The demand for professionals who can align your website to your product’s sales funnel is on rise. And what these professionals do is known as Conversation Rate Optimization (CRO).

According to Wikipedia:

Conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers

CRO capitalize the traffic you have on your website. This doesn’t mean you’re spending more to get more traffic. CRO tries to get more out of the website visitors. Optimization increases the return on your current investments, and converting a higher percentage of your current visitors is much more cost-effective than attracting new ones.

However, according to a 2015 B2B lead generation report, 59 percent of marketers face top issues in generating a high quality lead.

Don’t worry stick with this article, if you want to experience the “aha moment” and improve the ROI with low CAC.

Ready for it? Let’s begin.

1. Create and abide by a sales funnel

You can’t go directly to your customers with sales pitch. At best, it will bore your customer away. First, you need to understand your  customer, what’s important to them and what’s driving the change?


To tackle this problem, start by creating a sales funnel.

A sales funnel is a visual representation of the steps required to sell your product or service. The sales funnel gives you a complete overview of where in the sales process your money is.[Source].

Here are some areas you should take a look at if you want to generate more lead at low cost.

Call To Action

It is the first thing you should look because it tells user what to do next . Without a clear CTA, there is no chance that you will get user down to sales funnel.

Here is what you need to do while creating a call-to-action:

  • A Call To Action Button must be short and clear. And NEVER more than 5 words. For example:

“Download your free report today”

“Support our sponsor”

Provide relevant and unique information to your user

Your content should not reflect what you want to convey to the audience. It should convey what the audience wants to know.

Here are the few point that will help you to improve your content:

  • Have a clear headline across all copies.
  • Include image and graphics related to your content.
  • Use bullet point which highlights the benefit of your content.


Make navigation easy

Making the process of navigating through website or making it interactive and useful can make or break the overall conversion rate.

Here are few points that will help you to improve your navigation:

  • Keep the website consistent. For example, structure, heading, color scheme, font, etc. Consult your UX designer for auditing the navigation part of your website.
  • If you have multiple categories or section, divide it logically for better understanding
  • Use accurate text to describe the linked pages so that visitors know what they’re going to get.

Customer testimonials

When interacting digitally for services, products, or simply shopping on an ecommerce website, customer reviews are one of the most important factors in making decision.

Your customer testimonials should how happy customers, how they gained by doing business with you, and what goals you helped them achieve. It is like a social proof which give clear evidence that you can deliver on the things you promise.

Here are few points that you should keep in mind which publishing customer testimonials on your website:

  • Pick the right testimonial which will help you to make good relation with your user.
  • NEVER fake a testimonial. It can cost way more than you think
  • Use specific language to describe the salient benefits of your product or service.
  • Pick the right target market for your testimonial.

2. KISS (Keep it simple, silly)


A common misconception marketers have in mind is that using jargon, the big words that flaunt your technical know-how, on your website will impress your visitors.

Using complicated language won’t woo the customers. In fact, it might scare them customer. Or you would simply sound boring!

Here is how you can keep it simple and effective:

Stay focused

As a marketer, you don’t want your customer to get lost in the message. You always want that your customer pay attention to your content.

This can be possible only if the copy, call to action, and images you use in your content are synced and make sense. For instance, stock images of people do not belong to your company can make your web page dry and uninteresting.

By cutting out the text and image which is not relevant, you can get a lot of space which will benefit visitor to stay focused on important parts. Never be afraid of white spaces on your web page.

Cut down forms wherever you can

Creating same form on different pages is not only waste of time and resources, it is utterly confusing. Get rid of any forms which aren’t necessary.

Make sure that the form which you are providing to the user must be short and must not take more than 30 seconds. Avoid long forms at all cost. Who wants to spend time filling text boxes with information which is of no use to him?

For an email capture form, for example, you only need the visitor’s first name and email address. Anything else is unnecessary and only takes up space.

Limit the number of images


Image are indeed crucial part of your web pages. Content with relevant images gets 94% more views than content without relevant imagesHowever, too many images can hurt your content really bad.

The number of images you should use is wholly dependent on your landing page. Short pages that require a large amount of text can get away with one or two images. If your landing page is long, you’ll need more to keep people interested in what is actually on the page.

Make sure the images aren’t too large, either. If you cut the size just a little, you’ll be making up for it in white space.

Edit text

Read the content which you are providing to user before publishing and ask these simple questions.

  • Does it convey what users want to know?
  • Does it flow well to ensure easy reading?

If the answer is “Yes”, you’re doing great!

But there are landing page which doesn’t keep text to minimum. Saying everything doesn’t mean conveying everything. Your objective while editing must be to convey more with less.

By doing this, you can remove the clutter of words which are hindering your conversions.

3. NEVER say “No” to A/B testing

To maximize the leads for your business, it’s important that you constantly test one or more aspect of your website for conversions.

A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better.

A/B Testing is a method marketer used to test the different variable and see which is the better fit for generating lead and conversion. Gradually, when you have experimented with most aspects of your website, you will have the best combination of colors, texts, spaces, images, etc. for optimum performance for conversion.


Here are the areas you can experiment with using A/B testing.

Call-to-Action buttons 

Creating “Click- worthy” call to action buttons can solve most of your conversion problems. “Discuss your project” is always better than “contact us”. But you generally don’t have data to support it. Well, A/B testing is here.

You can test many different element in a simple call to action button.For example, the wording on the button (Download Now vs. Get the eBook), location on the page (top, bottom, left, right), style of button (simple vs. gradient), size (small or large), color, etc.

Start with one variable and slowly test different changes over time.

Landing pages 

A content is not the only factor that leads to conversion. In complex sales cycle, there are several factors at each step that contributes to conversion.

Test out different elements of the content, but remember to only change one aspect at a time.

If you have two versions, send half of the visitors to one and half to the other. Over time you’ll be able to see which version is the most successful and why.


Test different images on your campaign  to see the difference with breakthroughs, views or downloads. Support those images to your content which generate maximum breakthroughs, views or downloads.

Length of copy

The length of the copy plays an important role in content, you don’t know which length is better for your content because sometimes a shorter message is better, or a longer explanation is needed.

Test different lengths of copy to see which engages your clients more to take the action you want.

4. Guide customers through buying process

Guiding customers through buying process is a long journey. And you don’t want to lose them at final step.

To make it easy to do business with you, guide the customer through every step. You don’t want users to be confused about how to buy. It’s like spoon feeding users about what to do at each step.


Here are the steps which help you to create good buying journey for customer:

Create targeted content for each stage

During each stage of the buyer journey, the needs of customers are different. As a result, their questions and queries are different too. So during each of the buyer stage–awareness, consideration, and decision–your content should address corresponding needs of your prospects.

Don’t leave your customer alone. Target your customer at each stage.

Track user search queries 

Check out this example:

  • T-shirt” – This is a generic term that is most likely used by customers in the Awareness or Consideration stages.
  • “compare T-shirt” – The desire to compare products indicates this customer is further along in the cycle, such as the Consideration or Preference stage.
  • UCB T-shirt” – This very specific product query indicates that a shopper is much further into the buying cycle, now likely evaluating prices (right before the Purchase stage).

Make content available through the right channels

Of course, the content you share is fully dependent on the product you offer and the profile of your customers, but there are basic commonalities on how to market in each stage of the buying cycle:

  • Awareness : This stage is all about being found in search engine marketing, its like telling your customer look i got what you want.
  • Consideration : Once customers find you in search engines, keyword-tailored landing pages are of the essence . You can also use comparison charts that highlight key selling points to help you stand out from the competition.
  • Preference/Intent : Your website should do the talking here, especially your product descriptions and overall branding. This is a critical stage to capture contact information.
  • Purchase : Get your coupons and discounts out there, whether it’s through your PPC ad text, a pre-sales email, or social media .
  • Repurchase : Keep in contact with your customers via scheduled emails, social media, and personal outreach.

As a marketer we all focus on sale, but it is important to know that it is only possible if your customer reaches your websites using right channel, many time it happens that customer scattered across the field.

If you want to enjoy the “ aha moment” then follow your customer at every stage and target your customer with relevant content.