CRO in marketing stands for “Conversion Rate Optimization.” It’s a strategy and process aimed at improving your website to encourage more visitors to take a specific action. This could be making a purchase, signing up for a newsletter, or filling out a contact form.  It is about getting the right people to do what you want them to on your website.

What is a conversion?  A conversion is the action you want a user to take on your website, whether it’s calling you, emailing you, or making a purchase. When you are getting the right people to your website, but you are not getting the conversions, conversion rate optimization can help. There are many different approaches you can take with CRO Marketing.

Heat Mapping

First, you may need to find out where the missed opportunities are.  To find that out, we may use heat mapping and take a deep dive into analytics.  Heat Mapping uses analytics from the behaviors on your website.  For instance, where are most people clicking, where are their eyes focusing, how far do they scroll down?  This can help you use data to determine what can be done to get them to do what you want them to.

AB Testing

Behaviors change and target segments may behave differently than you may think.  So, when you have a theory or are unsure of which option is best, that is where AB Testing comes in handy.  AB Testing is when you have different versions of a page that are served up randomly to your users.  This can allow you to use data to determine which page version gets you the best conversions.

Optimizing Call-to-Actions (CTA)

When looking at your CRO strategy, it is important to ensure your CTA is clear and prominent.  For instance, if your goal is for a user to contact you or purchase something, your contact or buy options must be prominent and obvious. People think very quickly and will follow the obvious.  They are also very impatient and want instant results.  Therefore, they are less likely to spend time digging for what they are looking for or what to do next. If your site is not clear, a competitor’s is.

User Experience (UX) Improvement

It can be challenging to look at the experience a user has on your website.  A business owner can get caught up, as they are so close to what they provide.  It is important to look at the overall experience a user has on your website.  You want it to be easy for a user to navigate the site to find what they are looking for.  Fast load times can make a difference in how a user experiences your site. In addition, users being able to interact from their phone, tablet, and desktop is important.  It is valuable to CRO Marketing to optimize the user experience, so your site is pleasing and engaging to visit.

Exit Intent Pop-ups

Sometimes those pop-ups when you leave a site can be annoying. But believe it or not, they work.  When the user isn’t sure and you ask before they leave, many will then reach out and leave their information.  Or it may be to offer that extra push for the hesitant buyer.  That extra 10% may push them over the edge to make a purchase.

Clear and Compelling Content

People write to convey a message.  People talk to have a conversation.  Website content should be strategic.  Creating persuasive headlines, clear descriptions, and communicating value propositions benefits, and calls to action can make a difference in how users engage with you.  Or if they will reach out at all.  Doing this with SEO in mind can be an art.  Doing it right is a great strategy to help optimize your conversions.

Trust Factors

When a user is interacting with a new brand, trust is important in taking that next step.  One strategy in CRO Marketing is to enhance trust.  Things like reviews, testimonials and trust badges help build credibility.  They can reassure potential customers that others have had a positive experience.  That in turn can make the user feel better about moving forward.

Multi-Channel Marketing Integration

Consistent message and a seamless experience will go a long way to maintain a cohesive brand image.  Seeing that consistency across different platforms will create an improved conversion optimization.  The more someone sees a brand, the more likely they will act.

Overall, Conversion Rate Optimization is all about making the most of your existing website traffic by enhancing the user experience.  It is about guiding visitors toward taking actions that benefit your business. It’s a valuable approach for small business owners looking to maximize the impact of their online presence and marketing efforts.  To learn more talk to one of our experts!