CRO in Marketing – 9 Useful Strategies
Posted: Wed Dec 04, 2024 3:46 am
Conversion rate optimization (CRO) is one of the most important and cost-effective ways to improve your marketing strategy.
Instead of spending more money on paid advertising and getting more (not very qualified) traffic, you target the visitors you have and get qualified leads to convert better.
Let’s take a look at what the CRO marketing process looks like, what CRO strategies to use, and what types of CRO tools exist.
Web Conversion Rate Optimization: Definition
Conversion rate optimization (CRO) is the process of systematically improving website performance by increasing the percentage of visitors who take a specific action .
Key actions are usually a sign-up, a purchase, or a download, although they kenya phone number list could be other actions as well. What is important or considered a KPI (key performance indicator) can be thought of as a conversion event.
The process involves defining objectives, creating a hypothesis, collecting data, testing ideas, implementing changes, and measuring results.
The conversion rate is calculated by dividing the number of converted visitors by the total number of visitors.
calculate conversion rate
Read about the CRO benefits you can achieve by following the advice in this guide.
When to do CRO marketing?
As we have said, conversion rate optimization marketing aims to increase the percentage of people who take the desired action.
CRO marketing is not about increasing brand awareness or getting more traffic.
Start when you already have some traffic on your website.
If you have virtually no organic or paid traffic to your website, it's not the right time to think about conversion rate optimization yet.
Your CRO marketing efforts would be wasted.
Instead, focus on strategies that drive online traffic to your website, such as SEO , social media marketing, and content marketing .
But if you have a decent amount of visitors to your website, but only a few of them convert into leads and real customers, this guide is for you.
Stages of the CRO marketing process
In this section, we will go over the stages of the conversion rate optimization process.
1. Defining your CRO marketing goals
First, you need to define which conversion event you are going to optimize.
Most of the time, conversion optimization focuses on converting web visitors into leads. Sometimes, the conversion event is even a purchase.
“Smaller” conversion events, such as signing up for a newsletter or clicking a link, are often characterized as micro conversions .
While they don’t necessarily lead to more sales right away, they are important steps that lead to the next phase of the conversion path. They show you the marketing-qualified lead that could become a paying customer later.
It’s up to you to decide what you want to achieve. Consider what processes are in your unique conversion process and what events generate more qualified leads.
conversion event
After choosing the conversion event, ask yourself:
What is your conversion rate right now? Find out how many visitors your website has had in the last month and how many people completed the conversion event in question (e.g. a free trial). This is the benchmark against which your progress will be reflected.
What is your desired conversion rate? For reference, look at, for example, average conversion rates and benchmarks for different conversions in your industry.
How do I measure progress? There are different options for tracking test results. We'll come back to this part a little later in the list.
2. Analyze the problem
Before you move on to solving the problem, you need to know something about the current situation and make a rough guess as to why you are not successful at the moment.
The answer lies somewhere between the current state of the web and what your customers need and want.
Here is a list of things to consider when creating a plan:
Ideal customer profile
Instead of spending more money on paid advertising and getting more (not very qualified) traffic, you target the visitors you have and get qualified leads to convert better.
Let’s take a look at what the CRO marketing process looks like, what CRO strategies to use, and what types of CRO tools exist.
Web Conversion Rate Optimization: Definition
Conversion rate optimization (CRO) is the process of systematically improving website performance by increasing the percentage of visitors who take a specific action .
Key actions are usually a sign-up, a purchase, or a download, although they kenya phone number list could be other actions as well. What is important or considered a KPI (key performance indicator) can be thought of as a conversion event.
The process involves defining objectives, creating a hypothesis, collecting data, testing ideas, implementing changes, and measuring results.
The conversion rate is calculated by dividing the number of converted visitors by the total number of visitors.
calculate conversion rate
Read about the CRO benefits you can achieve by following the advice in this guide.
When to do CRO marketing?
As we have said, conversion rate optimization marketing aims to increase the percentage of people who take the desired action.
CRO marketing is not about increasing brand awareness or getting more traffic.
Start when you already have some traffic on your website.
If you have virtually no organic or paid traffic to your website, it's not the right time to think about conversion rate optimization yet.
Your CRO marketing efforts would be wasted.
Instead, focus on strategies that drive online traffic to your website, such as SEO , social media marketing, and content marketing .
But if you have a decent amount of visitors to your website, but only a few of them convert into leads and real customers, this guide is for you.
Stages of the CRO marketing process
In this section, we will go over the stages of the conversion rate optimization process.
1. Defining your CRO marketing goals
First, you need to define which conversion event you are going to optimize.
Most of the time, conversion optimization focuses on converting web visitors into leads. Sometimes, the conversion event is even a purchase.
“Smaller” conversion events, such as signing up for a newsletter or clicking a link, are often characterized as micro conversions .
While they don’t necessarily lead to more sales right away, they are important steps that lead to the next phase of the conversion path. They show you the marketing-qualified lead that could become a paying customer later.
It’s up to you to decide what you want to achieve. Consider what processes are in your unique conversion process and what events generate more qualified leads.
conversion event
After choosing the conversion event, ask yourself:
What is your conversion rate right now? Find out how many visitors your website has had in the last month and how many people completed the conversion event in question (e.g. a free trial). This is the benchmark against which your progress will be reflected.
What is your desired conversion rate? For reference, look at, for example, average conversion rates and benchmarks for different conversions in your industry.
How do I measure progress? There are different options for tracking test results. We'll come back to this part a little later in the list.
2. Analyze the problem
Before you move on to solving the problem, you need to know something about the current situation and make a rough guess as to why you are not successful at the moment.
The answer lies somewhere between the current state of the web and what your customers need and want.
Here is a list of things to consider when creating a plan:
Ideal customer profile