This strategy is essential for companies to achieve better results and increase their income, ensuring success in the development of their campaign.
In this article, we will introduce you to the CRO concept so that you can master it correctly.
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Source: freepik.es
What is CRO?
CRO is a set of techniques and strategies that seek to optimize the conversion rate, with the aim of increasing the number of users who visit our website and, as a consequence, the percentage of sales, leads (customers who register on our website) or any type of conversion.
However, it can also lead to increased customer insights, better search engine rankings, higher ROI, lower customer acquisition costs, increased scalability, excellent user experience, and increased trust in our website.
To do this, you need to understand what will convince visitors to take your desired action, based on their behavior, the devices they use, or what catches their attention. This way, you won't miss out on valuable opportunities due to conversion errors and you'll make sure that as much of your traffic as possible translates into sales.
What types of conversions exist?
As we mentioned, the main advantage of CRO is that it helps to get customer traffic to perform the specific action we are looking for. In short, it helps our visitors become customers.
These conversions can be divided into two types:
Microconversions: Direct actions to the objective set in macroconversions. Some examples are searching for information, creating an account, adding a product to the cart, staying 60 seconds on the website, viewing more than two pages of the site, among many others.
Macroconversions: These are those that require the sum of several microconversions carried out by the user, such as using a service, requesting information, subscribing to a newsletter or purchasing a product.
How is CRO calculated?
It is very important to know how to calculate the CRO in order to correctly monitor the results obtained from its application and measure its effectiveness. To do this, we will find the following formula:
Conversion Rate Calculation:
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It is important to clarify that “session” refers to when a user interacts with a website for a period of time or after 30 minutes of inactivity.
A conversion, on the other hand, refers to each potential customer generated.
The phases of a CRO strategy
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Source: freepik.es
On the other hand, we can say that, like any marketing strategy, CRO is based on a scientific method with several phases that must be carried out to obtain optimal results. We mention all of them below:
Stage 1: Situation analysis
In this first phase, all the weak points of our website in kuwait telegram phone number list particular that need to be improved must be identified and analyzed. The conversion process cannot begin without taking into account the initial situation.
Stage 2: Definition of objectives and formulation of hypotheses
Based on what was analyzed in the previous phase, we must clearly define what we want to improve, based mainly on the flow and behavior of our users, and propose a series of viable hypotheses to carry out the change.
Stage 3: Test development
At this stage, surveys and satisfaction tests must be carried out for users, in order to verify whether the hypothesis raised is correct.
Step 4: Solution
Based on the results obtained, various solutions are proposed to implement improvements to the website. Proper monitoring must be carried out to check whether these have allowed the conversion rate to be increased efficiently.
It should be noted that this will not be the definitive solution, but that it can constantly change and improve.
Tools to improve CRO
To achieve all of the above, several tools must be used. Some of them are:
A/B Testing: This involves comparing two variants of a page to see which one works best. These differ in a single element and are viewed by two different groups of people.
Multivariate test: This test is very similar to the A/B test, except that several elements are modified. In this way, different combinations are compared.
Heatmaps: This tool allows you to know the elements with which users interact in order to understand their behavior.
Landing pages: This is what “landing pages” are called, i.e. pages that a user reaches by clicking on a link. These are specifically designed for each campaign and have a clear objective, such as reaching one of our social networks, an advertisement, a download, among many others. This way, users feel more comfortable and find what they were looking for easily.
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Source: freepik.es
Other CRO strategies
Finally, we mention other aspects to take into account that can help in optimizing the conversion rate:
Pop-ups: These are pop-up windows that appear on the web. Their main objective is to capture the attention of customers and provide important information. If used correctly, they can be one of the most effective actions to increase conversion.
Customer Service: Helping your customers with their problems or queries about your products can greatly increase not only the user experience but also sales. For this, you can implement chatbots or a live chat to resolve questions in real time.
Reviews: Including customer reviews can increase our conversion. Our website will inspire greater confidence in new users if it has good reviews about our products or services.
Payments: Not offering multiple payment methods can be a hassle when making a purchase. Payment flexibility will increase trust and make your sales easier.
Copywriting: Whether it's talking about our products or services, our clients, and the benefits we offer, persuading our potential clients in writing is a key strategy to increase our conversion. However, you should try not to copy your competitors, since, although it is true that many of them face the same challenges, you must make sure that they respond to your own objectives.
Design: Conversion must also be accompanied by a careful, attractive and user-friendly web design, since these can greatly influence the trust that customers will have. In addition, a correct design can facilitate user interaction to reach the desired objective.
Conclusion
Now you can start implementing these CRO tips and techniques. The important thing is to correctly observe and analyze all the quantitative and qualitative data obtained, to understand how our visitors interact, identify the problem and apply solutions accordingly.
