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Conversion Rate Optimization

In marketing, conversion rate optimization (CRO) is the process of improving the ratio between website visitors to leads. It is commonly referred to as CRO.


Mindset for CRO

You need to start by thinking like your customer, but not just any customer – the one that DOESN’T tell you how much they love your product/service/website/whatever. You need to get in the shoes of the people who don’t click through. Be thinking about what blocks they might have, what would prevent you from clicking onward, and be dedicated to removing those blocks. Do you really need ALL of those answers on your lead form? Can’t you collect their last name after you chat with them?


Starting With The Data

Start by installing Google Analytics if you have not already done so. Without this FREE tool, you are basically flying blind. GA will help you see how many people are visiting your site, how they got there, and what they did once they showed up. These benchmarks help us determine if we are improving or not. There are some other tools that add to your analytics toolbelt including HotJar, Chartbeat, KissMetrics, and even HubSpot. Without this data, you won’t know what your conversion rate is today and whether or not your changes had a positive or negative impact. Pro-Tip: Don’t rely on revenue or new customers as your only metric. Look for softer touchpoints like button clicks, form fills, or even time on the page as starting points.


The Step-By-Step Process

  1. Quantitative Research (DATA) – Get your starting points.
  2. User-Mindset – Get in their shoes, think of the challenges and how to overcome them.
  3. Make a list of possible variations to test and determine the cost for those
  4. Design and build the first variation, keep a control group and send traffic to both. Use the benchmark data to determine if your test was successful or not.
  5. (obvious not needed step) – Implement your winner and keep testing!


Possible Variations

Sometimes coming up with WHAT to test is the hard part. Here are some ideas.

  • Remove non-essential elements, text, images, videos that could be distracting people from the main offer and main goal
  • Remove any “cop-out” call to actions. Don’t give people multiple options, push them to a single conversion
  • Remove unessential form fields
  • Change call to action language to be more clear – make sure people know EXACTLY what happens when they click/convert
  • Contrary to popular belief, test making the page LONGER. People stop scrolling only when satisfied. Keep adding value as they scroll.
  • Add “social proof” to your landing page. PROVE that other people found value in this exact conversion (reviews?). “Nothing draws a crowd like a crowd” – P. T. Barnum
  • Add more value – can you give a better description of what you are giving people? Can you add more to it? (fill this form and we’ll ship you a free XYZ)
  • Edit your headlines, subtext and body text! This is how you grab people – make it compelling!
  • Create incentives or guarantees
  • Remove fear by making your offer or form “no obligation”
  • Test Call To Action Placement – add multiple buttons or move it higher/lower on the page. Try different colored buttons too


What Next

Never stop testing. This might seem like a daunting task. If you feel that you need help with any step of this process, give us a shout, we’d be glad to help.