CRO is an abbreviated marketing term that stands for Conversion Rate Optimization. In other words, the effectiveness of your platforms in taking visitors (leads) and compelling them to convert – or take an action furthering them along the customer journey; to become prospects, customers, etc.
For example, if a ‘random viewer’ clicks on your website they become a lead. If that person then submits a filled-out contact form, signs up for a newsletter, or books a session (etc.) they then have converted to a prospect.
CRO is the digital marketing equivalent of an effective in-store staff member. PHOTO: Unsplash
In simple terms, a prospect is a more serious lead that has provided you their contact info and/or initiated interest for more. (Then, as one might imagine, ‘prospects’ become a ‘customer’ once they pay for service/product).
Conversion Rate is then simply the number of leads who do ‘convert’ divided by the total number of leads at all – those that do or do not convert. And, of course, to optimize this process is to make it more effective and increase the likelihood of leads actually converting.
So, we can see how important this aspect is for your business. It has a direct and profound effect on your revenue when all is said and done.
Therefore, it’s imperative you do all you can to get it as perfect as you can.
You also might come to notice how this factor may overlap with user experience. It would be hard to have people interact with you on your website if it wasn’t pleasant for them.
Thus, the two are often closely related.
With that in mind, CRO is as much about what to do as it is what not to do.
We often focus on what to do to be successful, don't forget about the things to stop doing, too. PHOTO: Nicholas Bartos, Unsplash
Luckily, we sat down with SEO, CRO, Digital Marketing expert Feuza ‘Fuse’ Reis of Get Found with Fuse and she helped us not only make sense of it all, but also shared with us 5 killer (and we mean deadly, not slang for ‘cool’), yet common, mistakes she notices photographers making when it comes to CRO.
*It’s important to note that Fuse (as she goes by) is not only an experienced digital marketer but also a professional photographer. In fact, she first started professional wedding photography over 10 years ago. All this to say she is perfect person to help other professional photographers better their business in an effective and relevant way to the industry.*
So read on and be sure you’re not guilty of these 5 digital marketing sins with your website that may be contributing to lack of business – and if you are be sure to rectify them.
The 5 Common CRO Mistakes Killing your Photography Leads:
1) Long Forms
“Long a** forms. There’s a study that says for every question you’re increasing 15% or 25% of not getting that form filled.
“So, yes, I understand there are some high-end photographers that really want to make sure they get the right fit, [but overall] huge forms is a no!”
2) Not Having (Clickable) Email on Contact Form
“Not having your email on the contact page is a BIG disservice. Because sometimes leads don’t want to fill out a form; but if they have that email [they can still inquire].
“And is that email clickable? So go on your phone. Go on your website. Is that email [of yours] clickable?”
3) Hidden or Buried Geographic Location Text
“I shouldn’t have to hunt down on your site to know where you’re located.
“I say this over and over again. Geographic text is extremely important – especially in the home page. ‘I am an Orlando-based destination photographer offering weddings throughout the United States and internationally.’
“ ‘I am a south Florida-based branding portrait photographer available for travel.’
“I [and your leads] shouldn’t have to hunt this information down.”
Spare your clients the run-around and endless questionaries for the best CRO and user experience. Photo (by): Mimi Thian, Unsplash
4) No Client Walk-through and/or Explanatory FAQ
“Another thing is y’all are not describing how this whole process goes.
“This whole; ‘here’s a gallery’ – home page, about page, gallery, a small investment page and contact – no.
“First of all, you’re missing out on all this SEO content juice-ness….[Then] let’s say I’m a mom of a high school senior.
“OK, and if I go to your site and you’re not telling me when is the best time to schedule these; how does it work? Do we pay upfront? How long does it take? How long until my photos will be ready? Can I order Grad Cards from you? How long until those Grad Cards will be ready? Walk them through the process.
“If you have a studio that offers – I see this with a lot of portrait photographers that offer the make-up, the styling, the closet. Sometimes there will be a page ‘Here’s my studio’, but you’re not explaining what’s included. Or, you think you are but you’re not.
“So sometimes it’s good to have someone else look at our site to see if it makes sense. [Ask them] ‘Do you understand the process of hiring and what that experience is to look like?’ If not, it’s time to offer some copy and new pages.”
5) No Self-portrait on your Website’s About Page
“You have to have a picture [of yourself] on your website. I’m not going to hire someone I don’t know what they look like…,”
...And chances are your leads feel exactly the same way. After all, would you?
“On your About page there should be a photo of you. Definitely. Because you want them to get to know you as much as possible. There’s so much you can offer them so they feel like when they see you they know you.
“That’s why showing up on Instagram Stories is important, too. That’s a way to humanize your brand a little more.”
And humanization is import because at the end of the day, despite all the modern tech and social media services - and especially in the world of professional photography – people by from those people they like and can connect with. [Not hollow digital brands]
Hiring a service provider as intimate as a photographer without even being able to see them is a bit...creepy. Put a picture of yourself on website's about page to increase the chance of being hired. Photo: Tarik Haiga, Unsplash.
So be sure to humanize your brand. And, while you’re at it, keep it short yet clear and clickable as well as obvious where you’re located.
Don’t be shooting your business in the foot by killing your own CRO.
Go now and check your own platforms and make the adjustments necessary as Fuse outlines. After all, it will directly improve your business.
Then, for more insightful and useful tips from Fuse and Fuse Creative check out the rest of live chat with us at nPhoto:
Also be sure to download our own free, Digital Marketing PDF designed to boost your digital marketing game across the board.
For more about Fuse and her platform Fuse Creative:
Website – https://getfoundwithfuse.com/
Facebook – https://www.facebook.com/groups/getfoundwithfuse/
Instagram - https://www.instagram.com/fusecreativeinc/