The question is, do you have a CRO strategy? Without one, you\u2019re missing a crucial piece in your digital marketing strategy<\/a>. More than getting traffic, it\u2019s the best way to generate qualified leads, convert more leads to customers, and drive sustainable, cost-effective growth. Let\u2019s find out how to get started on a CRO strategy.<\/p>\n\n The simplest way to think of CRO is what comes after digital marketing: the work that goes into maintaining the momentum from high traffic in order to realize actual revenue. It\u2019s what makes every sale possible\u2014the difference between a click and completing checkout and even repeat purchases.<\/p>\n\n Essentially, CRO is a strategy for getting your digital marketing strategy through to the finish line and making sure it works. It\u2019s all about removing barriers from the conversion funnel so that potential customers move along the sales pipeline. CRO allows you to create an optimal shopping experience so that they move from click to browsing, and getting a quote or completing checkout with ease.\u00a0<\/p>\n\n With a CRO strategy, you can convert more possible views to qualified leads, sales, and repeat purchases, giving you more ROI for every marketing dollar. The result is a higher conversion rate and increased revenue, all thanks to small but impactful changes to your website.<\/p>\n\n CRO is a fulsome strategy for elevating your website\u2019s conversion rate<\/a>. But to increase the rate, it comes down to specific locations where conversions may take place\u2014and why they\u2019re currently not working. These include:<\/p>\n\n Now that you know all about CRO, it\u2019s time to implement and strengthen conversion pathways. Here\u2019s how to get started:<\/p>\n\n How do customers navigate your website and complete conversion actions? What pathways do they take? Where are the leads stalled?<\/p>\n\n The first step to optimizing your conversion rate<\/a> is analyzing how they move along the conversion funnel. From traffic patterns, you\u2019ll need to see how many of these visitors progress to conversion actions, such as browsing a product and adding it to their cart. On the flip side, it\u2019s also worth finding out where they bounce out of your site and the page elements that contribute to this. With this information, you can make data-driven decisions on your CRO.<\/p>\n\n Beyond industry averages and benchmarks, effective CRO is backed by unique conversion goals. Rather than arbitrary targets, you need to set clear goals that fulfill the most crucial KPIs, such as customer acquisition, target leads, and increased revenue. Most importantly, don\u2019t box these metrics in by themselves. Think of conversion goals this way: for every x number of page views, there should be x number of conversions and x dollars worth of revenue.<\/p>\n\n Numbers may not lie, but they also don\u2019t tell the entire story. When developing a CRO strategy, make sure to include qualitative feedback from surveys, user testing, and other customer feedback sources. It\u2019s not enough to find out how many customers bounced out your site right before they could add an item to their carts. You need to know what pain points they experienced that disrupted their shopping experience.<\/p>\n\n Call-to-actions are perhaps the number one conversion tool. It doesn\u2019t matter how smart your content or how engaging a visual is. Without a CTA that prompts action, you could easily lose leads who just don\u2019t know where to go from there.<\/p>\n\n Most marketers already know the basic locations of CTAs, such as the homepage and product pages. But did you know that CTAs can also boost blog performance?\u00a0<\/p>\n\n Blogs are central to lead nurturing. This is where you nurture a customer\u2019s intent to buy with a thoughtful content marketing strategy. As you continuously provide value-added information, make sure to close the deal with a clear conversion pathway with a get a quote form, email signup button, or popup offer, and more.<\/p>\n\n Customer service has greatly evolved in the digital age. Now, it\u2019s no longer having someone on the other end of a customer service hotline or email. You need to interact with customers in real-time to provide a clear, straight pathway to their shopping needs.<\/p>\n\n A chatbot does exactly that. You can provide customer support in real-time, such as helpful links to products they\u2019re searching for. As a result, you\u2019re able to close more leads and increase your conversion rate.<\/p>\n\n While it\u2019s a good practice to enable chat support across your site, make sure to prioritize key conversion locations, such as the homepage, product, and pricing pages in order to generate leads in real-time.<\/p>\n\n Retargeting<\/a> is one of the most vital tools for staying in front of customers and nurturing their intent to buy and optimizing your conversion rate. The reality is, no matter how qualified a lead is, they may not be inclined to complete the purchase right away. So, how do you finally close the deal?<\/p>\n\n One of the best ways to do that is through retargeting. Even if customers have left your site, you can \u201ctrack\u201d them across the web and display targeted ads to remind them of their pending shopping decision. Make sure to retarget visitors who browsed your highest-converting pages.<\/p>\n\n CRO works best when you enable the teams behind every sale and their workflows. Since a major component of CRO is designing multiple, effective conversion pathways, it\u2019s crucial to equip marketing and sales teams with the tools they need to continuously nurture leads and engage customers.<\/p>\n\n This is where marketing automation<\/a> comes in. This allows sales teams to send automated emails (i.e., abandoned cart emails), get notified when leads complete high-intent actions, schedule sales calls, and more. By enabling productive workflows, sales teams are able to reduce stalled leads and move more leads along the sales funnel.<\/p>\n\n And finally, don\u2019t forget about A\/B testing<\/a>. If it isn\u2019t already, make it a core part of your CRO strategy. Simply, you shouldn\u2019t launch new CRO elements\u2014whether it\u2019s a landing page or a CTA button\u2014without validating their effectiveness.<\/p>\n\n A\/B testing allows you to test different versions of landing pages and other locations on your website that you\u2019re optimizing for conversions. Based on the results, you can implement the best version that your target audience responds to. Ultimately, A\/B testing enables data-driven CRO, resulting in higher conversion rates.<\/p>\n\n Now that you have the basic formula for conversion rate optimization, it\u2019s time to get started. Consultus Digital<\/a> can help.<\/p>\n\n As a leading CRO agency<\/a>, we provide a clear roadmap to increased qualified leads, conversions, and sales. From performing a complete audit of your website to essential CRO marketing strategies like SEO<\/a>, content marketing, landing page development, marketing automation, and more, we offer a robust strategy development package that is anchored to CRO. Whether it\u2019s the little things like adding CTAs or a complete overhaul of your website to define a clear conversion pathway, we provide everything you need to drive conversions and get the best value from every marketing dollar.<\/p>\n\nWhat is a CRO strategy for marketing?<\/h2>\n\n
Where to Implement CRO Marketing<\/h2>\n\n
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Steps for Implementing a CRO Strategy<\/h2>\n\n
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<\/figure>\n\n1. Analyze your conversion funnel<\/h3>\n\n
2. Set clear conversion goals<\/h3>\n\n
3. Support analytics with qualitative data<\/h3>\n\n
4. Craft high-converting CTAs<\/h3>\n\n
5. Add messaging features on high-converting pages and across your website<\/h3>\n\n
6. Use retargeting to stay in front of leads<\/h3>\n\n
7. Implement marketing automation<\/h3>\n\n
8. Run A\/B testing on landing pages and other conversion pathways<\/h3>\n\n
Let\u2019s Develop Your CRO Strategy<\/h2>\n\n