keep on your website for internal or SEO-purposes but you don’t want showing up in your navigation, this tool will be your new best friend.
Determine a set of pages you want to exclude from your search results (irrelevant blogs, old products, etc.) Enter them in the Excluded Pages section of your dashboard.
5. Optimize CTA Placement
Analytics: Search origination pages; Most popular pages; All search words
Finally, we move into the Analytics section of your dashboard. Your Cludo Search had valuable information that can assist you when redesigning your web pages to increase conversions.
One of the most impactful choices you can make on your web page is the placement and content of your call-to-actions. However, it can be difficult to know when a page may be missing a CTA or includes the wrong one.
Visit the “Search origination pages” section of your Analytics to find common pages users search from. This can show you which pages may be missing information or access to important conversions.
When you combine this data with “Popular pages”, you can see which pages users are likely traveling to from “Search origination pages”.
Lastly, look at “All search words.” Use these words to guide what text you should use in your CTA, as well as give you an indication of what information visitors may be looking for before they’re ready to convert.
Not yet a Cludo user? Contact us today to see a demo of these tools in action.