Last Updated: September 5th, 2021 by Dan Astriden.

What is CRO in Digital Marketing

Example of split testing to improve website optimization.

Conversion rate optimization is the systematic process of increasing the percentage of visitors to a website to take a desired action such as subscribing to a mailing list, filling out a contact form or registering for a webinar. An expert consultant can increase E-commerce sales by experimenting with call to action buttons and other content experiments. It’s is the single most important thing marketers can do to increase ROI profit and minimize expenses. The direct benefit is a lower cost in advertising, traffic generation and consulting fees. Search engines are looking for this exact signal so it’s essential to have a marketing person on your side. In this article I will answer questions, provide examples and offer real simple best practices & strategies internet marketers can do to your landing pages to maximize conversion rate optimization and increase traffic.

Conversion Rate Optimization Best Practices

Conversion rate optimization calculation is both science and art and utilize strategies to increase the conversion path. It’s important to use tools to gather metrics to help you analyze data. Best internet marketing strategies can include calculate the percentage of visitors that take a certain action (complete web form, email, making a purchase, signing up, click to chat, refer a friend, phone call, etc.). Best practices include testing and multivariate testing alternate versions of a webpage, copy or design elements. CRO goals and statistical learning should become business rules applied to the overall decision making process. An expert statistician, engineer, SEO or marketing person will test valid hypotheses, run controlled tests, research and evaluate results and continuously apply learning for overall site improvement. A/B/n and multivariate test are some best practices to run after evaluating web analytics, design, and copy writing.

What is CRO in digital marketing? CRO in digital marketing, or Conversion Rate Optimization marketing, is a process of increasing website visitors to take a desired action such as subscribing to a mailing list, submit a lead form or registering for a webinar. CRO marketing uses strategic digital process to test and find the best statistical significance conversions. The highest converting traffic on the web comes from search and this makes it important. You can either pay to placed at the top with paid advertising or you can hire a search engine optimization specialist to focus on improving you rankings and report achievements. Neither one of these are cheap so the businesses that will prosper on the web will leverage cro’s conversion rate optimization strategy & best practices.

Let’s do some math and consider conversion optimization CRO marketing strategy basics. If the average pay-per-click ad is $6 per click in 2019, how many clicks do you need to convert a user? Let’s say you have a conversion rate of 10% which is actually pretty good. It will cost around $60 in PPC for one conversion. If you invest in best practices and services to boost your conversions to 25%. The fee is now around $24. Think about how much less visibility you need to stay in business and how much more your competitors will be paying for traffic that doesn’t result in a lead or sale. The higher your conversion rate is, the less money you spend on advertising and you can get a better return-on-investment.

Let’s do some math and consider conversion optimization CRO marketing strategy basics. If the average pay-per-click ad is $6 per click in 2019, how many clicks do you need to convert a user? Let’s say you have a conversion rate of 10% which is actually pretty good. It will fee around $60 in PPC for one conversion. If you invest in best practices and boost your conversions to 25%. The number is now around $24. Think about how much less visibility you need to stay in business and how much more your competitors will be paying for traffic that does not result in a lead or sale. The higher your conversion rate is, the less money you waste on advertising and you can get a better return-on-investment.

Conversion Rate Optimization Tools & Techniques Used By Online Marketers

Any business owner understands the statistical significance of best ROI and money spent on advertisement, testing, research & marketing strategy. But what are the steps and how to improve existing landing page campaigns. Below are some strategies used by professionals to improve UX / UI and general information presented to your target audience. These best practices work in e-commerce, articles, social media, SEO landing page or product page. Optimizing website of content for your target audience is critical to convert customers which is the bigger picture apprach to sell your products and services online.

Use Auto Complete With Website Forms

Is your site turning your visitors away? Autocmplete is literally a 5 minute CRO marketing change that can have a big impact on conversions. When you implement autocomplete, the form fields will populate with browser stored information the user has typed into similar past forms. Autofill is a life saver on phones devices not just for the user but the site operator too since many visitors bounce completing a lengthy form. Marketers should implement this in all CRO campaigns.

Tip. Mobile devices are on the rise and the trend is not stopping. Ensure your form is suited for both desktop and mobile users. Best practices consider how much typing a person has to do just to submit your form. Users bouncing isn’t shown in Google Analytics tools so the next section is important to boost percentage conversion rates.

CRO Marketing Tools

Great visitor recording software has been available for a long time and has only become poplar recently with the rise of digital marketing agencies. I’ve been using this visual technology tool with clients and has had tremendous positive results for my agency. In my opinion you can look at analytics until you are blue in the face trying to determine where and why engaged users bounce, SEO problems and spot technical issues that all websites have. By watching how people navigate your websites you get an inside perspective into the user journey action and can easily spot things that cause users to leave. Add this CRO marketing tool and quickly increase conversion rates. I’ve used these tools to work on conversion rate on blogs many times.

Tip. I monitored website recordings for a client and noticed two visitors in a row bounced when completing the contact form. I checked the analytics for the past year and the bounce rate was 100% on the page so I can assume they either attempted to complete the form and left or they viewed the lengthy form and left. Needless to say, we changed the length of the form and conversion improved. It was very effective and an easy marketing optimization.

CRO’S Utilize A/B Testing Strategies

Best CRO tactics in a digital marketing funnel are crucial. I can’t believe the number of businesses that create a website and do zero marketing, customer communications or management. After a couple years they realize the site isn’t working and they do a redesign. To make matters worse, they technically don’t do the migration properly and they lose all the SEO signals that have build-up over time. The problem here is the company has no idea what wasn’t working on the site and use blind faith into a new design hoping it will work better. A/B split testing strategy is constantly being used by all the big, successful companies. Whenever you do search on a search engine there are multiple A/B tests being performed so they can determine what process provides the optimal user experience. After creating a hypothesis, a CRO analyst uses tests to find out which layouts, copy text, offers, fonts, and images perform best on landing pages.

Best CRO marketing channel strategy goals in a direct response marketing funnel is crucial. Converion rate optimzation is the cheapest way to get more conversions from visitors. I can’t believe the number of examples of businesses that create a website and do zero campaign marketing or customer communications. After some time they realize the site isn’t converting and they do a redesign of all landing pages. If they technically don’t do the migration properly and they lose all the SEO signals that have build-up over time. The problem here is the company has no idea what wasn’t working on the site and put blind faith into a new design hoping it will work better. Conversion rate optimization tatctics include split testing strategy which is used by all the big, successful companies. Whenever you do search on a search engine there are multiple A/B tests being performed so they can find out what process provides the optimal user experience. After creating a hypothesis, a CRO analyst uses tests should be used to discover which layouts, text, offers, fonts, and images perform best on landing pages.

Tip. Early in my career I thought multivariate testing was a waste of time. I was working as a web developer with a company that hired an expensive digital marketers. They wanted to slightly change the color of a submission button as well as the outlying border. I made the change and when we reviewed the data the conversion rate was higher. I though to myself there wasn’t enough data or something else was responsible for a higher rate of conversions. I actually ran the same experiment for years just to get more data and see if the color change really made that big of an impact. It really did.

Important Competitive Research Done by Expert Digital Marketers

To crush it on your ecommerce blog and maximize leads / revenue, marketers need to creatively take the journey through the eyes of a prospective customer or visitor on all landing pages. Customers have real questions and it’s important to get to know the customer well and make sure marketers’ answer their questions and guide the visitors to achieve their goal. Simply put communication with customers is needed and you must convince visitors you are the best business fit for their thirst or needs. Conversion optimization should start with looking at every single blog in the same niche and determining what specific CRO optimize tricks works and what doesn’t. You don’t have to have the greatest site in the world, just the best option within the niche. Competitive research growth report should be part of any conversion rate optimization campaign in order to increase visitors / customers.

Some things to consider to make your company the best option:

  • Special Offer – Can you provide something the competition doesn’t offer?
  • Social Proof – Do you have reviews / recommendations?
  • Price Point – Can you offer the lowest price?
  • Trust / Authority – Member of better business bureau Number.
  • Standing Out – How are you different? What can you do better?
  • Employees – Do you have pictures of who the user may meet the user on the website?

Website Site Speed Benefits

Is your shopping cart abandonment rate too high? Users have zero patience when it comes to the load time of websites. Studies have shown if the user doesn’t get what they want in two seconds or less; they leave. It’s critically important to have good web hosting (time to first byte), fast loading resource, optimized images, conversion rate optimized copy and limit the number of calls to external resources. The implementation of mobile-first indexing in 2018 means you need to improve the website’s optimization and have a mobile-first web design. Decreasing speed will boost your CRO marketing strategy. Reducing page speed will reduce high bounce rate and eliminate a bad experience.

Tip. A current trend is to have the homepage with a full background sized image or even worse a video background. I can tell you from watching millions of website visitors, people do not wait for the image to load and they are scrolling down the page to something that has loaded. Hopefully the right message is displayed because remember, you have two seconds for the user to process and determine they are on the right website.

What Does Conversion Rate Optimization Strategies Mean in Business?

The web is a critical component of company success so you must have an conversion rate optimization marketers use tools to analyze & study results. It acts as a platform where people can get information and is a contact point for the businesses. The web also provides social proof so social media properties are important to include and what people are saying about your services & brand around the web is very important. You can have the best landing page in your niche but if you don’t answer the phone, quickly reply to forms or don’t have a good product or service, conversion rate optimization (CRO) best practices won’t be of much value. For this reason step by step digital marketing strategy is important and conversion optimization is essential to an overall internet marketing strategy. In 2020, user intent and web personalization are the latest factors an online marketing engineer must take into consideration when performing conversion optimization and understanding intent when creating call to action buttons and micro conversions.

Tip. How to improve page visitor conversions and improve business conversion rates. The search engines want a great experience for their visitors so they track metrics such as who is clicking on your landing page, what they do on landing pages other websites they visit, if the user returns to your website, reviews and social comments around the web. If you want traffic search in either paid search or organic results, you MUST provide an excellent service and tie this experience into the web. Connect with our Santa Cruz digital marketing agency to improve your business CRO with management services. We have helped clients with conversion rate optimization to increase business by using heatmap analysis and session recordings to improve business goals.

Bonus

10/10 websites that I review have technical issues, legal issues and other problems that are holding back leads, conversions and sales. For a limited time I’m offering a free website review which is a $125 value. I can also check your conversion rate optimization on a page of your website to increase visitor conversions and landing page actions. Have a phone call with a Google website optimizer or internet marketers CRO’s now to improve conversion rate optimization.

About the Author

Avatar for Dan Astriden

Dan Astriden Web Developer

Hello. I'm a senior web manager located in the Bay Area, California. I've been managing the web properties of several Silicon Valley tech companies for many years. Contact me for a free website audit online and see how I can improve your business.

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