What is CRO? The acronym stands for “conversion rate optimization” and refers to a number of strategies aimed at improving conversion on websites and landing pages.
We have always said that in order to succeed, you need to analyze all the metrics of your business. As the saying goes, what cannot be measured cannot be managed — and much less optimized.
Precisely for this reason, one of the pillars of CRO is the analysis of metrics and key performance indicators. From them, you can understand a site’s issues and apply techniques to improve the conversion experience.
Want to know more about it? Follow this post! We’ll explain what CRO is, why it is so important, and how to apply it to a website.
What is CRO?
CRO is an acronym for Conversion Rate Optimization, it is about working on your site’s user experience with the goal of turning it into:
- Customer – For an e-commerce, for example, a conversion means an effective purchase.
- Lead – In an Inbound Marketing strategy, one of the main goals is to convert visitors into leads.
- Tester / Subscriber – Software as a Service ( SaaS ) businesses need to convert testers and subscribers.
Contrary to what many professionals imagine, it is essential to apply the concept to every page of a website, not just landing pages or home pages. Also, your conversion goal may differ depending on the site page.
Landing Pages for ebooks aim to attract downloads to convert leads. Already the Plans and Services page of that same site will aim to convert customers. Do you understand the difference? Each page of a site should be optimized for a specific funnel moment.
Before you know how to apply CRO, you must first understand that a CRO project can be divided into four phases:
- analysis of the website and company data;
- development of hypotheses from the collected data;
- conducting tests;
- measurement of results.
Why is Conversion Optimization important?
Now that you understand what CRO is, it’s time to learn more about its importance and application.
We all know that nowadays, the consumer who buys online not only seeks low price. He also wants a website that offers a good browsing experience.
And there are several pillars that make up a good online experience. This involves layout, information architecture, page loading speed, CTA’s, and of course, the quality of the content.
If you work in digital marketing, you need to pay attention to these items. After all, there’s no point in attracting new visitors with paid campaigns, for example, if your traffic doesn’t generate sales.
It’s worth investing in strategies that provide a good user experience if your traffic is good, but your conversion rates are not.
When we talk about investing in CRO, we talk about a strategy that can bring more efficiency to your sales funnel, helping you reach your goals more easily.
How to use CRO on my site?
It’s no use understanding what CRO is if you don’t know how to apply the concept to your site. Here are some practical tips we have separated:
1. Enter more touchpoints
Encourage your potential customer to contact your business, either to request a quote or even to ask a question.
How to do this? Simple! Insert a call to action across the pages and don’t restrict yourself to just the traditional “Contact Us.” CTA anchor text may vary and may be arranged at different locations on the site.
2. Invest in quality content
With quality content, you get the visitor’s attention, can educate them, and most of all, establish a trusting relationship.
At the time of the purchase decision, this may be your main differential.
In addition, developing quality content can have many other benefits to your business besides increasing conversion rate, such as improving your search engine placement.
But, it is important to understand what quality content is when the topic is conversion. In addition to being content that addresses users at the right time, it is content that takes advantage of neuromarketing concepts, such as:
- Shortage (“limited time supply”)
- Exclusivity (“opportunity for the first X”)
- Time-saving (“schedule your posts and save time”)
- Social Tests, etc.
3. Check the speed of your site.
No one likes to wait for a page to load, right?
According to an analysis by Aberdeen Group, users wait on average two seconds for their page to load. Within three seconds, about 40% of them leave your site.
Ensuring a fast upload speed is even more important when accessing a website via tablet or smartphone. So use tools like Page Speed Insights and analyze the load time of each of your pages.
In addition to showing you a page score, Page Speed details improvements you’ll need to make to reduce this time.
Tip: Have a programmer with you as many of these improvements will involve code updates.
4. Understand the user experience within your site and test it.
Be prepared to create your own tests.
First, study your persona’s behavior well and raise any potential problems she encounters during the buying journey.
Then use heat map tools like Hotjar and Crazy Egg to understand how users behave within your site. With the tools, you’ll find the user’s path, understand where they click, and how they consume content. This careful analysis will help you discover site failures, navigation difficulties, and hotspots.
Analyzing user behavior through Google Analytics is also critical. Analyze data such as:
- Bounce Rate: If it’s too high, you’ll probably need to review internal links, CTAs, and content. Remembering that a high Bounce Rate is not always a problem. For blogs, for example, it is very common to have this metric above 70%. For websites and sales pages, it certainly needs to be smaller;
- Exit Pages: Which pages have the highest exit rate? They will probably need to be enriched with content and links;
- Best Pages per Conversion: Embrace these pages and really try to understand what makes them so good for conversion. It can be content, copy, images, buttons, among others;
- Time spent on pages: Staying too long on a page can be either good or bad, and it depends on the content of the page. If it’s a blog page with rich and detailed content, it means that it’s actually consuming the content, which is great. But if it’s a buy or lead conversion page, for example, it may be that the user is having questions or having trouble finding important information. To fully understand this, analyze the specific behavior of this page type with the heat map tools.
Remember that there is no magic formula for optimizing your page conversion. So what is our main tip? Test, test, and test.
The important thing here is to test one variable at a time. If you change the color of a button and an image at the same time, you will never know which change impacted on improving results.
So, first, test two button colors and adopt the winner. Then test the image, and so on.
5. Track your conversion rate and track everything
We have already said that, but it is always good to repeat: You need to follow all your business metrics to find the ones that are most relevant to your success.
And the conversion rate is a key metric in a CRO strategy.
If you changed the position of a button, monitor, to understand if there was an improvement in conversions!
Based on this data, you will be able to implement the necessary changes to increase your site’s conversion rate.