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Marketing Monday: How Conversion Rate Optimisation Can Boost Your Business’ Profitability

Published Lynne on Monday, October 16, 2023 9:00 AM

Marketing Monday: How Conversion Rate Optimisation Can Boost Your Business’ Profitability

With prospective students researching and comparing educational options online, it's crucial for international educational institutions and service providers to establish an effective online presence. But it's not enough to simply have a website; you need to ensure that your visitors convert into clients. This is where Conversion Rate Optimisation (CRO) comes into play. 

What is Conversion Rate Optimisation (CRO)?

CRO is a systematic process aimed at increasing the percentage of website visitors who take a desired action, such as filling out enquiry forms or signing up for newsletters. 

Why is CRO Essential for Educational Sites?

With the growing number of schools, agents and service providers out there, competition is fierce. CRO helps you stand out in a crowded marketplace by making data-informed decisions that drive results. What’s more, a well-optimised website offers a better user experience (UX), which can boost your business’ reputation and trustworthiness. 

Top Strategies for CRO

Let’s explore the actions you can take to optimise your conversion rates.

Understand Your Audience

Conduct thorough research to identify your ideal students' demographics, interests, pain points, and online behaviour. This information will guide your CRO efforts.

Streamline Navigation and Content

Make sure that prospective clients can find the information they need, such as programme details, admissions requirements, and contact details, with minimal effort. Use concise headings, bullet points, and visuals to capture their attention.

Optimise Landing Pages

Landing pages are critical for CRO. Create dedicated pages for different programmes or services, and include compelling headlines, persuasive copy, and prominent calls to action (CTAs).

Use Appealing CTAs

Make your CTAs more striking by using compelling language that conveys the value of taking the desired action. For instance, instead of a generic ‘Submit’, try ‘Apply Now to Secure Your Future’.

Maximise Social Proof

Showcase testimonials, success stories and reviews to build trust and credibility. Prospective clients are more likely to take action when they see that others have had a positive experience.

CRO is a powerful tool that can help your business thrive and grow. By implementing these strategies you’ll be sure to unlock your website's full potential.

Written by Stephanie Clark


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