Most people think conversion rate optimization (CRO) is just about making changes to your website to get more visitors to take action. But it’s a strategy that touches every part of your online presence.
While your website is an important piece, CRO also includes how you connect with people on social media, create email campaigns, and design digital ads. Let’s dive into how these off-site strategies can directly boost your conversion rate.
The Importance of Off-Site Strategies in CRO
Off-site strategies include anything you do outside your website to influence customer behavior. This might sound surprising, but what people see and hear about your business elsewhere affects whether they’ll trust you enough to convert once they land on your website.
Why are off-site strategies important?
- They build trust (e.g., online reviews).
- They drive high-quality traffic to your site (e.g., from social media).
- They help potential customers decide you’re the right fit even before they visit.
5 Off-Site Strategies to Improve CRO
Off-site strategies are key to driving traffic to your site and growing your business. Let’s break down each one so you can start using them today
1. Search Engine Optimization (SEO):
SEO makes it easier for people to find your business when they search online. For example, if someone types “plumber near me,” SEO can help your business appear at the top of the list, leading to more calls, visits, and sales.
How to get started with SEO:
- Make sure your business name, address, and phone number are accurate on platforms like Google Maps, Yelp, or TripAdvisor. This helps nearby customers find you easily.
- Search engines, like Google, trust websites that other people recommend. Ask partners, customers, or local organizations to link to your website.
2. Social Media Marketing:
Social media is a powerful way to connect with potential customers. Platforms like Meta, X, LinkedIn, and YouTube allow you to promote your business and drive traffic to your site.
Steps for social media success:
- Share regular updates, like photos, videos, or posts that showcase your products or services.
- Run targeted ads to reach specific groups of people, like local customers or those with particular interests.
3. Paid Media Campaigns:
Paid ads can get your business in front of people who are actively searching for what you offer. However, your ads must match what visitors see on your website to keep them engaged.
How to make your ads effective:
- Aim your ads at the right audience (e.g., don’t advertise meat products to vegetarians).
- Stay consistent. If your ad promises “20% off toys today only”, make sure the website shows that same offer clearly.
4. Email Marketing Optimization:
Email campaigns help you stay connected with potential customers and encourage them to take action when they’re ready.
Tips for successful email marketing:
- Use clear, attention-grabbing subject lines.
- Include one simple call-to-action, like “Shop Now” or “Join Today”, and create urgency to motivate action.
- Keep it focused, stick to one message per email to avoid overwhelming readers.
5. Automating Follow-Ups:
Following up with potential customers is crucial for turning interest into sales, but doing it manually can be overwhelming. Automation saves you time and ensures every lead gets the attention they need, improving your chances of making a sale.
Let’s say 50 people show interest in your product. Instead of emailing or calling each one individually, an AI tool can automatically send follow-up emails, texts, or reminders. These tools ensure no one is forgotten, keeping your potential customers engaged while you focus on other important tasks.
How Off-Site Strategies Support On-Site Conversions
Off-site strategies and on-site CRO work together to ensure every interaction counts. Off-site strategies attract visitors and build trust, while on-site CRO guarantees no one leaves your site without taking action. Here’s how these two pieces fit together:
Trust and Credibility
People won’t convert if they don’t trust you. Off-site strategies help establish trust so visitors are more likely to engage when they land on your site.
How to build trust off-site:
- Get links to your website from trusted sources like news outlets or popular blogs.
- Encourage positive reviews on platforms like Google or Yelp.
- Share testimonials that recommend your product.
This trust-building works because people (and even search engines like Google) are more likely to believe in your business when others vouch for you.
Attract the Right People to Your Site
Driving traffic is only valuable if that traffic aligns with your goals. To increase conversions, you need visitors who are already interested in what you offer.
How to target the right audience:
- Share your product on social media channels your audience uses.
- Get backlinks from websites in your niche (e.g., outdoor blogs if you sell hiking gear).
- Run ads targeting specific groups, like showing baby products to new parents.
When the right people visit your site, they’re more likely to stay and take action.
Keep Everything Consistent
People expect your ads, social posts, and website to feel connected. If your ad is fun and energetic but your website is dull or confusing, people might leave.
What to check:
- Use the same colors, tone, and style everywhere. For example, if your social media posts are playful, make sure your website feels fun too.
- Back-up promises made off-site. If your ad says, “Free returns,” make that clear on your website so visitors don’t feel misled.
- Keep your story consistent. For example, if your social media focuses on being eco-friendly, highlight that on your website with details like “Plastic-free packaging.”
Consistency makes people feel like they’re in the right place and gives them confidence to move forward.
Why Off-Site Strategies Matters
Combining trust-building efforts off your website with a smooth, user-friendly experience on your site can significantly increase your chances of converting visitors.
Imagine this scenario: You own a small bakery. A local food blogger writes a glowing review of your cakes and links to your website. Meanwhile, on Instagram, you post eye-catching photos of your best-selling cakes, adding a caption like: “Order online for delivery!”
A potential customer clicks on your Instagram post and lands on your website. The site instantly shows them a simple, colorful page with:
- A clear “Order Now” button.
- A message at the top: “Free delivery on orders over $20!”
- An easy-to-use online ordering form.
The result? Visitors trust you (thanks to the food blogger), understand your offer (from the Instagram post), and find it effortless to place an order (because of your well-designed website).
By linking off-site trust-building efforts with on-site usability, you make it simple for customers to take the next step.
Stop Losing Leads with Emet Digital’s Expertise
CRO is just about making it simple for people to take the next step. Don’t let valuable traffic slip through the cracks. Let us help you implement smart, time-saving strategies to grow your business. Contact us today for a consultation and start seeing results!
