It doesn’t matter where you are, it could be a search for CRO Dallas or CRO Plano in your favorite search engine the results that you get from that search may be different, or they could be the same. In any event, the website that actually inspires you to sign up and make a commitment to its services is the site that wins the CRO prize.
In order for your CRO campaign to be of any value at all, it has to actually generate conversions. The only way that can happen is if you push the limits and see where every piece of your website journey can be improved.
- A visitor lands on the home page
- The visitor is immediately engaged
- The visitor clicks or scrolls to learn more
- The visitor browses your selection
- The visitor chooses to buy and makes a purchase
Some journeys might differ from others, but the end result is that your visitor saw something that they liked and chose to take action.
Conversion Rates…What’s the Big Deal?
If you are the owner of a website you probably had an idea of what you wanted that site to do for you before you even built it. Now, we arent’ talking about a website that just sits there on the internet and provides information, we are talking about a website that promotes something or sells something.
Regardless of what the site sells or promotes when a visitor comes to that site they are a potential customer whether or not they came to the site to buy something. When they first hit that home page there is an opportunity to either engage them or repel them.
It does not take long for a person to decide that the site is not worth their time and bounce away like a soccerball missing a goal. One, two, three…seconds is all it takes for most people to like or not like what they see.
The trick is to engage them from the very beginning of the journey. If you think that a big pop-up that asks them for permission for cookies is something they want to see, you’d better think again. People want to see things that get their attention and entice them to learn more.
The number of visitors that come to your site and follow through with a purchase compared to the number of people that simply visit the site without making a purchase is the conversion rate. Conversion means that you convert visitors to paying customers. When your visitors turn into customers you are doing great. The more conversions you get, the more successful your website becomes.
The CRO Campaign
CRO stands for conversion rate optimization. This is when you, or an expert, go into the core of the website and look at every nook and cranny that can be optimized and tweaked to be more attractive to visitors that come to the site.
Data collection applications such as Google Analytics will collect information regarding the visits that happen on your site. You can see where visitors go from each page of the site and follow their journey to see where they choose to purchase, or where they choose to leave the site.
It all boils down to a very complex and detailed science that focuses specifically on your site and the journey that it provides its users. When you look at the data and choose to make changes based on how the traffic flows on your site, you become part of the solution and help to promote a higher amount of goal accomplishments with each visit.
There are a few ways to compare and analyze data that can show you where your site is working and where your site is failing.
Some of the reasons for people leaving the site before converting to customers are:
- Boring images
- Boring headings
- Boring content
- Slow loading pages
- Problems with the site
Between things being boring and things moving too slowly there is a lot of room for a person to quickly bounce away from the site and venture towards another one to find what they are looking for.
Your campaign has got to be done correctly otherwise you will be wasting your time.
Some Tactics for CRO
Whenever you choose to do a conversion rate optimization campaign it is a good idea to try several variants of techniques and tactics that can give you an idea of which way to go with the changes you will have to make in order to make things happen better.
Some of the more popular tactics for implementing conversion rate optimization are:
- A/B tests
- Call to action placement
- Performance measurement
When you implement an A/B test it is a good idea to get an understanding of what you want to consider a goal out of these tests.
Where visitors may be clicking on a call to action and are directed to another page it is important to figure out why they are leaving the page without making a sale. An A/B test can combine a couple of different ideas and present them as options for visitors when they land on the designated pages.
This test can help you determine which is a better option for the users of the site by their behavior when they hit the landing page of the call to action. Basically, you are presenting the users with two pictures and letting them choose which one they like best.
Whether it is an image or a link with words on it you can get an understanding of how to lead visitors through the conversion journey and inspire them to convert.
When you experiment with call to action placement you simply place a couple of modified CTA buttons in plain view of the users to allow them a clear path towards making a purchase or a commitment. If you have CTAs in one area that is not working, you can try moving them to another area and see if it helps to make a difference.
When you implement a performance measurement through a platform of your choice you can monitor the activities of the site and see where patterns take place as the visitors continue to visit the site and go from one page to another, or just leave.
Asking Visitors their Opinions
Another great way to improve the conversion rate of the site is to put a questionnaire on the site and allow visitors to give you input about their visit. You could offer discounts or specials for people that are willing to take the time to fill out the form and provide their view of how the site worked for them. This is a technique known as qualitative conversion rate optimization because it uses specific data from people that have actually visited the site and have an opinion on what you could do to make it better for them.
Sometimes the best way to make changes to the site that are beneficial for users is to just ask them what they want. When you combine data that is collected by software and data that comes straight from the source you can get a pretty clear understanding of what you could do to improve the site, what you can keep the same, and what you can get rid of.
Qualitative vs Quantitative
There are two basic types of data when it comes to the marketing world. Qualitative and quantitative. Both are very important and provide analysts with information that can lead to a higher quality site and an exceptional user experience.
Qualitative data, as we discussed above is data that is collected from a human being that is willing to provide information through a form, an email, or even a phone call.
Quantitative data is the kind of data that analytics software tracks when people visit the site. Depending on the caliber of the tracking software you can learn personal characteristics of visitors such as gender, location, other sites they visit, and so on. However, when it comes to obtaining data for the purposes of conversion rate optimization the most important pieces to look at are where the visitors are going when they are on the website, and where they are not going.
CRO All in All
All in all, when it comes to CRO there is not one size fits all solution for all websites and businesses. Each site will have its own unique qualifying visitors that are in search of specific items or services. One type of consumer may be attracted to one type of product on one website, while other types of consumers would rather eat soap than look at certain types of merchandise.
What it boils down to is that each website has to get to know its users and target audience. The more a business understands who shops in their store, the better the chances are they can provide content and language that their users are used to and understand. The best way to get the most out of any CRO campaign is to look at who is buying and cater to them as best as you can.