CRO marketing (also Conversion Rate Optimization) focuses on increasing the percentage of website visitors who convert. These are measures to encourage customers to complete the necessary action (e.g., download a video, start a subscription, place an order, etc.).
A CRO strategy is essential for any business that wants to see the clear results of its marketing and sales efforts. It doesn’t only promote the brand but directly nudges leads to action. The activity translates into the growing popularity and revenue of the business.
Learn more about the benefits of CRO marketing and how to run it below.
Importance of CRO in Marketing
Imagine running an eCommerce business with 10000 visits per month but a 0.5% conversion rate. It means that only 50 people do what you need them to. As a result, you will have just several dozen purchases monthly, which is not enough to cover the expenses. Apart from impacting the ROI, CRO is crucial for some other reasons:
- Reduces bounce rate thanks to enhanced usability and convenience.
- Improves dwell time (the time people spend on your web pages after finding them in Google). People spend more time there when the web resource becomes easier to navigate and includes valuable information.
- Makes the content and marketing communications more relevant. During CRO, marketers often improve the quality of blog posts, ads, banners, and other marketing elements.
- Provides additional insights about your target audience and their behavioral patterns through analytics. You get reliable information about customers to use in other marketing campaigns, not only for conversion rate optimization.
- Helps to engage more customers and keep them active in your eCommerce store.
- Allows spending less on attracting new customers. As CRO enhances customer satisfaction, your current leads will likely bring their friends. The brand image also improves.
- Upgrades the look and design of your online store. Design changes are an indispensable part of most CRO marketing campaigns and benefit the overall usability.
- Boosts customer loyalty by making them more likely to come back
- Enables the business to achieve more with the same resources.
How to Calculate CRO Marketing
Before starting any CRO moves, you should know what you currently have. Therefore, measure your CRO rates first. It’s super easy, and you need minimum data for it.
The number of conversions: The number of times users have completed a specific action. If you want to know the CRO rate for video views, the formula will include the clicks on the Play button.
Total visitors: The number of people who have landed on your website or online store.
Here’s an example: If your traffic reaches 1000 people and 7 leads convert, you need to divide 7 conversions by 1000 visits and multiply by 100%. In this case, the conversion rate is 0.7%, which is considered pretty low.
Note that you need to measure CRO rates to monitor any changes continuously. Such tracking allows seeing whether your marketing strategy yields the expected results. If it doesn’t work for any reason, you can instantly implement changes to fix the mistakes. Besides, avoid getting obsessed with average conversion rates for your industry. You’d better compare the current achievements with your previous metrics.
Steps to Build a CRO Marketing Strategy
Like other marketing strategies, the CRO approach is a complex procedure. You will have to go through the preparation stage, integrate the necessary software, analyze data, etc. Here we list the main steps to take:
#1. Understand why people come to your website
Most people arriving at your website have a request they want to fulfill. They may want to browse your products, read the blog, or check the contact information. After you determine this, it will be easier to analyze your target audience and figure out what can make them convert.
#2. Create a customer persona
Tap into existing marketing data to obtain demographic information about your current and prospective customers. You may also use surveys, sales team feedback, Net Promoter Score, and other data collection methods. The customer persona allows building a tailored CRO strategy instead of using cliches.
#3. Use analytics software to detect problems
Now, you need even more granular data about your customers. Use web-tracking tools to see how they browse pages, where they drop off, and why. This information is crucial to understanding the possible reasons behind low conversion rates.
#4. Think about how to optimize conversions
Once you have enough data, plan the optimization strategy. It should be adapted to specific user needs and the problems they face. For example, if you see that people ignore the banner on your landing page, you may need to remove or modify it, and so on.
#5. Implement the changes and monitor the results
Optimize your website according to the developed strategy and regularly measure the KPIs to understand how it works.
How to Improve CRO Marketing
Even though every case is unique, some universal tips work for every website. Marketers, UX/UI specialists, and web designers use them to create web resources that generate a high volume of conversions. Here are the best CRO practices to adopt:
Make conversion easy
Whatever conversion you want, it must be as simple as possible. Would you like to have more orders? Then, allow users to purchase in one click or at least speed up the registration procedure.
Speak to visitors directly. Replace lengthy sentences and explanations with clear instructions on what to do (e.g., Subscribe now, Get a 10% discount, etc.).
Show critical notifications on pages to inform customers about special offers, facilitate onboarding, provide instructions, etc.
Eliminate unnecessary form fields
Collecting information from people, don’t use forms that request too many details. They irritate customers and can make them bounce at the last moment.
Add reviews, testimonials, and case studies
Include customer reviews and testimonials on your website to help customers pick the right product and increase your brand’s authority. Case studies are particularly effective in B2B to illustrate what service you offer.
Add a countdown timer
Make customers rush with time-limited sales or offers. It creates a feeling of scarcity and increases the number of conversions.
Plerdy – Useful Tool to Build a CRO Strategy
Plerdy is a conversion rate optimization platform that includes multiple tools for conversion rate optimization. They provide different types of data for comprehensive customer behavior and website analysis. Subscribe to Plerdy for free to access the following capabilities:
- Heatmaps. These are color-coded maps that display user activity on website pages in real-time. Learn how many times users clicked website elements and in what sequence. You can also check scrolls, hovers, and other actions. These findings are fundamental to building a data-driven CRO strategy.
- Even tracking. This tool enables marketers to track specific user activities. You can record interactions with images, forms, videos, buttons, scroll bars, and other design elements. It’s an opportunity to analyze separate items separately for quicker and more accurate results.
- Conversion funnel analysis. This feature turns raw data into informative visualizations showing what percentage of people convert and at what stage they drop off.
- Sales performance. Use this feature to estimate the revenue each website element generates quickly. It shows what customer conversions are the most profitable.
CRO Marketing vs. SEO
CRO and SEO have lots in common. Both approaches marketers use to optimize a website and make it more effective. They complement each other and overlap in website content and design optimization. However, CRO and SEO still have many differences.
The main one is that SEO happens at the beginning of the funnel. Its primary purpose is to attract more people through better positions in Google Search. A web resource with quality SEO appears at the top of search results and, therefore, users are more likely to visit it. On the other hand, CRO occurs at the bottom of the funnel, when the leads are already engaged and ready to convert.
Hence, marketers should remember that when developing CRO and CEO strategies, they target different customers. At the same time, they must synchronize these approaches to make them complement each other. For example, optimized keywords and website architecture benefit both CRO and CEO. Website speed is also equally important.
A CRO strategy is life-critical for any online company, especially eCommerce brands. Hence, if you are one of them, introduce some website design changes and marketing approaches to make more people convert. While benefiting your company, it will also boost customer satisfaction.