Optimizing your conversion rate and encouraging your prospects to take the desired action is not always an easy task, but yet, it is essential if you want to grow your business! To help you with that, we have the perfect marketing strategy: Conversion Rate Optimization (also called CRO).
In this article, we’ll tell you what the 3 key elements of a good CRO strategy are, so keep on reading!
What exactly is CRO?
Conversion Rate Optimization is part of performance marketing. It consists in incentivizing your prospects to perform a specific action. It can take the form of a subscription to your newsletter, a contact with your team or a purchase on your website, for example.
To trigger their will to do so, you can review your platform to improve it and make the conversion process easier and more pleasant for your potential customers.
What is the real benefit of developing a CRO strategy?
The action that you want your prospects to take is meant to benefit you both.
By working on your Conversion Rate Optimization, you generate more leads and therefore, more profit. And you can do all that without even having to make any marketing investment, because you pay the same price to attract your potential customers… you just simply convert more of them!
It also benefits your visitors who will enjoy a better user experience and end up being more satisfied, as well as more likely to use your services again or to recommend you to their people. As you can see, it’s a win-win situation!
The 3 key elements of a good CRO strategy
To implement a CRO strategy that pays off, there are three elements that you need to consider.
Research is crucial
Research is a critical element, if not the most important, in the art of CRO. Running some deep research gives you a precise image of your prospects’ behavior. You learn how they discover your company and also how they progress through your entire conversion funnel.
A well-founded and data-based research process will help you make a hypothesis about how your prospects feel about your company. You’ll then be able to improve their customer experience by presenting them with a more personalized homepage or reassuring them with more information about your products and services, for example.
Also know that sometimes, there are things that can be easily improved and bugs that can quickly be fixed just by putting yourself in your customers’ shoes and visiting your platform like they would. For instance, consider a page load time that is too slow due to large images.
Good sense of prioritization
In order to prioritize in an effective way, you need to analyze your hypotheses to see what needs to be addressed quickly and what can wait a little longer. You’ll find low hanging fruit with high impact, and also be able to invest resources in your biggest leverages. In the end, this will help you get more conversion results.
Working like that will allow you to improve all your channels one by one and, therefore, optimize your conversion rates in the most profitable manner.
Regular testing and effective optimization
Know that testing is unfortunately not always possible. Depending on the amount of traffic you get or the number of conversions from your website, you might not be able to run proper statistical tests, so make sure that you have what you need before starting, otherwise, it might be biased. Also, testing is something that you need to do regularly, if not, you won’t get relevant results, and you might think that your CRO strategy is not working, while in fact it’s your testing habits that need to be reviewed.
When you’re in possession of all the data required, what you should do is create different versions of your pages, calls to action or visuals and see which one works best and converts more prospects. When testing, you might face two situations:
- Your tests are successful,
- Your tests are inconclusive.
In the first case, analyze the new data and use it to flesh out your entire marketing strategy (yes, you can always do better)!
In the second case, you need to dig deeper to discover what’s not working, and then make some new hypotheses. Remember, that’s okay, it happens to everyone, even to the best CRO specialists!
There you are: all the keys for a good CRO strategy!
Do you feel like you’re stuck and want some help generating higher conversion rates and more profit? Then contact us! Our team will be happy to help you develop an effective CRO strategy for your business.