One of the most important aspects of digital marketing is conversion rate optimization, or CRO. Conversion is the term used when passive visitors to your company’s website become active customers who respond to a call to action, such as signing up for a product, newsletter, or even filling out a form. Optimizing your conversion rate means that you increase the percentage of visitors to your site who become active customers. A full CRO can seem like a daunting task to beginners, but here are 5 easy steps to get started:
1. Gather Data
In order for your digital marketing to be successful, you need to understand both your business and consumers very well and in exact terms. First, take time to evaluate your business: What is your unique selling proposition? What are the objectives and goals of the company? Why does it exist? Put these things in writing, because it is extremely important that your marketing showcases the goals of your company.
When you understand what your business has to offer, you need to carefully evaluate your customers. Take data on which populations are buying your product or services, and which of your promotions are the most popular to consumers. Then narrow down your search further to pinpoint what aspects of your business satisfy your customers, and what aspects cause objections. Your marketing needs to positively engage these customers in order for your company to be successful.
There are several tools available to support you in collecting and evaluating this data. Tracking and analytics programs such as Google Analytics Basics can help you determine the performance of your marketing, content, and products. Online analytics tools generate customer satisfaction and objection reports to help guide you in your optimization process.
2. Set Specific Goals for Your CRO
Once you have collected your data, use it as a baseline to set goals for your digital marketing. Your data will inform you on which promotions, products, or services are the most popular. Make specific, measurable goals to promote these products or promotions to your identified consumers.
3. Utilize SEO Techniques
Once you’ve developed goals for your CRO, use SEO strategies to make your business goals a reality. It all starts at the beginning of your consumers’ journey: search engines. People most commonly find and purchase products by first searching online for products or services they need. Search Engine Optimization (SEO) is the process of making your site more visible to consumers by enabling your website to pop up in the consumer’s top search results.
SEO content writing incorporates specific keywords, topics, and links into your content that will make your website appear at the top of search engine results. In order to do this, you need to determine which keywords, topics, and links will be most effective in drawing your targeted customers to your website and incorporate these into your content. The algorithms used for search engines change regularly, so it is important to stay up-to-date on which keywords, topics, and links will make your website as visible as possible to consumers.
4. Use Blogs
A strong business website not only is discoverable to first-time users but is also engaging enough to develop routine users. Blogs can help boost the amount of traffic on your website, the length of time customers spend on your website, and the likelihood that they will come back to the website later as a source of advice or information. Blogs are most effective on company websites if they are well-written, engaging to your target audience, and informative on topics related to your business. If you want to optimize your conversion rate, make sure to implement a blog column that keeps your customers engaged in your website and informs them on important topics that direct them back to your business.
5. Check Your Progress on Goals
In order to figure out if your changes are helping your CRO, you need to regularly check your website’s performance. Use analytics tools to report website performance, and determine which components of your website are the most active to which customers. These reports also help you identify any components of your web page that need adjustments in order to be more functional and engaging to consumers. CRO is an on-going process, so continue to monitor and adjust your digital marketing as necessary!
Talk to a Professional
Growing your website can be an overwhelming task, but you don’t have to take it on alone. If you still aren’t sure how to make your website more accessible and marketable to customers, talk to a professional about conversion rate optimization today.