Many people interested in the digital marketing sphere may ask, “What is web development in 2022?” and the thing is, there is no correct answer to this question. While one person may say new original elements in the website design to intrigue users are essential, others will concentrate on text improvement, and the third person will claim it’s all about sales. The company should define its priorities on its own, but the final goal remains the same – to help the business get to a new level of success. To do so, you should pay attention to different tools and metrics, and conversion rate optimization is one of them.
In today’s article, we would like to talk more about CRO and how exactly it can be helpful to boost the company’s metrics and income. It may be hard to believe, but if the average conversion rate is growing, the reputation and number of sales rise proportionally as well, so, in some way, CRO may be your way to the bright future you’ve always wanted for your company. Let’s start!
The Definition of CRO in Digital Marketing
Conversion Rate Optimization (always known as CRO) is the name for a process of boosting and perfecting the conversion rate in advertising, as well as online marketing. In order to increase conversions, specialists use different methods aimed mainly at marketing and the final goals of the business. Speaking about the meaning of conversion itself, it means that a website visitor acted upon a call to action (which usually varies based on the company’s strategy). A CTA varies from company to company based on what are the main priorities and goals of those.
For instance, a company needs to increase the number of people who sign up for email newsletters by clicking a specific button on the landing page. Specialists must find a way to make users interested in it, explain why they would benefit from it, and increase their desire to learn more.
Even though many goals can be fulfilled with the help of conversion optimization, in the end, it remains the same – find an effective way to convert website users into loyal, satisfied customers.
How Do you Find Your Conversion Rate?
Before trying to boost your conversion rate and use marketing efforts for strategy development, it would be a good thing to know the current conversion of the site. You will need some data to calculate conversion rate; the formula looks like this:
CR = Total # of Conversions + Total # of Visitors
For example, let’s say you need to know a CR for your mailing list. You need to see how many people have visited your landing page and how many of those signed up for the mailing list. As a result, you will get the exact percentage of your success. The best thing about this formula is that it can be used for any metrics that should be improved.
Why Is Digital Marketing Important for Small Business?
In the twenty-first century, achieving new levels of success with your company is impossible without adding a digital marketing strategy to your development campaign. Everything is digitalized nowadays; you won’t see a person without a phone in their pocket. All the information, most of the work and shopping, even communication – everything includes the Internet. That’s why your business doesn’t exist if it’s not present and improved online. Of course, we understand that not everyone is a computer genius with perfect knowledge of digital marketing. Still, plenty of professionals are. Still, there ready to help your business thrive. So, consider this, and don’t ignore a CRO strategy if your final goal is development and success.
Primary Reasons to Use Conversion Rate Optimization (CRO)
If you still don’t understand why you need to use CRO in your work and if it is worth spending your time and money on it, please, continue reading. The truth is, without knowing the behavior of potential clients, it’s pretty challenging to predict their actions and improve their experience to increase the number of purchases (as a result, boost the overall profit). If it doesn’t sound like a valid reason, here are a few more benefits you will get after you start working on conversion rate optimization.
CRO Can Improve Marketing Strategies
Just imagine: you create an advertisement with a confusing message or a clear final goal. The worst thing is that your money and time will be wasted as people prefer to understand what to expect and what they are paying for.
By improving CRO, the message will be made more clear, and, as a result, more leads will convert into a sale. In this way, not only will ROI be increased, but all the investments put into advertising will come back as a profit.
Traffic Can Be Easily Improved with the Help of CRO
By using correct words, you increase the chances of attracting the right audience to the landing page. As a result, if they have a good experience on the site, they will more likely complete the purchase and spread the information about your company (through social media, word of mouth, or a review webpage). So, to improve the traffic, first, find out who the target audience is and then think about how you can improve their experience.
The Level of Customers Satisfaction Is Increased
A website must be understandable to avoid scaring people off; usually, users leave a webpage a second after they get confused about what to do next. That’s why a customer is always a priority in conversion rate optimization marketing. Make them feel comfortable exploring the website and interacting with your company. Everything (starting from navigation and ending with texts) is meant to boost their experience and, as a result, satisfaction.
How to Improve Conversion Rates in Marketing?
It’s quite easy to talk about the success and development in the digital marketing sphere, but how exactly can it be done in terms of building an effective CRO marketing strategy? Conversions can be increased in a number of ways: starting by correcting certain design elements and ending with adding certain features to the copywriting descriptions. Unlike articles like “The Top 15 Digital Marketing Tips For 2022”, here we are going to discuss more narrow areas of marketing needed to move your company to a new level. Continue reading to find some useful pieces of advice related to CRO and all its aspects.
#1. Use the 3 R’s Principle: Research, research, research
Before setting a CRO, you should understand the field you are working in, as well as various analytics aspects: competitors’ practices, possible sources of organic traffic, various nuances in your visuals and copywriting tasks, and plenty of others. In order not to do it all on your own, you may consider certain conversion tool services that will do it instead of you.
#2. Concentrate on the Quality Customers
Your main priority should be to attract clients that will be interested in your product from the beginning. If their lifestyle and needs are related to the working principle of the company, the chances are they will be interested in cooperation in the future. CRO is not about attracting as many people as possible; it’s about attracting the right individuals to create a stronger bond.
#3. Don’t Forget About A Conversion Funnel
The conversion funnel (also known as the sales funnel) is the path of a customer: starting from entering your website and all the way to the purchase. There are many scenarios of how people can act after entering the web page, but the final goal is to make them end up in the shopping cart and confirm the purchase. Look at the users’ behavior on the site, see on which step they usually abandon their intention to buy your product, and make sure to correct it not to lose your customers.
#4. A/B Testing with a Split
If it’s difficult to decide which features to add and which ones to leave, you can try the following scheme: create a duplicate of the page and add slight changes to one of them, then redirect half of your clients to a copy. Wait for the results and see which one performs better. This method works incredibly well for constant growth and performance improvement of the website.
#5. Multivariate Testing
This one works well for the arrangement of the web page elements. Try to combine various videos, pictures, call to action, copy them and then see which ones perform successfully together. However, this method tends to create a lot of data, which is positive for a higher volume business (not the small one).
#6. Add Call to Action
Adding a call to action on every web page is a good idea, it’s true, but there is one thing you should remember – potential customers are not too comfortable with unknown features. Indicate the purpose clearly on the button. For example, instead of just saying “Buy now,” write “Buy now to be healthier” or “Buy not to get a discount”; help people see the results of their actions and increase their desire to cooperate with your company. The pretty design is also important as it will more likely attract the attention of the user.
#7. Display Contact Information
If website visitors see all the crucial details right after entering the website and don’t need to browse through numerous pages to find what they need, the chances of a successful purchase are much higher. Add contact details at the top of the website, or add a box with this information to the landing page.
The Bottom Line
CRO is a crucial instrument for those who aim at the business’s growth and reputation improvement. The main task of this type of optimization is to make users’ experience one of a kind and make them want to come back, do what you need for better statistics, or finally be converted into paying customers. It cannot be ignored because, in digital marketing, every little detail matters.
Of course, we understand that not everybody is a marketing guru to be able to manage all the processes on their own. However, plenty of experienced specialists are ready to help and build an effective strategy suitable for your business’s goals. So, include CRO in the campaign today and look at your company’s thriving. Thanks for visiting our blog; stay safe!