Conversion rate optimization is not for beginners, nor is it something that might be differentiated as an autonomous field of study. Although anyone who is an expert begins somewhere, it might not necessarily be directly connected to a conversion rate optimization job description.
That said, the majority of companies successfully doing business online will have effective CRO marketing strategies working for them. Any strategy of this sort is related to the overall marketing plan and may influence any marketing collateral. Optimizing all these for conversions is where the challenge for marketers lies.
That means trying out any number of means to create a compelling, resource-rich sales or marketing funnel. CRO might sound easy to understand, but in practice it is complicated — because your strategies in this must be competitive and spell success or failure in digital business. First off, you need to define conversion rate optimization parameters you will work on.
The three general formulas or metrics to help you analyze conversion rate optimization include:
- Conversion rate: is the equation online marketers use to compare an actionable conversion response generated by a website (like visiting the website, clicking on a link, filling a subscription form) against the number of actual sales conversions from the number of responses. The formula below uses website visits as the response metric.
Formula: Conversions ÷ Website Visits x 100 = Conversion Rate %
- Net New Customers: is calculated through the values of net new sales goal against the regular sales price.
Formula: Net New Sales Goal ÷ Regular Sales Price = Net New Customers
- Net Lead Goal: is an equation that uses the net new customer value and leads versus customer close rate.
Formula: Net New Customers ÷ Lead vs Customer Close Rate % = Net Lead Goal
An effective CRO strategy will lead to value increases in all the above formulas. An important note: a good strategy may not include increasing website traffic. It’s about boosting conversions, boosting for new customers and marketing qualified leads from regular website traffic through a number of proven means.
Proven CRO Marketing Strategies for Boosting Website Performance
Advertisers and marketers have differing opinions on what works here, but when doing some research you will have the time to think things through. Of course creating the best CRO strategies depend on what you do, your products or services, your marketing policies, and advocacies. Most of all, it depends on your market, the kind of audience you are addressing, and what their needs are.
- Make the Best Offer
While on-page practices contribute much to any CRO strategy, the gist of your content in conversion terms is what you offer. Anything with what is called a great value proposition for a target audience often performs best. Your guide here is to study the best ads and apply their techniques.
- Maximize on Relevance
The online sell is radically different from face-to-face selling. You need to be straightforward, explicit, and concise in the world run by programming code. When there is too much of anything (information, for example) you jeopardize your relevance to an audience. The clean, minimal, and value-laden page hits it off with any audience.
- Practice Mobile CRO
Your mobile conversion rate optimization is an important thing in this day and age. A mobile CRO strategy can be made of elements on this list as applied on mobile. The key element here is a responsive website design for a usable mobile version of your website.
- A/B Test Landing Pages for Best Content
The importance of landing pages is a common theme in online marketing. Your marketing program or campaign is absolutely benefited by A/B testing content for these pages. What works, works, in other words, and you are rewarded when you diligently find the things that do and use them.
- Use Anchor-Text CTAs
The call to action (CTA) is used to compel a visitor to take desired action on page. That is why many savvy marketers have migrated the CTA higher up the page under great headings. This relates to audience behavior (i.e. so many have less time to spend reading to the bottom of the page where CTAs are traditionally located).
- Use Eye-Catching Pop-Ups
A drop-down banner, slide-in, or pop-up box will naturally be seen by audiences, no matter how they often ignore things like banners today. These elements are classified as lead flows, and they provide your website with more actionable responses that lead to conversions.
- Study if Your Audience Has Many High-Intent Visitors and Address Their Needs
Nurturing leads works, but sometimes those website visitors who tend to become customers may want to immediately get to the point: get something that they want, or information that immediately leads to it. These are called high-intent visitors and they need content that addresses their needs, starting with the smartest CTAs and a frictionless, shorter customer journey.
- Optimize Real-Time Chat
Don’t let your chat software stay idle on your best performing pages or popular blogs. Make them as helpful as possible: for instance, if a visitor really spends time on a page, you can program the bot to provide a highly actionable, relevant conversion response.
- Optimize Your Best Blogs
Great blogs are a valuable resource on your website. If you find ones with high traffic but low conversions, you can rework them with better offers, CTAs, and SEO to optimize them. Offers or CTAs should be on point with the blog topic. For SEO, nurture new keywords generated by the said blogs and improve their page rank.
- Maximize Workflow Automation
Digital marketing automation can help you do more with less. You can help visitors book a business interview by clicking a button. Your team will automatically receive notifications for this high-intent action for follow-ups or reminders.
- Retarget, Re-Engage
CRO is all about hard work. Never forget your inbound strategy in this regard. Its strategic copy will be served or re-served to visitors that visited then left your website without taking action, which applies to the majority of visitors. Tracking visitors and serving them with ads when they are online is the only way of optimizing engagement in this regard.
Who Can Practice CRO
Anyone from marketing managers to specific CRO experts needs to be at least aware of its impact. It’s simply a matter of studying and knowing which conversion rate optimization techniques work for you.
Practice is integral here. Meaning, that practical application is needed to really help your business or organization work out full-fledged CRO strategies successfully. As with many processes, it should be something that becomes unique and organic to your organization.
With companies like LegalMatch, the metrics that can help you analyze conversion rate optimization is an all-important process practiced with data science through the work of a sales analyst. The process is more effective across a sales and marketing system that needs to integrate diverse functions, apps and platforms, and a niche and industry-specific customer/client engagement system.